Disruption Opens New Doors for Business – John Tennant
When global trade gets shaken up, opportunity often follows. That was the message during our latest Peninsula Chamber of Commerce Trade Committee discussion, where I was joined by John Treleaven and John Tennant — a veteran of Canada’s Trade Commissioner Service with nearly four decades of international experience. Together, we explored how Canadian businesses can adapt, diversify, and thrive amid the global trade turbulence that began with policy upheavals in early 2025.
A Veteran’s View on Canada’s Global Position
John Tennant’s career spans postings from Japan and Central America to Detroit, where he served as Canada’s Consul General during the 9/11 crisis. He’s seen first-hand how fragile global trade relationships can be — and how strong diplomacy and smart policy can keep borders moving. After his diplomatic service, he led Canada’s Technology Triangle Inc. in Waterloo, driving innovation and economic development across Ontario.
Now semi-retired, Tennant remains deeply engaged in analyzing Canada-U.S. trade dynamics — and his insights couldn’t come at a more critical time.
Trump’s Tariffs: A Challenge and an Opportunity
Tennant was quick to reframe the ongoing U.S. tariff storm: “Donald Trump has created challenges for global trade — but also opportunities for Canada.”
While the U.S. turns inward, Canada enjoys 15 free trade agreements covering 61% of global GDP and 1.5 billion consumers. These agreements, from CETA with Europe to the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), give Canadian exporters preferential access to markets that U.S. firms can no longer reach as easily.
“The United States has no free trade deal with Europe,” Tennant explained. “Canada does — and that’s a huge advantage.”
From South Korea to Australia and Singapore, Canadian companies can now compete on better tariff terms than many U.S. counterparts. For exporters ready to diversify beyond the American market, the global field is wide open.
Where Should Canadian Businesses Start?
For smaller firms wondering how to begin, Tennant and Treleaven offered practical advice:
- Start with Canada’s Trade Commissioner Service — a global network of experts ready to guide exporters through market research, connections, and regulatory advice.
- Tap into provincial offices, especially British Columbia’s international trade representatives.
- Invest in education and certification, such as the Forum for International Trade Training (FITT), which offers world-class courses and credentials in export readiness.
- Learn from peers — through Chambers of Commerce, trade associations, and industry alliances.
“Knowledge is power,” said Tennant. “And the FITT program, born in Canada, is now a global model for trade education.”
Policy, Perception, and Practical Realities
While tariffs dominate headlines, Tennant stressed that services trade — engineering, software, communications, education, and tourism — remains an underused Canadian strength. These sectors often move across borders without tariffs, offering huge potential for growth.
He also highlighted that the U.S. reliance on Canadian resources — from potash and aluminum to electricity — makes total trade isolation unrealistic. “Every Boeing aircraft has Canadian aluminum,” he noted. “When tariffs go up, fabricators lose jobs. It’s economic blindness, one product at a time.”
Treleaven added perspective: “The false premise guiding Trump’s policy is that the U.S. can be self-sufficient. But the world is too interconnected for that to work — and that creates space for Canada to lead.”
The Emerging Digital Frontier
As the discussion turned to the future, Tennant pointed to technology and data as the next trade frontier. Canada’s strength in AI, quantum computing, and clean electricity gives it a competitive edge in powering the data-driven economy.
“Servers and AI tools consume massive energy,” he said. “Canada’s clean, abundant electricity is a trade advantage — as much as any manufactured product.”
Education, too, remains one of Canada’s most successful exports. Thousands of international students who study here return home as lifelong ambassadors for Canadian business and culture — what Tennant called a “force multiplier for the economy.”
Markets to Watch
For Canadian exporters ready to expand, Tennant identified several key markets:
- Australia & New Zealand — stable, English-speaking, culturally aligned.
- Southeast Asia — especially Singapore, Malaysia, and emerging Indonesia.
- Europe — under Canada’s CETA agreement, with the U.K. as a leading partner.
- South Korea & Mexico — strong trade ties, strategic growth opportunities.
“These are markets where Canada already has a leg up,” Tennant said. “The infrastructure is there — now we need businesses to seize it.”
The Final Word: “Don’t Sit on Your Butt”
As the conversation wound down, Tennant recalled a piece of timeless advice from former Canadian Trade Minister George Hees, who once handed out tie pins engraved with five letters: BSOYA — ‘Don’t Do Business Sitting on Your Butt.’
It’s a call to action for Canadian entrepreneurs navigating this new global reality.
As Treleaven summarized, “We have the pathways. We have the reputation. We believe in fair, open trade. The question is — do we have the appetite for risk and innovation?”
About the Speakers
- John Tennant – Former Canadian Trade Commissioner and Consul General in Detroit; former CEO of Canada’s Technology Triangle Inc.
- John Treleaven – Former trade diplomat, policy advisor, and international business strategist.
- John Juricic – Co-host of the Peninsula Chamber Trade Committee Conversations, founder of Harbour Digital Media, and advocate for local business and trade innovation on Vancouver Island.