What is 'maple washing' in Canada?

'Maple washing' is a term describing the practice of using patriotic packaging with maple leaves and Canadian imagery on products that are actually imports, often from the U.S., to mislead consumers.

Which products have been identified as examples of 'maple washing'?

Products such as Betty Crocker's chocolate chip cookie mix and Habitant pea soup have been highlighted as examples where U.S.-made goods use Canadian-themed branding.

What kind of labeling system is Canada considering?

Consumer advocates are pushing for clearer labeling laws, potentially similar to Australia's Country of Origin Labelling (CoOL) system, which provides easy-to-understand information about a product's local content.

Home / Business and Economy / Maple Washing: Canadian Brands' Deceptive Labels Exposed

Maple Washing: Canadian Brands' Deceptive Labels Exposed

30 Jan

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Summary

Consumers are frustrated by 'maple washing' where US imports use patriotic packaging.
Products like Betty Crocker mix and Habitant soup are flagged as US-made.
Calls for clearer labeling, similar to Australia's system, are growing.

Canadian consumers are speaking out against 'maple washing,' a trend where products, particularly imports, are packaged with patriotic symbols like maple leaves to suggest Canadian origin. Dave Lawson from St. Catharines, Ont., expressed disappointment that many products with Canadian branding are actually made in the U.S., citing Betty Crocker cookie mix as an example.

Food economics professor Mike von Massow explains that phrases like 'Designed in Canada' can be confusing. Companies like General Mills, which makes Betty Crocker, state their claims are sales-based, while Campbell's, maker of Habitant pea soup, is phasing out 'Designed in Canada' after closing its Toronto plant.

Further examples include McCain Super Spirals french fries, labeled 'Proud Canadian Company' but made in the U.S. McCain stated this is due to specialized machinery not available in Canada. Experts differentiate labels like 'Made in Canada' (last substantial transformation here) from 'Product of Canada' (virtually all Canadian ingredients, processing, and labor).