FREDERICTON — New Brunswick’s government is directing public institutions to stop buying American products when Canadian alternatives are available as part of a broader response to the latest round of U.S. tariffs, Premier Susan Holt said Thursday.
Government moves to shift procurement and market focus
The instruction is aimed at reducing reliance on U.S. suppliers and supporting local firms during what the premier described as an avoidable trade shock. Holt said the province will roll out compensation, training and worker-retention measures to help businesses affected by the dispute, alongside a market-diversification strategy and a renewed buy-local campaign.
“We’ve seen this movie before. When you put a tax on products coming across the border, someone pays that bill, and too often, that somebody is a family sitting around their kitchen table trying to make ends meet.”
Holt told reporters the province has already taken steps earlier this year. In February 2025 the provincial Crown corporation NB Liquor was ordered to stop purchasing U.S. alcohol and to remove American brands from its shelves; the corporation will now also prioritise Canadian products in its marketing and stocking decisions.
Spending on U.S. contracts halved in one year
The government said its efforts have already cut provincial spending on American contracts in the 2025-26 fiscal year. Figures released by the premier’s office show a reduction from $34.4 million to $16.4 million, shrinking the share of U.S. suppliers among the total contracting budget.
| Fiscal year | U.S. contract spending | Share of $2-billion contracts |
|---|---|---|
| Previous | $34.4 million | 1.4% |
| 2025–26 | $16.4 million | 0.7% |
Those figures apply to contracts within the province’s roughly $2-billion procurement portfolio, the government said.
Possible restrictions on licences and claims
Beyond procurement changes, Holt indicated the province will study whether it has the legal authority to restrict Americans from acquiring hunting and fishing licences and from staking mining claims in New Brunswick.
“This is a negotiating tool that creates a significant response among … influential Americans,” Holt said, referring specifically to licences for hunting and fishing. She added that limiting access to moose licences could shift opportunities toward local residents.
The idea of using licences or access to natural-resources activities as leverage is likely to prompt legal and diplomatic scrutiny, and could have consequences for border communities and outfitters that rely on international visitors.
Support for businesses and labour
To cushion the immediate impact on companies and workers, the province announced a package of supports including:
- Compensation programs for affected businesses;
- Training initiatives and employee-retention measures;
- A renewed campaign encouraging New Brunswickers to buy Canadian products.
Holt said the province will also press ahead with efforts to diversify export markets so firms are less exposed to instability in the U.S. market.
Industry reaction and broader context
Not all stakeholders embraced the approach. Canadian Manufacturers & Exporters, a national trade association, said it supports buying local but urged restraint, arguing that the priority should be de‑escalation and restoring a predictable trading relationship. The group warned that broad measures could inadvertently raise costs or disrupt integrated supply chains that span the Canada–U.S. border.
New Brunswick’s stance follows actions by other provinces earlier this year. Several jurisdictions removed American alcohol from retail shelves and reviewed procurement policies after Ottawa and U.S. authorities traded tariff measures affecting a range of goods.
For households and businesses in New Brunswick, the outcome will depend on how strictly procurement rules are changed, the legal feasibility of licence restrictions and whether federal trade channels can reduce tensions. The provincial government said it will continue to monitor developments and tailor supports to the sectors most affected.
When asked about the public messaging around buying Canadian, Holt said: “When you have the choice, we’re asking you to choose New Brunswick and Canadian products.”
