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Fortinos

Fortinos is a Canadian specializing in groceries, fresh produce, and Italian-inspired products, founded in 1961 by Italian immigrant John Fortino in . The began as a single small store emphasizing fresh food, competitive prices, cleanliness, and friendly service, quickly expanding due to community support and family involvement. Acquired by Loblaw Companies Limited in 1988, Fortinos has grown into a prominent banner under the larger , maintaining its regional focus while integrating innovative features. As of 2025, it operates 24 stores across the () and Hamilton region in , serving as a key player in the local grocery market with an emphasis on quality, community ties, and modern conveniences like . The brand's enduring appeal stems from its roots in Fortino's vision of a "supermarket with a heart," fostering loyalty through events, , and a commitment to supporting Canadian farmers and suppliers. Over the decades, Fortinos has navigated expansions, including a new store planned in , while preserving its family-oriented heritage amid broader industry changes.

History

Founding and Early Years

Fortinos was founded on September 9, 1961, by John (Giovanni) Fortino, an immigrant from , , who had arrived in , seven years earlier as a steelworker. The first store opened as a modest, tiny street-front grocery at the intersection of King Street East and Glendale Avenue in lower , targeting the local immigrant community with fresh produce and specialties that evoked culinary traditions. From the outset, the business emphasized quality fresh foods, competitive pricing, a clean and organized environment, and exceptional , principles that John Fortino instilled to build lasting ties. played a central role, with John partnering with his two brothers-in-law, Stan Filice and Umberto Spagnuolo, to operate the store, reflecting a collaborative effort rooted in their immigrant experience and shared vision for serving Hamilton's diverse neighborhoods. This hands-on involvement helped foster a reputation for reliability and warmth, distinguishing the small operation despite its limited space. In its early years, Fortinos operated humbly as a single-location grocer, navigating the constraints of a compact storefront while prioritizing personalized service and products like high-quality meats and local produce to meet the needs of working-class families. John's philosophy of , evident from the store's inception, laid the groundwork for future growth by creating strong local bonds that extended beyond mere transactions.

Expansion in the 1970s and 1980s

In 1972, John Fortino partnered with seven associates, including family members and friends, to open the chain's second store on , transitioning from a single small storefront to a multi-location model focused on larger formats. This move marked a strategic shift toward , with the new location emphasizing fresh, high-quality products to appeal to 's growing ethnic communities, influenced by Fortino's . The store's success, driven by competitive pricing and variety in perishables, quickly validated the approach. By the mid-1970s, Fortinos had grown to four stores, all centered in , with the third location opening in 1973 as the chain's largest at the time and the fourth added in 1975. This period saw initial investments in expanded departments, including in-house bakeries and delis, alongside larger produce sections stocked with farm-fresh items to differentiate from competitors reliant on dry goods and national chains. The focus on quality perishables and customer service helped build loyalty in the local market, setting the stage for further regional outreach. During the 1980s, Fortinos accelerated its growth into surrounding areas, opening stores in and while extending into the Niagara region, reaching a total of eight locations by the end of the decade. The chain introduced even larger store formats featuring European-inspired designs, enhanced in-store dining options like bistros, and dedicated sections for , , and to create a atmosphere that prioritized fresh and specialty foods. This evolution strengthened Fortinos' position as a regional player, emphasizing innovation in store layout and product assortment to attract families seeking premium yet affordable groceries. The expansion was supported by financial strategies rooted in close-knit partnerships, with initial funding from family contributions and subsequent loans enabling property acquisitions and store builds without heavy reliance on external investors. These approaches, combined with reinvested profits from high-performing early locations, facilitated steady growth to eight stores by 1988, solidifying the chain's footprint in .

