The Globe and Mail reports in its Thursday, May 2, edition that Loblaw chief executive officer Per Bank says the recent rise in customer traffic at its grocery stores is proof that customers see value in the retailer's prices, despite calls on social media to boycott the company's stores. The Globe's Susan Krashinsky Robertson writes that during a conference call on Wednesday to discuss Loblaw's first quarter results, Mr. Bank reported a 9.8-per-cent increase in profit and a 15-per-cent increase in the quarterly dividend paid to shareholders. While Loblaw is not the only grocery store feeling the heat of intense scrutiny over food inflation, it has faced particular criticism, culminating in calls for boycotts this month. However, the rate at which food prices are rising has slowed since reaching double-digit highs early last year. In March, food inflation reached 1.9 per cent compared with the prior year. Loblaw's internal measures of inflation show that its prices remain below Statistics Canada's Consumer Price Index for food purchased from stores, which is consistent with some previous quarters. Mr. Bank said Loblaw's goal is to negotiate better prices with suppliers in order to continue to draw in shoppers.