Are you demonstrating how Canadian you are?

Are you demonstrating how Canadian you are?

10 ideas to help you in-store

With a deadline approaching fast for more tariffs from the US, it will be interesting to see if Canada and the US can come to any sort of trade agreement or if the saga will continue. We do not envy our negotiators trying to find consensus and strike a deal.

If there is no deal and the tariffs are applied, you should expect the emotions from Canadian consumers to be at an all-time high. You should have read the quotes from Canadian retailers about the sales of Canadian brands outpacing US brands. We don’t think people understand how big this is. The numbers they were quoting were big numbers for food and beverage. Really big when you consider the US brands probably have a price advantage and chances are they have spent more on trade spend.

This week we will share some ideas to help you in store and next week we will discuss what you can do outside the store.

US brands are reacting in Canada

We walked a few aisles in the store this week and wanted to share some packaging we found. There is no doubt the big US brands are making changes to try to reinforce any tie they have to Canada. Why are they doing this? Because it works.

Last time I checked Kraft Heinz was a US company with headquarters in Chicago, Illinois and Pittsburgh Pennsylvania. Yes, they make products in Canada and employ Canadians to do it but if there is .08 profit on each bottle of BBQ sauce it is not staying in Canada.

PepsiCo owns the Lays brand and the Quaker brand. The chips are made in Canada, probably from Canadian potatoes and the oats are from Canada. Quaker oats are manufactured in Peterborough, ON. Canadian employees produce these products but again the headquarters for PepsiCo are in the US in New York.

Kelloggs, another large US company, based in Battle Creek Michigan has changed their packaging to highlight the product is made in Canada.

All of these changes are certainly within the guidelines of labelling regulations. We are not saying they are not compliant. We are saying they realize Canadian consumers are responding to an issue and they are doing their best to sell their products and give people a reason to buy.

One other reality is the US brands have increased trade spend in categories where they are losing share. They are not going to just stand by and watch their sales erode. They will take action.

If the big US brands are doing this, shouldn’t you? Especially if you have a great story to tell?

What have you done to reinforce how Canadian your products are?

We have been talking about this issue for a while and to be honest it is surprising how many Canadian brands have not reacted with changes to packaging. This emotional response from Canadian consumers is powerful but you have to make it easy for them.

When we walk the aisles there are some Canadian brands that have done a great job. There are also a lot who have not. It is unfortunate because this type of opportunity does not come along that often.

10 ideas to help you in the store

Packaging

The first and most effective is to change your packaging. Find an opportunity to highlight how Canadian your products and your business is. This can cost money but think of how powerful it is. Your packaging is there every day and consumers are looking for this. 18 months ago they would pick up a product to look at the nutrition facts table (NFT). Now they want to know where it is made.

There are different options for you to consider. The maple leaf is probably the most effective symbol but try to go further than that. Put the name of the town where you products are made, include 100% Canadian owned if possible. Understand the regulations and stay compliant but be as bold as you can be.

Displays

There are many examples of retailers building displays of Canadian products or local products. Ask your merchandising contacts if they have some opportunities coming up. You might have to participate in the in-store special program but it should be worth it.

Stickers

If you cannot change your packaging because you just ordered a 6 month supply, consider a sticker. It does add some cost but compare that to a trade spend investment. It might be much less expensive and probably more effective. If you decide to go this route, consider a few different designs. It might change the price a bit but gives you the chance to say a few different things and the more you can do to grab attention on the shelf the better.

Safety Seal

Many products require some form of safety seal to keep the package closed. Add some Canadian messaging. Often consumers have to find this to open the package so they will see your Canadian message.

Point of sale signage

Check with your customers before you invest a lot of money to ensure they give you the go ahead. This can be very effective and similar to the stickers go with a few options to keep it fresh and interesting. This is another area where they big US brands are reinforcing that products are made in Canada.

Your master case

Consumers do not see the master case but your customers do. Help the people working in the store understand your products are produced by a 100% Canadian owned business. Made by people here and the profits stay here. This is a bill board waiting for a message!

Merchandising tray

Some retailers are forcing suppliers to ship products in display ready cases. The Heniz BBQ sauce in the photo is an example of this. A great opportunity to reinforce your Canadian roots.

Floor decals

This is not for every retailer but some will allow it. Similar to signage get the approval first but if they say yes go to town. You can have some fun with the messaging and catch the attention of consumers and entice them to buy.

Demo signage

If you are investing in demos or in-store sampling it is a great opportunity to reinforce your product is from Canada. Make sure you provide some notes to the sampling people so they know the facts. Put signage on the table and the product display to make sure people know your story. You can also give them something to remind them about your products. I experienced this last week in a store.

Talk to staff

These people are in store every day, every week. Talk to them about your products and make sure they know you are local or Canadian. I am sure a lot of consumers ask these days. People will also just ask for advice and if store employees know you are the only 100% Canadian option in the category they will probably tell people.

For every idea you implement consider the impact on sales. You need to make sure you have enough inventory out there to meet the demand. Inventory needs to be in the store for you to deliver that 10-15% sales lift we read about from the big retailers.

Next week we will share some insights to help you outside the store.

I do have travel coming up to Toronto, Guelph, Winnipeg and Vancouver so if you want to connect or have an event in any of these locations give me a call or send me an email.

Peter

SKUFood Recipes for Success Podcast

In this episode of SKUFood Recipes for Success, we explore how a new generation of brands is rethinking hydration through ingredient integrity, format innovation, and clear positioning. As the electrolyte category continues to evolve, standing out requires more than functionality, it demands a differentiated product and a brand consumers can trust.

We dive into what it takes to build a real ingredient electrolyte product, from sourcing directly with farmers to formulation and creating a clean label offering without added sugars, dyes, or artificial flavours. This conversation also unpacks the strategic decision to innovate beyond traditional formats, introducing a freezer based approach that challenges how and where consumers engage with hydration. By combining fruit first ingredients with functional electrolytes, this model highlights how format can become a powerful lever for differentiation in a crowded market, while navigating the real trials and tribulations of building a business from the ground up.

We also explore how brands can scale while staying true to their core product and positioning, particularly outside of traditional beverage aisles. From maintaining quality and consistency to making thoughtful, detail driven decisions at every stage of growth, this episode highlights the discipline required to build something new in an emerging format. It’s a look at how strong foundations and attention to detail can support long term success in a highly competitive category.

If you would like to be a guest send us a note. We are always working on the upcoming episodes.

Keeping the food system safe

This is a long article but some interesting information if you take the time to read it. One reason people around the world respect food and beverage products we have in Canada is the oversight to keep the system safe. It is a challenge because we need strong, viable food businesses. We also need independent oversight who can do their job. We also want to reduce red tape and allow business to operate efficiently. There are a lot of factors to consider. When you are producing food there is a responsibility to do it as safely as possible.

Think about how your business would handle a recall. It definitely happens and it can be beyond your control. 

Government of Canada Strategic Response Fund

From the website:

With the focus on Canadian food and beverage we wanted to share a program we have developed with Alain Bosse, the Kilted Chef. We partner to share insights about Canadian food and beverage at conferences and events. We talk about where products come from, share insights about some hidden gems and of course Chef Alain has great tips for using the products at home. This is designed to be entertaining and engaging. Not just for food industry audiences, it works for everyone.