Activity Suggestions to Free Ourselves from American Dependency

Intern Rachel Blondeau concluded her reports with a series of activity proposals that the Well Made Here management team and board of directors will be considering in the coming weeks.

Based on the comprehensive survey conducted among manufacturers participating in the program, the suggestions are grouped into four distinct initiatives.

First, a collective international outreach effort, targeting primarily the European market.

Clear objectives would be established, including the specific sectors – since “housing” is too broad a theme – and the types of interactions planned: one-on-one B2B meetings, participation in trade fairs, industrial site visits, etc.

An optimal calendar would then be drawn up based on major European trade shows, allowing for a detailed mission itinerary. Logistical preparations would include booking meeting venues, accommodations, inter-city transport, and providing bilingual staff or interpreters, if needed.

The commercial attachés at relevant Canadian embassies would be called upon to contribute.

Second, and related to the first initiative, the creation of a Well Made Here Export Catalogue designed for international buyers.

Canadian-based manufacturers interested in diversifying their customer base would be offered the opportunity to showcase selected products in an export catalogue.

A call for applications would first be issued, inviting interested manufacturers to submit a product profile including information on export readiness, certifications, and international logistics. Companies would then be assessed based on predefined criteria such as stability, brand image, and production capacity.

Once participants are selected, product sheets, high-resolution visuals, technical descriptions, and certifications would be gathered. The content would be translated into multiple languages based on the target markets. A professional design would be applied in both a printed catalogue and an interactive PDF format, incorporating the Well Made Here logo, company contact details, and QR codes linking to their websites.

The key challenge for this project is distributing such an informational tool. Embassy networks represent a solid channel. However, the idea of a Well Made Here booth at major B2B fairs focused on residential products is worth exploring.

A third avenue to explore would involve compiling a targeted inventory of international distributors, for the benefit of manufacturers offering accredited products.

The first step would be to identify potential partners using the networks of Canadian trade commissioners, with a focus on distributors active in construction, renovation, tools, or interior design.

An in-depth analysis of their catalogues and import strategies would help identify the distributors most compatible with the offerings of member manufacturers.

Preliminary contact would then be made before the mission, supported by clear and appealing presentations of the selected manufacturers.

To encourage engagement, incentives for collaboration could be offered, such as introductory pricing, joint marketing support, or simplified logistics.

Finally, the fourth proposed activity diverges from the logic of the previous three: hosting e-commerce readiness workshops.

To support manufacturers in expanding their online, cross-border presence, a series of e-commerce preparation workshops could be developed with expert input, with a special focus on logistics, customs, and virtual platforms.

The first step would involve identifying members’ specific needs through a survey assessing their current understanding of key topics such as cross-border logistics, return management, and use of local marketplaces. Based on this, a modular workshop program would be designed.

Module 1 could cover logistics and customs procedures; Module 2, online sales platforms such as Amazon; Module 3 would address payment systems, billing, after-sales service, and returns; and Module 4 would focus on digital marketing and optimization strategies for marketplaces.

To ensure training quality, certified experts and consultants specializing in international trade and e-commerce would be brought in. The workshops would be offered both online as interactive webinars and in person as needed, accompanied by support guides. A one-on-one coaching option would also be available for companies seeking customized support in implementing their international e-commerce strategies.

The full report is available here.

“Although Donald Trump’s name doesn’t appear anywhere in this final report from our intern, it’s clear between the lines that the more assertive openness of Canadian manufacturers toward the world to find clients, suppliers, or new partners is spurred by the uncertainty caused by the behavior of the President of the United States,” says Richard Darveau, President and CEO of Well Made Here.

A new survey is planned to gauge members’ interest in submitting applications for financial support to the relevant ministries.