September 17, 2025 - North American Trade at a Turning Point: What 2026 Means for Canadian Business

By Jeanne Brownewell

Claire Barnett, Zachary Archambault, Ryan Greer

OWIT-Toronto Board of Directors

OWIT-Toronto hosted an insightful event - North American Trade at a Turning Point: What 2026 Means for Canadian Businesses - about the upcoming 2026 Canada-US-Mexico Agreement (CUSMA) review - on September 17. Moderated by OWIT Board member Clare Barnett, the panel included Zachary Archambault (Global Affairs Canada) and Ryan Greer  (Canadian Manufacturers and Exporters) to explore how Canadian businesses can prepare for the future of the North American trade landscape. The message was clear: the time to prepare is now. The panelists also discussed how women-owned businesses should continue to engage and make their voices heard throughout the process. 

The Current Landscape

Archambault explained that in 2026, the three parties will come together to discuss the future of the CUSMA agreement. This is not a termination, but the first six-year joint review milestone to assess its effectiveness and consider an extension.

Greer spoke about how defense and security are increasingly part of the conversation, and that tariffs are especially felt in the manufacturing sectors of steel, auto, and copper.

Stronger Together

The panelists emphasized the need to shift the Canada-US dialogue towards “shared future”. Rather than competing for market access, North America is stronger when building things together to compete with the rest of the world. Indeed, most of what crosses the US-Canada border is an intermediate component, not a finished good. There are no winners and losers in North American trade. In that respect, working closely with Mexico will be important as well.

Taking Advantage of CUSMA/FTAs

Archambault noted there was previously little incentive, for some products, to claim CUSMA preference, but now with the updated US tariff policies, it is critical for companies to take advantage of this FTA. The Trade Commissioner Service has a step by step guide on how to claim preferences. Greer added that, while government resources exist for SMEs, they can be challenging to navigate. This is where OWIT, the Forum for International Trade Training (FITT) and other organizations and agencies like Export Development Canada (EDC) can come in to fill the gaps. On diversification, companies can hedge their risk by looking towards other markets in addition to continuing to pursue the US.

As the importer of record (the US company/importer) pays the US tariffs, so Canadian businesses should encourage their US customers to utilize CUSMA and get involved in the conversation. The US has just opened its public consultation where US stakeholders can emphasize how free trade under CUSMA/USMCA is vital for their economic success and competitiveness.

Women and Inclusive Trade

Greer commended how organizations like OWIT bring women into the conversation, increase their representation, and bring their perspectives to decisionmakers in politics and industry.

Archambault agreed that hearing women’s voices and priorities is key to shaping negotiation policies and securing a CUSMA that works for the benefit of all. Global Affairs Canada has launched public consultations and he encouraged women-owned businesses to participate.

Key Takeaways:

• Elevating Women’s Participation: Women are urged to make their voices heard in consultation processes to ensure their perspectives help shape policy and trade outcomes.
• Cross-Border Collaboration: Canadian companies should engage with their U.S. partners to highlight the continued importance of CUSMA and FTAs.
• A Shared Competitive Advantage: Canada, the U.S., and Mexico are stronger and more globally competitive when working together to leverage the benefits of integrated North American trade.

Taking place at the Ontario Investment and Trade Centre, participants at this event also enjoyed a breakfast and networking.

Thanks to our longstanding partner the  City of Toronto and  to new partner Vergel Port Condos for their generous sponsorship. The latter is a woman-owned international business which officially began operations in Port Colborne of the Niagara region. We welcome Vergel Port Condos to the OWIT-Toronto community!