Canadian Made 2025 – Western Grocer

Tariffs and a trade war push consumers to buy Canadian: the good, the bad, and the future

By Carly Peters

As of this writing, Canada is deeply entrenched in Trump’s tariffs, sparking a trade war with what was once its closest ally. The rallying cry “elbows up” is igniting a wave of patriotism rarely seen among polite Canadians. One of the key battlegrounds in this movement is the grocery store. The buy Canadian swell brings a host of opportunities for Canadian producers, grocers, and consumers, who are seeking products made in their backyard rather than below the border.

An April 2025 survey released by Dalhousie University’s Agri-Food Analytics Lab in partnership with Caddle revealed that the majority of Canadians support the “buy Canadian” movement, particularly when U.S. trade relations sour. Of the more than 9,700 Canadians surveyed in late March, 60.8 per cent were open to paying five to 10 per cent more for Canadian-grown produce, dairy, or meat over American alternatives.

“These numbers signal a clear patriotic tilt in Canadian grocery aisles. With nearly two-thirds of Canadians willing to spend more for homegrown food, the buy Canadian movement is not just symbolic—it’s a consumer-driven strategy in the face of geopolitical risk,” says Dr. Sylvain Charlebois, Senior Director of the Agri-food Analytics Lab at Dalhousie University, adding that

the non-American sentiment might be stronger than buying Canadian.

He could be right. The Winnipeg Free Press caught up with a shopper who purposefully put another country’s produce in his cart. “I was wanting to buy oranges at Sobeys, they were on sale. They were from the U.S., and then a couple rows down I see some from India, so I bought (the ones from India),” he told the paper. “Otherwise, I would have gone without my oranges.”

Recent data from the Angus Reid Institute highlights 59 per cent of Canadians are actively boycotting U.S. products (read our sidebar about boycotting vs buycotting).

Whatever the motive, if U.S. food imports became restricted, 37.6 per cent Dalhousie’s respondents would buy more expensive Canadian alternatives. “This is offering the food industry some huge opportunities, not just for sales, but to increase Canadian’s interest and understanding of where their food is manufactured, where the ingredients come from, the connection to their food supply,” says Charlebois, pointing to an additional finding that notes 47.7 per cent of those surveyed believe Canadian food is superior to U.S. products in both quality and safety. “It’s promoting Canada Day every day. And it should have been like that before”.

Where consumers’ commitment may waver is when costs creep up. If (and likely it’s not an if, but when) the costs of products rise further, consumers will have to weigh their patriotism against price. Fifty-one-point three percent of Canadians trust Canadian grocers to some extent to maintain stable local food prices during trade disruptions without profiteering. Charlebois’s colleague, Janet Music, Research Program Manager at the Lab, notes, “Grocers should take this as a cue—trust is up for grabs. More than a quarter of Canadians are on the fence. Clear pricing strategies and better communication during trade uncertainty can make a meaningful difference.”

Loblaws recently created a tariff symbol to help customers make choices on goods. CEO and president of Loblaw Companies Ltd., Per Bank noted in a LinkedIn post, while tariffs won’t immediately affect the prices consumers will see in-store (they’re continuing to work through existing inventory), they will eventually impact some US-sourced products. “We’re committed to providing our customers with value and choice, and that means clear information about where your food comes from and what it costs,” he notes adding, like many other grocers they’re denoting Canadian products with maple leaf symbols.

Charlebois says he thinks grocers are doing a great job as they de-Americanizing stores. Alongside this bolstering of Canadian products, more products are also being added to international aisles. “The truth is, we can’t just keep eating Canadian. This is a work in progress, and it’s challenging the industry to do better. This is all a plus for consumers.”

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Giddy Up

At Calgary Co-op, supporting local isn’t a new initiative, it’s part of their DNA. As a member-owned and locally operated business for 69 years, Calgary Co-op has built longstanding relationships with local producers through its popular Best from the West program, which launched in 2012. Today, the program supports over 300 producers and includes more than 2,400 items.