Acquisition by Loblaw Companies

In 1988, Limited acquired Fortinos, a Hamilton-based chain, for an undisclosed amount. This purchase allowed Loblaw to strategically enter the competitive Hamilton market, where Fortinos had established a strong local presence with its focus on fresh foods and customer service. At the time of the acquisition, Fortinos operated eight stores primarily in the Hamilton area. Following the acquisition, Fortinos was retained as a distinct under Loblaw's portfolio, preserving its unique identity and European-inspired store format rather than subjecting it to full . Founder John Fortino continued to play a role in the chain's operations and legacy, with family members such as his nephew Vince Scorniaenchi taking on responsibilities in subsequent years; Fortino remained involved until his in 2011. This approach maintained Fortinos' in key areas like buying and merchandising, supported by dedicated offices. The acquisition provided immediate benefits, including access to Loblaw's extensive , which enabled cost efficiencies in and distribution without disrupting Fortinos' core operations. These efficiencies stemmed from Loblaw's scale in sourcing fresh produce and other goods, enhancing the chain's competitiveness in its regional markets. However, the transition presented challenges in integrating operational systems, such as and , while safeguarding local management autonomy to avoid alienating loyal customers.

Developments Since 2000

In 2011, Fortinos marked its 50th anniversary with two weeks of celebrations across its 20 stores from Stoney Creek to , featuring children's activities, barbecues, cakes, and a grape stomp at the Mall Road location, while supporting the Heart and Stroke Foundation through customer donations at checkout. A decade later, in 2021, the chain commemorated its 60th anniversary by emphasizing community engagement, including annual family picnics, golf tournaments benefiting Camp Trillium and the PC Children's Charity, turkey drives, contributions such as 3,000 bags in , and senior grocery delivery programs in areas like Waterdown, alongside in-store enhancements like the rollout of the Pane Fresco restaurant-style bakery concept to improve the shopping experience. To meet evolving consumer demands, Fortinos adopted digital tools under Loblaw's umbrella, launching online ordering via the PC Express platform in 2014, which enables customers to select groceries for convenient pickup or delivery with integrated points earning. This service expanded significantly during the , with adaptations allowing for contactless options and broader accessibility across stores. In 2018, Fortinos fully integrated Loblaw's loyalty program, unifying rewards from previous systems like PC Plus to offer points accumulation and redemption on purchases, enhancing in a competitive market. Facing rising e-commerce pressures from rivals, Fortinos partnered with in December 2017 to provide same-day home delivery from select locations, initially in and later expanding, allowing shoppers to access full store inventories without in-person visits. This initiative complemented PC Express by addressing demand for faster, third-party fulfillment options. By 2021, Fortinos operated 23 stores concentrated in the . Following this, the chain expanded to 24 stores as of 2025, with a new location opening after 2021; a planned store in announced in 2023 remains under development and unopened as of November 2025.

Corporate Structure and Ownership

Current Ownership and Integration with Loblaw

Fortinos has been fully owned by since its acquisition in 1988, operating as a regional banner within Loblaw's portfolio of supermarket brands, alongside others such as and Zehrs. As a banner, Fortinos contributes to Loblaw's broader retail strategy, focusing on the market while benefiting from the parent company's scale and resources. The integration of Fortinos into Loblaw's corporate structure includes shared administrative functions at Loblaw's national head office and store support centre located at 1 Circle in , . Fortinos also utilizes Loblaw's national distribution and logistics network, which supports efficient operations across all banners without dedicated facilities exclusive to the . This shared infrastructure enables synergies in areas like and , while preserving Fortinos' regional identity rooted in the founder's emphasis on community-oriented service. Fortinos maintains a semi-autonomous status within Loblaw's framework, where corporate-level decisions on strategy and standards are set by the parent company, but local promotions and initiatives are tailored to the banner's market positioning in the . For instance, while aligned with Loblaw-wide programs like the loyalty initiative, Fortinos adapts offerings to reflect its Italian heritage and local preferences. Financially, Fortinos' performance is reported as part of Loblaw's , which encompasses all corporate and franchise operations under various banners and generated $59.8 billion in sales for the 2024. No separate revenue or metrics are disclosed for individual banners like Fortinos, as they are aggregated due to similar economic characteristics, contributing to the 's adjusted EBITDA of $6.7 billion that year. This structure underscores Fortinos' role in bolstering Loblaw's dominant position in Canada's grocery sector without isolated financial visibility.

