Passionate Plea on Canadian Purchasing by the CEO of “Well Made Here” at the Hardlines Conference

On October 22, at the Manoir Richelieu, the CEO of the “Well Made Here” program was able to touch hearts, minds, and wallets.

Richard Darveau demonstrated, through words and images, that Canadians consume many products and services made locally. “Simply look at the artists we admire, the athletes we follow, and the brands we buy to see our enthusiasm for things made here.”

This trend also extends to grocery stores, where local products are highly valued.

But one crucial question arises: why don’t we buy more Canadian products at hardware store?

His answer, disarmingly simple: “It’s because we don’t know what’s made here.”

Even in-store sales advisors are mostly unable to distinguish products made in the United States, China, or Canada.

Maple syrup or a painting by Emily Carr or Jean-Paul Riopelle are instantly recognizable as Canadian. The Hudson’s Bay Company, Cirque du Soleil, or Lululemon are equally so.

On the other hand, plywood from British Columbia may look identical to that from China in the eyes of an amateur. A shovel made in Quebec or a gypsum sheet from the Atlantic provinces can easily be confused with foreign products. Similarly, a can of paint from South America might be mistaken for an Ontario-made product.

This is why it is essential for Canadian manufacturers to invest a bit of time and money to affix the “Well Made Here” logo on their program-approved items. This logo should also appear on their communication materials: websites, product catalogs, advertisements, and exhibition booths.

But this alone is not enough

Mr. Darveau asserts that participating manufacturers—about a hundred across the country, operating around 165 factories—must integrate their membership in “Well Made Here” (WMH) into their sales pitches to banners. These buyers, along with their retail networks, must also become more aware of the impact of failing to prioritize Canadian-manufactured products that meet building codes and health, safety, and labor standards.

Failing to award points or advantages to local products discourages innovation, hampers efforts to reduce greenhouse gas emissions (GGE), sometimes encourages child labor, jeopardizes the future of manufacturing regions, and undermines government finances.

With a touch of sarcasm, the lecturer adds: “But if none of these altruistic and solidarity-driven arguments convince you, then buy local for a more selfish reason: shortening your supply chain gives you more control and independence in an increasingly geopolitically influenced world.”

Key arguments supported by the spokesperson of WMH:

1. Innovation: A country’s prosperity is partly measured by the number of patents registered. Twenty years ago, Canada and China had a similar number. Today, Canada registers only 4,000 patents annually, compared to over a million in China. This trend endangers our entrepreneurial nation.
2. Environment: Importing a finished product from China takes three to five times more space in a container than importing components for assembly here. Furthermore, manufacturing a product entirely in Canada can reduce dependence on maritime containers to zero. Yet, transportation remains one of the leading sources of GGE.
3. Working conditions: While international brands in clothing, sporting goods, or electronics have seen their reputations tarnished due to questionable outsourcing practices, it is likely that some hardware and construction products are also made under less favorable conditions than in Canada.
4. Regional economy: Canadian manufacturers create local jobs, unlike importers who often have no staff. For example, a manufacturer can employ 10, 50, or even 250 Canadians, who earn at least $50,000 in annual salary, making a significant impact.
5. Public finances: A Canadian manufacturer generates fiscal revenue not only through the taxes it pays but also through the income taxes collected on its employees’ salaries. Every imported dollar contributes about five times less to our economy compared to what local manufacturing generates.
6. Supply chain: Manufacturers and banners need to apply the concept of total cost when comparing local and imported products. Exchange rates are a variable; non-quality has a cost, as do delivery delays. All these factors must be considered.

Call to Action

Mr. Darveau emphasized the importance of mobilizing public and private stakeholders to meet this challenge. He committed to convincing the Government of Canada to become an active partner in the program. Read his letter to party leaders on this subject.

With his team, he also plans to develop a toolkit allowing merchants to train their sales advisors on the origin of products.

For Canada to also be consumed in hardware stores, the “Well Made Here” logo must become omnipresent.

To achieve this, the logo must be visible on accredited products, on manufacturers’ advertisements, and on the websites of buying groups. Additionally, as in the United States, a certain preference for domestic products must begin to influence supplying decisions.

 

Immediately after his conference, Richard Darveau answered, off the cuff, a few questions posed by Michael McLarney, President of Hardlines. Click here to watch the 4-minute video.