“Promoting local has always been part of who we are. The recent consumer shift is giving us a great opportunity to spotlight the work we’ve been doing for decades and lean into our mission of delivering exceptional customer experiences, products, and services that sustain and grow both our business and the communities we serve,” says Adam Tully, senior director of food merchandising.

As interest in Canadian products grows, Tully says they’re using this momentum to re-educate members on what local really looks like at Calgary Co-op. Its “Locally Owned, Sourced, and Loved” campaign is at the core of how these stories are told.

“It allows us to feature local producers and their products across all our marketing channels,” he states, adding their Best from the West line is seeing particularly strong growth, outpacing even broader Canadian-identified products, which shows just how much appetite there is for truly local options.

To meet that, they’re launching their biggest Taste of Local summer campaign yet, hosting 165 in-store demos by local producers across all 22 food stores—bringing their stories directly to members.

“I love being a Canadian retailer right now,” says Tully. “Supporting local producers, keeping profits within the community, and giving back to our members—that’s what drives us. Now, with more consumers choosing to shop local, it feels like a call to action. It’s time to grab the bull by the horns, embrace our Western roots, and giddy up. We’re proud to connect people with products that reflect their values and make a positive impact right here at home.”

Biggest in the West

The Pattison Food Group has always had a strong connection with Canadian producers, growers, and manufacturers, and the current push to shop local has only strengthened these partnerships.

Customers can shop for more than 11,000 Made in Canada or Product of Canada items in stores and online. As Canada’s largest Western-based provider of food and health products, they’re proud to support more than 2,000 local growers and producers across Western Canada.

“At the Pattison Food Group, supporting local isn’t just a promise – it’s who we are. We’re proud to be 100% Canadian-owned and operated, and being based in Western Canada for the past 110 years has provided us with an important connection to our local communities. We are honoured that Western Canadians continue to trust us to provide them with the Canadian products they know and love,” says Ban Harrack, senior vice president of merchandising, procurement and manufacturing for Pattison Food Group.

The messaging around buying Canadian can be confusing to consumers. To make it as clear as possible, Pattison Food Group has added Product of Canada and Made in Canada symbols on the shelf and provided explanations for what each of these labels really means (check out the sidebar if you don’t know).

Sales campaigns have also put Canadian products in the spotlight. Their popular and long-running Darrell’s Deals campaign is now Darrell’s Canadian Deals, which gives shoppers incredible savings every week on Canadian-made products. While a recent $1.49 Day campaign was flipped to $1.49 d’eh, emphasizing that customers could find fan-favourite Canadian products at a fantastic price point. The overwhelming customer response made it their most successful $1.49 campaign to date.

“Our customers are increasingly eager to purchase products made in Canada. They have been loud and clear that they want to see more Canadian products on shelves and are prioritizing shopping locally, and our sales reflect that shift.”

Locked on Local

Frank Lovsin knows a good local product. Always has.

He founded Freson Market Ltd. in 1955 as a small butcher shop that showcased the best Alberta cuts. Seventy-five years later, “Frank’s Finds” is a destination in-store that underscores Freson Bros’ commitment to a “unique Alberta food experience.”

“For us, as a proud Alberta company, we will never lose focus on supporting Alberta and Canadian companies as much as we can. We have some of the best food and the best entrepreneurs in the world right here in our own backyard,” says Kerry Waldo, vice president of retail for the independent retailer, noting in Frank’s Finds, the focus is Alberta products first, Western Canadian products second, and thirdly Canadian-made items.

In addition to working with the Alberta Food Processors Association, the retailer hosts the province’s only Alberta Food Fair, where Alberta food companies have the opportunity to showcase their products and get them on shelves. Waldo says that because they themselves are independent and know what it takes to make it in the industry, they have developed long-lasting relationships with several Alberta vendors over the past seven-plus decades.

