Major grocers face scrutiny for using Canadian branding on imported food, prompting consumer frustration and CFIA investigations into misleading labels.
Investigation Uncovers Misleading ‘Product of Canada’ Labels
An investigation has revealed that several of Canada’s largest grocery chains have displayed imported food as Canadian-made, sparking concerns over false advertising and misleading country-of-origin labeling. The inconsistencies come despite prominent “Buy Canadian” marketing campaigns and have led to growing frustration among consumers who actively seek out domestic products.
Signs Promote Patriotism but Misrepresent Origins
At multiple Toronto grocery stores operated by Sobeys, Loblaws, and Metro, shelf signage in the produce section marked items as “Product of Canada” or displayed a maple leaf symbol. However, packaging often contradicted the signage, showing “Product of USA” or other countries. In one example, blueberries promoted as Canadian at Sobeys were labeled as American-grown on the package.
Experts say such discrepancies breach the Canadian Food Inspection Agency’s (CFIA) rules, which require food signage to be accurate and not misleading.
CFIA Confirms Rule Violations in 32% of Complaints
Between November 2024 and mid-July 2025, the CFIA received 97 complaints about inaccurate country-of-origin claims. Of the 91 cases investigated, 29 were found to be in violation of the law. The majority involved bulk produce, and in each case, the signage was eventually corrected.
According to the CFIA, “Product of Canada” refers to food entirely or almost entirely produced domestically. “Made in Canada” requires the final significant transformation of a product to occur in Canada — a bar that many imported goods with Canadian branding do not meet.
Experts Say Consumer Trust Is at Risk
Food labelling specialists argue that these missteps erode public confidence. “If grocers are investing in nationalistic campaigns, they have a responsibility to ensure the message aligns with what’s on shelves,” said Dr. Mary L’Abbé, a nutrition professor emeritus at the University of Toronto.
Stacey Dineen, a shopper from outside Kitchener, said she actively avoids U.S. products but feels deceived when labeling is inconsistent. “It just erodes trust,” she said. “It makes you wonder if any of it means what it says.”
Imported Products Marketed as ‘Canadian’
The confusion isn’t limited to fresh produce. CBC’s findings show that several imported products from Sobeys’ house-brand “Compliments” line — including raw almonds, salad dressings, and graham crackers — were sold with prominent maple leaf branding. Packaging, however, often stated they were “imported for Sobeys,” with no Canadian origin listed.
Experts say such branding misleads consumers into assuming a domestic origin. “You don’t grow almonds in Canada,” said University of Guelph food economics professor Mike von Massow. “That shouldn’t carry a ‘Made in Canada’ mark.”
Retailers Acknowledge Mistakes, Promise Action
In response to the findings, Loblaw, Metro, and Sobeys admitted occasional errors due to the fast turnover of inventory but emphasized their commitment to accuracy.
“We strive for clear and truthful labeling,” said Sobeys spokesperson Emily Truesdale. “Fresh produce can change weekly, and mistakes can happen.” Metro noted that reminders had been issued to staff to check labeling more carefully.
Though Loblaw did not directly respond to questions about mislabeled strawberries, signage claiming “Prepared in Canada” was removed shortly after the media inquiry.
Growing Pressure for Retail Reform
With country-of-origin labels under increased scrutiny and consumer trust waning, experts are calling for greater transparency. Dr. L’Abbé stressed that grocers must “step up” and ensure their marketing aligns with food inspection regulations.
As shoppers like Dineen push back against misleading branding, the CFIA may face mounting pressure to increase oversight — and enforce accountability in Canada’s grocery sector.
