The Canadian Food Inspection Agency (CFIA) has imposed a $10,000 fine on a Loblaw-owned store for misleadingly promoting imported food as Canadian. The Toronto Superstore used “maple leaf advertising decals” and a “Product of Canada” statement in an in-store display to market a foreign product, which misled consumers about its origin. The fine was issued on Jan. 15, but the announcement was delayed until recently.
The CFIA has the authority to levy fines of up to $15,000 per offense, but neither the federal agency nor Loblaw disclosed the specific product that led to the penalty. The Superstore, situated on Gerry Fitzgerald Drive in Toronto’s north end, acknowledged the challenge of ensuring accurate country-of-origin signage due to managing a large inventory. Loblaw expressed regret for any confusion caused and stated ongoing efforts to enhance their processes.
The CFIA’s decision to penalize the Superstore follows a previous CBC News investigation that exposed several major grocers for misrepresenting imported food as having Canadian content, a practice known as “maple washing.” Federal regulations mandate that food labels and in-store signage must be precise and not misleading. Examples of inaccuracies included a Toronto Sobeys promoting almonds with a Canadian theme despite being imported and a Loblaw-owned No Frills displaying strawberries as prepared in Canada when they were actually from the USA.
Shoppers expressed frustration last year over the lack of fines issued by the CFIA in cases of “maple washing” despite the agency’s own findings. The CFIA emphasized its commitment to addressing food mislabeling and determining enforcement actions based on various factors, such as risk assessment and compliance history. Concerns were raised about delays in resolving mislabeling cases, like the one involving Sobeys’ Safeway store advertising imported avocado oil as Canadian.
Sheila Young, a consumer who reported mislabeling to the CFIA, urged the agency to impose fines promptly in such cases to ensure grocers comply with labeling regulations. The CFIA distinguishes between “Product of Canada” and “Made in Canada” labels based on the food’s origin and manufacturing process.