For B.C. businesses looking to expand their reach through export, the “Made in Canada” and “Product of Canada” labels are more than just a branding tool. They are well-known international marks that represents quality, trust and authenticity. 

Why certification matters

Global buyers, as well as those within Canada, actively seek Canadian-made products due to their reputation for high standards, sustainability and safety. To take advantage of this opportunity, you need to comply with labelling requirements to legally market your products as Canadian. 

Whether you’re exporting food, clothing or any number of products, proper certification ensures compliance with trade regulations. It also builds consumer confidence and strengthens your brand in global markets.  

Understanding labelling requirements

The Competition Bureau has specific guidelines for using “Made in Canada” and “Product of Canada” claims. While use of these claims is voluntary, you must follow guidelines to use them. 

The difference between the two comes from whether the product is processed in Canada, or its content originates in Canada. 

Made in Canada: At least 51 per cent of product costs (including materials, labour and overhead) must originate in Canada. As well, the last “substantial transformation” of the product must occur within the country. For foods, using “Made in Canada” also requires a qualifying statement “to indicate that the food product is made in Canada from imported ingredients or a combination of imported and domestic ingredients.” 

Product of Canada: Requires 98 per cent of the product’s materials and production be of Canadian origin. For foods, this means “that all the significant ingredients in a food product are Canadian in origin and that non-Canadian material is negligible.” With foods, using the word “Canadian” is considered the same as “Product of Canada” and the same guidelines apply. 

The Canadian Food Inspection Agency’s Industry Labelling Tool is an excellent resource for food labelling information, including origin claims. 

Each international market interprets these claims differently, so understanding international trade rules is crucial to ensuring your product is correctly positioned. 

How to certify your product

  1. First, assess your product’s Canadian content. Determine the percentage of Canadian-sourced materials and components to choose the correct claim of “Made in Canada” or “Product of Canada.” 
  2. Evaluate your manufacturing process to ensure it meets the “substantial transformation” rule.  
  3. Confirm your compliance with both Canadian and international trade regulations. 

“Substantial transformation” means a significant change of form, appearance or nature where the product is new and/or different from its previous state. For food products, substantial transformation is “when a food undergoes processing which changes its nature and becomes a new product bearing a new name commonly understood by the consumer, (for example, salad, pot pie, sausage, pizza, beer), it is considered to have undergone substantial transformation.”

– Canada Food Inspection Agency

Position your Canadian product

Marketing your Canadian product will determine its success in export markets. There are many ways to increase this significant competitive advantage.  

Highlight your Canadian branding strategically. Many international buyers see Canadian products as safe, reliable and high quality. Capitalize on this with your packaging, advertising and online presence, while being careful with usage of official symbols—including the Canada Wordmark, the Canadian flag and the Maple Leaf.  

Know your target market’s perceptions. Different countries value Canadian products for different reasons. Research consumer preferences in your market and customize messaging and branding accordingly. 

Attend international trade shows to showcase your products with buyers and distributors who are interested in Canadian-made products. CanExport, funded through the Government of Canada, provides grants for travel and trade shows. funded through the Government of Canada, provides grants for travel and trade shows. 

Mitigate any risks

Misuse of “Made in Canada” and “Product of Canada” claims can lead to fines, legal issues and damage to your brand and company. Avoid these issues by ensuring you’re transparent in supply chain documentation. Buyers and regulators may request proof of origin and authenticity. Avoid misleading claims—this could result in product bans and penalties. Stay informed on trade regulations changes that may affect your eligibility for labelling. 

Helpful resources

There are many helpful resources available to support you when navigating Canadian labelling requirements. 

Connect with Export Navigator

Properly labelling and branding your product as Canadian can help build consumer trust and increase your marketability around the world.  

Need help on what to do next? Find an Advisor to learn more about “Made in Canada” labelling and how it can help grow your global reach.