FREDERICTON (GNB) – The provincial government is introducing new measures to help mitigate the effects of the latest round of tariffs on New Brunswick companies by the United States government.
President Donald Trump signed proclamations on Tuesday to ban the importing of certain Canadian products, including alcohol, and imposed a new 50 per cent tariff on some products.
The total New Brunswick export value affected by the newly imposed Section 338 tariffs and bans is roughly $115.1 million. This represents 0.7 per cent of the province’s total exports in 2025, or 0.8 per cent of U.S.-bound exports.
Premier Susan Holt announced the provincial government will use its purchasing power to support New Brunswick and Canadian products while continuing to work with partners across the country to protect the economy and create opportunities for New Brunswick businesses.
“We can’t control what Trump does. But we can control what we do here at home,” said Holt. “New Brunswick makes great products. We make great beer. We have businesses here that employ hundreds of New Brunswickers in good-paying jobs, and they deserve our support.”
The province’s new measures include:
• All public sector entities will be directed to review their supply chains to integrate New Brunswick and Canadian products where there is an alternative.
• Effective Oct. 1, the provincial government will prohibit the procurement of U.S. goods or services for significant contracts (estimated value over $5 million).
• The provincial government will continue to pursue additional measures, including undertaking a legislative review to explore giving the minister of natural resources the authority to restrict the issue of fishing and hunting licences and mining claims based on certain criteria.
• NB Liquor will review its interprovincial purchasing and sales practices to identify opportunities to prioritize Canadian products.
• The provincial government will release a market diversification strategy this fall and expand provincial trade missions to ensure the world can take advantage of New Brunswick’s products.
• Eight projects will be brought to the Canada Investment Summit next week to build a stronger New Brunswick economy.
• A renewed buy-local campaign will be launched.
New Brunswick businesses will have access to enhanced development support to offset costs associated with entering new markets, including in-market sales support, marketing and travel costs.
This initiative builds on Opportunities NB’s existing market development funding, which is available to support New Brunswick exporters affected by tariffs as they explore new markets.
Supports include:
• Working capital loans of up to $5 million for businesses in impacted sectors experiencing revenue losses, increased costs or supply-chain disruptions.
• Opportunities NB has allocated up to $1 million from its market development funding to support some New Brunswick businesses impacted by the latest round of tariffs in marketing their products to New Brunswickers and Canadians. This funding is meant to help these firms grow their sales in the province and across Canada.
• Opportunities NB has supplemented working-capital loans by leveraging existing financial programs and updating policies to help businesses address tariff-related challenges, strengthen contingency planning, diversify markets and improve productivity.
• The Department of Agriculture, Aquaculture and Fisheries is supporting market diversification, with a focus on Europe and Asia, through targeted trade shows, trade missions and in-market promotions.
• The Department of Post-Secondary Education, Training and Labour, through WorkingNB, has introduced and enhanced several programs to support businesses and workers affected by tariffs. These include:
o Labour Force Training Program: Enhanced flexibility for impacted employers through increased eligible training costs, higher funding caps and wraparound supports for participants.
o Employee Retention Support Fund: Provides wage support to help employers retain staff during periods of financial strain related to tariffs, aligned with employer recovery plans.
• The Regional Development Corporation has implemented rapid-response programming, using existing programs and available federal funding to address tariff-related impacts as needed.
• The Competitiveness Support and Investment Program was established to support large, export-intensive companies facing competitive disadvantages because of tariffs, helping them maintain and grow operations in New Brunswick.
“Now more than ever, we need to stand up for New Brunswick businesses and workers,” said Holt. “Every time we have a choice to support a New Brunswick or Canadian product, we should take a hard look at that choice. Our businesses employ our neighbours, support our communities and strengthen our economy.”
The latest actions build on the government’s tariff response announced in February 2025.
At that time, New Brunswick directed NB Liquor to stop purchasing U.S. alcohol and remove U.S. alcohol products from its shelves. The government also directed an immediate review of provincial procurement and committed to further measures to protect New Brunswick workers and businesses.
To date, the value of U.S. contracts has been reduced from $34.4 million in the 2024-25 fiscal year to $16.4 million for the 2025-26 fiscal year. This is a reduction from 1.4 per cent to 0.7 per cent of the total value of the roughly $2 billion in government contracts awarded each year.
New Brunswick companies received 82 per cent of the value of all government contracts in the first quarter of this fiscal year, exceeding the target of 80 per cent.
“Since January 2025, the U.S. administration has continuously implemented punitive tariffs on goods imported from Canada, underscoring a disregard for long-standing trade partnerships,” said Holt. “We stand united with Team Canada in condemning these unjustified measures and we are committed to supporting workers and businesses across the province as we navigate these challenges together.”
Holt also said the province is expanding into new markets such as Belgium, the Netherlands and Japan, and is participating in two trade missions in November to South Korea and Cambodia.
The provincial government will continue to work with its federal, provincial and territorial partners as the trade situation evolves and will assess additional measures that can protect New Brunswick businesses and workers.
“New Brunswickers are proud of what we make here,” said Holt. “We’re going to put our own products first, support our own businesses and make sure New Brunswick continues to be a place where people can build a good life.”
New Brunswick companies seeking tariff-related support can contact Opportunities NB’s business navigators by calling 1-833-799-7966 for one-on-one guidance.
Media Contact(s)
Katie Beers, press secretary, Office of the Premier, katie.beers@gnb.ca.
Jason Hoyt, communications, Opportunities NB, jason.hoyt@gnb.ca.
