Manitoba-based Peak of the Market, a farmer-owned marketing board that sells Manitoba-grown vegetables in Canada, the United States, and occasionally overseas, is feeling the effects of tariffs and the push to buy Canadian.
The company, which is a privately owned firm that sprung from a former provincially legislated monopoly, remains committed to supporting both domestic and international partners during the tariff war.
“This is impacting us anow nd our partners in the U.S.,” said Pamela Kolochuk, CEO of Peak of the Market, in an email to the Co-operator. “We are trying to work together with our partners, but at the same time, know that this is going to hurt all of us in the produce industry.”
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An executive order from U.S. President Donald Trump, imposing a 25 per cent tariff on Canadian and Mexican goods and a 10 per cent tariff on Canadian energy, took effect as the clock struck midnight on March 4. In response, Canada implemented its first wave of retaliatory tariffs in alignment with the U.S. measures. Those now appear to be on hold until April 2.
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WHY IT MATTERS: Tariffs and shifting consumer preferences are challenging Peak of the Market’s efforts to maintain a stable cross-border fresh produce supply.
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“This does not bode well for the Canadian or American farmer,” Kolochuk said.
While Peak of the Market has noticed an uptick in consumers choosing Canadian produce, Kolochuk said the shift has been moderate.
“We have seen a push to buy Canadian, there is an increase, but not a large change in demand as most of the products we sell at this time of the year are Canadian and can be found at many retailers across Manitoba,” she said, listing major grocery chains such as Loblaws, Sobeys, Safeway, Co-op, and Walmart.
Despite the push for Canadian produce, Peak of the Market does not have immediate plans to expand operations in response, especially since Canada already has significant production capacity, with much of it geared toward export.
“This is why many of us export to the U.S. and have a national plan and partnerships for produce,” Kolochuk said. “We partner with growers all over North America to help them distribute their produce and get it on the table of consumers. We want all growers to succeed, not just Canadians.”
Canada’s climate remains a limiting factor in meeting year-round demand solely with domestic production, Kolochuk added.
“We would love to be able to grow all produce in Canada and supply all year round, however our weather does not allow us to have all products from Canada all year round.”
Although Peak of the Market does not have immediate expansion plans, the company is open to working with new growers.
“We are always looking for great growers to partner with to expand our offering and enable us to provide Canadian product all year round,” Kolochuk said, adding that interested growers can reach out via the company’s website or email.
As the effects of tariffs and shifting consumer preferences continue to play out, Peak of the Market says it remains committed to working with both Canadian and American partners to maintain a stable supply chain for fresh produce.
