“This isn’t just a trend—it’s a shift”

In a recent article from Canadian Grocer, Empire CEO Michael Medline describes the growing consumer appetite for Canadian-made products. And the numbers back him up: sales of domestic products are climbing, and retailers like Sobeys are doubling down. 

“We believe this is going to stick... Our consumers are telling us with their wallets they want Canadian product.” - Michael Medline, CEO, Empire Company (via Canadian Grocer) 

At TerraNova360, we’re seeing this same momentum across the country in our work with small and medium-sized businesses (SMBs). From bakeries and manufacturers to financial service providers and tech startups, Canadian SMBs report growing interest in homegrown offerings, rooted in trust, sustainability, and shared values. 

We’re in the middle of a powerful shift: 

• Consumers are becoming more values-conscious 

• Local supply chains are being re-evaluated 

• Economic nationalism is starting to shape everyday buying decisions 

In our national SMB study, about to launch, we will be exploring how Canadian businesses are navigating this moment—and how institutions, policy makers, and brands can better support them. 

The “Buy Canadian” wave is not nostalgia, it’s strategy. It’s how small businesses are regaining their edge, how consumers are reclaiming agency, and how we might collectively reimagine economic resilience in a changing world. 

If you’re not paying attention, you’ll miss more than a trend.  You’ll miss the future of Canadian commerce.

If you would like to participate to our national study contact me