Canadian Consumer Challenge

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Support Canadian Enterprise, Support Canada

The objective of this website is to encourage Canadian consumers to buy Canadian made products whenever possible.

Canada as a Nation is a challenge in itself. We are defined by an immense geography, varied landscapes and diverse cultures, yet we have maintained a remarkable ability as Canadians to build and unite our communities in even our most remote and challenging environments. We must, as a proud independent nation, hold onto that, build on our unique identity and grow even stronger and continue celebrating both our national independence and strong national community.

Canada's guiding ethic must be that common community is the common good and is therefore, in the simplest terms, good for business – good for Canada – good for Canadians. As much as we can, we must remain, genuinely 100% Canadian. The consumer, you and I, can play a very large part in keeping our identity as Canadians.

We have lost a great deal already in what was once identifiable as Canadian and we must not lose more. Gone is Eatons Department stores, lost out to the big box phenomenon, mainly Walmart. Gone are many Roots jobs, the once made in Canada brand, built to become Canada's ‘official’ Olympic sport clothing supplier, has sold out to cheap overseas manufacture. Gone are the Canadian independent stores lost to the likes of Home Depot and others whose stock contains near to nil Made in Canada items. Even Tim Hortons who built a brand on being Canadian, has merged with Wendy’s International, Inc. and along with it lost the quality of their product.

As more and more Canadian business is sold to foreign investors and manufacture is outsourced to other countries, more and more we are losing our identity as Canadian. We are losing Canadian jobs. We are losing Canadian quality control. We are losing Canadian resources. We are losing our Canadian tax base. We are losing Canadian investments. Once they're gone, – they are gone for worse, – and Canada could become a nation recognized by it's geography only. Let's invest in a Genuine Canada, –purchase a “Made in Canada” product whenever possible.

Manufacturers and producers of “Made in Canada” products have a difficulty convincing the retailer to give their products prime shelf space. The basic rule in marketing is that the retailer place the best profit items at eye level where they attract the most attention. Many Canadian products have a hard time matching the profit margins of cheaper imported goods, so are placed on less appealing shelving and therefore become second or third choice for the consumer. Many retailers are placing Canadian manufacturers at a disadvantage from the get-go.

Many international brands cut deals with retailers that effectively shut out the smaller Canadian supply. These customer merchandising deals or trade promotions, very common in the industry, and are negotiated on an annual or even longer basis. Covering items like shelf space, display, promotions and advertising, they're a sophisticated version of the simple volume discount. While they don't explicitly shut out competition, that would be illegal, they can achieve the same effect by offering retailers financial rewards for hitting sales targets. Through aggressive sales tactics, Canadian suppliers could become de-listed, or kept out of selling local products at retail. Many just don't have the opportunity with many retail barriers and therefore with consumers to sell their product.

It is not that the made in Canada product is priced higher than an import, it is the “profit margin” of the item for sale. Many retailers will match the price of the import and price it just a few points less in order to encourage sales of the more profitable imported item.

Check for quality, that is usually where the biggest difference between domestic products and imported products lies.

      The Consumer Challenge

Next time you go shopping, look for “Made in Canada” products. Make a point of asking if the merchant stocks a made in Canada alternative to the items displayed. Ask what Canadian products the store does stock (if any). If you do not have to make the purchase then and there, walk out and look else-where. If enough customers keep asking for Canadian made products, then perhaps more “Made in Canada” merchandise will start appearing on the shelves.

Where and when ever possible: Buy Made In Canada.

Insist On Better Value for your shopping dollar

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