Empire had no intention of integrating Farm Boy into their major chains. Michael Medline, President and CEO of Empire Company Limited, assured consumers that they will continue to get the shopping experience that defines Farm Boy. On Twitter, he made this comment in reply to many who had expressed concern: "I can assure you that we will not screw this up". Medline also told analysts in a conference call, "We do not want to ruin the magic of Farm Boy by trying to integrate them. We love what Farm Boy is doing; it has the best brand ... we want to see it grow ... We intend to enable the leadership team of Farm Boy to do what they do best: grow a highly successful retail format at double digit rates". Farm Boy products will not be sold in Empire's other chains nor will Farm Boy stock their brands. Farm Boy products will be included in the Ocado-based e-commerce business that was expected to start in 2020, but as a separate entity from the other Empire chains.