Written by Traci Simmons, CEO, Opportunities NB
I recently travelled to Washington, D.C., alongside Premier Holt, Minister Randall, and several New Brunswick business leaders. The conversations there were productive, and while challenges remain, we are committed to protecting New Brunswick businesses, workers, and consumers. Provincial leaders continue to advocate for fair trade policies that reflect the long-standing importance of our relationship with the United States, ensuring companies on both sides of the border thrive in the global marketplace.
The U.S. is our largest trading partner, which makes them our largest customer. Geography and market size dictate that this will remain the case for the foreseeable future. This visit was a reminder of the need to get in front of our customers more often. Businesses no doubt recognize this need as it relates to their U.S. partners, and I am confident they are doing just that. Public sector leaders, however, also need to spend more time on government-to-government relationship building.
Organizations like ONB and our partners are well positioned to help U.S. interests learn more about New Brunswick, its value proposition, its world-class companies, and the virtue of strengthening relationships with Canada versus tearing them down. We can and should help them recognize the value our firms bring to their economy. For example, 70% of Canada’s U.S. exports are used to produce other goods. That is a large supporting piece of the American manufacturing supply chain, creating and maintaining millions of U.S. jobs. It cannot be overstated that any significant changes to the Canada-U.S. trade relationship will have dramatic effects on both countries. Fortunately, the businesses, industry associations, and other experts we spoke with in Washington appear to understand how the trade relationship between Canada and the U.S. has benefited both nations’ private sectors.
What ONB is doing
ONB has been on top of this issue since tariff talk began in 2024. Senior leaders throughout the provincial government have been working to ensure New Brunswick business interests are protected as best as possible. We have mobilized what amounts to a rapid response team on the tariff issue. Rest assured we are planning support programming for businesses if the worst-case scenario comes to pass. As the province’s lead economic development agency, we remain in close contact with our client companies.
Export Development is a pillar of ONB’s operations and its support for New Brunswick firms. The U.S. remains the largest export destination for NB-made products. Our team is thrilled to lead the upcoming Southeast U.S.-Canadian Provinces (SEUS-CP) 2025 conference, which will be held in Saint John from June 8 to 10. The SEUS-CP alliance was established to improve trade opportunities, promote partnerships, and enhance technological exchanges between member provinces and states. SEUS-CP 2025 will provide New Brunswick companies an opportunity to meet with U.S. buyers, with a view to reinforcing the value of maintaining strong ties between our nations and growing that relationship.
Through our Export Development Team, companies are leveraging our market diversification programming to find new opportunities across the globe. Interest in this support has obviously grown in recent months. Our recently launched webinar series on tariffs has been well attended. I invite any New Brunswick business leader interested in this subject to watch ONB’s social media channels (LinkedIn, Facebook, Instagram) for details on upcoming webinars as several more are planned for the coming months.
On the ground in key markets
ONB has identified India and France as priority growth markets. With in-market resources located in Bengaluru and New Delhi, New Brunswick is the only Atlantic Province with a physical presence in India. We also have a permanent, dedicated resource located in Paris to support all aspects of New Brunswick companies’ growth in the French market. Please feel free to contact our team with questions about these markets or anything export related.
Inter-provincial trade
We also recognize the renewed interest in trading more between provinces. Leaders in every province and territory are committed to ensuring Canadian goods cross internal borders with less friction. ONB often learns about these regulatory challenges from our client companies, but also through the competitive regulation file. We are part of the group that is working to identify more of these existing barriers and removing them where possible. Is your team encountering regulatory issues? If so, ONB Business Navigators are here to help.
Staying focused on business
I am heartened by the overt displays of Canadian patriotism in recent months. We have much to be proud of in both New Brunswick and in Canada. It’s fair to say that emotions are running high, and Canadians are feeling protective of our nation’s sovereignty. At the end of the day, however, the U.S. is our friend, neighbour, and largest trading partner. Let’s stay focused on making the business case for New Brunswick and Canada whenever we can. Our relationship with the United States will continue to evolve, but one constant is that New Brunswick has great companies offering great products and services. We can compete anywhere in the world, so let’s do exactly that.
Learn more at https://onbcanada.ca/businesses/export/.
