A year following the surge of the “Buy Canadian” movement across the nation, the Canadian Food Inspection Agency (CFIA) is taking action against grocery stores that falsely promote imported food as Canadian products. This year, the federal food regulator has imposed fines on two Loblaw-owned grocery outlets for such violations. Additionally, the CFIA is currently looking into Canadian labeling and advertising practices at Sobeys’ headquarters.
Since the inception of the Buy Canadian movement in February 2025 in response to the trade war initiated by U.S. President Donald Trump, many grocery stores have capitalized on the trend by emphasizing domestic products using patriotic symbols and signage.
Last September, an investigation by CBC News revealed that the CFIA had identified 27 violations in 2025 where grocers, mainly national chains, made inaccurate claims about the origin of their products. Despite these findings, no fines were issued at that time, which garnered dissatisfaction among consumers.
However, the CFIA’s enforcement strategy has now shifted, as evidenced by the recent $10,000 fine imposed on a Loblaw-owned Fortinos in Toronto for misrepresenting a foreign-made food product. The agency pointed out that the display of Président-brand Rondelé specialty cheese spread with a maple leaf symbol created a false impression that the product was made in Canada.
Federal regulations mandate that food labels and in-store signage must be truthful and not deceptive. The CFIA disclosed that between November 1, 2024, and February 25, 2026, a total of 78 violations related to country-of-origin claims on food labels or advertisements at retail stores were identified.
In response to inquiries about the sudden shift towards issuing fines, the CFIA emphasized that the grace period has ended, and grocery retailers have had ample time to ensure accurate signage. The agency stated that it is now transitioning to appropriate enforcement measures when necessary.
The CFIA hinted at the possibility of more fines in the future, citing an ongoing investigation into mislabeling practices at Sobeys. The probe is linked to a previous incident involving a Safeway store near Edmonton that falsely advertised house-brand Compliments avocado oil as “made in Canada.”
Both Loblaw and Sobeys have expressed their commitment to accurate country-of-origin signage, with Loblaw stating that it is enhancing its labeling procedures in response to the fines issued. Former CFIA inspector Terri Lee criticized the $10,000 fine, suggesting that penalties for large companies should be higher to serve as a more effective deterrent.
The CFIA indicated that fines are just one of the enforcement tools at its disposal, alongside warnings, license suspension or cancellation, and prosecution referrals when warranted. The agency also highlighted the 2025 federal budget’s plan to review government-issued penalties to ensure that noncompliance is not viewed as a mere cost of doing business, with the results of the review expected to be disclosed in the 2026 budget.
