A year following the emergence of the “Buy Canadian” movement across the nation, the Canadian Food Inspection Agency (CFIA) is taking action against supermarkets that falsely promote imported goods as Canadian products. This year, CFIA has levied fines against two Loblaw-owned grocery outlets for breaching regulations. Additionally, an investigation is underway regarding Canadian labeling and advertising practices at Sobeys’ corporate headquarters.
In response to consumer demands to support local businesses and products, CFIA is committed to safeguarding Canadians from deceptive claims. Since the inception of the Buy Canadian movement in February 2025 amid trade tensions initiated by U.S. President Donald Trump, many retailers have capitalized on the trend by emphasizing domestic items using patriotic imagery and marketing strategies.
Previously, CFIA identified 27 violations in 2025 related to erroneous country-of-origin assertions by various grocers, predominantly national chains. However, fines were not imposed at that time, leading to dissatisfaction among consumers. In a recent shift, CFIA fined a Loblaw-owned Fortinos store in Toronto $10,000 for misrepresenting a foreign-made food item.
The regulatory agency found that the store displayed Président-brand Rondelé cheese spread with a misleading maple leaf symbol, creating a false impression of Canadian origin. Federal guidelines mandate that food labels and signage must be accurate and non-deceptive.
Between November 1, 2024, and February 25, 2026, CFIA identified 78 violations concerning country-of-origin claims on food labels or advertisements in retail settings. In response to the increased violations, CFIA emphasized that the leniency period has ended, and enforcement actions will be applied where necessary.
Further fines may be forthcoming, as CFIA’s investigation into mislabeling at Sobeys remains ongoing. A previous case uncovered by CFIA involved a Safeway store near Edmonton, owned by Sobeys, which wrongly advertised Compliments avocado oil as “made in Canada” despite being imported.
Both Loblaw and Sobeys, major grocery chains in Canada, have stressed their efforts to ensure accurate country-of-origin labeling while acknowledging the challenges posed by managing extensive inventories. Following the fines, Loblaw spokesperson Lina Maragha expressed commitment to enhancing labeling procedures and encouraged customer feedback for prompt corrections.
Former CFIA inspector Terri Lee criticized the $10,000 fine imposed on large retailers, stating that it is insufficient as a deterrent. Lee suggested tiered fines based on company size, recommending substantial penalties for major corporations. CFIA’s current maximum fine is $15,000 for severe violations.
CFIA reiterated that fines are just one enforcement tool, alongside warnings, license suspension, or prosecution referrals when warranted. The agency highlighted the 2025 federal budget’s initiative to review penalties to ensure compliance is not merely viewed as a business cost. Results of the review are expected to be disclosed in the 2026 budget announcement.
