Canadian Shoppers Turn Away From U.S. Products as Trade War Reshapes Supermarkets

A growing consumer movement to buy Canadian products and avoid U.S. goods is reshaping supermarket shelves across Canada, forcing grocery retailers to improve country-of-origin labeling and find new sources of food.

The shift comes amid an increasingly bitter trade dispute between Canada and the United States, with tariffs and deteriorating relations encouraging more Canadians to consider where their money goes when they shop.

Independent grocers are feeling the pressure.

Giancarlo Trimarchi, president of Vince’s Market in Ontario, recently turned to Facebook to reassure customers that most of the produce sold at his stores is Canadian after receiving angry messages about the presence of U.S. products on his shelves.

Trimarchi said the consumer reaction is significantly stronger than it was last year.

His four stores across the Greater Toronto Area now source about 90% of their produce from Canada. The company has switched some suppliers, including sourcing strawberries from Quebec instead of the United States.

“We were always put in a position where you had to balance quality versus price,” Trimarchi said. “Now it’s quality versus price versus country of origin.”

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Canadian Grocers Change Strategy

Canada’s largest grocery retailer, Loblaw, has increased the use of maple-leaf signs in its produce and fresh-food sections to highlight Canadian products.

The company has also retained a “T” symbol identifying products affected by tariffs, while continuing to prioritize Canadian and local suppliers.

Metro, Canada’s third-largest grocery chain, has similarly said it will continue prioritizing Canadian products amid the current trade tensions.

Gary Sands, senior vice president of public policy and advocacy for the Canadian Federation of Independent Grocers, said the consumer shift could represent a lasting change in Canadian buying habits.

Canada remains heavily dependent on imported produce, particularly from the United States. The U.S. remains the largest supplier of fresh vegetables to Canada, although its share of Canada’s vegetable imports has declined.

According to the latest government data cited by Reuters, the U.S. accounted for 62.6% of Canada’s vegetable imports in July, down from 69% in July 2023.

More than half of Canada’s fruit imports also came from the United States as of July.

Consumers Look Beyond America

For some Canadian shoppers, avoiding American products has become a way of supporting domestic businesses during the trade dispute.

John Ambard, a Toronto software engineer, said he checks product labels and researches companies before making purchases.

“I think, honestly, if I can support Canadian products and Canadian institutions through these tough times, I think that’s a way to help in my small way,” he said.

Canada’s harsh winters, however, make complete reliance on domestic produce difficult. Grocers typically depend on greenhouses, stored vegetables and imports to maintain supplies throughout the year.

Some retailers are therefore looking beyond the United States rather than simply replacing American products with Canadian ones.

Gordon Dean, owner of Mike Dean Local Grocer, said his stores are now sourcing more produce from countries including Spain, Brazil and Honduras.

He said the diversification of suppliers could leave Canadian retailers in a stronger position because they are no longer as dependent on a single foreign market.

Canada Pushes for Greater Food Independence

The Canadian government is also investing in domestic food production.

Ottawa has committed about C$3 billion over 10 years toward greenhouse agriculture, seeking to increase food production during Canada’s harsh winter months and strengthen domestic supply.

The effort comes as Canada attempts to reduce food-price pressures and become less vulnerable to disruptions in international supply chains.

However, economists warn that consumer nationalism could eventually give way to price considerations if tensions with the United States ease.

Mike von Massow, a professor of food, agriculture and resource economics at the University of Guelph, said Canadian consumers’ current preferences could change if relations improve and American products become cheaper again.

For now, however, the trade dispute is having a visible effect on Canadian shopping habits.

From supermarket signs displaying maple leaves to retailers searching for suppliers in other countries, Canada’s trade conflict with the United States is increasingly being felt not only in government policy and business, but also in the everyday grocery shopping choices of consumers.