After more than a year since the inception of the Buy Canadian movement, major grocery retailers Loblaw and Sobeys are under increased scrutiny for “maple washing” – a practice where imported products are falsely promoted as locally produced. The Canadian Food Inspection Agency (CFIA) levied $10,000 fines on two Loblaw-owned stores in January for engaging in maple washing. Subsequently, two other Loblaw-owned stores received formal warnings for the same offense the following month.
Sobeys has also come under the CFIA’s radar, with multiple complaints received about the grocer’s maple washing practices. The federal regulator confirmed the completion of an investigation into Sobeys’ advertising procedures, resulting in no fines as corrective actions were promptly taken.
In a recent development, Sobeys seems to have phased out the red maple leaf symbol introduced last year to denote Canadian products in stores. During visits to nine Sobeys and Safeway locations in Halifax, Toronto, Calgary, and Vancouver, CBC observed a significant reduction in the use of the symbol, leaving products like Tim Hortons coffee and Real Dairy ice cream without any identification of their Canadian origin.
Consumer advocate Jay Jackson suggests that the ongoing CFIA investigation may have prompted Sobeys to remove the symbol as a precautionary measure. Jackson, a former senior analyst at Canada’s Competition Bureau, emphasized that the intensified government oversight might have influenced Sobeys’ decision as a protective measure.
As instances of maple washing continue to surface, there is a growing demand from consumers for stricter enforcement by the CFIA against retailers found violating regulations. Shoppers are expressing frustration over misrepresentation, particularly concerning claims of products being made in Canada, and are urging for higher fines and enhanced enforcement measures.
Despite the prevalence of maple washing cases, actual fines have been infrequent. Since the beginning of 2025, the CFIA has identified 127 instances of retailers misleadingly marketing imported goods as Canadian, yet only two fines have been issued, both to Loblaw stores.
Individuals like Steve Palmer, who have filed complaints regarding maple washing practices at Loblaw and Sobeys-owned stores, express dismay over the lack of penalties. Palmer’s complaints include instances of Egyptian oranges and California walnuts being falsely promoted as Canadian products in stores, highlighting the need for stricter enforcement to combat fraudulent labeling practices.
Federal regulations mandate that food labels and in-store signage must accurately represent the product’s origin without misleading consumers. The CFIA, in response to these violations, has taken actions ranging from fines to warnings, depending on the severity of the offense and the history of the offender.
While some critics believe the fines issued by the CFIA are not adequate, the agency emphasizes that enforcement actions are determined on a case-by-case basis, considering various factors such as risk level and the violator’s compliance history. Meanwhile, Loblaw has acknowledged the mislabeling incidents and pledged to reinforce store procedures to prevent future occurrences.
With calls for tougher enforcement and higher fines growing, shoppers and consumer advocates are pushing for more stringent measures to deter maple washing practices. However, limitations exist on the maximum fines that can be imposed under current regulations, prompting discussions on potential amendments to enhance penalties for regulatory violations.
