A Montrealer is taking on some of Canada’s biggest grocery chains after claiming they misled shoppers with false “Made in Canada” labels. The proposed class action names Provigo, Metro, Sobeys, Walmart, and Giant Tigre, alleging they used maple leaves, Canadian flags, and patriotic tags to sell imported goods.
“This is false advertising 101,” says lawyer Joey Zukran, who argues that grocers deliberately played on Canadians’ patriotism and sense of morality. He isn’t just seeking accountability — he wants compensation for customers and penalties for the companies involved.
Food policy expert Sylvain Charlebois warns that the issue runs deeper than labels and could worsen already shaky public trust in grocers. “A lot of people don’t necessarily trust grocers, for a variety of reasons — pricing is certainly one of them,” he said.
Shoppers seem to agree. “Sometimes it’s not true. The other day I bought cheese, le P’tit Quebec, made in the States,” said Montrealer Monique Langlois.
The controversy comes as Canadians have been increasingly boycotting U.S. products. Charlebois notes that American food sales in Canada dropped 8.5% in spring 2025 — a record decline.
The class action still needs court approval, but if it proceeds, it could force grocers to answer tough questions about transparency and consumer trust. For now, the case is shining a spotlight on what some critics are calling “maple-washing.”