Even during these times of inflation, there are still folks out there doing their best to make informed decisions when purchasing food for themselves and their families. The claims made on food labels can be hard to decipher; some claims, like “certified organic,” are backed by a rigorous process of third-party certification, while others, like “all natural,” are more nebulous.
We are lucky to live in a country where food labelling is held to a high standard. The presence of misleading information on packaging is illegal under the Competition Act of Canada. According to the Competition Bureau of Canada, this act “applies to anyone inside or outside of Canada who is promoting the supply or use of a product, service, or any business interest” within Canada.
While federal laws apply to the entire country, provinces may decide to add supplementary rules. Here in Quebec, we have the Ministère de l’Agriculture, des Pêcheries et de l’Alimentation (MAPAQ). If a food is not certified by a third-party organization, the government relies on consumers to report any suspected misleading information. These complaints can be filed directly with the MAPAQ. Being found guilty of using misleading claims on food labels can lead to anything from a slap on the wrist to hefty fines and the freezing of assets.
These regulations do not stop companies from tugging at our morality with vague advertising claims aimed to convince us we are buying responsibly. As a rule of thumb, if there is third-party certification, it is guaranteed; if not, it is left to the interpretation of the federal or association guidelines that regulate the product.
To help demystify our choices and make shopping a little easier, foods labelled “organic,” “fair trade,” or “non-GMO” are certified. Organic certification requires that farms divulge their management and buying practices through keeping detailed registries which are then inspected at the farm. Processed foods must contain 95 per cent organic ingredients to be certified.
Foods certified as “fair trade” are verified according to international standards set by a committee of farmers, workers, buyers, and other stakeholders, with the help of a wide-reaching consultation process. The conditions of production and trade of all fair-trade-certified products are both socially and economically fair, as well as environmentally responsible. Not all fair-trade products are organic and vice versa.
There is still much debate about the dangers versus the benefits of genetically modified foods (GMO), but the non-GMO certification is allowed by the federal government so that consumers “can make informed choices.’’ Most environmental and health concerns are largely about the pesticides used in tandem with GMO crops. Labelling products “GMO-free” is not permitted, because it is hard to ensure that non-GMO crops have not been contaminated by neighbouring GMO crops.
Other labels, such as “all-natural” or “healthy” refer to the ingredients in a product, not to how they were grown. According to federal standards, “all-natural” products ‘’do not contain, or have ever contained, an added vitamin, mineral nutrient, artificial flavouring agent, or food additive, have not had any constituent or fraction thereof removed or significantly changed, except the removal of water (for example, the removal of caffeine), have not been subjected to processes that have significantly altered their original physical, chemical, or biological state,’’ unless these additives are naturally sourced and there is a qualifying statement on the package.
According to the federal government, foods labelled generally as “healthy,” “smart,” or “sensible” can be misleading and “don’t always provide useful information.” The government recommends that consumers disregard this type of claim when choosing their food.