Kruger leverages true patriot love to market its tissue products
62 per cent of Canadians are now more likely to choose Canadian-made products compared to a few months ago.
October 25, 2018
With Canada-U.S. trade relations tested to the limit in recent months, the notion of ‘buying Canadian’ is quickly becoming the preferred shopping option for many Canadian consumers.
In fact, a new Ipsos Omnibus survey reveals that Canadian consumers want to put their money where their flag is, as many are coming to the realization that Canada’s retaliatory tariffs on U.S. imports have strong potential to hit them where it hurts the most: their wallets.
According to the 2018 survey, 83 per cent of Canadians would choose a made-in-Canada product over one made in the U.S. when it comes to purchasing grocery products of equal quality and price. Additionally, 62 per cent of Canadians are now more likely to choose Canadian-made products compared to a few months ago.
For Kruger Products, Canada’s leading tissue manufacturer of popular consumer brands such as Cashmere Bathroom Tissue, SpongeTowels, Scotties and Purex, this profound shift in public opinion is a significant trend welcomed with open arms.
“It surprises us that so many Canadian consumers are unaware of the fact that our brands are proudly made in Canada, which is in fact displayed on all our brand websites and packaging,” says Kruger Products chief marketing officer Nancy Marcus.
“Kruger Products is a third-generation, Canadian family business with more than a 100-year history in this country,” Marcus points out.
“We are proud that our leading brands are made in Canada: by Canadians for Canadians.”
Operating as a wholly-owned subsidiary of privately-owned paper products group Kruger Inc., Mississauga, Ont.-headquartered more than 2,000 Canadians at manufacturing plants in British Columbia, Ontario and Quebec.
Headquartered in Montreal, Kruger Inc. also owns a large containerboard packaging subsidiary operating under the Krupack Packaging banner, along with the Kruger Publication Papers division, a wine-and-spirits business, and the Kruger Energy subsidiary specializing in renewable energy. By buying Canadian consumers are not only helping to support local jobs, economies and communities, Marcus explains, they are also supporting numerous organizations and charities through noble philanthropic corporate initiatives like the company’s annual Cashmere Collection, with all proceeds donated to the Canadian Cancer Society.
“Buying Canadian is a choice,” says Marcus. “Given the current political and economic climate, it only makes sense to support Canadian businesses committed to investing in our next generation by creating jobs and bettering the lives of Canadians through the ‘greater social good’ initiatives like Cashmere Collection.”