The Canadian Food Inspection Agency (CFIA) has shared new information with CBC News regarding the $10,000 penalty levied against a Loblaw-owned Superstore last month for promoting imported food as Canadian. The mislabelled product in question was a President’s Choice broccoli slaw, a variation of coleslaw containing shredded broccoli, under the Loblaw-owned brand. Despite the packaging clearly stating “Product of USA,” a Toronto Superstore showcased the salad bags with “maple leaf advertising decals” and a “Product of Canada” label on an in-store shelf tag. According to CFIA regulations, for a product to bear the label “Product of Canada,” it must be predominantly or entirely produced within Canada.
Amidst the buy-Canadian trend that emerged following U.S. President Donald Trump’s tariff disputes and remarks about Canada potentially becoming the 51st state, grocers have embraced Canadian branding to promote domestically sourced products. However, both CFIA and CBC News have uncovered instances where major grocers have misrepresented imported food as Canadian, a practice known as “maple washing.”
Following CBC’s investigation last summer, shopper concerns were raised over the absence of fines imposed by CFIA on grocers violating labeling regulations. Federal guidelines mandate that food labels and in-store signage must be truthful and non-deceptive.
In a separate incident involving Sobeys-owned Safeway, a mislabeling case was scrutinized by CFIA last April, taking four months to resolve. The store exhibited Compliments avocado oil with in-store signage featuring a red maple leaf and the assertion “Made in Canada,” despite the product being imported, as indicated in fine print on the bottle. CFIA hinted at potential penalties for Sobeys, indicating ongoing assessment to determine appropriate actions.
The CFIA’s delayed response in deciding on fines for mislabeling instances has raised concerns among consumers like Sheila Young, who reported the mislabeled avocado oil near Edmonton. Questions have been raised about the agency’s prolonged evaluation process.
After the recent $10,000 fine imposed on Loblaw, some shoppers criticized the penalty as insufficient for Canada’s largest grocer. Brenda Nicholls from Hamilton suggested that fines for major grocers misrepresenting foreign goods as Canadian should start at $100,000 to deter such practices and ensure compliance with regulations.
However, current regulations limit CFIA penalties to a maximum of $15,000 per offense, necessitating rule changes for six-figure fines. Loblaw and Sobeys have affirmed their commitment to accurate country-of-origin labeling while acknowledging the complexities involved in managing extensive inventory.