Loblaw restores country-of-origin produce labels after shopper backlash over hidden sourcing

Loblaw is reversing a quiet removal of country-of-origin labels after shoppers complained they couldn't tell where their produce actually came from.

Customers at NoFrills and other Loblaw stores noticed the signs had disappeared, making it harder to identify Canadian versus U.S. sourcing. On Reddit and social media, shoppers expressed frustration. One said their local NoFrills carried almost nothing but U.S. lettuce and they'd complained to management repeatedly without result. Others called for government to mandate origin labelling.

In an email to Daily Hive, a Loblaw spokesperson said the company will reintroduce country-of-origin signs in fresh produce aisles and continue using the maple leaf symbol to identify Canadian-made and prepared products. The company will also restore the "T" symbol on shelf labels for U.S. products affected by tariffs.

"Customers have told us they want to support Canadian farmers, producers, entrepreneurs and businesses," the company said. "We want to make doing that easier. Supporting Canadian suppliers can further strengthen domestic supply chains and reduce our exposure to some international disruptions."

The move comes as U.S.-Canada trade tensions escalate again. Last year, Loblaw's "Buy Canadian" campaign drew widespread media attention. This year's quiet removal of the same labels sparked skepticism from some customers online who saw it as corporate messaging divorced from actual sourcing decisions. The reversal suggests the company is responding to sustained customer pressure — though some shoppers remain unconvinced the labels will reflect the full sourcing picture.