As Canada enters a renewed trade dispute with the United States, major grocers including Loblaw and Empire Co. are reinstating country-of-origin labels and tariff indicators on shelves to meet surging consumer demand for homegrown products. According to corporate statements, the shift follows public backlash over missing labels and aims to help shoppers easily identify Canadian goods.
Loblaw Brings Back T Symbols and Produce Labels
Loblaw is rolling out the ‘T’ symbol on shelf labels for U.S. products affected by tariffs, according to a corporate statement. The grocer is also reintroducing country-of-origin indicators in fresh produce aisles and continuing to use the maple leaf symbol for items prepared or made domestically. Loblaw chief executive Per Bank stated on LinkedIn that the company will not profit from tariffs, noting that price increases will reflect tariff impacts penny for penny. This mirrors measures first taken when counter-tariffs were introduced in March 2025.
Competitive Responses Across Canadian Grocers
Rival grocers are also adjusting store signage to highlight local items amid the geopolitical friction. Empire Co., the parent company of Sobeys, plans to feature more prominent store signs alongside provincial flags, according to spokesperson Karen White-Boswell. Meanwhile, Metro announced it already prioritizes Canadian products and will maintain that emphasis both in stores and online. U.S. President Donald Trump imposed 50 per cent tariffs on roughly $28 billion worth of Canadian goods over the weekend after trade talks collapsed, prompting Ottawa to respond with dollar-for-dollar counter-tariffs taking effect September 8.
Analyst Insights on Supply Chain Realities
Retail analysts note that grocers are better positioned to respond to consumer demand this time around due to established local supplier networks. Henry Chambers, senior vice-president of Canada and the Americas at consulting firm Sentinel, stated that retailers have learned from past trade disputes and can update information with greater efficiency and speed. However, food economist Mike von Massow from the University of Guelph pointed out that integrated supply chains make labelling complex, though fresh produce remains relatively straightforward to trace compared to heavily transformed goods.
Did You Know?
Fresh produce is generally easier to trace back to its origin because it undergoes little to no transformation before reaching grocery shelves, unlike processed items that may contain a mix of domestic and foreign ingredients.
Frequently Asked Questions
Why are Canadian grocers bringing back country-of-origin labels?
Grocers are reinstating these labels in response to social media backlash and strong consumer demand to support Canadian farmers and businesses amid escalating trade tensions with the U.S.
What does the ‘T’ symbol on grocery shelves mean?
According to Loblaw, the ‘T’ symbol identifies products sourced directly from the United States that have been affected by tariffs.
When do Canada’s latest counter-tariffs take effect?
Ottawa’s dollar-for-dollar counter-tariffs on a range of U.S. items are scheduled to take effect on September 8.
Are all grocery items easy to label by country of origin?
No. While fresh produce like apples or vegetables are simple to identify, processed foods with integrated supply chains and foreign ingredients present labelling challenges, often resulting in ‘Prepared in Canada’ designations.
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