‘There’s no playbook to do this job’

Often, Richard Madan starts at square one: Manitoba is a province in the country of Canada.

From there he can build. There’s a port — an Arctic port — that could help protect America. There’s minerals Americans need and food sources Americans use.

For now, Madan talks about Manitoba to American political staffers, think tanks and media in coffee shops, their offices and virtually from his District of Columbia home. He anticipates his permanent placement on U.S. Capitol Hill — in the Canadian embassy, in Manitoba’s new office — will be ready next month.

“I’m starting from scratch,” said Madan, who was announced as Manitoba’s trade representative to the United States in June. “There’s no playbook to do this job.”

Madan gave the Free Press an update on the Washington outpost’s establishment on Wednesday. He liaises with Manitoba officials — government and business leaders — every other day, he said.

The former Washington news correspondent is working on building relationships and seeding long-term projects amid the beginning of Canada-United States-Mexico Agreement renegotiations.

Canada’s public consultations regarding CUSMA began Sept. 20 and end Nov. 3.

“My goal is to … ensure that the province’s voice is heard in the Canadian submission,” Madan said, adding he’s needling Manitoba businesses to request their American partners advocate for integrated supply chains.

CUSMA isn’t Madan’s sole focus. Legislation changes are affecting Manitoba agriculture; a Thompson mine sale could garner U.S. interest. Madan said he’s fielding emails, social media messages, notes from LinkedIn — he’s the only Manitoba office staffer in Washington and stakeholders want to connect.

The first goal was setting up the office, Madan said: “It doesn’t sound exciting, but that’s a huge achievement.”

“My goal is to … ensure that the province’s voice is heard in the Canadian submission.”

Over the past three months, he’s undergone credentialing and bureaucratic processes allowing him — a representative of a foreign government — to take a post near the White House.

The office will be down the hall from similar set-ups Ontario and Alberta have had for years. Madan said he’s meeting with counterparts representing Ontario, Alberta and Quebec biweekly.

One of Ontario’s biggest focuses is car production, a tariff-hit sector. Alberta is concerned with energy. Manitoba’s economy is diverse, Madan noted, so he’s tracking a wide swath of developments from Washington.

He said he recently met with America’s national pork council and a cattle association. Come next year, the U.S. could print origin labels on meat and poultry with stricter U.S.-made requirements. Madan said he’s asking the question “What is the impact to Manitoba producers?”

He’s booking, on average, two or three meetings daily, he said.

Elected officials have fleets of staff. Becoming friendly with staffers is key before getting time with politicians and making asks on behalf of Manitoba, Madan explained.

“It’s not as simple as just walking in and saying, ‘Here’s Manitoba,’” he said. “There’s relationships that need to be built.

“These politicians are the most lobbied on the planet, so it’s fierce competition to get their attention.”

“These politicians are the most lobbied on the planet, so it’s fierce competition to get their attention.”

The recent government shutdown in the United States has postponed meetings, Madan said. He’s aiming to launch long-term projects in 2027, following the country’s midterm elections.

He declined to share details. An advocacy day for Manitoba on Capitol Hill — where lawmakers learn of the province’s food chain, minerals, Arctic security offerings and other areas of note — is a goal of his, he said.

“There’s some short-term wins, but a lot of this is planning and coming up with an idea and seeing how feasible it is,” Madan continued.

Meantime, he’s relaying information from Washington back to Manitoba. He shared insight on upcoming CUSMA hearings during a recent debrief to the province’s U.S. trade council, said Chuck Davidson, a council member and president of the Manitoba Chambers of Commerce.

“It’s helpful having that co-ordinating body that … understands how government works, specifically in Washington,” Davidson said.

Madan has lived in Washington for a decade while reporting on U.S. politics. He’s flagged information that may have reached Manitoba later pre-trade office, said Colin Hornby, general manager of the Keystone Agricultural Producers.

Hornby referenced a recent U.S. International Trade Commission investigation into imported mushrooms from Canada. Madan highlighted the news early, Hornby said.

Manitoba Pork is communicating with Madan; leadership is concerned about a rise in American protectionism that predates U.S. President Donald Trump, said Cam Dahl, the organization’s general manager.

“We need to have a unified voice for Manitoba,” Dahl said, highlighting the upcoming CUSMA review.

Opening Manitoba trade offices elsewhere is “key,” said Ryan Kuffner, president of Winnipeg Economic Development & Tourism. “My hope is that this momentum continues and Manitoba continues to invest.”

gabrielle.piche@winnipegfreepress.com