Alberta government launches campaign to get consumers to buy local during ‘critical time’

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Alberta is encouraging consumers to shop in the province by kicking off its “Buy Local” campaign.

U.S. President Donald Trump’s ongoing threat of tariffs has put Canada on high alert and ready to make key changes to defend its economy. In March, Alberta announced a four-pronged approach to defend against tariffs, including launching a “Buy Alberta” campaign.

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Agriculture and Irrigation Minister RJ Sigurdson kicked off the campaign on Monday at a Freson Brothers in south Edmonton. He said while he is pleased the tariffs currently do not include the agriculture community, it is more important than ever for Albertans to shop local, pointing to grocers like Freson Brothers and farmers’ markets.

“This is a critical time for our province, for our farmers, ranchers, processors and their families,” Sigurdson said.

“Every decision to buy local and every purchase you make helps keep Alberta strong.”

The campaign will focus on two things: made-in-Alberta labelling and buying local.

In 2023, the province started a voluntary made-in-Alberta food and beverage labelling program to support local agriculture and food sectors. The made-in-Alberta label is administered by the Alberta Food Processors Association. Products with a made-in-Alberta label have to either be fully or partially sourced and processed within the province.

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When it comes to some processors who rely on products around the world, Sigurdson said the province is continuing to support free trade, pointing to advocacy work done by Premier Danielle Smith and ministers who have travelled to the U.S.

“When we see a consumer trend on wanting to buy Canadian and buy local, we know that keeping those dollars here in the province is a great way to support our farmers, ranchers and processors,” Sigurdson said.

Sigurdson said there are over 800 locally made products with the label distributed across stores in Alberta, adding the program will continue to remain voluntary amid the ongoing threat of tariffs. Sigurdson encouraged those who are not a part of the program to join.

The campaign will also include a website to help Albertans identify local food products.

Trump paused the sweeping global tariffs on most countries for 90 days on April 9, but despite the reprieve, Sigurdson says he hopes the Canada-United States-Mexico Agreement (CUSMA) will remain as is right now and a review is done soon so the two countries can continue with a trade agreement.

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Jason Bartlett, store manager at Freson Brothers, said many people coming into the store have shown a desire to shop local.

“As soon as the announcement of tariffs, customers came in looking to see where things are sourced, wanting to support local first and foremost and then to support Canada,” Barlett said.

Sigurdson said the province is “always monitoring” consumer buying trends and said in recent weeks, the willingness to buy local has prompted it to move forward with the ad campaign.

— With files from Matthew Black

ctran@postmedia.com

@kccindytran

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