Canadian Brands Beyond the Label

Why “Made in Canada” isn’t a story – it’s a starting point.

In the middle of a Leafs–Panthers game, Bob Froese noticed something: every rink board was screaming some version of Made in Canada. The intent was good. The effect was wallpaper. In Canadian Grocer, Bob argues that if Canadian brands want lasting loyalty – especially in food and beverage – they need to go beyond patriotic labelling and actually lead with story, substance and pride.

Coverage

Canadian Grocer – “Why made in Canada brands need to go beyond the label”
URL: https://canadiangrocer.com/why-made-canada-brands-need-go-beyond-label

“It’s like a patriotic echo chamber, and no one is saying anything meaningful. I’ll call it lazy labelling versus real identity.”

“As he wrote on a LinkedIn post venting his frustration after the game, the key is to ‘stop leaning on the flag and start leading with story.’”

“There, buying local isn’t political—it’s instinctual… They fundamentally believe [local products] are superior. They’re emotionally connected to it. It’s cultural currency... That’s the shift we need.”

“What’s the solution? ‘They need to have more confidence—in how they communicate and how they go to market—and be bolder.’”

Why This Matters

This piece puts a stake in the ground for Bob’s Your Uncle’s POV on Canadian brands:

• “Buy Canadian” is a moment – but belief, story and distinctiveness are the movement.
• Food and beverage brands can’t win long-term with flag decals and maple leaf emojis alone.
• Real advantage comes from emotional connection, distribution strategy and bold creative, not just origin statements.