The Canadian Food Inspection Agency (CFIA) has shared new information with CBC News regarding the recent $10,000 penalty imposed on a Loblaw-owned Superstore for falsely promoting imported food as Canadian. The mislabeled product in question was President’s Choice broccoli slaw, a Loblaw-owned brand that is essentially a coleslaw variant made using shredded broccoli.
According to the CFIA, a Toronto Superstore showcased the salad bags with “maple leaf advertising decals” and a “Product of Canada” label on an in-store shelf tag, despite the packaging clearly stating “Product of USA.” For a food item to be labeled as “Product of Canada,” it must be predominantly or entirely manufactured in Canada.
Grocers have taken advantage of the buy-Canadian trend that gained momentum in response to U.S. President Donald Trump’s tariff disputes and remarks about Canada potentially becoming the 51st state. They have utilized Canadian branding to promote foreign products as domestic, a practice known as “maple washing.”
Both the CFIA and CBC News have identified instances where major grocers have misrepresented imported food as having Canadian origins. Following CBC’s investigation last summer, shoppers expressed frustration over the CFIA’s lack of fines for grocers violating labeling regulations.
Federal regulations stipulate that food labels and in-store signage must be accurate and not misleading. The CFIA revealed that Sobeys, Loblaw’s competitor, may still face penalties for a mislabeling incident involving Compliments avocado oil advertised as “Made in Canada” despite being imported.
The CFIA was alerted to the mislabeled oil after a complaint from Sheila Young near Edmonton. Young expressed dismay over the prolonged decision-making process regarding potential fines, stating that ten months seemed excessively long.
In response to the $10,000 fine imposed on Loblaw, some consumers criticized the penalty as inadequate for Canada’s largest grocer. Suggestions were made for more substantial fines, starting at $100,000, to deter grocers from misleading consumers.
However, the current regulations limit the CFIA to imposing penalties of up to $15,000 per offense. Both Loblaw and Sobeys have emphasized their commitment to providing accurate country-of-origin information, acknowledging the complexities involved in managing extensive inventory.