Management and Leadership

John Fortino founded Fortinos in 1961 as an Italian immigrant in , establishing a family-run focused on fresh food and community service that grew into a regional chain before its acquisition by Loblaw Companies Limited in 1988. Following the acquisition, Fortino's role transitioned to an advisory capacity within the integrated operations, where he continued to influence the chain's direction until his death in 2011 at age 76. Family members played key roles in the post-acquisition leadership, with Carmen Fortino, a relative of the founder, joining Loblaw's executive team and holding senior positions such as EVP of the Region from 2003 to 2007, leveraging his experience from the to guide regional strategies. In 1994, Vince Scorniaenchi assumed leadership of the Fortinos banner, steering its expansion and innovation for nearly three decades until his retirement in 2022. Scorniaenchi was succeeded by Peter Weicker, who serves as Senior and Banner Head for Fortinos at Loblaw, overseeing operations across the 24 stores in the with a focus on maintaining the chain's community roots amid corporate integration. Fortinos' management philosophy, inherited from its family origins, emphasizes a supportive environment for employees, including comprehensive programs that prioritize exceptional to foster in diverse communities. Under Loblaw's umbrella, Fortinos leadership aligns with broader corporate initiatives, such as mandatory completed by over 198,000 employees in 2024, promoting hiring practices that reflect the multicultural demographics of its markets. This approach has contributed to Loblaw's repeated recognition as one of Canada's Best Diversity Employers.

Branding and Identity

Fortinos' branding has long been anchored in its Italian heritage and family-oriented values, originating from founder John Fortino's vision as an Italian immigrant establishing the first store in , in 1961. The chain's enduring slogan, "The Supermarket with a Heart," encapsulates this ethos, emphasizing community care, respect, and customer-first service that treats shoppers like family. This cultural identity is reflected in marketing that highlights fresh, authentic Italian-inspired products, such as signature sausages and the Pane Fresco line of ready-to-eat foods, fostering a sense of warmth and tradition. Following its acquisition by Limited in 1988, Fortinos underwent modernization in the , including store expansions and contemporary design elements while preserving the core "Fortinos" name and to maintain resonance with its loyal customer base. These updates integrated Loblaw's resources for broader supply capabilities without diluting the regional, heart-centered identity that distinguishes it from national Loblaw banners like or . Marketing campaigns during this period and beyond focused on fresh, local sourcing and , such as partnerships with food banks and charities, to reinforce ties to Hamilton's roots and differentiate through personalized, neighborhood-oriented promotions rather than broad national advertising. In the digital era, Fortinos' branding extends through its official website, fortinos.ca, which showcases weekly flyers, for pickup and delivery, and content celebrating its origins and influences, including seasonal collections like Italian Heritage Month features. The chain maintains an active presence on platforms like and , where it shares updates on local events, product spotlights, and community initiatives, further embedding its "heart" motif in interactive, customer-engaged storytelling that highlights fresh offerings and family traditions.

Operations

Store Format and Design

Fortinos stores typically range in size from 60,000 to 85,000 square feet, significantly larger than conventional supermarkets, allowing for expansive layouts that prioritize customer flow and product visibility. These stores feature open designs with wide aisles and prominent fresh food sections, including market-style halls with awnings, appealing tiles, and vibrant wall colors to create an inviting atmosphere reminiscent of marketplaces. A key design element is the emphasis on Italian-inspired offerings in the in-store delis and areas, such as the Pane Fresco concept, which highlights artisanal breads, Roman-style pizzas, and visible baking stations with professional ovens to engage customers visually and sensorially. These features blend old-world charm with modern retail aesthetics, using rich colors, textures, and custom fixtures to enhance the shopping experience. Since 2000, Fortinos has incorporated modernizations aligned with ' standards, including the introduction of kiosks to streamline transactions and energy-efficient technologies like eco-friendly refrigerants in newer stores. is a core focus, with most locations offering wheelchair-friendly entrances, wide aisles for maneuverability, and family-oriented spaces like enclosed café seating areas.

