Do people understand your Canadian roots?

Do people understand your Canadian roots?

10 ideas to help you outside the 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.

We still do not have any details of an agreement. It does sound like they are getting close which would bring some stability to the business environment. Although we should all remember the person who signed the last agreement wants to impose tariffs on $28B worth of goods that were supposed to be included in the previous agreement.

Regardless of how the negotiations go, we believe Canadian consumers will continue to look for Canadian products.

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

We talk about small to medium suppliers doing what the big players can’t do. Reinforcing your Canadian roots, your Canadian ingredients or employees are things some of the big players cannot do. They are trying but reality is they are not really 100% Canadian owned or manufactured here.

You have to be nimble right now. This is the time to react and make it easy for consumers and customers.

10 ideas to help you outside the store

Public relations

We continue to think public relations (PR) is one of the biggest opportunities for Canadian food and beverage. In these challenging times people like to hear about some good news. There are so many great news stories associated with Canadian food and beverage. The industry employs thousands of people, uses so many ingredients produced on Canadian farms, delivers innovation and offers some fantastic products.

You can’t wait for them to come to you. This requires being prepared and being proactive. Reach out to your local tv/radio/newspaper. You also need to have some background information prepared for them and some high-quality photos. Remember, they are news so this cannot be a commercial for your products. You can definitely work them into it but provide the media what they need-news. Be prepared to tell them your story and include the news they are looking for like people you employ, the innovation you developed or how you source 90% of your ingredients from Canadian farms. Never hurts to give your customers some airtime too!

Social media

We have been looking at some different social media with Canadian brands. Some are doing a great job reinforcing this valuable point of differentiation. Others seem to be focused on other attributes. Strange because this will move the needle right now.

One of the benefits of social media is how fast you can get it done and react right in the moment. We would expect to see more focus on this issue to get the attention of consumers. Just this week there was an article in Canadian Grocer referencing how certain segments of the population are influenced on this issue by what they see online.

Be active in groups to reinforce the facts about your products. There are so many posts from consumers looking for Canadian options. When you participate you can share the facts, not what someone might think. It is called ‘social’ media for a reason.

Explore the idea of working with Canadian influencers. Always check to confirm their audience is real and Canadian, they should be able to prove that to you.

Mass advertising

We assume television, radio and newspaper is ‘old’ media. It is true they have been around longer but they can also be effective. You can reach a targeted audience and they still have a broad appeal.

Certainly television is usually most expensive and requires production but radio and newspaper can be very quick for creative and affordable. One other form of mass media is outdoor such as bill boards or bus shelters. If you are selling in a defined geography these medias can be cost effective.

Consumer shows

There are more opportunities now to participate in consumer shows. They have a targeted audience and it is an opportunity to sample your products and sell your products. We are not always big fans of demos in stores but if the consumer show is ‘your’ people then it is a better return on your investment.

Make sure your signage is clear you are Canadian and talk to people about it. These are great opportunities to see what the impact of the message is. You can also see if all people react the same or if there are some differences for age and other demographics.

Trade shows

We are coming up to the fall trade show season so be very clear in your booth that your product is made in Canada and that your business is Canadian. If you have other attributes such as ingredients, worked with a university to develop some innovative process or extend shelf life mention that too.

The more the existing and potential customers know the better. You can do some great signage to ensure everyone gets the message, even if they don’t stop to talk. Use napkins or sample cups/plates with maple leaves on them to get the conversation started.

Selling direct

If you are selling direct at markets and/or online there are a few options to remind people you are Canadian. You can have signage on your booth at the market and your online shopping can include messages, just like signage. If you provide people with some information about your product and your business when they buy you should have the Canadian message and other information about ingredients, employees etc.

If you are talking to people buying ask them how big an issue this is for them. You can also ask them how they found out your products are Canadian.

Trucks and delivery vans

If you are doing some of your own distribution take advantage of the mobile bill board you have on the road. There are some incredible options for graphics out there. Remember to keep the message brief. When people are driving they only have so much time to read the side of your truck.

Symbols like the maple leaf are effective on the road when people can’t read too much. If you are working with a third party carrier, consider paying them for some space on the side of the trucks. It is always surprising how many trucks are on the road with only the trucking company. So many people see them and a message about being Canadian would get to a lot of people.

Website

Your website is still the foundation of your digital presence. Consumers and customers will both visit the site. We checked out a few this week and many are still not clear about being Canadian. McCain are a big company but they have figured it out.

This should not require a complete re-design.

Other channels such as food service or institutional

We think of packaging going into food service or institutional as being less sales focused which is true. However, it can still deliver a powerful message for you. If you are on the menu in a restaurant, ask about tent cards that reinforce ‘Canadian’. Consumers in these establishments are looking for it too.

Sponsorships

Summer is the time when there are many events happening. If you have decided to support some with sponsorships include a message about your Canadian roots. Part of the sponsorship can be including something from your business in a bag for participants or signage. Reinforce your message of Canadian ingredients in these opportunities.

Next week we will share some insights to help you communicate with your customers.

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.

Changes coming to your bar code

We have been hearing about changes coming to bar codes. Looks like that is finally getting close. It has been a long time and it will be interesting to see how the change rolls out. This article references some P&G products with both barcodes to facilitate the transition. Probably a good idea as retailer’s technology has to be in place.

Watch for more news on this as you order packaging. As soon as one big retailer (probably Walmart), says they will require suppliers to convert by a certain date they will fall like dominos.

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.