It occurs when a brand uses powerful Canadian symbols—beavers, maple leaves, canoes, or "Canadian" naming—to suggest a level of localness that isn't supported by their corporate structure or supply chain.
The Maple Wash Index™ brings transparency to the shelf, helping consumers see past the sticker to the reality of the business behind it.
We quantify the use of Canadian motifs, names, and visual cues designed to trigger "buy local" sentiments.
We verify the brand's actual score based on ownership, control, and operational metrics.
The gap determines whether a brand is being authentic or intentionally misleading.
A brand with heavy Canadian imagery but low True North scores. This is considered misleading—using local aesthetics to mask global conglomerate ownership or foreign manufacturing.
A brand whose visual identity accurately matches its corporate reality. Whether they use flags or not, their "Brand Alignment Score" is high because they aren't pretending to be something they aren't.
Canadians increasingly want to support the local economy. When global conglomerates hide behind local aesthetics, it makes it harder for truly Canadian companies to compete fairly.
Our index isn't just about calling out companies—it's about empowering consumers to make choices that align with their values and strengthen the country we call home.
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