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00:00The reality of the 30-day reprieve on the tariffs, it let us diversify, so we're less
00:15reliant on the American product.
00:29There's an enormous Buy Canada, enormous Buy local movement on the go.
00:33It's not a big marketing company coming up with an idea.
00:37It's grassroots, it's organic, it's from Canadians themselves, and that's what we have to grasp
00:42is how big this movement is.
00:44It's kind of swept across the country overnight by itself.
01:09They're looking past the brand.
01:11The brand is now secondary.
01:13They're flipping that over and they're looking at the back and seeing which Canadian town
01:16it's made in, and that's more important than what the brand is.
01:33Many of the responses are, I don't want to travel to the United States, I don't want
01:38to give them my business, I don't want to spend my money there.
01:42Or if we had any bookings since they made them a year ago, they've actually cancelled
01:45them.
01:46I can't even explain the difference.
01:47In all the years that I've worked, it's a shocking difference of just non-travel to
01:53the U.S.
01:56Just the way the world works, sometimes you have to get pushed into a situation to react,
02:01and I think this is one of them.
02:02It's making an awful lot of people in decision-making offices look at how their supply chain is
02:07going to be more resilient, probably closer to home.