With the Canadian consumers’ continuing strong support for “Buy Canadian,” manufacturers and retailers need to take care in how they show their support to the national movement. While the maple leaf communicates the industry’s alliance, the graphic must be used with care on food packaging, at retail, and in advertising, as it can indicate to consumers the product is 100% Canadian made – whether it actually is or not.
While CFIA does not outrightly ban the use of the maple leaf on products not made in Canada, a recent CFIA update on the accurate use of product origin claims states that if a food business uses the maple leaf on packaging, retail shelves, or online, an accompanying domestic content statement should be placed in close proximity to clarify what is meant by its use and ensure it is not misleading. While this is not new for product packaging, the specific inclusion of a new section on the use of the maple leaf online and on retail shelves shows the agency’s keen focus on intent of use.
The CFIA also notes the importance of claim accuracy on bulk product, as it has seen an increase in complaints related to origin claims on bulk produce, as well as on food labels and in ads.
CFIA acknowledges that the use of the maple leaf can indicate many things, such as that a product is made in Canada by a Canadian company; it meets a Canadian standard, such as for quality or organic content; it has Canadian input (i.e., ingredients, processing, labour). Thus, while cautioning consumers that it does not always mean the product is Canadian, it warns the food industry to ensure any use of the leaf, and any accompanying statements, are accurate and don’t mislead consumers.
Because the use of the maple leaf on a product could imply a Product of Canada claim, it is recommended that a qualifying claim be placed near the leaf. These could include:
- 100% Canadian: all of the ingredients, processing, and labour used to make the food is Canadian.
- Product of Canada or Canadian: the processing and labour are Canadian; at least 98% of ingredients are of Canadian origin (e.g., up to 2% of spices or other compounds are allowed).
- Made in Canada: must include further qualifying statement, such as Made in Canada from domestic and imported ingredients; Made in Canada from 100% Canadian (ingredient name) and imported ingredients; Made in Canada from imported ingredients.
- Packaged in Canada: the food was imported in bulk and packaged in Canada.
- Roasted and blended in Canada: describes a coffee (as the beans are always imported).
- Processed in Canada, Prepared in Canada, Distilled in Canada, Canned in Canada: the stated process was entirely conducted in Canada.
CFIA also stresses that multiple country of origin statements are not allowed (e.g., Product of Canada and the U.S.). Products that include any foreign ingredients can not use the Product of Canada claim. They may be able to bear a Made in Canada claim, if the last substantial product transformation occurred in Canada. It is also important to know that the Government of Canada restricts the use of official Government of Canada symbols, including the stylized 11-point maple leaf (i.e., the leaf on Canada’s flag), which can be used only with permission from the Department of Canadian Heritage.
With Canadian’s increased desire to support their own country, CFIA has reinforced its commitment to a transparent and trustworthy market. As such, it is taking all labelling issues seriously and will take enforcement action against noncompliance to protect Canadians from misleading claims.
