After more than a year since the inception of the Buy Canadian movement, major grocery chains Loblaw and Sobeys are now under increased scrutiny for engaging in “maple washing,” a practice involving the promotion of imported goods as domestically produced.
In January, the Canadian Food Inspection Agency (CFIA) imposed $10,000 fines on two Loblaw-owned stores for maple washing. Following this, two other Loblaw-owned stores received formal warnings for the same offense a month later, as reported by CBC News.
Sobeys has also come under CFIA’s radar, with multiple complaints received by the federal food regulator regarding the grocer’s maple washing practices. An investigation into Sobeys’ advertising activities overseen by their head office has been concluded by the CFIA, resulting in no fines due to the implementation of “corrective actions,” as stated in an email by the CFIA.
Notably, Sobeys seems to have phased out the red maple leaf symbol introduced last year to highlight Canadian products in their stores. During recent visits to nine Sobeys and Safeway locations across Halifax, Toronto, Calgary, and Vancouver, CBC observed the near absence of the symbol, causing products like Tim Hortons coffee and Real Dairy ice cream to lack a clear marker indicating their Canadian origin.
Despite not responding to requests for comment, Sobeys’ parent company, Empire, informed The Canadian Press in late March that they were removing some Canadian signage, citing consumers’ ability to discern the origins of their food as the reasoning behind this decision.
Consumer advocate Jay Jackson suggests that the ongoing CFIA investigation, which was already in progress in March, may have prompted Sobeys to eliminate the symbol in question to safeguard their interests. “They know that the government is watching closer,” remarked Jackson, a former senior analyst at Canada’s Competition Bureau, adding, “They are trying to protect themselves.”
Since the ‘Buy Canadian’ movement took off last year, Sobeys has used it as a marketing tool, but CBC News has learned that the Canadian Food Inspection Agency (CFIA) recently investigated the grocer for promoting imported food as domestic.
As instances of maple washing continue to emerge, Jackson highlights that disgruntled consumers are urging the CFIA to take strict action against retailers found violating regulations. “The public, I think,