With rising international tariffs and growing supply chain unpredictability, a Canadian refrigeration manufacturer is doubling down on local production. Toronto-based Due North, one of North America’s largest makers of self-contained refrigerated merchandisers, has launched its ‘EH!’ Fridge Program—a campaign built around Canadian manufacturing, national pride, and stable, tariff-free supply.
“Ultimately, what’s more Canadian than a big Canadian?” said Sean McGrann, Chief Commercial Officer of Due North, in an interview with Retail Insider. “That’s the whole premise—this is about products made in Canada, by Canadians, for Canadians.”
The ‘EH!’ Fridge Program features the company’s QBD-branded merchandisers, which have been produced in Canada for over four decades. The new initiative is designed to promote Canadian-made refrigeration solutions to local brands and retailers facing an uncertain global trade environment.
Made in Canada: A Source of Strength
Due North operates three facilities in the Greater Toronto Area: one in Brampton for its QBD brand, another in Georgetown under the Minus Forty brand, and a technology hub and warehouse in Milton. Between these, the company employs 550 Canadians across engineering, customer service, manufacturing, and administration.
“Supporting Canadian families is at the core of what we do,” said McGrann. “We’ve been a Canadian manufacturer for nearly 40 years, and the people behind these products live right here in the communities we serve.”
The program launched last month, with a dedicated site, EhFridge.ca, reinforcing the campaign slogan: “Canadian brands belong in a Canadian fridge, EH!”
Guaranteed Supply, Price and Performance
The ‘EH!’ Fridge Program is built around three pillars: guaranteed supply, guaranteed price, and guaranteed performance.
“Our customers get peace of mind knowing that our fridges are in stock, priced competitively with imports, and supported by local service teams,” said McGrann. “You don’t have to worry about international delays, tariffs, or surprise shipping costs.”
QBD merchandisers come with patented Cooling Deck, ENERGY STAR® certification, and local support for quick parts replacement—ensuring reliability and uptime for customers across the country.
“We’ve made major investments to keep our inventory healthy and our supply chain stable,” McGrann noted. “When the world feels uncertain, that level of predictability means a lot.”
An Initiative Rooted in National Pride
McGrann said the motivation behind the program grew out of rising protectionism and new tariffs —particularly from the United States, Canada’s largest trading partner.
“The uncertainty coming out of the U.S.—especially with talk of Trump tariffs—forced us to take a closer look at our message and our market,” he said.
Many Canadian manufacturers still rely heavily on the U.S. as an export market, and Due North is no exception. But with new steel and aluminum tariffs, businesses are being forced to rethink their exposure.
“There’s not a crystal-clear roadmap for what these tariffs will look like,” McGrann added. “But our strategy is to reduce our vulnerability by focusing on what we can control—strengthening our presence here at home.”
Customers Rallying Around a Canadian Message
Early response to the campaign has been strong.
“We’re hearing from retailers and partners we haven’t spoken to in years,” said McGrann. “They want to visit the plant, understand our capabilities, and see how we can work together. There’s a renewed sense of interest in Canadian-made products.”
Well-known Canadian names such as Tim Hortons, Labatt, Molson, Couche-Tard, and Clearly Canadian are already customers. Due North’s merchandisers are used in convenience stores, micro markets, liquor outlets, and specialty retailers nationwide.
“We’ve worked with brands that need to showcase their product at the point of sale,” McGrann explained. “We brand the fridges for them and they deploy them to sell beverages and food products across Canada.”
More Phases in the Works
While the current program centres on QBD-branded merchandisers, McGrann said Due North is already looking at expanding it to other product lines.
“Minus Forty—our other brand—focuses more on freezer units,” he said. “They serve different end markets, but the messaging and values are the same: made in Canada, backed by Canadians, for Canadian needs.”
Although expansion plans are under development, the company is first focused on meeting surging demand from its initial launch.
“We didn’t expect this level of response so quickly,” he admitted. “But it’s a good problem to have, and we’re working to scale responsibly.”
A Renewed Spirit of Canadian Nationalism
The campaign also serves an internal purpose—boosting morale among Due North’s employees.
“We wanted to create something our team could rally behind,” said McGrann. “This is a message of pride—pride in our work, our country, and our future.”
With instability on the global stage, including tariff threats and shifting trade relationships, McGrann said Canadians are waking up to the importance of domestic manufacturing and economic independence.
“There’s a growing sense of nationalism in this country—and I think it’s long overdue,” he said. “We’ve spent decades relying on imports. Now it’s time to invest in ourselves.”
The Bigger Picture: Security Through Local Partnerships
McGrann sees the ‘EH!’ Fridge Program as part of a broader cultural and economic shift.
“None of us know where this is all going,” he said. “But if we want to build something sustainable, we need deep local partnerships—retailers, suppliers, manufacturers, all working together.”
He added that while globalization won’t disappear overnight, strategic sourcing, stable manufacturing, and proximity to the customer are becoming key competitive advantages.
“It’s not just about avoiding tariffs. It’s about agility. It’s about control,” McGrann said. “We can respond faster, deliver quicker, and provide more support—because we’re right here in Canada.”
As Canadian businesses brace for what could be a turbulent trade environment, Due North is positioning itself as a reliable, proudly Canadian partner.
“We’re not just building fridges,” said McGrann. “We’re building confidence in Canadian business.”
