How fresh departments can deliver on ethical sourcing and transparency
Fresh food shoppers continue to seek products that are good for them. But many also want foods that are good for the planet and the people and animals behind them. According to the Canadian Health Food Association’s (CHFA) Trust, Transparency and Trade-offs study, more than one-quarter (26%) of Canadians seek ethically sourced claims, while 21% seek sustainability claims and another 21% look for fairtrade labels. While health remains a starting point, “more Canadians are also paying attention to where food comes from, how it is produced and whether it aligns with their values,” says Lynsey Walker, vice-president of marketing and communications at CHFA.
Evolving shopper needs
Organic remains one of the most recognized examples of ethical and sustainable food choices. “Many Canadians associate organic produce, dairy and meat with environmental sustainability, animal welfare and more responsible farming practices, which builds strong trust in the organic label and influences buying decisions,” says Tia Loftsgard, executive director at the Canada Organic Trade Association.
READ: Digging deeper into organics
Millennials and generation Z are shaping demand, especially as they start families. “Parenthood is often the entry point into organic, with households with young children the most willing to pay a premium for organic dairy, produce and protein due to health and safety priorities,” explains Loftsgard.
Putting ethical sourcing into practice
At Pattison Food Group, responsible sourcing in fresh produce includes working with Okanagan growers on B.C. tree fruit, as well as offering a wide range of organic produce, says Justin McGregor, general manager of produce and bulk.
Earlier this year, Pattison Food Group strengthened its ethical sourcing efforts through a partnership with Equifruit, a Canadian Fairtrade-certified banana importer. The program supports banana growers in Latin America through fair wages, improved working conditions and investments in farming communities.
“The program aligns closely with our customers’ values and growing preference for ethically sourced foods by providing a trusted, easy-to-recognize option that supports responsible farming practices and fair treatment of growers,” says McGregor.
In the meat category, the conversation around ethical sourcing is evolving as Canada recently approved sale of gene-edited pigs in food production. Quebec-based duBreton, a producer and processor of pork products, opposes gene editing in livestock production—citing ethical concerns and a lack of long-term risk assessment—and is voluntarily placing a “Verified No Cloning or Gene Editing” claim on consumer packaging.
Building trust at the shelf
When making sourcing claims, credibility and transparency are critical. “Canadian consumers are a bit fatigued with greenwashing claims or products claiming to be ethical and sustainable but having nothing to back it up,” says John Marron, director of commercial relations at Fairtrade Canada. He notes the Fairtrade mark is a widely trusted, third-party, independent ethical certification that makes it easy to determine if a product is sourced in an ethical and sustainable way.
For duBreton, its new on-pack claim is supported by USDA Organic and Certified Humane Raised & Handled certifications, which prohibit the use of cloning and gene-editing technologies within its pork production programs
For retailers, building trust means showcasing transparency in stores. Visible sourcing information, recognizable certifications and simple explanations of claims can go a long way in building consumer confidence, says CHFA’s Walker.
This article was first published in Canadian Grocer’s August 2026 issue.
