A year after the rise 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. Recently, the federal food regulator fined two Loblaw-owned grocery stores for such violations and is currently examining Canadian labeling and advertising practices at Sobeys’ head office.
Responding to consumer demands to support local businesses and products, the CFIA emphasized its commitment to safeguarding Canadians from deceptive claims. The Buy Canadian movement gained momentum in February 2025 amid U.S. President Donald Trump’s trade disputes, prompting grocers to leverage patriotic symbols and signage to highlight Canadian products.
In September last year, CFIA reported 27 violations involving erroneous country-of-origin claims by grocers, primarily national chains, sparking consumer dissatisfaction due to the absence of fines. However, the regulatory approach has shifted, as evidenced by a $10,000 fine imposed on a Loblaw-owned Fortinos in Toronto for misrepresenting a foreign-made product.
The CFIA clarified that the Fortinos store had displayed Président-brand Rondelé cheese spread with a misleading 11-point maple leaf symbol, creating a false impression of Canadian origin for the French-made cheese. Federal regulations mandate accuracy and non-misleading food labels and in-store signage.
Furthermore, recent fines include a $10,000 penalty on Loblaw-owned Superstore in Toronto for advertising American-made President’s Choice broccoli slaw as a Canadian product. The CFIA defines a product of Canada as one entirely or nearly entirely created in the country, emphasizing the importance of accurate origin claims.
Following a surge in violations related to country-of-origin claims at retail stores, the CFIA indicated a stricter enforcement stance, emphasizing the end of leniency towards grocers regarding accurate signage. The agency signaled possible future fines and confirmed an ongoing investigation into mislabeling practices at Sobeys. Last year, a Sobeys-owned Safeway near Edmonton faced scrutiny for displaying imported avocado oil as Canadian-made, highlighting the significance of accurate labeling.
Both Loblaw and Sobeys expressed their commitment to ensuring precise country-of-origin signage, acknowledging the challenges posed by managing extensive inventories. While Loblaw vowed to enhance labeling procedures and apologized for any confusion, Sobeys refrained from commenting on the CFIA investigation.
Amidst these developments, former CFIA inspector Terri Lee criticized the $10,000 fine, underscoring the imperative for grocers to provide transparent and accurate information about product origins.