“We have the ability to meet face to face with these great folks and hear their story, which in many ways is similar to our own story, starting out as a small Alberta business, supporting our local communities, and fighting to make our businesses successful.”

Deeply Rooted

Manasvi Thakur, advisor, external communications for Sobey’s says “We are indeed seeing increased demand for Canadian products by our customers. Canadians are buying Canadian even more than before. Our teams continue to accelerate the sourcing of Canadian products as alternatives to products on shelf.

We’ve also doubled down on our efforts to make sure local and Canadian options are front and centre, labelled, and easy to spot in all our 1,600 stores. By championing Canadian suppliers, we continue to strengthen the communities we serve while providing you with the freshest, most trusted local options.” –

Loblaws

“As one of Canada’s largest food purchasers, we are always looking to source from Canadian growers and manufacturers. We have seen double-digit percentage increases in sales of products prepared in Canada, especially in grocery, dairy, floral, meat, and frozen.

Across the country, our stores are working hard to spotlight products prepared in Canada, as well as U.S. imports affected by new tariffs. You’ll see them featured in our promotions, on social media, and in-store as we continue to do what we can to advocate for Canadians and support our customers.” – Loblaws spokesperson

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Stronger Together

Navigating the complexities of new markets, shifting regulations, and external challenges such as trade wars can be overwhelming. That’s why the Canadian Health Food Association (CHFA) is dedicated to ensuring its members have the resources they need to better understand how to plan effectively when circumstances seem to change daily.

“As an association, we work extremely hard to provide businesses in our sector with up-to-date insights on the changing situation by offering members targeted educational tools and greater access to opportunities that tap into new markets, supporting long-term resilience and viability,” explains Aaron Skelton, CHFA president and CEO, noting one example includes ramping up efforts to help members tap into international markets. “We’re working extremely hard to help make it easier for our members to explore new opportunities, whether that’s bringing international buyers to our CHFA NOW events, working with trade commissions to unlock new markets, or providing educational tools and resources to explore funding opportunities.”

Skelton notes the CHFA also works tirelessly to represent members’ interests in Ottawa, whether that’s through engaging with policymakers, addressing regulatory hurdles, or advocating for policies that promote growth and innovation.

“We’re stronger together. This is one lesson we learned through our Save Our Supplements campaign, launched in response to changing regulations and legislations that would have severely impacted Canadian natural health products. Because of our concerted effort, we were able to send over 1 million postcards to Members of Parliament, and it became one of the biggest grassroots campaigns on the Hill. As we go through these uncertain times, working together and ensuring we are one united voice goes a lot further than going it alone.”

Fair Trade

Ironically, Donald Trump may, in the end, have done more to strengthen Canada than any Canadian in recent memory, muses Gary Sands, senior vice president, public policy and advocacy for the Canadian Federation of Independent Grocers (CFIG).

Beyond boosting buy Canadian, Trump’s actions, such as threatening to make Canada the 51st state and imposing tariffs, have spurred efforts to eliminate costly interprovincial trade barriers and redundant inspection systems. These changes benefit independent grocers and, most importantly, Canadian consumers.

He adds, while the entire food industry has had to change the north-south supply chain to one that is more east-west, it is a challenge that can become an opportunity for growth in the industry.

“[Our members] welcome the upsurge in demand to buy Canadian. A key pillar of [the independent] model is to buy and support local Canadian products. So, this spike in demand for local and Canadian products is very much in alignment with the strategy of an independent grocer,” he states.

However, Sands notes, while the CFIG is supportive of the push to buy Canadian, the organization acknowledges many companies readily identifiable as American, in many cases, are sourcing and processing products here and employing thousands of Canadians.

“Those companies should not become collateral damage in any tariff battle but continue to be supported as partners who were here doing those things long before Trump was elected President.”

There are also lessons to be learned from another challenge the industry faced during COVID, where instances of products with low supply or high demand were not being distributed fairly across the sector.  Sands stresses the need for fair—not necessarily equal—distribution of products.

