After more than a year since the initiation of the Buy Canadian movement, major grocery chains Loblaw and Sobeys are under increased scrutiny for engaging in “maple washing,” which involves promoting imported products as locally sourced. The Canadian Food Inspection Agency (CFIA) penalized two Loblaw-owned stores with $10,000 fines each in January for maple washing. Additionally, two other Loblaw-owned stores received official warnings for the same offense a month later.
Sobeys has also come under CFIA’s scrutiny, with multiple complaints received regarding the grocer’s maple washing practices. Following an investigation into Sobeys’ advertising practices overseen by the head office, no fines were imposed as corrective measures were taken, according to CFIA.
Observations made by CBC at nine Sobeys and Safeway locations in Halifax, Toronto, Calgary, and Vancouver revealed the disappearance of the red maple leaf symbol that was previously used to highlight Canadian products in stores. This change occurred despite Sobeys not responding to requests for comments. Empire, the parent company of Sobeys, mentioned in late March that they were removing some Canadian signage, citing consumers’ ability to discern the origin of their food.
Consumer advocate Jay Jackson suggested that the ongoing CFIA investigation may have influenced Sobeys’ decision to eliminate the symbol, indicating a move to protect themselves amidst closer government scrutiny.
As instances of maple washing increase, consumers are expressing their frustration, demanding stricter enforcement from CFIA against grocers violating regulations. Despite public expectations for higher fines and stronger enforcement, fines for maple washing have been infrequent. Since the beginning of 2025, CFIA identified 127 cases of retailers misrepresenting imported goods as Canadian, but only two fines have been issued to Loblaw stores so far.
Steve Palmer, who lodged multiple complaints with CFIA about maple washing, expressed disappointment over the lack of penalties, emphasizing the need to stop fraudulent labeling practices. Collaborative efforts between CFIA and complainants like Palmer have resulted in the resolution of issues regarding misleading claims on products like Egyptian oranges and California walnuts.
Federal regulations mandate accurate and non-misleading food labels and in-store signage. CFIA spokesperson Patrick Girard highlighted that fines are imposed based on various factors, including risk assessment and historical compliance records. Notably, in January, CFIA fined two Loblaw-owned stores in Toronto for misrepresenting foreign products as Canadian, while issuing warnings to other Loblaw-owned stores in February for similar violations.
Amidst calls for stronger enforcement, Loblaw expressed commitment to accurate labeling but acknowledged challenges in maintaining consistency due to vast inventory and changing suppliers. The company apologized for the mislabeled products and assured the reinforcement of store procedures to prevent future occurrences.
Despite calls for higher fines, limitations exist on the penalties CFIA can impose under the Safe Food for Canadians Act. While fines for misleading advertising under the Competition Act can reach up to $10 million for businesses, the maximum penalty CFIA can issue per violation is $15,000. Concerned consumers like Palmer are urging for increased scrutiny and enforcement, seeking clarity on why maple washing cases are not being addressed under the Competition Act.
In response to inquiries, the Competition Bureau highlighted its ability to intervene in such cases but did not provide specifics on current maple washing investigations. The bureau emphasized the importance of filing complaints in cases of misleading advertising and encouraged Canadians to report concerns to relevant authorities such as the Competition Bureau or CFIA.