Made in Manitoba A guide to locally produced goods By: Eva Wasney Posted: 5:21 PM CDT Tuesday, Mar. 18, 2025

Hey there, time traveller!
This article was published 18/03/2025 (530 days ago), so information in it may no longer be current.

Maple leaf stickers, new “Product of Canada” signage and shoppers squinting at food labels to suss out the country of origin: In the wake of U.S. President Donald Trump’s trade war with Canada, grocery store aisles have become sites of quiet, everyday protest.

To assist Manitobans aiming to buy local, the Free Press has compiled a non-exhaustive list of locally grown and manufactured grocery products.

Manitoba grocery list

 

So far, the current wave of patriotic consumerism has been a boon for Manitoba food and drink makers.

“Many of them were reporting their best January and February ever,” says Michael Mikulak, executive director of Food and Beverage Manitoba, in a recent interview.

“We’ve seen people rallying around that (buy local) messaging.”

Food and Beverage Manitoba is a provincial industry association representing nearly 300 members, about half of which are small enterprises with fewer than five employees.

The abundance of pint-sized food and bev businesses is related to the importance of food beyond simple sustenance.

“We’ve seen people rallying around that (buy local) messaging.”–Michael Mikulak

“People get really emotionally connected to the recipes, to the products, to the cultural heritage that it might represent, and those are the (companies) that are the most vulnerable right now,” Mikaluk says.

Sales might be up at the moment, but the impact of 25 per cent tariffs on American ingredients, packaging and cross-border distribution could be devastating for small operators.

Mikaluk also worries the already high cost of groceries could see consumers turning away from local products — which can be more costly than their mass-produced counterparts — in the long run. Beyond interprovincial trade improvements, what’s needed is a sustained shift in shopping habits, he says.

“Manitoba first, Canada next and, I hate to be petty, but America last.”

Shoppers can look for localized packaging logos in stores, such as the food and beverage association’s purple and gold “Manitoba Made” stamp or the Blue Cow identifier on Canadian dairy products.

While it’s possible to meet most dietary needs with Manitoba food, shopping entirely local requires some extra legwork.

Direct Farm Manitoba is a co-operative representing 100 small-scale farms and 35 farmers markets operating in the province. The group’s online directory helps connect the public with farmers who sell a range of locally grown foodstuffs directly to consumers.

Instead of visiting a brick-and-mortar store, orders are often placed online in advance and picked up at local parking lots, vendors or markets on a specific date.

“Shopping at the farmers market or shopping from farms might not feel as convenient as stopping at Costco or stopping at Walmart, but there’s a lot of benefits that come with it,” says Kristie Schertzer, Direct Farm’s executive director.

“When you buy from a local producer, that money is staying in the economy and it further stimulates rural and urban economies.”

Buying farm products can also be surprisingly affordable since prices don’t fluctuate as they do at the grocery store, says Schertzer.

Subscription plans can make budgeting easier and many producers offer bulk and à la carte shopping options — meaning you can buy a whole cow’s worth of beef or individual cuts, depending on your household’s needs.

And while tariffs are expected to impact the cost of farm inputs, food produced, processed and distributed within Manitoba isn’t subject to the same cross-border trade pressures as out-of-province goods.

The abundance and variety of foods grown locally may also come as a surprise. The Direct Farm network includes farmers selling everything from vegetables and meat to honey and wool on a seasonal basis.

While the Downtown Farmers’ Market, St. Norbert Farmers’ Market and Brandon Farmers Market operate year-round, certain products, such as fresh produce, are only available from farms and markets during the warmer months.

With spring on the horizon, many veggie producers are currently taking orders for their summer CSA (community-supported agriculture) programs, which see customers pay upfront for a set amount of vegetables to be picked up or delivered regularly during the growing season.

“It’s a great way to get your vegetables for the season,” Schertzer says.

During the COVID-19 pandemic, Direct Farm Manitoba members saw an uptick in consumer interest as global supply chains faltered and attention turned to supporting local businesses.

While the U.S.-Canada trade war is garnering similar sentiments from shoppers, Schertzer hopes buying local will become seen as a norm, instead of a reaction to global crises.

“If we want our local food system to be robust and sustainable, that will only happen when people continue to shop local,” she says.

“Farmers are always here, and you can actually do your grocery shopping at the farmers market.”

eva.wasney@winnipegfreepress.com