Is Your Grocery Product Really Canadian? Understanding Maple-Washing in Food Labels
Many grocery products in Canada carry a maple leaf sticker or other Canadian branding, suggesting they are locally made. However, not all of these products are truly Canadian. Some companies use patriotic labeling to attract customers without meeting strict Canadian-made criteria. This practice, known as “maple-washing,” can mislead consumers who want to support local businesses.
How Do Grocery Stores Label Canadian Products?
Retailers like Sobeys and Loblaw use stickers and shelf talkers to highlight products made in Canada. However, there is no standardized system for applying these labels. Some products with strong Canadian ties lack stickers, while others with foreign ownership receive them.
For example:
- Kicking Horse Coffee, sold to Italy’s Lavazza in 2017, had a Canadian label at Sobeys.
- Jumping Bean Coffee, a Newfoundland-based brand, did not receive a sticker.
- Tim Hortons Coffee, owned by a Brazilian firm, had conflicting labels between different stores.
The Difference Between ‘Made in Canada’ and ‘Product of Canada’
Canadian food labeling follows strict guidelines:
- Product of Canada: At least 98% of ingredients must be sourced in Canada.
- Made in Canada: The product must undergo significant processing in Canada but can include imported ingredients.
This distinction often confuses shoppers, especially when labels include vague terms like “prepared for” or “imported by.”
Why Are Some Canadian Products Not Labeled?
Some truly Canadian products lack the maple leaf label due to inconsistencies in how retailers apply the stickers. Local businesses, like Hutchinson Acres Maple Syrup, have noticed variations across different stores. Store managers decide which products receive the label, sometimes leading to human error or oversight.
What Are Experts Saying?
Food labeling expert Mike von Massow from the University of Guelph believes retailers need to be clearer about their labeling practices.
“Grocers should be straightforward in explaining what these labels mean and why they’re used,” said von Massow. He warns that “maple-washing” could mislead customers into thinking a product is more Canadian than it actually is.
How Can Shoppers Make Informed Choices?
If supporting Canadian-made products is important, shoppers should:
- Read the fine print on labels.
- Check for terms like “made in Canada from imported ingredients.”
- Ask grocery staff for product sourcing details.
- Use resources like the Canadian Food Inspection Agency (CFIA) website for verification.
The maple leaf is a powerful marketing symbol, but it does not always guarantee a product is truly Canadian. Consumers must stay informed, ask questions, and read labels carefully to ensure they are supporting Canadian businesses as intended.
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