After 70 years in business, Longo’s executive chairman Anthony Longo credits the grocer’s steady expansion and adherence to founding values as the key drivers behind its longevity in a competitive retail sector.
The Ontario-based supermarket chain, which began as a small vegetable market in Toronto in 1956, now operates 44 stores with the opening of its latest location in Welland, marking its first entry into the Niagara region.
Longo’s continues to grow its presence in southern Ontario.
Just the other day, RioCan Real Estate Investment Trust said it will redevelop the former Hudson’s Bay Company (HBC) space at Georgian Mall with the addition of three new tenants: Longo’s, GYMVMT by GoodLife Fitness, and Mark’s. The new tenants are expected to open in 2027, with a temporary Mark’s location opening in advance of the permanent store, said RioCan.
Longo’s is a family-operated Canadian organization that started in 1956 when three brothers, Tommy, Joe and Gus opened their first fruit market. What began as a small family-run store has since grown into a company that operates 44 stores in communities across Toronto and the GTA. And it continues to grow.
Recently, the popular brand celebrated its milestone of being in business for 70 years – a feat not many companies can proclaim.
Anthony Longo said the company’s growth has been deliberate rather than aggressive, guided by principles instilled by its founders — his father and uncles — who emphasized quality, service and discipline over rapid expansion.
“Our foundation is very solid in terms of our values,” Longo said in an interview. “Don’t do growth at any cost. Grow when you’re ready and you’ve got a great team behind you.”
Measured expansion over decades
The company’s early decades were marked by slow, incremental growth. After opening its first store in 1956, Longo said the business added locations only every few years through the 1960s and 1970s.
Momentum began to build in the late 1980s and 1990s, when the company expanded into markets such as Markham and Vaughan, followed by further growth into Toronto in the early 2000s.
Today, Longo said the company continues to pursue expansion within the Greater Toronto and Hamilton Area, with additional stores planned in King City later this year and Barrie by late 2027.
At the same time, the retailer is investing in existing locations, including renovations to its Burloak store on the Oakville-Burlington border.
“We think there are still lots of opportunities within that region to continue building the business,” he said.
Leadership continuity and succession
Longo, who joined the company full time in 1982 and became chief executive in 1998, transitioned to executive chairman last spring. He now works alongside president Deb Craven, who has held the role for two years.
The company remains closely tied to its founding family, with more than 20 family members involved in day-to-day operations.
“We have a strong leadership team, and the family is still very involved,” Longo said, adding that he does not expect that to change.
He said the company has focused on succession planning and internal development to sustain its leadership pipeline as it grows.
Changing consumer expectations
Longo said one of the most significant shifts over his career has been the evolution of consumer preferences, particularly in product assortment and global availability.
“Forty or 50 years ago, we didn’t have access to as much global assortment as we do today,” he said, noting that products such as fresh produce are now available year-round.
He added that customers have become more informed and experimental in their food choices, while also placing greater emphasis on health and product origin, including interest in Canadian-made goods.
At the store level, Longo said shoppers continue to prioritize quality, value and convenience, along with efficient service.
“We don’t want people to be stressed in the store,” he said. “They might come in stressed, but we want them to leave feeling better.”
Balancing in-store and digital channels
While in-store shopping remains the dominant channel, Longo said the company has expanded its digital offerings through partnerships with multiple e-commerce and delivery platforms.
Longo’s participates in Empire Co. Ltd.’s Voilà platform, while also working with third-party services including Instacart, Uber and DoorDash. Each platform serves different customer needs, from large planned grocery orders to immediate purchases and prepared food delivery, he said.
“The vast majority is still in-store, and we think that will continue, but we want to offer options,” Longo said.
Product strategy and differentiation
Looking ahead, Longo identified prepared foods and private label offerings as key areas of investment.
The company has been expanding its prepared meals category, including protein bowls introduced over the past year that have gained traction with customers seeking convenient, high-protein options.
“It’s an area where we differentiate,” he said.
Longo also pointed to growth in its private label line, including products sourced from Italy under its Curato brand, which emphasizes smaller producers and ties to the company’s heritage.
Anniversary milestone
The company is marking its 70th anniversary with a series of events and promotions throughout the year, including in-store celebrations and themed campaigns reflecting different decades of its history.
Longo said the milestone has generated strong engagement from customers, employees and supplier partners.
“It shows where we’ve been and what was happening in the world at the time,” he said.
As the company looks ahead, Longo said its focus remains on maintaining the same principles that guided its early growth while continuing to invest in new stores, products and customer experience.
“Our foundation is what carries us through,” he said.
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