Renewed Canada-U.S. trade tensions are changing how Canadian retailers and importers source fresh produce, even though fruits and vegetables themselves remain tariff-free. Michael Aucoin, CEO of Courchesne Larose, says the biggest shift is consumer-driven: Canadian shoppers are actively seeking alternatives to U.S. product, and retailers are responding by reducing promotional support for American-grown produce and increasing purchases from domestic and non-U.S. suppliers. A similar pattern played out during the first wave of trade tensions in early 2025.
Transportation flows between major U.S. growing regions and key Canadian import points are already seeing reduced volume. Packaging impacts are expected to be minimal due to government exemptions, but the sourcing reallocation is real. As Canadian retailers diversify away from U.S. supply, more domestic U.S. product may compete for alternative markets, which could apply downward pressure on price realization for American growers.
For U.S. shippers and salespeople with Canadian retail accounts, this is a situation worth monitoring closely. The consumer sentiment driving these decisions can shift quickly, but if Canadian retailers deepen relationships with alternative suppliers, those changes could outlast the political moment.