‘It’s right on the cusp right now’: Leamington company riding the ‘Buy Canadian’ wave

Highbury Canco says business has increased since the Buy Canadian push began. CTV Windsor’s Bob Bellacicco explains.

The threat of U.S. tariffs has cast uncertainty in North American markets but born from it are movements like “Buy Canadian.”

Leamington’s Highbury Canco has benefited from the recent wave. “We’ve been selling at about twice the pace in terms of like, point of sale scans, grocery store scans.” Company president and CEO Sam Diab told CTV News.

He says they are selling their Canada Red pasta sauce in the American owned Walmart and Canada’s Giant Tiger but hope to see them on the shelves of Canadian owned grocery stores as well.

With Canadians seeking more domestic products, Canada Red has been selling like hotcakes in the past few weeks and has gotten a lot of positive feedback on social media.

Diab, attributes the jump in sales to the “Buy Canadian” movement, a response to a looming trade war with the U.S.

“Consumers are reminded of the importance of supporting Canadian, Canadian employees, Canadian companies, Canadian farmers.”

Diab feels sales could grow even more with the support Canadian-owned grocery stores.

“We’re looking to expand,” Diab said. “It’s right on the cusp right now. We have a couple of large retailers that are, I think that are, in the process of listing the product so it’ll be available in more stores.”

His team is looking at ways to facilitate getting Canada Red into smaller grocery stores as well.

Joanne Knebl was shopping at Fred’s Farm Fresh Tuesday afternoon and is one of many supporting the “Buy Canadian” wave.

“This is a little bit harder when you go shopping,” Knebl admitted. “It’s like somebody who finds out they have to eat gluten free. They have to look at every single little label, so now we have to look at every label.”

Fred’s Farm Fresh owner Fred Bouzide has noticed more customers like Knebl asking questions about Canadian and locally made products. “We’re handling a lot of different juices and different companies that have products made here in Canada and people are happy to buy them.”

Some American products are being overlooked for the Canadian version leaving the store with a surplus but there are some American products that offer no Canadian alternative.

“We do have a lot of a lot of beef that comes from Canada and a lot of the produce right now, which is not a lot because it’s not in season right now. We have to depend on California to bring all the different [produce] that we consume.” Bouzide said.

Knebl is not enamored by the current U.S. administration and is taking the extra time to find the Canadian products she is looking for. “I’m looking at labels and I’m trying to buy just as much as I can Canadian. I have recipes that call for certain things that come from the States. I’m not making them any more.”