The Canadian Food Inspection Agency (CFIA) has issued a $10,000 fine to a Loblaw-owned store for falsely advertising imported food as Canadian. The Toronto Superstore used misleading “maple leaf advertising decals” and a “Product of Canada” statement in an in-store display to promote a foreign product, leading to confusion among consumers regarding the product’s origin.
While the fine was imposed on Jan. 15, it was only publicly announced this week. The CFIA has the authority to levy fines of up to $15,000 per violation but did not disclose the specific product that resulted in the penalty. The Superstore, situated on Gerry Fitzgerald Drive in the city’s north end, acknowledged the challenge of accurately labeling country-of-origin information due to dealing with a large inventory.
Following a surge in the buy-Canadian movement in response to trade tensions and discussions about Canada’s status, grocers sought to capitalize on the trend by promoting home-grown products with Canadian branding. However, the CFIA’s recent action against the Superstore came after a CBC News investigation last summer revealed instances of major grocers misleadingly marketing imported food as having Canadian origins, a practice referred to as “maple washing.”
Federal regulations require food labels and in-store signage to be precise and not deceptive. Examples of inaccuracies uncovered include a Toronto Sobeys advertising almonds with a “Made in Canada” claim despite Canada not producing almonds. Additionally, a Loblaw-owned Toronto No Frills displayed strawberries with “Prepared in Canada” signage, despite the berries being a product of the USA.
While some consumers expressed frustration last September over the lack of fines issued by the CFIA in “maple washing” cases, the agency emphasized its commitment to addressing food mislabeling seriously. Enforcement actions are determined based on various factors such as risk assessment, compliance history, and the company’s responsiveness to rectifying the issue.
The CFIA is yet to clarify why fines were not imposed on Sobeys following a mislabeling incident last April involving avocado oil. Sheila Young, who raised concerns about the avocado oil case, urged the agency to take more decisive action by issuing fines in such instances. The CFIA defines “Product of Canada” as food entirely or almost entirely produced in the country, while “Made in Canada” requires the last significant transformation of a food product to occur within the nation.