A year following the rise of the “Buy Canadian” movement across Canada, the Canadian Food Inspection Agency (CFIA) is taking action against grocery stores found promoting imported goods as Canadian. This year, the CFIA has fined two Loblaw-owned grocery stores for such violations and is conducting an investigation into Canadian labeling and marketing practices at Sobeys’ headquarters.
Responding to consumer demand to support local businesses and products, the CFIA emphasized its commitment to safeguarding Canadians from deceptive claims. Since the inception of the Buy Canadian movement in February 2025 in response to trade tensions, many retailers have capitalized on patriotic symbols to highlight domestic goods.
Previously, the CFIA identified 27 violations in 2025 related to inaccurate country-of-origin claims by grocers, but no fines were issued, causing dissatisfaction among consumers. However, the agency has now changed its enforcement approach. A Loblaw-owned Fortinos store in Toronto was fined $10,000 for misleadingly presenting foreign-made food as Canadian.
Federal regulations mandate that food labels and signage must be precise and truthful. The recent fines were imposed on Loblaw-owned Superstore as well for similar violations. The CFIA clarified that a product can be labeled as “Product of Canada” if it is entirely or mostly manufactured in the country.
The CFIA reported a total of 78 violations related to country-of-origin claims in food labels or advertisements at retail stores between November 2024 and February 2026. The agency indicated that the leniency period is over, and retailers must ensure accurate labeling. More fines may be forthcoming, including in the ongoing probe of mislabeling at Sobeys.
The probe into Sobeys’ practices follows a previous investigation revealing imported products labeled as Canadian, such as Compliments avocado oil. Both Loblaw and Sobeys have acknowledged the complexity of ensuring accurate country-of-origin signage due to extensive inventory. Loblaw expressed a commitment to enhancing labeling procedures and encouraged customers to report any discrepancies promptly.
Former CFIA inspector Terri Lee criticized the $10,000 fines, emphasizing the importance of transparency in product origin claims.
