Thriving in a buy-Canadian era
Tashi Farmilo
Tariffs, supply chain disruptions, and economic uncertainty are reshaping the way Canadians do business. As global trade becomes more unpredictable, the "buy Canadian" movement is gaining traction, driven by both necessity and a renewed commitment to supporting local businesses. Consumers are turning away from imported goods, opting instead for homegrown food, beverages, and other essentials. This shift presents an opportunity for businesses that can adapt, particularly in agriculture and agribusiness, where Canadian farmers and food producers stand to benefit the most.
Small business expert Beverlee Rasmussen and author of Small Business, Big Opportunity Systematize Your Small Business, Create Personal Freedom, and Live the Entrepreneurial Dream, sees this moment not as a crisis but as a chance for businesses to thrive—if they are willing to pivot. “If you have a product that Canadians are already importing, ask yourself: can I produce it here? Can I find a way to get it to market?” she says. The Pontiac, with its rich agricultural landscape, is uniquely positioned to capitalize on this shift—if local farmers, agribusinesses, and tourism operators are geared to seize the opportunity.
One of the most immediate changes is in food production. Traditionally, Canadian farms have relied on large wholesalers and grocery chains to distribute their products, but consumer habits are changing. More people are seeking out local produce, meats, and specialty goods, creating an opening for direct-to-consumer models such as farmers’ markets, produce subscription boxes, and farm-to-table partnerships. “There’s a huge opportunity,” Rasmussen notes. “People are looking for Canadian-grown food, but businesses need to be planning ahead. That means looking at budgets, staff, and resources now—not waiting until the middle of summer and saying, ‘Wow, if we had pivoted sooner, we’d be really doing well now.’”
For agribusinesses, diversification is key. A grain farmer who once sold only to wholesalers might consider milling their own flour for direct sale. Dairy producers could explore artisan cheese production, tapping into a growing demand for specialty Canadian-made food. “Entrepreneurs are great at pivoting,” Rasmussen says. “What do you need to shift and change now? Put your entrepreneurial hat back on. Look ahead at what is driving consumers and clients' demands and hinge your business to suit the current economic environment.”
Yet, farmers face more than just market challenges. Regulatory hurdles can make it difficult to expand operations or introduce new products. “There are definitely trade barriers between provinces,” Rasmussen explains, pointing out that something as minor as different wheat rolling techniques between Alberta and British Columbia can block interprovincial sales. “At this particular point in time, anything that’s restricting trade, the government is probably more open than ever to looking at those regulations. Communication is the key. Don’t keep obstacles and barriers to yourself—network and let those in key positions know what improvements need to be made.”
Beyond food production, agritourism presents another major opportunity. With international travel still uncertain and more Canadians choosing to explore their own country, local tourism is booming. Pontiac, with its rugged nature, farmland, wineries, and historic rural communities, is well-positioned to benefit. Farm tours, vineyard tastings, and experiential tourism—such as beekeeping workshops or cheese-making classes—are drawing increased interest. “This is the best time ever to be in the tourism industry in Canada,” Rasmussen says. “Canadians are looking to stay local and Europeans are looking for Canadian adventures. Potential customers need to know about you. Is your website ready? Are you promoting yourself? This is the moment to prepare and attract new clientele.”
For Pontiac’s agricultural community, the message is clear: the future belongs to those who take action now. “It’s not necessarily a time of doom and gloom,” Rasmussen says. “It’s a time of opportunity. Ask yourself, ‘What can I do to contribute to the success of the Canadian economy—and make money at the same time?’”
