New Brunswick has joined the trade war in earnest. The first target was the liquor shelf. The latest measures reach into the supply chains of companies that do business with the province.
What set this off
Washington escalated in August. The U.S. imposed 50 per cent tariffs on some Canadian goods, and Ottawa answered with counter-tariffs. Canada’s countermeasures took effect September 8 and cover $27.6 billion in U.S. imports. The provincial government says the new U.S. Section 338 tariffs and bans affect roughly $115.1 million in New Brunswick exports. Premier Susan Holt has said the tariffs could cost about 500 New Brunswick jobs.
What’s actually off the table
American booze, for now and for a while yet. NB Liquor stopped buying new U.S. products in February 2025 and pulled all U.S. products off its shelves that March. That isn’t ending soon. In August, Holt said U.S. liquor won’t return to store shelves until the U.S. lowers tariffs on softwood lumber and other sectors.
American goods and services in big provincial contracts. Starting October 1, the province will prohibit procurement of American goods or services for provincial contracts over $5 million. The rule reaches beyond U.S. companies. It also applies to Canadian companies, which means New Brunswick suppliers will have to swap out American inputs on those contracts. Holt admitted she doesn’t yet know what that switch will cost them.
American products across the public sector. Holt has ordered the public sector to review its supply chains and choose New Brunswick or Canadian products when possible.
Who’s really affected?
Not much of this touches the average shopper. There’s no border checkpoint for your groceries. The consumer-facing piece is the liquor shelf. The rest targets government purchasing, where the province holds the leverage. That leverage is smaller than it sounds, since American companies hold just one per cent of the province’s procurement contracts. The new rule mostly closes the back door, where U.S. products reached government projects through Canadian intermediaries.
Holt also hinted that this isn’t only about purchasing. She pointed to mineral claims held by Americans and American companies and said she wants New Brunswick’s resources to benefit New Brunswickers.
The other half: helping local businesses
The province is pairing the bans with support. Opportunities NB has set aside up to $1 million in market development funding to help affected companies market their products to New Brunswickers and Canadians, and a market diversification strategy is due this fall.
The bottom line
New Brunswick’s message is that it will use the buying power it has, and that it wants tariff relief before it lifts any of this. The open question is whether a small province with a one per cent exposure can move Washington. For now, the shelves stay American-free.
Note: Details may keep changing as the trade situation evolves, so check the Government of New Brunswick’s site for the latest.
