Is that grocery product really Canadian? Or is it ‘maple-washing’?

As Canadians continue to show their patriotism in the face of U.S. tariffs, the maple leaf symbol has become a ubiquitous sight in grocery stores across the country. However, the presence of this symbol on certain products does not always reflect what shoppers may think.

A recent visit to a Halifax Sobeys and Superstore revealed a somewhat confusing use of the maple leaf indicators. For example, coffee brands like Muskoka Roastery Coffee Co. and Jumping Bean did not receive the maple leaf indicator at Sobeys, while Kicking Horse Coffee did, despite being sold to an Italian company in 2017.

Similarly, Tim Hortons coffee, owned by a Brazilian investment firm, did not have the maple leaf sticker at Sobeys, but did have a shelf talker claiming it was “prepared in Canada.” This inconsistency left shoppers wondering about the authenticity of these products.

The maple syrup aisle was equally perplexing, with only the store’s in-house brand, Our Compliments, receiving the maple leaf treatment, while other Canadian brands did not. This discrepancy raised questions about how stores decide which products get the maple leaf indicator.

Anna Hutchinson, a maple syrup producer, expressed her desire for her products to have the maple leaf sticker, as it influences customer purchasing decisions. She also questioned the criteria for using the maple leaf indicator, as it seemed to be applied inconsistently across products.

Professor Mike von Massow from the University of Guelph warned about the risk of “maple-washing,” where companies try to appear more Canadian than they actually are. He emphasized the importance of transparency in food labelling and encouraged consumers to read labels and ask questions to make informed decisions.

In conclusion, while the maple leaf symbol may evoke feelings of Canadian pride, shoppers should exercise caution and not solely rely on this indicator when making purchasing decisions. By being informed and asking the right questions, consumers can ensure that they are supporting truly Canadian products.