“That is why independents applaud the move by governments to facilitate free trade in Canada, but at the same time, we need to ensure fair trade. That means that communities in Canada, regardless of location, are deserving of fair supply.  Without that commitment, we are increasing the risk of food security in a myriad of rural and remote areas of our country.”

For the CFIG, this is a responsibility the industry takes seriously, as reflected in the principles outlined in Canada’s Grocery Code of Conduct. “The development of that Code demonstrated the potential of Canada’s agri-food sector to achieve significant outcomes when we collaborate with a shared goal. I believe this lesson applies to the external challenges we face today.”

———————- Canadian Producers —————————

Proud Pollinators

Canada’s honey producers are as busy as their bees. Bee Maid Honey, a co-operative of 300 Western Canadian beekeepers, is starting to see a steady uptick in demand for its honey.

“We’re encouraged by the renewed interest in high-quality, domestically produced honey,” says Shannon Bowden, senior brand and communications manager, adding to ensure they’re prepared to meet this growing demand, BeeMaid has made significant investments in infrastructure including the recently expanded Spruce Grove facility in Alberta and the opening of a new, state-of-the-art facility in Winnipeg. “Choosing Canadian honey means you’re getting a product that’s traceable, unadulterated, and produced to the highest standards in the world—something that isn’t always guaranteed with imported honey.”

One of the most rewarding and unexpected benefits of the growing interest in Canadian honey is the strengthened connection between consumers and beekeepers.

“As more people seek out locally produced honey, they’re becoming more curious about where it comes from, how it’s made, and who’s behind it. This is helping build a deeper appreciation for the work of Canadian beekeepers and the role they play in both food production and agricultural stewardship,” she states. “Being a Canadian producer is something we’re incredibly proud of—it’s at the heart of everything we do. As a company owned by Canadian beekeepers, we’re not just making honey; we’re carrying forward a legacy of hard work, care for the land, and commitment to quality that has deep roots in Canadian agriculture.”

Bowen adds, there’s something uniquely rewarding about knowing their honey ends up in the kitchens of families from coast to coast—drizzled on toast, stirred into tea, or baked into a favourite recipe. “We’re honoured to be a trusted staple in so many Canadian homes… and contributing to a resilient, homegrown food system.”

Historically Canadian

Canada is going nuts for Krispy Kernels. The family-owned business, which has been 100 per cent Canadian-operated since 1953, is seeing an increased demand from both consumers and retailers for their tasty peanuts, almonds, snack mixes, and seeds.

“We feel a real solidarity movement and a genuine desire to encourage Canadian companies. We are adjusting our plans to capture this opportunity to have more Canadiens discover and fall in love with our great products,” says Renée-Maude Jalbert, vice president of marketing for the Quebec-based company.

Last January, Krispy Kernels went through a revitalization with the objective of not only better reflecting its positioning as a fun brand, but their Canadian history. The company became proudly Canadian after Jalbert’s grandfather, Paul, bought back the shares from his American partner in 1953 and moved the entire production facility to Quebec. The name Krispy Kernels was preserved but the logo changed to the smiling little boy with freckles, licking his lips (from the tasty nuts, no doubt), which has become the company’s hallmark.

The company also reviewed their complete line of stand-up bags – the size, price, and packaging material, which is now resealable and recyclable – to make a more accessible product and opted to “tattoo” the bags with the maple leaf as a statement of their proud Canadian heritage.

“It was done before the ‘Buy Canadian’ movement and we are certainly glad we did it.”

New Roads & Relationships

The opportunities for Ranch IV Provisions are as vast as the Alberta fields that are home to their fourth-generation Heritage Farm. The company’s clean-label, high-quality Wagyu beef bars are seeing double-digit growth, and with that comes both the excitement and challenges of expansion.

“It is tough to be producing right now,” states Trudi-Ann Webster, vice president, noting one of the most difficult aspects has been managing the supply chain. “Even with doubling production, we have been challenged with out of stocks and delays with trucking ingredients…You have to be nimble and willing to forge new ways of doing business.”

