“Maple Washing”: Canadian Grocers Promoted USA Produce as Canadian, and Faced No Fines

The Canadian Food Inspection Agency (CFIA) found grocers using Canadian branding such as the red maple leaf to promote imported food, including produce labeled “Product of U.S.A.” in the fine print, but issued no fines in any of the cases, CBC News reported on September 1, 2025.

What regulators found

The practice, called “maple washing,” spread as Canadian shoppers turned away from USA goods during the trade dispute. The CFIA identified 12 such cases from complaints filed between February and May 2025. All but one involved national grocery chains. The agency can fine up to $15,000 per offence but said it “took action” in each case and the grocers fixed the problem.

The CFIA told CBC it had received 160 complaints about country-of-origin claims for food so far in 2025 and had found violations in 40 cases. In one example, a Hamilton shopper found blackberries at a Loblaw-owned Fortinos promoted with a maple leaf and a “Product of Canada” sign, while the package said “Product of U.S.A.” Another case, involving imported avocado oil at a Sobeys-owned store near Edmonton, took four months to resolve.

“If there aren’t any fines despite repeated violations, it becomes that the regulations have no teeth.”

Tim Dewhirst, marketing professor, University of Guelph, to CBC News

The New York Post later reported, on September 13, that as many as 45 stores nationwide faced no penalties.

Why it matters for Made in USA

The story turns the usual problem around. In Canada, retailers were hiding USA origin rather than inventing it, because a USA label had become a reason not to buy. It shows how much country-of-origin labels drive buying decisions, in both directions.

It also shows how much enforcement matters. Labels mean little if signage can override them without consequences. In the USA, shoppers rely on FTC and USDA rules for the same protection on Made in USA and Product of USA claims.

FAQ

What is maple washing?

Using Canadian branding, such as a red maple leaf or a “Product of Canada” sign, to promote imported food.

Were any Canadian grocers fined?

No. The CFIA said it took action and the grocers fixed the problems, but it issued no fines, according to CBC News.

Did the mislabeled products include USA food?

Yes. One case involved blackberries promoted as Canadian while the package said “Product of U.S.A.”