The Trade Commissioner Service: Helping Canadian companies do business with the world

Global trade continues to be disrupted by shifting regulations and economic uncertainty. The Trade Commissioner Service (TCS) helps Canadian companies keep pace by providing timely market intelligence, local insights, practical guidance, while connecting you with the right people

“We help businesses of all sizes succeed on the global stage,” says Alexandre Côté, Regional Director and Senior Trade Commissioner for Manitoba and Saskatchewan. “If you’re export-ready or already exporting, we can help you prepare for international markets, assess your market potential, connect with qualified contacts, and resolve business problems abroad.”

With six regional offices across Canada, including Winnipeg and satellite offices in Regina, and Saskatoon, the TCS network extends to over 160 cities. Trade commissioners provide on-the-ground advice, insights into foreign regulations, and introductions to vetted contacts, including trade commissioners with deep industry knowledge and networks in the agriculture machinery and tech sectors.

Engaging with the TCS gives Canadian companies an edge in the global marketplace. On average, Côté says companies working with the service consistently outperform those that do it alone - achieving 20 per cent higher export value, 20 per cent more international markets and three per cent more product types sold abroad.

Canada’s free trade agreements with the U.S., Mexico and other global partners help manufacturers enter new markets with fewer barriers, less risk, and greater speed. While agriculture machinery exporters have faced significant challenges from rising

If you are ready to export or already exporting, our regional offices can help you turn those benefits into real results.

U.S. tariffs, particularly on products like steel, aluminum, and automobile components, Côté says trade agreements have opened doors to Europe, Asia, and South America and created opportunities for ag manufacturers to expand internationally.

For example, the Comprehensive Economic and Trade Agreement (CETA) removes nearly all tariffs on Canadian industrial goods, including agricultural machinery, providing a competitive edge in 27 European Union member states. In Asia and the Pacific, the Comprehensive and Progressive Agreement for TransPacific Partnership (CPTPP) helps companies reach markets like Japan, Vietnam, and Australia with streamlined regulations and preferential treatment.

In South America, the Canada–Chile Free Trade Agreement and Canada–Colombia Free Trade Agreement give exporters preferential access to markets with growing demand for agricultural technology and equipment. Canada will also resume negotiations of the Canada–Mercosur Free Trade Agreement, including Argentina, Brazil, Uruguay, and Paraguay.

“Argentina and Brazil are among the most promising export markets for Canadian agricultural machinery,” says Côté. “A future agreement could significantly reduce trade barriers and open new growth opportunities in this high-potential region.”

With more than 20 years of international experience in trade, development, and diplomacy, Côté says “trade agreements are a powerful tool to help ag manufacturers scale, stay competitive, and succeed globally.”

“Free trade agreements open access to new markets, lower costs, and offer a more predictable business environment,” he says. “If you are ready to export or already exporting, our regional offices can help you turn those benefits into real results.”

That means actively working with ag manufacturers to explore new markets. In July, TCS partnered with the Saskatchewan Trade and Export

Argentina and Brazil are among the most promising export markets for Canadian agricultural machinery.

Partnership to host an international business program at Ag in Motion, the largest outdoor ag machinery show in Canada.

“We recruited 40 international buyers from over a dozen countries –including Armenia, Uzbekistan, Poland, Mexico, and Mongolia,” says Côté, noting it was the highest turnout in the show’s 10-year history. “Our support in connecting them with Canadian suppliers of ag tech and ag machinery facilitated several export sales.”

This fall, companies attending trade shows such as AGRITECHNICA in Germany or KazAgro in Kazakhstan can benefit from working with trade commissioners in market to provide valuable insights and facilitate business-to-business meetings.

“Participating in trade missions, international exhibitions, and B2B networking events is one of the most effective ways to showcase Canadianmade, cutting-edge agricultural machinery and technology to buyers, distributors, and decision-makers abroad,” Côté says.

While the U.S. and Australia continue to be the top destinations for Canadian-made agriculture machinery, accounting for approximately 90 per cent of exports, he says market shifts are creating new opportunities.

“We are seeing strong interest from markets like Kazakhstan, South Africa, Brazil, and Paraguay,” says Côté. “With the right support and strategic guidance, agriculture manufacturers are well positioned to turn trade challenges into successes.”

To stay on top of the changing trade landscape and how it impacts your business, visit tradecommissioner.gc.ca, sign up for email updates and follow TCS on LinkedIn, Facebook, or X.

“Staying connected ensures you can make informed decisions, adapt quickly, and be competitive in an evolving global trade environment,” says Côté. “You do not have to face global markets alone – we are here to help you do business with the world.”