Products and Services Offered

Fortinos supermarkets offer a comprehensive selection of core grocery items, including fresh produce, high-quality meats such as , , , and , dairy products like cheeses and , and essential staples encompassing flours, sugars, mixes, and condiments. As a banner under Loblaw Companies Limited, the chain prominently features private label products, which provide affordable, innovative options in categories ranging from organic produce to ready-to-eat meals, helping customers earn points on purchases. Specialty sections within Fortinos stores highlight the chain's Italian heritage, particularly through an Italian deli that stocks imported cheeses, cured meats like and , pastas, and antipasti for authentic culinary experiences. The full-service crafts a variety of fresh items, including celebratory cakes, artisan breads, buns, bagels, and pastries, often customized for events. Complementing these, the floral department provides fresh-cut flowers, bouquets, and arrangements for everyday needs and special occasions. In addition to groceries, Fortinos provides ancillary services to enhance customer convenience, including on-site pharmacies that offer prescription , vaccinations, minor ailment treatments, and counseling through Loblaw's PC network. Photo lab services for development and photo printing are available in select locations, though some stores have phased them out in favor of digital alternatives. In-store banking partnerships, such as PC Financial pavilions, enable account , credit card applications, and reward point accumulation directly while shopping. To cater to seasonal demands, Fortinos runs promotions featuring holiday meal kits and catering through its Pane Fresco brand, offering pre-prepared options like carved turkey dinners, side dish platters, salads, and festive mains tailored to Canadian tastes for events such as and . These kits simplify holiday entertaining by providing complete, ready-to-heat meals with minimum 48-hour ordering notice.

Supply Chain and Sustainability Practices

Fortinos, as a under Loblaw Companies Limited, relies on the parent company's extensive national distribution network to ensure efficient logistics and product availability across its stores. This includes regional distribution centers in , such as those in , , and the facility under development in , expected to become operational in 2026, which will handle the delivery of fresh goods like produce and perishables to Fortinos locations in the . The chain's sourcing practices emphasize local and responsible procurement to support quality and regional economies. Produce is primarily sourced from farmers whenever possible, including recent partnerships like the one with Sensei Farms, launched in November 2025, for greenhouse-grown greens supplied to all 24 Fortinos stores. Seafood offerings focus on sustainability, with products certified by the Marine Stewardship Council to ensure responsibly sourced options. Sustainability initiatives at Fortinos align with Loblaw's broader environmental goals, including significant reductions in plastic packaging since the . Loblaw committed to making all retailer-owned brand and in-store plastic packaging recyclable or reusable by 2025, building on earlier efforts like the 2007 pay-for-bag program that phased out single-use plastic shopping bags by 2023. Energy-efficient refrigeration systems, such as CO2-based technologies for cold distribution, have been implemented across stores to lower , with retrofits in hundreds of locations supported by incentives. Waste reduction programs target zero waste to by 2030, achieving over 80,000 metric tonnes of donations and diversions in through partnerships with recovery organizations. In response to supply chain disruptions in the 2020s, particularly during the , Fortinos benefited from Loblaw's enhanced inventory management strategies. A dedicated response coordinated efforts to maintain stock levels amid global shortages, enabling a significant increase, with Loblaw's total growing by 10.7% in the first quarter of 2020 through adaptive and adjustments.

Locations and Market Presence

Current Store Locations

As of November 2025, Fortinos operates 24 supermarket stores, all situated within Ontario's () and the region, serving a concentrated market of urban and suburban communities. These locations emphasize in densely populated areas, with many featuring expanded formats to accommodate higher foot traffic and diverse customer needs in urban settings. A key store in is at 50 Dundurn Street South, Hamilton, ON L8P 4W3. Other locations include the store at 5033 Hurontario Street, , ON L4Z 3X7, which operates in a bustling suburban hub; multiple sites in , including 5111 New Street, Burlington, ON L7L 1V2, and 2025 Guelph Line, Burlington, ON L7P 4M8, catering to residential neighborhoods; and in Oakville, at 173 Lakeshore Road West, Oakville, ON L6K 1E7, and 493 Dundas Street West, Oakville, ON L6M 4M2, both designed with larger footprints for comprehensive grocery and pharmacy services. Recent updates to the store network include extensive renovations across most locations, with 21 of the 23 stores (at the time) either newly built or significantly refreshed between 2010 and 2021 to modernize layouts, improve , and enhance customer experiences like in-store dining options. For instance, urban stores like those in and Oakville often incorporate broader product aisles and integrated PC Express pickup zones to support the chain's focus on convenience in high-density areas.

