Jean-Marc Philion, a 42-year-old software developer and father of two, was stunned when he discovered the “Product of Canada” strawberries he purchased at his local supermarket were actually grown in Mexico. What began as a simple complaint to store management has evolved into a class-action lawsuit targeting major grocers including Loblaw, Metro, and Sobeys.
“I’m not looking to get rich,” Philion told me during our conversation at a café near his Plateau-Mont-Royal home. “I just want transparency when I spend my grocery money. If I’m paying premium prices for Canadian produce, it should actually be Canadian.”
The lawsuit, filed this week in Quebec Superior Court, alleges systematic deception in food labeling practices. Philion’s legal team has documented over 40 instances where imported products were mislabeled as Canadian-made across various grocery chains.
According to the Canadian Food Inspection Agency guidelines, a “Product of Canada” label should only be used when all major ingredients, processing, and labour are Canadian. Items with “Made in Canada” labels must have their last substantial transformation occur within Canada, though ingredients may be imported.
Consumer advocacy groups have long raised concerns about labeling practices. Bruce Cran, president of the Consumers’ Association of Canada, notes this case could have sweeping implications.
“We’ve received hundreds of complaints about misleading origin labels,” Cran said. “Many consumers specifically choose Canadian products to support local farmers or reduce environmental impact. When companies manipulate these labels, they’re violating consumer trust.”
The case spotlights growing consumer sensitivity around food sourcing. A recent Angus Reid poll found 72% of Canadians consider country of origin when making food purchases, with 64% willing to pay more for Canadian-grown produce.
Sylvain Charlebois, director of the Agri-Food Analytics Lab at Dalhousie University, sees this as part of a broader pattern of consumer rebellion against rising food costs.
“When you’re paying $7 for a small container of strawberries labeled as Canadian, finding out they’re actually from thousands of kilometers away feels like a double deception,” Charlebois explained. “Especially as grocery inflation has outpaced general inflation for nearly three years.”
The legal challenge comes amid heightened scrutiny of Canada’s grocery sector. The Competition Bureau launched an investigation into grocery pricing earlier this year, while Parliament’s agriculture committee has called industry executives to testify about food costs. A grocery code of conduct is also under development.
Philion’s lawyer, Marie-Claude Dagenais, believes the case could set an important precedent. “This isn’t just about strawberries,” she told me. “It’s about corporate accountability in an essential sector. When consumers make choices based on origin, those choices should be respected.”
The major grocers have remained mostly tight-lipped about the allegations. Loblaw Companies Limited issued a brief statement: “We take food labeling regulations seriously and are reviewing the claims.” Metro and Sobeys have yet to comment publicly.
For his part, Philion has meticulous documentation. He provided photographs of products with contradictory labels—outer packaging claiming Canadian origin while fine print on nutrition labels revealed international sources. He also has receipts showing premium pricing for supposedly Canadian items.
“I’m not against imported food,” Philion emphasized. “I just want to know what I’m buying. If it’s from Mexico or Guatemala, label it that way and price it accordingly.”
The lawsuit seeks damages for affected consumers and court orders requiring stricter labeling practices. If certified as a class action, all Quebec consumers who purchased falsely labeled Canadian products within the applicable time period could potentially join.
Food law expert Jennifer Reynolds from McGill University says the case highlights gaps in enforcement. “The CFIA has clear guidelines, but limited resources for monitoring. This forces consumers to become their own food detectives.”
Local farmers have rallied behind the lawsuit. Pierre Lemieux, who operates a small berry farm outside Montreal, says misleading labels hurt legitimate Canadian producers.
“When cheaper imports masquerade as Canadian products, it undercuts those of us doing the real work,” Lemieux said. “We can’t compete with Mexican labor costs, but we shouldn’t have to compete with Mexican berries labeled as Canadian.”
As food inflation continues to strain household budgets, this case touches a particularly raw nerve. Many Canadians feel increasingly powerless against rising grocery costs, with food prices up 21% since 2020 according to Statistics Canada.
Court dates haven’t been set yet, but Philion’s case has already sparked a movement. Social media groups have formed where consumers share photos of questionable labels, with thousands joining within days of the lawsuit announcement.
For ordinary shoppers like Montrealer Chantal Lavoie, whom I met examining produce labels at a downtown Metro store, the lawsuit represents a breaking point in consumer patience.
“Every week I budget carefully for groceries, and I try to buy Canadian when I can,” she said, inspecting a package of bell peppers. “If I can’t trust the labels, what’s the point? Something has to change.”