For Ranch IV Provisions that has meant new regional partners, new suppliers, as well as doing in-store visits to keep the focus on displaying Canadian products and leverage that they are a Western Canadian-produced snack.

“The stores love that they can share that with their customers,” she says, adding they are also receiving more questions from consumers if they are a made-in-Canada product. “The grocery business can feel like it has a lot of layers to get products to market. The shift in buying Canadian has brought the focus on building relationships more than ever before. One of the best benefits is that it has created a community of grocery and consumer packaged goods producers where we know our network is stronger working together.”

A Slice of Home

When Canadians pop a frozen pizza into the oven, they’re helping to strengthen the country’s agri-food sector.

Dr. Oetker’s London, Ontario facility produces beloved brands like Ristorante, Casa di Mama, and Giuseppe Pizzeria, crafting up to 400,000 pizzas every day, using more than 24 million pounds of Canadian ingredients annually — including wheat from Alberta and Ontario, tomato sauce from Ontario farms, and cheese from Ontario and Quebec.

“Investing in Canadian manufacturing has been central to our growth and has helped solidify Dr. Oetker as a category leader across the country. We have always believed in the value of local production and manufacturing, and this focus has only grown stronger,” says Dino Koundoutsikos, executive vice president of Dr. Oetker Canada Ltd. “Our success at Dr. Oetker is proof that when you invest locally, you build a stronger, more resilient future. We’re deeply grateful to Canadian consumers, farmers, and food processors for being part of this incredible Canadian success story.”

Koundoutsikos adds that the majority of Dr. Oetker Canada’s dessert products, including Dr. Oetker Baking Aids Ingredients and Sherriff Puddings & Pie Fillings, are made in Canada, ensuring they are well-positioned to meet the growing consumer demand for locally produced goods.

“In times of uncertainty, Dr. Oetker Canada remains deeply committed to supporting and enriching the lives of Canadians by ‘Creating a Taste of Home,’ which reflects our pride in crafting high-quality, delicious products right here in Canada.”

International Inspo, Canadian Crafting

Italpasta’s Google ranking has shot through the roof. With carb lovers searching for “pasta made in Canada,” the company has seen a 97 per cent increase in visits to its website, which highlights this commitment to taking Italy’s influence and crafting it with Canadian ingredients.

“We have even received kind emails from Canadians showing their appreciation for our long-standing commitment to only using 100% Canadian durum semolina of the highest quality in the production of our pasta,” says Vice President of Sales Angelo Boras, adding to meet the heightened demand, weekly, Italpasta is reviewing it demand forecasts to ensure the production schedule is adjusted to keep a steady supply of pasta products.

The demand for locally produced goods has encouraged the company to add four new shapes to its Artisan line: Orecchiette, Cavatelli, Mezzi Rigatoni, and Radiatori. Inspired by an age-old Italian way of making high-quality pasta combined with 100 per cent Canadian wheat, results in a rough surface texture that helps the sauce cling to the pasta for a fuller, delicious flavour with every bite.

“Being a Canadian manufacturer, for Italpasta, means more than just a label or a trend. It’s a source of immense pride and a heartfelt commitment to Canadian consumers. It means that our pasta is crafted with the utmost care, using raw materials sourced from our own backyard. It’s a testament to the hard work of our local farmers and suppliers, whose efforts we deeply value and support.”

Celebrate Canadian Cookies

Francois Leclerc baked his first batch of cookies in a small backroom at his family home on Arago Street in Quebec City. That was in 1905.

For 120 years, Leclerc has been proudly making cookies for Canadians. In turn, they’ve made the company’s Celebration brand, which brandishes the iconic Chateau Frontenac on its chocolate topping – the number one cookie in the country.

While it’s still early to see the real impact of the made in Canada push, Julie Therrien, director of business development, states it’s helping emphasize their Canadian roots to consumers. They’re underscoring this in their campaign, “Choose the Leaf,” which will be rolled out at the store level with shelf danglers this summer.

