Loblaw has decided to reinstate country-of-origin labeling on produce signs in its stores after facing significant backlash from customers.
The criticism started earlier this month when shoppers realized that the sections of produce displays, which previously indicated the origins of the food, were left empty.
“We should know what we’re eating,” remarked Karla Hennig from Penticton, B.C. A dedicated supporter of “Buy Canadian,” she expressed her disappointment upon discovering the lack of information at her local Superstore last week.
“I find it incredibly disrespectful of my time and my money,” she stated. “They expect me to support them, yet they are not providing what I’ve requested.”
Produce signage at Loblaw locations throughout Canada exhibited the same alteration, with the exception of Ontario and Quebec; the largest grocery chain in Canada continued to display origin details in these provinces due to provincial regulations that require certain labeling transparency.
However, in other regions, numerous Loblaw customers voiced their concerns on social media regarding this policy change — which was implemented just before the collapse of Canada-U.S. trade talks, igniting a new trade dispute and a renewed interest in supporting Canadian products.
Customer backlash began earlier this month after shoppers noticed the area on produce displays, which used to indicate where food was grown, had been left blank. (Litsa Sourtizis/CBC)
After realizing that the produce at his nearby Real Canadian Superstore lacked country-of-origin labeling, Edmonton resident Karl Mueller expressed his dissatisfaction on Facebook and sent a letter to the company’s headquarters.
On Monday, he mentioned that the current trade tensions have only strengthened his determination, arguing that this is not the right moment for Superstore to reduce in-store food labeling.
“It feels like a very un-Canadian thing to do,” he said. “There’s an economic attack on us. As an ordinary citizen, my only way of combatting this is to support Canadian businesses and shop locally.”
After noticing that produce at his local Real Canadian Superstore lacked country-of-origin labeling, Edmonton resident Karl Mueller posted a complaint on Facebook and fired off a letter to the chain’s head office. (Emilio Avalos/CBC)
On Monday, agricultural economist Ellen Goddard suggested that Loblaw might reconsider its decision.
“They are likely thinking, ‘Wow, we chose the wrong time to eliminate the labeling,'” said Goddard, a professor at the University of Alberta in Edmonton.
“The emotional response is significantly heightened right now.”
Goddard’s prediction proved to be accurate. Following an inquiry from CBC News to the grocery chain, Loblaw replied via email that, “as Canada enters another period of trade uncertainty with the United States,” the company is implementing measures to assist shoppers in purchasing Canadian products.
The grocery chain stated that these measures include reintroducing country-of-origin information in produce sections and a “T” symbol on shelf labels for American goods impacted by U.S. tariffs.
This announcement was greeted with cautious optimism by some customers.
“If Loblaws has truly changed their policy, I think that’s fantastic,” said Mueller. “It demonstrates the influence that ordinary individuals can wield when they put their money where their convictions lie.”
He added that he won’t fully celebrate until he sees the return of country-of-origin labeling for produce at his local Superstore.
Loblaw’s earlier stance
Despite retracting its produce labeling policy on Tuesday, Loblaw had just defended its initial decision the day before, citing the difficulties associated with the task.
“Sourcing can change frequently due to seasonal variations, supplier changes, and availability,” stated the retailer in an email on Monday.
Loblaw did not clarify why it could still provide source country information for produce in Ontario and Quebec stores, despite these challenges.
Loblaw continues to provide origin details in Ontario and Quebec because provincial regulations mandate certain types of labelling transparency. (Sophia Harris/CBC)
The grocery chain also mentioned that shoppers can find “the most current” source country information on individual produce stickers or packaging, or by inquiring with a store employee.
However, Hennig said that when she attempted to shop for broccoli and lettuce last week at the Penticton Superstore, she was unable to locate the information on the products.
“There were no indicators whatsoever.”
When she asked two employees for assistance, Hennig reported that neither could tell her where the produce was grown.
“I felt very frustrated,” said Hennig, who left the store without making any purchases.
“I felt dismissed,” she said, adding that she did not hold the staff responsible, as they were not involved in the policy change.
What led to the change?
Loblaw’s initial decision to eliminate produce labeling came after regulatory challenges for the grocery chain. Earlier in the year, the Canadian Food Inspection Agency (CFIA) issued two $10,000 fines and two warnings to four different Loblaw locations for incorrectly marketing imported food — including produce — as Canadian.
The penalties, especially the fines, garnered media attention. Goddard, the agricultural economist, believes the coverage likely prompted the grocery chain to initially remove country-of-origin signage for produce.
“I think the last thing they want is to be featured in the headlines for doing something that could suggest they are misleading customers,” she noted. “Their business depends on maintaining trust.”
Goddard expressed skepticism that Loblaw intended to mislead customers and suggested that they likely concluded that offering produce labeling — despite the challenges — was not worth the risk.
“They may be exhausted from trying to make it work,” she remarked.
Agricultural economist Ellen Goddard suggested on Monday that Loblaw might reverse its decision to eliminate country-of-origin labeling following the collapse of trade talks between Canada and the United States. (David Bajer/CBC)
Loblaw is not the only grocery chain to reduce source country information following regulatory scrutiny.
Earlier this year, Sobeys discontinued the use of maple leaf symbols on store shelf signs to promote Canadian products. This decision came after allegations that the grocery chain had misrepresented imported foods as Canadian, leading to a subsequent CFIA investigation.
Is it legal?
Despite increasing criticism, the CFIA has clarified that federal regulations do not require grocery stores to display a product’s country of origin on signage and permit the sale of bulk produce without any source country disclosures.
This stance has led some consumers to call for new federal regulations mandating that grocery stores provide origin information for bulk produce.
“I would like to see legislation that enforces country of origin labeling, making it clear to consumers where the product originates,” said Mueller in Edmonton. “We should make this easy for Canadians, not difficult.”