Canada’s food regulatory body has imposed a $10,000 penalty on a Toronto Superstore, owned by Loblaw, for advertising imported food as a “Product of Canada.” The Canadian Food Inspection Agency (CFIA) informed CBC News that the Superstore utilized “maple leaf advertising decals” improperly in an in-store presentation to promote a foreign item. This action resulted in a misleading product advertisement about the product’s origin, as stated by the CFIA in an email. The fine was issued on January 15, but the announcement was made later this week.
The CFIA is authorized to levy fines of up to $15,000 per violation. Neither the federal agency nor Loblaw disclosed the specific product that led to the penalty. The Superstore, situated on Gerry Fitzgerald Drive in the city’s northern region, acknowledged the challenge of ensuring accurate country-of-origin labeling due to dealing with a large inventory. Loblaw expressed its commitment to enhancing processes, apologizing for any confusion caused.
The initiative to support Canadian products gained traction last year following U.S. President Donald Trump’s tariff disputes and remarks about Canada potentially becoming the 51st U.S. state. Grocers took advantage of this trend by incorporating Canadian branding in their stores to promote domestic products, sometimes inaccurately. This recent fine on the Superstore by the CFIA follows a CBC News investigation last summer, which revealed major grocers promoting imported food as Canadian through a practice known as “maple washing.”
Federal regulations mandate that food labels and in-store signage must be precise and not deceptive. Instances of misinformation included a Toronto Sobeys advertising raw almonds with a Canadian maple leaf symbol and a “Made in Canada” declaration, despite almonds not being grown in Canada. Similarly, a Loblaw-owned No Frills store in Toronto was found displaying strawberries with signage indicating they were prepared in Canada, although the packaging clearly stated they were a product of the USA.
In previous instances of maple washing, some shoppers expressed frustration that the CFIA had not fined grocers despite uncovering several misleading cases. The CFIA emphasized its commitment to addressing food mislabeling seriously and taking appropriate enforcement measures based on various factors.
The CFIA is yet to address inquiries regarding why fines were not imposed on Sobeys following an investigation into a mislabeling incident. Sheila Young, who reported the mislabeled avocado oil case involving a Sobeys-owned Safeway store near Edmonton, emphasized the need for fines in such cases, urging grocers to adhere to labeling regulations. According to the CFIA, “Product of Canada” signifies food entirely or predominantly produced in the country, while “Made in Canada” requires the final significant transformation of a food product to occur within the country.
