This is from No Frills Price Matching Policy:
We match identical items defined as same brand, item type (in the case of produce, meat and bakery), size and attributes, or comparable items in the case of private label.
I was denied Price Matching Compliment Mushrooms to PC Mushrooms, which I had done many times in the past with no issue. I asked them about this exact section of their policy and was told No Name is their Private Label brand, not PC, PC is a brand and I only Price Match PC to PC. This was a couple of years ago and I have not tried since.
For the past year, maybe a year and a half produce has to be same place.
Now I have found Mushrooms are an issue because everyone has a "brand" on them but for items like Lemons because other stores just say 3lb bag and do not list a Brand they will let me Price Match to the Farmer's Market as long as they are from the same location.
The one that got me was earlier this year they tried to deny my Price Match for Peaches, both the Flyer and their Peaches were 3Litres both were from Ontario, the "issue" was No Frills were in a Plastic Container and Zhers (who I was trying to Price Match) showed theirs in a Basket. Luckily the produce manager came over and said "Give it to her theirs are probably in a plastic container they just use a basket in the flyer to make it look pretty."
But to be honest, it isn't only Loblaw Banner stores that have "issues" with their Price Matching Policy.
Freshco which is under the Sobeys brand Price Matches, BUT they will not Price Match Zehrs which is probably a 3 to 5-minute drive because as per Freshco Zhers is not their competition because Zehrs is a high-end Supermarket same as Sobeys (who owns them) and Metro. The cashier gave me a long speech about how their prices are higher so they are not competition because Freshco is a "Discount Grocery Store" that offers lower prices without the frills, which made no sense since Zhers was offering a cheaper price so Freshco is not always lower, just saying.
Don't get me wrong, I love Price Matching but there are a lot of rules to follow but I will admit I do my best to follow all of them as I hate that moment at cash when they refuse a Price Match.