Canada’s food regulator has imposed a $10,000 penalty on a Loblaw-owned store for misrepresenting imported food as a “Product of Canada.” The Canadian Food Inspection Agency (CFIA) informed CBC News that a Toronto Superstore mistakenly utilized “maple leaf advertising decals” in a store exhibit to promote a foreign item. This led to a misleading product advertisement about the item’s origin. The fine was issued on January 15, but the announcement was made this week.
The CFIA has the authority to levy fines of up to $15,000 per violation. Neither the federal agency nor Loblaw disclosed the specific product that triggered the penalty. The Superstore in question is situated on Gerry Fitzgerald Drive in the north end of the city. Loblaw acknowledged the complexity of ensuring accurate country-of-origin labeling due to dealing with significant inventory but committed to enhancing their processes. They expressed regret for any confusion caused.
The rise of the buy-Canadian movement, spurred partly by U.S. President Donald Trump’s tariff disputes and comments regarding Canada, saw grocers seizing the opportunity to promote domestic products using Canadian branding, sometimes inaccurately. The CFIA’s decision to penalize the Superstore follows a CBC News investigation last summer that exposed major grocers promoting imported food as if it had Canadian origins, known as “maple washing.”
Federal regulations mandate that food labels and in-store signage must be precise and non-deceptive. Examples of inaccuracies uncovered included a Toronto Sobeys advertising raw almonds with Canadian branding, even though Canada does not produce almonds. Similarly, a Loblaw-owned Toronto No Frills was found displaying strawberries with Canadian signage despite being labeled as a product of the USA.
While the CFIA emphasizes the seriousness of food mislabeling and considers various factors in enforcement actions, including risk assessment and compliance history, questions remain about the lack of fines in certain cases. Shoppers have voiced frustration over delays in imposing penalties on grocers found engaging in misleading labeling practices. The CFIA’s criteria for “Product of Canada” and “Made in Canada” designations stipulate specific guidelines for determining a food product’s origin.
