Chapman's Ice Cream's Commitment Amid U.S. Tariffs: Embracing the 'Buy Canadian' Movement

Many Canadian companies are demonstrating resilience and adaptability in response to increasing U.S. tariffs on Canadian goods. One prominent example is Chapman's, a family-owned business renowned for its premium ice cream products. In a recent interview with CBC, Ashley Chapman discussed the company's proactive efforts to mitigate the effects of these tariffs.

Chapman's Response to U.S. Tariffs

Chapman's sources several key ingredients, including nuts, cherries, and stabilizers, from long-standing U.S. suppliers—some of these relationships have lasted more than three decades. Anticipating the financial strain from the imposed tariffs, according to Ashley, the company has begun seeking alternative suppliers outside of the United States. This strategic shift aims to maintain product quality while managing costs effectively. Notably, their U.S. suppliers have expressed understanding while many do not support the tariffs, recognizing the broader impact on consumers in both countries.

Demonstrating a strong commitment to their customers, Ashley Chapman announced that Chapman's has chosen to absorb these additional costs rather than pass them on to consumers. This decision reflects a keen awareness of the current inflationary pressures affecting Canadians and underscores the company's dedication to its customer base.

Other Canadian Companies Adapting to BUY Canadian & Tariff Challenges

Chapman's is not alone in navigating these turbulent times. Several other Canadian consumer packaged goods companies have also adjusted their operations in response to recent U.S. tariffs:​

• Tinhouse Brewing Company: Located in Port Coquitlam, British Columbia, Tinhouse Brewing has revised its procurement strategy by acquiring more Canadian grain and sourcing cans from China rather than the U.S. This adjustment aims to reduce the impact of tariffs on their supply chain.

• Moosehead Breweries, Canada's oldest brewery, has launched a "Presidential Pack" featuring 1,461 cans of its Canadian Lager, representing one beer for each day of the U.S. presidential term. This initiative, which has gained national attention, highlights their product and resonates with national sentiment, encouraging support for Canadian-made goods.

Embracing the 'Buy Canadian' Movement

The ongoing trade tensions have ignited a strong "Buy Canadian" movement, offering a distinctive opportunity for domestic brands to enhance their market standing. Consumers are increasingly searching for Canadian-made products, motivated by a sense of national pride and economic patriotism. This change in consumer behavior is clear, with many Canadians deliberately opting for local products over imports.

Strategies for Canadian Brands to Capitalize on This Opportunity

To effectively leverage this wave of support, Canadian brands should consider the following strategies:

1. Highlight Canadian Heritage: Emphasize the brand's Canadian roots through packaging, storytelling, and branding initiatives. Clear labeling, such as "Made in Canada," can attract consumers who want to support local businesses. ​

2. Engage in community-focused marketing by participating in local events, sponsoring community activities, and collaborating with Canadian influencers to strengthen your connection with the local audience.

3. Leverage Digital Platforms: Use social media and digital advertising to connect with a wider audience by sharing genuine stories that reflect Canadian values and culture.

4. Offer In-Store and Event Sampling: Allow consumers to experience products firsthand by offering samples in stores and at events, which increases product familiarity and loyalty.
   

TerraNova can help in these efforts by providing consumer research, influencer marketing, in-store and event sampling, and digital advertising services specifically designed for the Canadian market. By employing these strategies, Canadian brands can not only tackle current challenges but also come out stronger, solidifying their presence in the domestic market.

What is your Buy Canada Strategy?