U.S. Companies Accused of 'Maple Washing' to Bypass Canadian Boycotts
As many Canadians actively seek to purchase more domestic goods in response to trade tensions, some American companies are allegedly employing deceptive marketing tactics known as "maple washing" to create the false impression that their products are made in Canada. This practice involves using iconic Canadian symbols, such as maple leaves, to mislead consumers and circumvent boycotts of U.S. products.
Rising Consumer Patriotism and Trade Tensions
Recent polls indicate a significant shift in Canadian consumer behavior, with three-quarters of respondents reporting they are buying more Canadian goods. More than half are actively boycotting U.S. products, and nearly half are reconsidering travel to the United States. Statistics Canada data shows a 28 percent decline in trips south of the border, dropping to 22.9 million in 2025.
Some retailers and provincial liquor boards in Ontario and British Columbia have responded by clearly marking Canadian products or removing U.S. goods from shelves altogether. However, the situation is not always straightforward. For example, purchasing a hot chocolate from Tim Hortons means supporting U.S.-based Restaurant Brands International, despite the product being prepared in Canada. Similarly, Kirkland Signature Maple Syrup is a private-label brand of U.S. retailer Costco but is manufactured in Canada.
The 'Maple Washing' Controversy
At the Canada Health Food Association's Natural Organic Wellness trade show in Vancouver last month, an American water company called Path displayed products planned for launch in Canada. The packaging featured a white refillable aluminum bottle adorned with a large red maple leaf, and another bottle highlighted the Toronto Blue Jays, who are celebrating their 50th season this year. While Clearly Canadian is the official sparkling water of the Blue Jays, Path's investor notes suggested that successful launches with teams like the Dallas Mavericks and Toronto Blue Jays are driving retail impact.
Danijel Slisko, a product designer at Calgary-based marketing firm Danijel and Co., has accused Path of "maple washing" a product that is sourced in the United States and shipped north. "Maple washing erodes trust in genuinely Canadian brands," Slisko stated. "As a designer, misrepresentation is a big deal in our industry." He designed the packaging for North Water, a Canadian company that sources glacier water from the Rockies, and claims that Path's packaging could reasonably create the impression of Canadian origin, influencing purchasing decisions.
Legal and Regulatory Implications
Slisko has contacted the Competition Bureau to investigate whether this practice violates the misleading representation provisions of the Competition Act. The Consumer Packaging and Labelling Act also prohibits misleading packaging, with rules for food enforced by the Canadian Food Inspection Agency. Recent enforcement actions include a fine against Loblaws for promoting imported broccoli slaw as Canadian.
Saawan Logan, co-founder and CEO of North Water, criticized Path's tactics, noting that while North Water sells untouched water from glacier-fed springs in the Canadian Rockies, Path imports purified water from a municipal system in California with added electrolytes. "We have the best water in the world, and here we have a company pretending to be Canadian," Logan said. "I'd never put an American flag on my bottle and say: 'I'm American' when I'm not."
As trade tensions persist, competition authorities may need to enhance enforcement to protect consumers and genuine Canadian brands from misleading marketing practices. The rise of "maple washing" highlights the challenges in maintaining transparency in global markets and the importance of accurate country-of-origin labeling.
