Ever bought a product thinking it was made in Canada only to find out later it wasn’t?
One Montrealer says it happened to them. And now, they’re taking on major grocery chains.
Provigo, Metro, Sobeys, Walmart, and Giant Tigre are all named in a new class action.
Joey Zukran is one of the lawyers leading the case.
“This is false advertising 101,” he says.
He argues grocers used maple leaves, flags, and tags like “made in Canada” to sell products imported from elsewhere.
“When you’re telling consumers that the product is made in Canada, you’re appealing to their patriotic and moral compasses,” says Zukran.
Zukran says it’s not just about deception — he wants compensation for customers and punishment for the companies targeted.
Food distribution expert Sylvain Charlebois warns the damage goes beyond labels and is likely to further stress a frayed relationship.
“A lot of people don’t necessarily trust grocers, for a variety of reasons- pricing is certainly one of them,” he says.
And shoppers CTV news spoke to agree — this so-called maple-washing isn’t helping.
The trade war sparked a push for many Canadians to boycott American products, and some numbers reflect that.
“In the spring of 2025, American food sales in volume dropped 8-point-5 per cent- we’ve never seen that before,” says Charlebois.
The class action has yet to be authorized in court.
Correction
A previous version of this story quoted a consumer suggesting a Ptit Québec product she purchased was made in the United States. A representative of Lactalis Canada, the company behind Ptit Quebec, says Ptit Quebec products are made in Canada.
