Between its ownership group and its beans, Canada’s top coffee chain might be more Brazilian than Canadian. But hey, at least now it’s trying to be less American.
What happened: Tim Hortons looks to reclaim its Canadian bona fides as it plans a switch from its U.S. suppliers to Canadian ones. Tims was tight-lipped about what it sources from the U.S., but it does buy some packaging from south of the border, per the Globe and Mail.
Big picture: While the switch is a cost-saving measure in the face of potential counter-tariffs on U.S. goods, publicizing a change to Canadian suppliers is savvy as the “Buy Canadian” push takes off — especially for a brand that’s often hassled for being no longer Canadian.
- Participating locations will also serve a new lineup of wraps with 100% Canadian scrambled eggs. The company began its 100% Canadian eggs campaign in 2021.
- Other brands accused of being the A-word (American) are also highlighting their Canadian-ness, like Heinz assuring shoppers its ketchup is made with domestic tomatoes.
Why it matters: It’s unclear which, if any, global brands actually plan to increase sourcing products from Canada. However, the sudden outburst of economic patriotism could end up helping Canada’s food supply chains by inspiring increased domestic production.—QH