West Island renovator acts against US tariff threat
By Dan Laxer
The Suburban
There are two big Canadian flags, and a big Quebec flag, flying on the roof of Renovco Renovation and Restauration in Dorval. They’ve been up for a little over a month, since before U.S. President Trump put his threatened trade tariffs into effect (and then pulled back on them, again, until April 2). In fact, Renovco had already stopped buying American products as soon as Trump started with the “51st state” line and calling Trudeau “Governor.”
Renovco is now working either with Canadian and Quebec suppliers and distributors, or those from Europe and other parts of the world.
“We take it personally,” said Walter Assi, president of Renovco. It’s not about standing with Prime Minister Justin Trudeau, he says. “We feel it’s a patriotic thing to be angry.” The company’s headquarters is on Côte-de-Liesse Rd, a stone’s throw from the airport. Assi says that was part of the reason for the big flags; he’s hoping travellers see them from passing planes, or on their way to and from the airport.
Cutting off his American suppliers comes with challenges, Assi admits, like cost and logistics. But it’s what his clients have all asked for, and what the situation calls for.
It was a difficult decision, he says, having worked with many of his American suppliers for 25 years, and developed strong business and personal friendships with them. For some of them it was a shock, but they understood. Even those who are Trump supporters would apologize for the situation, telling Assi “this is not what we signed up for.”
There are some products, like drying machines, dehumidifiers, and negative air machines used in post-flood restauration, that are dominated by American supply. Assi says it is a challenge sourcing out similar products in the Canadian market, but that’s part of the costs of doing business in this new era.
The lesson to be learned from this trade fiasco, Assi says, is a lesson taken from investing, to not put all of one’s eggs in one basket. Even if this trade war ends tomorrow, even if Canada signs a new agreement with the U.S., things are not the same anymore, Assi says. The U.S. may be our closest trading partner, he says, but they’re not our only trading partner.
Assi is calling on other individuals and businesses to take the same tack. He says it shouldn’t be a question of who is prime minister. “This isn’t a job for one person, it’s a job for 41 million Canadians that have to all speak in once voice.”
Assi distinguishes Canadian patriotism from American-style nationalism. “We now appreciate being Canadian more than ever,” he says. “We’re different.” n
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