The Canadian Food Inspection Agency (CFIA) has shared additional information with CBC News regarding the $10,000 penalty imposed on a Loblaw-owned Superstore last month for falsely marketing imported food as Canadian. The misidentified product was President’s Choice broccoli slaw, a Loblaw-owned brand that is a variation of coleslaw containing shredded broccoli. The CFIA revealed that a Toronto Superstore displayed these salad bags with “maple leaf advertising decals” and a “Product of Canada” declaration on an in-store shelf tag, despite the packaging indicating it was a “Product of USA.”
To be labeled as “Product of Canada,” a food item must be predominantly or entirely manufactured in Canada, as per CFIA guidelines. Grocers have taken advantage of the buy-Canadian trend, which gained momentum in response to trade tensions, by using Canadian branding to promote imported products. This practice, known as “maple washing,” has been identified in cases investigated by both the CFIA and CBC News.
Following CBC’s investigation last summer, concerns were raised about the lack of fines imposed on grocers violating labeling regulations. Federal rules mandate that food labels and in-store signage must be accurate and not deceptive. In a separate incident involving Sobeys-owned Safeway, mislabeling of Compliments avocado oil as “Made in Canada” was discovered, prompting the CFIA to consider potential penalties despite the grocer rectifying the error.
Despite the $10,000 fine imposed on Loblaw, some shoppers criticized the penalty as insufficient, given the company’s substantial revenues. Suggestions have been made for higher fines to deter misleading practices, but current regulations limit penalties to a maximum of $15,000 per violation. Loblaw and Sobeys have emphasized their efforts to ensure accurate country-of-origin labeling, acknowledging the challenges posed by managing extensive product inventories.
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