Geographic Focus and Expansion History

Fortinos has maintained a primary geographic focus on the region of , encompassing the area and extending westward into the (), with all 24 stores concentrated in this corridor from to Peel Region. As of August 2025, the distribution includes 5 stores in , 4 in , 3 in , 2 each in Stoney Creek, Oakville, and , and 1 each in , Ancaster, , and Waterdown. This regional emphasis stems from its origins in and has avoided any expansion into Western or , distinguishing it from broader national chains within the Loblaw portfolio. The chain's stores serve suburban and semi-urban communities, prioritizing accessibility in densely populated but less centrally urban locales. The company's expansion history began modestly in Hamilton, where founder John Fortino opened the first store in 1961 as a small downtown storefront catering to local Italian immigrant communities. By the early 1970s, growth remained Hamilton-centric, with a second store added in 1972, a third in 1973, and a fourth in 1975, all within the city to build a strong local base. The 1980s marked initial diversification beyond Hamilton, with entries into adjacent Burlington and Brampton, reflecting a strategy to capture nearby suburban markets amid rising regional population growth. At the time of its 1988 acquisition by Loblaw Companies Limited, Fortinos operated eight stores, primarily in the Hamilton-Burlington core. Post-acquisition, the 1990s and early 2000s saw accelerated diversification into the broader , with new locations in , Oakville, and , shifting from a Hamilton-dominated footprint to a more balanced regional presence. This expansion aligned with Loblaw's integration strategy, leveraging Fortinos' established suburban positioning to compete against rivals like , which holds stronger urban market share in cores. By emphasizing larger-format stores in growing exurban areas, Fortinos solidified its role in the Golden Horseshoe's retail landscape without pursuing aggressive national growth. Looking ahead, Fortinos' expansion potential remains limited due to market saturation in the , with Loblaw prioritizing renovations and supply chain enhancements over widespread new builds for this banner; a notable planned is a new store in , reinforcing the chain's commitment to incremental growth within its core territory. This cautious approach reflects broader industry dynamics in Ontario's mature grocery sector, where further proliferation is constrained by and regulations.

Closures and Relocations

Following the acquisition of Fortinos by Loblaw Companies Limited in 1988, the chain underwent integration efforts in the that included the closure of a few underperforming stores to streamline operations and improve efficiency. These closures were part of a strategic rationalization to focus on high-performing sites in the Greater and areas. Relocations have occasionally occurred to optimize store footprints, allowing for expanded product offerings and better customer access while addressing lease expirations. Reasons for these changes typically involve economic factors like shifting consumer demographics, rising operational costs, or opportunities for consolidation with other Loblaw banners to avoid overlap. Community responses to these closures and relocations have varied, with local residents expressing disappointment over lost convenience but appreciating Loblaw's efforts to transition affected employees to nearby stores, minimizing job losses through internal reassignments. Overall, these adjustments have contributed to the chain's long-term stability, maintaining a network of approximately 24 stores without significant contractions.

