Another Loblaw store fined $10K for promoting imported food as Canadian. Sobeys could be next

A yr after the “ purchase canadian river” social movement started wholesale the country, the Canadian Food Inspection Agency (CFIA) is cracking down on grocery stores that promote imported food as Canadian.

“Canadians have been clear that they want to support Canadian businesses and buy Canadian products,” said the agency in an email. “The CFIA will take the appropriate action to protect Canadians from misleading claims.”

Since the Buy Canadian movement ignited in February 2025 in response to U.S. President Donald Trump’s trade war, many grocers have taken full advantage by using patriotic symbols and signage to spotlight domestic products. 

But now, the CFIA’s approach to enforcement has changed. 

The CFIA says the Fortinos, located on Queens Plate Drive in Toronto, displayed Président-brand Rondelé specialty cheese spread with an 11-point maple leaf symbol on the shelf tag. However, the cheese is made in France.

“The product display created an impression that the product was made in Canada,” said the CFIA. 

Federal regulations state that food labels and in-store signage must be accurate and not misleading. 

Grocers not fined for mislabelling products as Canadian

According to the CFIA, a food is a product of Canada if it was entirely or almost entirely created in the country. 

Both incidents were discovered last October and the CFIA issued the penalties to the stores in January. 

The CFIA said that, in total, between Nov. 1, 2024, and Feb. 25, 2026, it identified 78 violations related to country-of-origin claims on food labels or in advertisements at retail stores. 

When asked about the sudden shift toward fines, the CFIA said the grace period is over.

“Grocery retailers have had sufficient time to ensure correct signage,” the agency stated. It's now moving to “using appropriate enforcement actions where warranted.”

The "made in Canada" label is meant to signify that a product was manufactured or processed in Canada.

Some of the products, such as imported raw almonds, also included a “made in Canada” declaration.

In response to the fines issued, Loblaw spokesperson Lina Maragha said in an email that the grocer continues to strengthen its labelling procedures. She also offered an apology for “any confusion."

“If something doesn’t look right, we encourage customers to let us know so we can correct it as quickly as possible,” said Maragha. 

Sobeys did not respond to questions about the CFIA investigation into its advertising practices.

Former CFIA inspector Terri Lee says there’s no excuse for grocers making misleading claims about where products come from.

“They should be verifying that what they're saying is true,” said Lee, who worked at the agency for 24 years before her retirement in 2021.

She also says that a $10,000 fine for a big company is far too low. 

“That's no kind of detriment for a large company like Loblaws,” she said.  “It'd be like you and me speeding and we're getting like a $10 [ticket].”

Lee said the fines should be tiered depending on the size of the grocer. She suggests large companies face penalties in the hundred-thousand dollar range.

However, current CFIA fines max out at $15,000. On its website, the agency classifies a $10,000 fine as a “very serious” violation. 

The agency said fines are just one of the tools it uses to enforce the rules. Other measures include warnings, business licence suspension or cancellation, or referral for prosecution when warranted.

The CFIA also highlighted the 2025 federal budget’s plan to review government-issued penalties. According to the budget, the review seeks to ensure fines are steep enough so that "noncompliance is not just treated as the cost of doing business."

The federal government plans to reveal the results of the review in its 2026 budget. 

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