After more than a year since the inception of the Buy Canadian movement, major grocery chains Loblaw and Sobeys are under heightened scrutiny for “maple washing,” which involves marketing imported products as domestically sourced.
The Canadian Food Inspection Agency (CFIA) fined two Loblaw-owned stores $10,000 each in January for maple washing. Following this, two other Loblaw-owned stores received formal warnings for the same violation a month later. Sobeys is also under CFIA’s investigation, with multiple complaints received regarding maple washing. The probe led to no fines as corrective actions were promptly taken by Sobeys.
Sobeys seems to have phased out the red maple leaf symbol introduced last year to highlight Canadian products in their stores. Recent visits by CBC to nine Sobeys and Sobeys-owned Safeway locations revealed the disappearance of the symbol, leaving products like Tim Hortons coffee and Real Dairy ice cream without a marker indicating their Canadian origin.
Despite not responding to requests for comment, Sobeys’ parent company, Empire, mentioned in late March that they were removing Canadian signage as shoppers could determine the origin of their food. Consumer advocate Jay Jackson speculated that the ongoing CFIA investigation might have prompted Sobeys to remove the symbol to avoid scrutiny.
As instances of maple washing increase, consumers are demanding stricter enforcement by the CFIA against retailers violating labeling rules. While fines for maple washing cases have been scarce, the CFIA identified 127 instances of retailers misleadingly promoting imported food as Canadian since the beginning of 2025, with only two fines issued to Loblaw stores so far.
Steve Palmer, who lodged multiple complaints with the CFIA regarding maple washing at Loblaw and Sobeys-owned stores, expressed disappointment over the lack of fines for such violations. He cited examples of Egyptian oranges falsely labeled as “Product of Canada” at a Loblaw Superstore and California walnuts misrepresented as Canadian at Sobeys.
Palmer emphasized the need for strict enforcement to deter retailers from flouting labeling regulations. The CFIA’s decision to issue warnings instead of fines for mislabeled products has raised concerns among consumers and advocates for more stringent penalties.
Under federal regulations, accurate and non-misleading labeling is mandatory. The CFIA imposes fines based on various factors, including the degree of risk, potential harm, and the offender’s history. Loblaw was fined $10,000 each for misrepresenting foreign food as Canadian in January, while warnings were issued to other Loblaw-owned stores for similar violations in February.
Despite facing criticism for mislabeling, Loblaw reiterated its commitment to accurate labeling but acknowledged the challenges in maintaining precision with constantly changing suppliers. Calls for tougher enforcement by consumers like Palmer have intensified, questioning why maple washing cases are not being investigated under the Competition Act.
While the maximum penalty the CFIA can impose per violation is $15,000 under the Safe Food for Canadians Act, businesses can face fines of up to $10 million for misleading advertising under the Competition Act. Consumers are encouraged to file complaints with the Competition Bureau or the CFIA if they encounter deceptive marketing practices in the food industry.