Community and Cultural Impact

Philanthropic Initiatives

Fortinos, as a banner under Loblaw Companies Limited, participates in the company's initiative, which includes donating unsold food to local food banks and charities through partnerships such as . This effort aligns with Second Harvest's program, aimed at providing nutritious meals to children and youth, with Loblaw's involvement in food rescue dating back to the early . Stores in the area conduct annual holiday food and fund drives, collecting non-perishable items and monetary contributions to support regional food insecurity, often benefiting organizations like Neighbour 2 Neighbour . These campaigns, such as the one at the Ancaster location, encourage customer participation to stock local pantries during the festive season. Fortinos supports targeted causes rooted in its founding values as an immigrant enterprise, including sponsorships for cultural events like Festitalia in and contributions to youth programs through Loblaw's Children's Charity, which funds educational and nutritional initiatives for children. While specific community scholarships are not detailed publicly, the chain's heritage informs its backing of related efforts. sponsorships occur locally, with stores providing resources for teams and events in surrounding areas. The chain has also hosted events like the 2025 Grape Stomp with Festitalia at its Mall Road location in . Fortinos and affiliated Loblaw efforts contribute to children's charities through customer-driven campaigns under the Children's Charity, which has distributed grants exceeding $86 million nationwide since 1989 to support vulnerable youth. In alone, Loblaw donated more than 50 million pounds of food across , underscoring the scale of these ongoing initiatives.

Role in Local Communities

Fortinos contributes significantly to the economic fabric of local communities in the () through its employment practices and role as a major retailer. Operating 24 stores across the region, the chain employs between 501 and 1,000 individuals in roles ranging from frontline to specialized departments like and operations. This workforce supports local economies by prioritizing hiring from surrounding neighborhoods, ensuring that community members benefit from accessible job opportunities in a unionized environment that offers competitive wages and benefits. Furthermore, Fortinos provides training and development programs via its parent company Loblaw Companies Limited, fostering skill-building and career progression for employees, which enhances long-term within the . As anchor tenants in numerous shopping plazas, Fortinos stores drive economic stimulus by attracting substantial foot traffic and supporting complementary local businesses. For instance, at Eastgate Square in , Fortinos serves as a key anchor alongside retailers like and , contributing to the vitality of the 101-store complex and generating indirect economic benefits through increased consumer spending in the area. Grocery-anchored properties like these remain highly sought after in the , underscoring Fortinos' impact on regional stability and growth. Fortinos also strengthens community ties through cultural engagement and adaptive services during challenging times. Reflecting its Italian heritage, the chain hosts in-store events that promote culinary traditions and interact with residents, such as demonstrations highlighting authentic Italian cooking techniques. During the COVID-19 pandemic, Fortinos adapted by reserving the first hour of daily operations exclusively for seniors, enabling safer access to groceries amid heightened health concerns—a measure implemented across Loblaw banners to support vulnerable populations in the GTA. These initiatives, alongside broader philanthropic efforts, underscore Fortinos' commitment to integrated community support beyond daily operations. As of 2025, the chain plans a new store in Milton, Ontario, to further expand its community presence.

Legacy and Recognition

Fortinos, founded by Italian immigrant John Fortino in 1961, stands as a enduring symbol of successful immigrant in Canada's sector, particularly within the Italian-Canadian community. The chain's growth from a single store to a regional powerhouse exemplifies the integration of family values, quality focus, and community ties into modern grocery operations. Its acquisition by Limited in 1988 is widely regarded as a pivotal move that bolstered Loblaw's foothold in the (GTA), where Fortinos' established customer loyalty and emphasis on fresh, premium products contributed to sustained regional performance. Today, with 24 stores primarily in , Fortinos continues to embody this legacy, influencing Loblaw's strategies by maintaining a distinct banner that prioritizes upscale suburban shopping experiences. John Fortino's personal achievements underscore the chain's foundational impact. He was inducted into the Hamilton Gallery of Distinction for his contributions to local business and . His induction into the Grocery Business Magazine Hall of Fame further highlights his innovative approach to retailing, which emphasized large-format stores with extensive fresh produce and bakery sections, setting a standard for competitors. The cultural significance of Fortinos was prominently featured during its 60th anniversary celebrations in , with media coverage portraying it as a cornerstone of Italian-Canadian and entrepreneurial . Articles from that year emphasized how the chain's roots in stories resonated with generations, fostering a legacy of family-owned authenticity even under corporate ownership. In terms of recognition for ongoing excellence, Fortinos has earned accolades for innovation, such as the 2024 Grocery Business Cutting Edge Innovator in Produce Award presented to its senior director Kevin Climie, acknowledging advancements in sustainable sourcing and display techniques that enhance .

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