Investigation finds dozens of Canadian supermarkets mislabelled U.S. produce as Canadian

Dozens of Canadian grocery stores were found to have displayed labels and signage suggesting products were Canadian when packaging or stickers identified them as originating in the United States, a joint probe by the Canadian Food Inspection Agency and the Canadian Broadcasting Corporation found.

The CFIA and CBC said their review identified about 45 stores across the country with at least one discrepancy; the agency logged 97 complaints about country‑of‑origin claims from November 2024 through mid‑July. Of the complaints investigated to date, the agencies said 32 percent were determined to be company violations, with the majority involving bulk produce. The CFIA and CBC reported that the violations that have been investigated were corrected.

The CBC’s reporting included examples from stores operated by major chains, including Sobeys, Loblaws and Metro. In one account, a shopper, Stacy Dineen, said she found organic broccoli labeled on a shelf as a “product of Canada” while the sticker on the individual heads of broccoli identified them as a “produce of USA.” The investigation flagged other instances, including packaged items displayed with Canadian flags or “Made in Canada” signage while their own labels indicated U.S. origin.

Retailers told CBC they aim for accurate country‑of‑origin information and acknowledged inventory and signage challenges. A Sobeys spokesperson said fresh produce availability can change week to week and that “unfortunately mistakes can happen from time to time.” Loblaws and Metro issued similar statements that they strive for accurate signage.

Food‑labelling experts and consumers said the practice, which some have dubbed “maple‑washing,” has aggravated shoppers who have been deliberately seeking Canadian goods since the imposition of U.S. duties and subsequent trade tensions. Mary L’Abbé, a nutritional sciences professor emeritus at the University of Toronto who studies food labelling, said retailers have a responsibility to interpret regulations correctly and to prevent misleading claims.

"It's important to Canadians, and I think they have a responsibility to their consumers who expect them to interpret the regulations correctly," L’Abbé said. "I think the retailers have to step up to the plate and actually get their act together."

Online forums amplified consumer complaints. A Reddit thread highlighted what users described as examples of Canadian marketing placed next to products labeled as coming from the United States, prompting calls for stronger enforcement and penalties. Some posters urged regulators to impose fines or mandate corrective action to prevent repetition.

Investigators and experts said the causes of mislabelling appear to be mixed. Some incidents point to human error in fast‑moving produce sections or to the complexity of managing large inventories and private‑label assortments. In at least one earlier case involving products such as almond items and avocado oil, CFIA action did not result in penalties.

The labelling controversy unfolded against a backdrop of heightened attention to sourcing after the United States announced duties on steel and aluminum earlier in the year and Canada responded with retaliatory measures. Canadian officials later removed many of the retaliatory tariffs in August, saying the rollbacks would align exemptions with those in the United States–Mexico–Canada Agreement, while some duties remained in place.

Consumer confidence advocates said accurate country‑of‑origin labelling is essential when shoppers seek to support domestic producers or avoid goods from a particular market. Dineen said she tries to buy Canadian or non‑U.S. imports when possible and that misleading shelf signage erodes trust.

Regulators and retailers said they will continue to address complaints as they arise. The CFIA’s complaint log and corrective actions underscore the agency’s role in monitoring labelling, while retailers emphasized the operational challenges of updating signage and product flows. The CBC said its reporting aims to inform consumers and spur improvements in labelling practices.

As the investigation’s findings circulate, consumer groups and some experts are calling for clearer enforcement and better systems to ensure that country‑of‑origin claims on shelves match product packaging, so shoppers can make informed purchase decisions.