After more than a year since the initiation of the Buy Canadian campaign, major grocery chains Loblaw and Sobeys are under increased scrutiny for engaging in “maple washing,” which involves marketing imported products as domestically produced. In January, the Canadian Food Inspection Agency (CFIA) imposed $10,000 fines on two Loblaw-owned stores for maple washing. Subsequently, two other Loblaw-owned stores received warnings for the same offense. Sobeys is also being monitored by the CFIA following multiple complaints related to maple washing. Although no fines were issued to Sobeys, corrective actions were taken in response to the investigation conducted by the federal food regulator.
Notably, Sobeys has seemingly discontinued the use of the red maple leaf symbol introduced last year to highlight Canadian products in their stores. Recent visits by CBC to various Sobeys and Safeway locations revealed the absence of the once-prominent symbol, leaving products such as Tim Hortons coffee and Real Dairy ice cream without any visible indication of their Canadian origin.
Consumer advocate Jay Jackson speculates that the CFIA’s ongoing investigation prompted Sobeys to remove the symbol to evade potential repercussions. Jackson emphasized the public’s growing frustration over misrepresentation concerning Canadian-made claims and their expectation of stricter enforcement measures, including higher fines.
Despite the rise in maple-washing incidents, fines remain infrequent. Since the beginning of 2025, the CFIA has identified 127 cases of retailers misleadingly promoting imported goods as Canadian, yet only two fines have been issued to Loblaw stores as of now.
In a separate incident, consumer Steve Palmer expressed disappointment over the lack of penalties for maple washing, citing instances of mislabeling at Loblaw and Sobeys-owned stores in Nova Scotia. Palmer filed complaints regarding Egyptian oranges falsely labeled as Canadian at a Loblaw-owned Superstore and California walnuts wrongly promoted with the Canadian symbol at a Sobeys store. Although the CFIA resolved these issues, Palmer highlighted the need for stricter enforcement to deter retailers from flouting labeling regulations.
Federal regulations mandate that food labels and in-store signage must accurately represent the product origin without misleading consumers. The CFIA, in response to various violations, issued warnings and fines to Loblaw-owned stores for misrepresenting foreign products as Canadian. The agency emphasizes that enforcement actions are taken based on several factors, including the level of risk, potential harm, and the offender’s compliance history.
Addressing calls for stronger enforcement, Loblaw expressed its commitment to accurate labeling but acknowledged the challenges posed by managing a vast inventory supplied by multiple vendors. The grocer apologized for the mislabeling incidents and vowed to reinforce store protocols to prevent future occurrences.
Although shoppers advocate for tougher penalties, the CFIA’s maximum fine per violation is limited to $15,000 under the Safe Food for Canadians Act. In contrast, businesses can face fines of up to $10 million or more under the Competition Act for misleading advertising offenses. Concerned individuals are encouraged to file complaints with the Competition Bureau or the CFIA if they encounter misleading advertising practices in the market.