“From coast to coast, Celebration cookies have become a cherished part of the Canadian experience. Whether it’s at home or around a campfire, Canadians know that no camping trip is complete without the classic s’mores moment made even sweeter with Celebration cookies.”

Birds of a feather

Consumers’ love for Canadian chicken is nothing to squawk at. In 2023, on average, each Canadian consumed over 35 kilograms of chicken in a year. And it continues to be the top meat protein choice for Canadians as they seek assurance that their chicken is safe, healthy, and locally produced.

Through Canada’s supply management system, Chicken Farmers of Canada ensures that production is closely aligned with domestic demand. This system provides a stable and secure food supply, supports Canadian farm families, and reduces reliance on imports, ensuring that Canadians can enjoy fresh, Canadian-raised chicken year-round, explains Chris Hofley, Communications Officer with Chicken Farmers of Canada.

“Being a Canadian chicken farmer is a source of immense pride. It means upholding a legacy of excellence, ensuring every bird is raised with the utmost care and responsibility. Our farmers are deeply connected to their communities, contributing to local economies and embracing sustainable practices,” Hofley says, adding the Raised by a Canadian Farmer brand embodies these values and is essential to meeting consumer expectations and upholding trust in Canadian chicken.

“The Raised by a Canadian Farmer label isn’t just a brand—it’s a testament to an unwavering commitment to quality, integrity, and the well-being of both animals and fellow Canadians.”

PULL QUOTES FROM PEOPLE THAT DIDN” T FULLY RESPOND

“At Orange Naturals, Canada isn’t just where we’re from—it’s who we are. Born and rooted in Toronto, we proudly formulate all our products right here at home, with most of them manufactured in facilities across the country.  We understand the unique health needs of Canadian families because we’re part of these communities too. We’re committed to staying Canadian because we believe in the power of local innovation, the strength of our communities, and the quality of Canadian-made health solutions.”

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Statistics on where we stand

Recent data from the Angus Reid Institute highlights a significant shift in Canadian consumer behaviour in response to U.S. tariffs:

• 85 per cent of Canadians have stated they are replacing U.S. products with Canadian alternatives, or plan to do so.
• 78 per cent of Canadians are committing to buying more Canadian products overall. By far the most likely change Canadians say they’re making or likely to make is purchasing Canadian groceries.
• Among those who will make this change, 98 per cent say they’re looking for “Made in Canada” when they peruse the aisles.
• 59 per cent of Canadians are actively boycotting U.S. products*

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*Purchasing power

By snubbing American products and purchasing Canadian ones, shoppers are engaging in something called “political consumerism.” It’s the idea that shopping decisions can be driven by political beliefs. This can take two forms: boycotting, where people avoid certain products for political reasons, and buycotting, where they actively choose products to support a cause.

These actions have had a noticeable impact on the grocery industry. For example, Canadian retailers have increased their focus on promoting local products, and consumers are more inclined to purchase Canadian-grown and made goods. It’s not just about supporting local producers—it’s a statement about national resilience and self-reliance.

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Is it Canadian?

More than ever, consumers are looking closer at labels and asking questions about a product’s origins. According to CBC, there has been growing skepticism about “Buy Canada” labels in grocery stores, with concerns about misleading branding and vague definitions of what qualifies as a Canadian product, with some calling the practice “Maplewashing”—a term used to describe the misleading use of Canadian branding.

Consumers are calling on grocers to increase transparency and clearly outline the level of “Canadian”, making it easier for people to feel confident in their choice:

• “Prepared in Canada” can be used to describe a grocery item that has been entirely prepared in Canada. That means “handled, harvested, preserved, processed, tested, treated or slaughtered.”
• “Product of Canada” means nearly all (98 per cent) of the product’s ingredients, processing, and labour are Canadian.
• “Made in Canada” means the product was manufactured here but may include some imported ingredients.

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