The Current How sustainable is the Buy Canadian movement?
Dec 4, 2025
In this discussion, Julie Brown, co-founder of Province of Canada, reveals how her focus on local manufacturing nearly doubled her sales. Josephine Au, owner of Emery, shares her challenges with U.S. tariffs and how local support bolstered her brand. Melise Panetta, a marketing lecturer, analyzes the attitude-behavior gap, showing that while Canadians favor buying local, financial pressures complicate follow-through. The conversation highlights the impact of consumer choices on local economies and the persistent challenges faced by small businesses.
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Small Brand Sees Rapid Growth
- Julie Brown described Province of Canada's sales nearly doubling this year and doubling staff to meet demand.
- She said press and direct Canadian-focused marketing brought new customers and sustained growth.
Tariff Rule Forced A Temporary Pause
- Josephine Au recounted pausing U.S. shipments when the de minimis rule ended because 50% of orders were from the U.S.
- She said exemption clarifications later allowed them to resume and Canadians then made up a larger share of orders.
Support Local Beyond The Product
- Josephine Au advised supporting Canadian suppliers for non-importable inputs like oat milk and straws to sustain local supply chains.
- She recommended other ways to support local brands such as social engagement when you can't spend more.