In the wake of the Buy Canadian movement that gained momentum over a year ago, major grocery chains Loblaw and Sobeys are now under increased scrutiny for engaging in “maple washing,” a practice where imported goods are falsely promoted as locally produced.
The Canadian Food Inspection Agency (CFIA) recently imposed $10,000 fines on two Loblaw-owned stores for maple washing violations, while two other Loblaw-owned outlets received formal warnings for the same offense. Similarly, Sobeys has also come under CFIA’s scrutiny, with multiple complaints received regarding the grocer’s maple washing practices. Following an investigation into Sobeys’ advertising practices, no fines were issued as corrective measures were promptly taken.
Notably, Sobeys has seemingly phased out the red maple leaf symbol, initially introduced to highlight Canadian products in stores. Recent visits by CBC to various Sobeys and Safeway locations revealed a significant absence of the symbol, leaving products like Tim Hortons coffee and Real Dairy ice cream without a marker indicating their Canadian origin.
Consumer advocate Jay Jackson suggests that Sobeys’ decision to remove the symbol may be linked to the ongoing CFIA investigation, signaling increased vigilance by the government. Shoppers, growing increasingly frustrated with maple washing incidents, are demanding stricter enforcement measures against retailers found guilty of misrepresentation, especially concerning claims of products being made in Canada.
Despite mounting cases of maple washing, actual fines have been scarce. Since the beginning of 2025, CFIA has identified 127 instances where imported goods were falsely portrayed as Canadian, yet only two fines have been issued, both to Loblaw stores.
One shopper, Steve Palmer, expressed disappointment over the lack of penalties for maple washing violations. Palmer lodged several complaints with CFIA regarding mislabeling at Loblaw and Sobeys-owned stores in Nova Scotia, emphasizing the necessity of halting fraudulent labeling practices in the industry.
The CFIA emphasizes the importance of accurate and non-misleading food labeling, citing federal regulations that mandate compliance from retailers. While fines are considered on a case-by-case basis, the agency stresses the need for a range of enforcement actions, including education and potential business license suspensions.
Shoppers and advocates are urging for stricter enforcement measures to deter maple washing practices, with calls for higher fines and enhanced oversight on deceptive advertising in the industry. Although the CFIA’s maximum fine per violation is capped at $15,000 under the Safe Food for Canadians Act, businesses face significantly higher penalties under the Competition Act for misleading advertising offenses.
In response to public concerns, the Competition Bureau highlighted its role in investigating misleading advertising cases and encouraged Canadians to report any deceptive practices they encounter. Both the CFIA and the Competition Bureau provide avenues for consumers to voice concerns and report instances of misrepresentation in the food industry.
