Empire Co., the parent corporate of Sobeys, just made an encouraging move. They announced plans to take down certain in-store signage encouraging consumers to purchase Canadian products from grocery store shelves. The Canadian Food Inspection Agency (CFIA) has increased its inspection of produce displays. In response, they are taking a tougher stance against “inaccurate and misleading origin claims.”
The updates are a response to an increasing misunderstanding around the origin of products by both consumers and workers. Empire Co. says it will continue to provide a wider assortment of local products. They will turn to consumers to read package labels to learn the products’ points of origin. Luc L’Archevêque, Empire’s chief customer officer, stated that the company will not alter its product offerings despite the removal of the signage.
“This is not a statement on the importance of Canadian products,” L’Archevêque emphasized. He expressed the belief that Canadians would be able to figure out where their products came from with proper product labeling.
Last year, the “buy Canadian” trend accelerated as citizens responded to economic fear and hostility with tariffs. It lately appears to be flagging. As rising inflation motivates shoppers to prioritize cost of goods sold over origin, grocery executives have observed a change in what consumers care about. As recent news reports have shown, consumers are now buying the cheapest thing they can find, no matter where it comes from.
Jo-Ann McArthur, an industry expert, commented on the situation, stating, “Probably, they’re not intending to mislead the consumer; it’s just a mistake that’s been made — but it’s a costly mistake.” She suggested that grocery chains may be sending internal directives to avoid misleading claims, indicating a broader industry response.
Empire’s decision could lead the way for other grocers to follow suit. A spokesperson for Metro, Stephanie Bonk, confirmed that the company “is not planning on making any changes at this time.” Loblaw has decided to keep its signage noting products made in Canada, said spokesperson Scott Bonikowsky.
“At this time, signage in our stores identifying products as prepared in Canada remains in place.” – Scott Bonikowsky, Loblaw spokesperson
The CFIA’s new enforcement of misleading displays arrives at a time when food inflation remains a top concern for many Canadian households. Economists warn that the ongoing war in the Middle East could further exacerbate shipping costs and food prices in the coming months. As household budgets get stretched further, consumers will be less able to favor purchasing local products.
The shift away from the “buy Canadian” trend appears to be a direct response to the economic pressures felt by consumers. With inflation only showing signs of going higher, many shoppers are returning to lower-priced options.
