The backlash against President Donald Trump’s sweeping tariffs isn’t just playing out in trade negotiations and stock markets—it’s showing up in shopping carts and on grocery shelves across Canada and Europe.
From Nova Scotia to Copenhagen, consumers are turning away from American goods in protest of what they see as hostile U.S. policies toward allies.
A Quiet Rebellion in Aisles and Apps
Canadian veteran Todd Brayman has swapped his go-to Californian red wine for a local Nova Scotia vintage, joining thousands of Canadians determined to support domestic producers.
“I’ve served alongside American forces,” Brayman says. “But I think it’s time to stand up and support our own.”
Apps like Maple Scan, which identifies American products and suggests local alternatives, have surged in popularity. Founder Sasha Ivanov says over 100,000 Canadians have downloaded it since its launch.
“Canadians are telling me, ‘We’re not going back,’” Ivanov shares. “This isn’t just a trend—it’s a movement.”
Tariffs That Sparked a Movement
The U.S. imposed tariffs of 25% on foreign cars, steel, and aluminum, as well as elevated duties on Canadian, Mexican, and EU goods. In retaliation, Ottawa fired back with C$60 billion in countermeasures, including targeted tariffs on American alcohol.
Several provinces, including Ontario and Nova Scotia, have removed U.S.-made alcoholic beverages from their shelves—hitting companies like Jack Daniel’s hard.
Even Caledonia Spirits in Vermont lost a shipment to Quebec. “Everyone’s being too aggressive,” said company president Ryan Christiansen. “I wish we could resolve this more peacefully.”
Europe Joins the Fray—Especially Denmark
In Denmark, outrage over Trump’s desire to “buy Greenland” helped fuel a grassroots boycott.
Bo Albertus, a school principal near Copenhagen, unsubscribed from U.S. streaming services like Netflix and Apple TV. His daughter may not love the change, but she understands the message.
Albertus also moderates a 90,000-member Facebook group helping Danes replace American brands with European alternatives. Grocery stores like Broders have followed suit, removing products like Hershey’s and Cheetos.
“It’s not just about economics,” says shopkeeper Mette Heerulff Christiansen. “It’s about doing something—anything—that feels like resistance.”
Is the Boycott Working?
Economist Douglas Irwin of Dartmouth College remains skeptical. “Historically, boycotts don’t last or move the needle much,” he notes.
But the economic boost for local brands is undeniable. Canadian chains like Loblaw report double-digit growth in domestic product sales. The Made In Alberta initiative is seeing a surge in traffic and demand.
“Our producers are telling us: ‘We’re selling out at stores we never did before,’” says organizer Bianca Parsons.
Symbolic or Substantial?
While the long-term economic impact remains unclear, the message is loud: citizens are turning their wallets into protest signs.
As American distiller Christiansen puts it, “This all could’ve been resolved with a handshake, not a hammer.”
