A year after the emergence of the “Buy Canadian” movement across Canada, the Canadian Food Inspection Agency (CFIA) is taking action against grocery stores that falsely promote imported goods as Canadian products. This year, the CFIA has fined two Loblaw-owned grocery stores for violating regulations in this regard. Additionally, the CFIA is currently investigating the labeling and advertising practices of Sobeys’ headquarters.
The CFIA emphasized that Canadians have shown a clear preference for supporting local businesses and purchasing Canadian-made goods. In response to the “Buy Canadian” movement that gained momentum in February 2025 following trade tensions with the U.S., many retailers have capitalized on patriotic symbols and displays to highlight domestic products.
Last September, CFIA identified 27 violations where grocers, mainly national chains, made inaccurate country-of-origin claims. However, fines were not issued at that time, leading to dissatisfaction among consumers. In a recent shift, the CFIA has imposed fines on grocery retailers for misrepresenting foreign-made products as Canadian.
One such instance involved a Loblaw-owned Fortinos store in Toronto, which received a $10,000 fine for incorrectly labeling a French-made cheese as a Canadian product. The CFIA clarified that food labels and in-store signage must be truthful and not misleading under federal regulations.
Between November 1, 2024, and February 25, 2026, the CFIA identified 78 violations related to country-of-origin claims on food labels or advertisements at retail stores. The CFIA stated that the grace period for compliance is over, and they are now prepared to take enforcement actions against violations.
Further fines may be forthcoming, with an ongoing investigation into mislabeling practices at Sobeys. The investigation stems from a previous incident involving a Safeway store near Edmonton, where imported avocado oil was inaccurately labeled as “made in Canada.” This probe follows a CBC News investigation that discovered several imported Sobeys house-brand products displayed with misleading Canadian symbols.
Both Loblaw and Sobeys have acknowledged the challenges of accurate country-of-origin labeling due to their extensive inventory. In response to the fines, Loblaw is enhancing its labeling procedures and encourages customers to report any discrepancies. Sobeys did not comment on the CFIA investigation regarding its advertising practices.