We all remember the classic "I am Joe and I am Canadian" which became more of a rallying cry than an ad for Molson's beer. But it was pretty effective advertising.
We identify with brands as part of our national identity. Sporting your Roots bag or your HBC Stripes scarf and your red Canada mitts while tossing back a CC and coke shows the world who you are.
YES.
YOU ARE CANADIAN.
During this recent threat of a trade war with our southern neighbour-as I endeavoured to support Canadian brands and boycott American ones- it became clear that some of the brands we think of as being classically Canadian are in reality owned by foreign shareholders and private equity corporations. While they may promote their Canadian identity, hire Canadians and manufacture their product in Canada, they are often run by giant multinational corporations based in countries that are not Canada. Their profits are not going back into our country. Kind of sad, really.
The stories of many of our iconic Canadian companies are an interesting part of our past. Here is a little of what I learned!
Alberta Premium Named as Canadian Whiskey of the year 5 times in Jim Murray’s “Whiskey Bible’, the distillery has its roots in Calgary going back to 1946. Sold in 1967.
Current Owner: Suntory of Japan
Canadian Club Hiram Walker of Detroit founded his distillery in 1858 and moved across the river to Windsor during prohibition where he created his own model town to house his workeres. The whiskey was sold in “gentlemen's clubs”, thus the name. Owned by the same family until 1987.
Current Owner: Suntory of Japan
Crown Royal Introduced by Seagrams Distillery as part of Queen Elizabeth II's royal visit to Canada in 1939 (thus the crown shaped bottle). Once sold in purple velvet pouches, it was exclusively sold in Canada until 1964. Distilled in Gimli Manitoba.
Current Owner: Diageo of Great Britain since 2000
Habitant Soup This traditional French Canadian pea and ham soup has been produced in Quebec since 1918. It was originally made in a small grocery store in Montreal owned by the Morin family. Marie Blanche Morin canned a batch of the traditional soup that her mother made at home for her 15 children. They gave away the first batch and then people started asking for more. Sales increased and they created a factory called Dominion Preserving Ltd. It was purchased by Montreal's Catelli in 1968. Rival Campbells tried to make their own version, it flopped and they finally just bought the company. Still made in Canada.
Current Owner: Campbell Soup of New Jersey since 1989.
Hudsons Bay Company. Canada’s iconic oldest company, operating since 1670.
Current Owner: NRDC Equity of New York since 2008
Kicking Horse Coffee. This company got its start in 1996 just up the road from me in Invermere BC by two people working out of their garage. It has been our coffee of choice for a good dozen years. Organic and fair trade.
Current Owner: Lavazza of Italy since 2017.
Molson Canadian Molson Brewery was founded in 1786 on the St Lawrence River by the entrepreneurial Molson family. These guys had sawmills and their own bank that eventually merged with the Bank of Montreal. It still brews beer on the same site. Molson was the originator of the classic bit of advertising, “I am Joe and I am Canadian”. Merged with Coors in 2005 and own several international brands including Heineken, Fosters Lager and TIger
Current Owner: Molson Coors, jointly Canadian and US based.
Mountain Equipment Company Formerly Mountain Equipment Coop, founded in Vancouver in 1971, at one time it both made and sold its own line of goods to its members. It's been our go-to for camping gear and outdoor wear for decades. Faced with financial difficulties during the pandemic, it was sold in 2020. There is talk it is about to change hands again.
Current Owner: Kingswood Capital Management of Los Angeles
Roots Canadian footwear, leather and apparel company that proudly displays the beaver logo, founded in Toronto in 1973. Sold in 2015.
Current Owner: Searchlight Capital of the US
Tim Hortons Founded in Hamilton Ontario in 1964. These operator owned franchises merged with Burger King in 2014 to form Restaurant Brands International.
Current Owner: Restaurant Brands International, a subsidiary of 3G Capital of Brazil.