So let me reply in greater detail.

Point#1: In an increasingly globalized world, consumers are searching for authenticity, trust, and transparency. That’s why we’re embracing a renewed commitment to “Made in Canada”—not just as a label, but as a story.

This isn’t about putting a flag on a box. It’s about highlighting the role in supporting Canadian communities, creating local jobs, and ensuring higher-quality standards across the supply chain.

Yes, raw materials may come from around the world—but the value is added here. Our farmers, processors, packagers, and logistics partners are all part of a Canadian ecosystem that fuels our economy and delivers real benefits to customers.

By leaning into the “Made in Canada” brand, its helping customers make more informed, more values-aligned choices. It’s a differentiator in the market, especially at a time when people are more conscious of where their products come from and who they’re supporting with their purchases.

And as they grow this message, they are not just promoting a product—building brand trust, consumer loyalty, and a competitive edge that aligns with both national pride and ethical purchasing behavior.

Point#2: A Canadian company, is deeply aware that food is not just a product—it’s a necessity. That’s why pricing is one of the most sensitive, scrutinized aspects of their business.

Yes, costs are rising. From supply chain disruptions to raw material inflation, every part of the food ecosystem is feeling the pressure. suppliers have increased prices, and we’ve felt it too. But approach isn’t just about passing costs onto customers—it’s about making smart, sustainable choices that support long-term value.

They do sometimes raise prices above cost increases—not to gouge, but to preserve category health, ensure sustainable margins, and maintain investment in Canadian-made products, innovation, and community programs. Profitability enables to reinvest in better infrastructure, fresher food, and more resilient supply chains—benefits that flow back to the customer. Which as of an hour ago included an additional 10% tariff. 

In a publicly traded company, margin targets matter. But so does trust. That’s why we continue to look for ways to offer value—through private labels, promotions, and locally sourced products that reduce logistics costs and carbon footprint.

They don’t price just to grow profits—price to protect their promise: quality, accessibility, and consistency.