After more than a year since the inception of the Buy Canadian movement, major grocery chains Loblaw and Sobeys are under increased scrutiny for “maple washing,” which involves falsely promoting imported goods as locally produced. The Canadian Food Inspection Agency (CFIA) fined two Loblaw-owned stores $10,000 each in January for engaging in maple washing. Additionally, two other Loblaw-owned stores received formal warnings for the same offense a month later.
Sobeys is also under the CFIA’s watch, with the federal agency receiving multiple complaints about the grocer’s maple washing practices. The CFIA has completed an investigation into Sobeys’ advertising strategies and disclosed that no fines were imposed as corrective measures were promptly implemented.
During recent visits to nine Sobeys and Safeway locations across Halifax, Toronto, Calgary, and Vancouver, it was observed that the distinctive red maple leaf symbol, previously used by Sobeys to highlight Canadian products, has been largely phased out. This removal has left products like Tim Hortons coffee and Real Dairy ice cream without clear indicators of their Canadian origin.
Despite requests for comment remaining unanswered by Sobeys, its parent company, Empire, mentioned in late March that they are removing some Canadian signage, stating that consumers are capable of discerning the origins of their food. Consumer advocate Jay Jackson suggests that the CFIA’s ongoing investigation likely prompted Sobeys to discontinue using the symbol to avoid scrutiny.
As instances of maple washing continue to surface, consumers are expressing frustration and urging the CFIA to take strict action against retailers violating labeling regulations. While fines for maple washing cases have been infrequent, the CFIA identified 127 instances since the beginning of 2025 where imported products were falsely promoted as Canadian, leading to only two fines issued to Loblaw stores.
Steve Palmer, who filed multiple complaints about maple washing, expressed disappointment over the lack of penalties imposed. He cited examples of Egyptian oranges and California walnuts wrongly labeled as Canadian in Loblaw and Sobeys stores, emphasizing the need to halt fraudulent labeling practices.
The CFIA stressed the importance of accurate and non-misleading food labeling, citing federal regulations that mandate adherence to these standards. In recent actions, Loblaw received warnings for mislabeling foreign produce as Canadian, with fines issued to two Loblaw-owned stores for the offense.
Although calls for stricter enforcement persist, the CFIA’s ability to levy fines is limited by the Safe Food for Canadians Act, with a maximum penalty of $15,000 per violation. In contrast, businesses could face fines of up to $10 million under Canada’s Competition Act for misleading advertising, prompting demands for more stringent measures against maple washing.
Shoppers and advocates like Palmer are advocating for increased scrutiny and transparency in addressing maple washing practices, urging regulatory bodies like the Competition Bureau to play a more active role in ensuring compliance with labeling regulations.