On Monday, the government of British Columbia announced the establishment of a “forest trade office” in London, U.K., aimed at enhancing exports to Europe.
This decision follows the recent increase in U.S. fees, including duties and tariffs, on Canadian forestry products that reached 45 percent earlier this month.
“I never want workers to face this situation again. We can no longer place our trust in the United States,” stated Forests Minister Ravi Parmar during an interview with CBC’s On The Coast. “In forestry, we are overly dependent on the U.S.”
Crown Corporation Forestry Innovation Investment will set up an office in the U.K. to strengthen its presence in Europe and eventually expand into the Middle East and North Africa, as reported by the province.
The agency already operates offices in China, India, and Vietnam, in addition to having a presence in Japan and South Korea.
Parmar previously remarked that U.S. President Donald Trump is persistently “attacking our forestry workers and economy,” asserting that the effort to broaden B.C.’s export goals is long overdue.
“Coastal British Columbia is well-equipped to supply top-quality wood products,” he expressed.
“My aim is to ensure that products that would typically go to the United States find new markets in Europe and elsewhere.”
B.C. will launch anti-tariff advertisements in select U.S. states in November, despite President Donald Trump’s declaration to halt trade discussions with Canada over similar advertisements airing from Ontario. B.C. economic growth minister Ravi Kahlon emphasized the importance of “communicating directly with U.S. citizens.”
As per the latest data available for June 2025, the U.S. remains the top destination for B.C. forest exports, valued at over $3.3 billion. Following it is China with $1.2 billion and Japan at $359 million, while combined sales to all other markets amounted to $722 million.
The repercussions of diminished sales in the U.S. due to tariffs and increased duties on softwood, along with reduced access to fiber supply, have resulted in significant job losses and operational cutbacks, with businesses indicating a need for assistance.
Anti-tariff advertisements set for November
Additionally, the provincial government revealed plans to launch online anti-tariff advertisements aimed at American consumers, specifically addressing the forestry industry, despite Trump’s evident frustration over similar ads from Ontario being broadcast during World Series games in the U.S.
On Friday, following Trump’s announcement of an extra 10 percent tariff on Canadian products due to the advertisement, B.C. Premier David Eby defended the approach on social media.
B.C. Premier David Eby stated on social media that his government will run online anti-tariff ads next month aimed at U.S. markets. (Bluesky/David Eby/Government of B.C.)
“Americans need to understand how tariffs increase costs. We’re creating advertisements to support British Columbia and Canada’s forestry workers,” he noted in one post.
In another post, he added, “It’s crucial for us to directly address Americans who are looking to build or renovate their homes. The costs for these projects are rising because Donald Trump has imposed extra tariffs on top of already unjust softwood duties.”
Ravi Kahlon, B.C.’s minister of economic growth, informed CBC News that unlike Ontario’s commercials, which aired on television, B.C.’s advertisements will be exclusively online and are expected to be launched in November.