Buying Canadian is a matter of pride for shoppers. For major grocery chains, it's an opportunity

Shoppers wander around a grocery store, where a sign above the produce section reads, '450 Canadian Growers and Growing.'

Canada's major food retailers have all rolled out new marketing strategies in recent weeks to meet a newfound demand for Canadian products. With price hikes in play, they're betting on a reputational reset after years of contention between shoppers and consumers came to a boiling point last year.