Beyond the Maple Leaf: Why True Canadian Partnerships Matter

Written By Brendan Klatt
 

The Issue: Maple Washing in Canada

Recently, CBC News revealed multiple cases of “maple washing” — when companies use Canadian branding, like a maple leaf or “Made in Canada” label, to promote products that are mostly imported.

The CFIA investigated 12 violations this year, including avocado oil at a Sobeys-owned store and blackberries labelled “Product of Canada” that were actually from the U.S. In other cases, asparagus imported from Peru was marketed with Canadian symbols.

Despite repeated complaints and clear evidence of misleading signage, no fines were issued. Instead, grocers were simply asked to correct the signage. Understandably, Canadian shoppers are frustrated.

 

Why This Matters for Shoppers

When customers see a maple leaf or “Made in Canada” on packaging, they expect authenticity. Yet as the CBC investigation showed, labels can be confusing:

  • “Product of Canada” = at least 98% Canadian content

  • “Made in Canada” = significant transformation here, but ingredients may be imported

  • “Prepared in Canada” = mostly imported ingredients, processed or packaged domestically

Without careful reading, it’s easy to believe something is Canadian when it’s not.

 

Our Commitment at Amaranth

At Amaranth, we believe trust is earned through transparency. That’s why we don’t just rely on maple leaf symbols — we’ve built clear, easy-to-understand systems that let you know exactly where your food comes from.

We’re proud that 36% of our vendors are based right here in Western Canada (BC, AB, and SK). These aren’t just suppliers, they’re local farmers, makers, and families whose livelihoods strengthen our communities. By choosing their products, you’re helping support and grow the place we all call home.

Look for Our Home Grown Stickers

To make shopping local easier, we use these icons:

  • Maple leaf → Marks products from Canadian-owned businesses and/or made in Canada.

    Examples: Canadian-owned but made abroad = gets the maple leaf. U.S.-owned but made in Canada = also gets the maple leaf.

  • BC / AB / SK icons → Show a connection to that province (brand ownership and/or where the product is made/packed). They do not guarantee the item was grown there.

For produce & bulk, if something is grown in a specific province, we’ll state it clearly on the shelf tag (e.g., “Grown in Alberta”) rather than relying on the icon alone.

  • “Made in Canada” means 51% or more of total direct costs are incurred in Canada.

Why It Matters

Supporting truly Canadian-made products:

  • Keeps money in our local economy

  • Reduces supply chain distance and carbon footprint

  • Builds stronger, more resilient communities

  • Gives you confidence that what you’re buying is genuine

 

Conclusion: Real Canadian, Real Trust

The maple leaf should mean something. At Amaranth, it does.

Through our Canadian-Made feature and Home Grown stickers, we’re making sure that what you see is what you get. Our partnerships, our transparency, and our commitment to Western Canadian vendors are how we ensure you can shop with trust.

When you shop with us, you’re not just buying food — you’re investing in real Canadian businesses and building a stronger local community.

For more information on why shopping local matters, check out: https://bcbuylocal.com/

Information for this blog was sourced from: https://www.cbc.ca/news/business/buy-canadian-label-maple-washing-1.7621843

Brendan Klatt
Next

Seasonal Picks for Fall & Thanksgiving