B.C. Opens Forest Trade Office in London, Launches Anti-Tariff Ads
British Columbia is expanding its global trade footprint — and firing back at U.S. tariffs — by opening a new forest trade office in London, U.K.
The move, announced Monday, comes as U.S. duties on Canadian forest products reached 45 per cent earlier this month, threatening jobs and revenues across the province’s lumber industry.
‘We can no longer trust the United States,’ says minister
Forests Minister Ravi Parmar said the new trade office will help reduce reliance on the U.S. market by boosting exports to Europe, the Middle East, and North Africa.
“I never want workers to be put in this position again,” Parmar told CBC Radio. “We can no longer trust the United States. In the case of forestry, we are too reliant on them.”
The office will be operated by Forestry Innovation Investment, a provincial Crown corporation that already maintains offices in China, India, Vietnam, Japan, and South Korea.
According to provincial data for June 2025, the U.S. remains B.C.’s largest destination for forest exports at $3.3 billion, followed by China ($1.2 billion) and Japan ($359 million).
Parmar said the goal now is to “make sure the products that were typically destined for the U.S. find new markets.”
U.S. tariffs trigger job losses and curtailments
The 45 per cent combined duties and tariffs have hit B.C.’s softwood lumber sector hard, compounding challenges like reduced fibre access and mill curtailments.
Several forestry companies have announced layoffs or reduced production, prompting calls for urgent support.
Anti-tariff ads aimed at U.S. consumers
In a bold move, B.C. will also roll out anti-tariff ads in November targeting American consumers — echoing Ontario’s earlier campaign that angered U.S. President Donald Trump.
“Americans need to hear how tariffs raise prices,” Premier David Eby wrote on social media Friday.
“It’s important for us to speak directly to Americans looking to build homes or renovate — because Donald Trump has slapped additional tariffs on top of already unfair softwood duties.”
Unlike Ontario’s television ads, B.C.’s campaign will be digital-only, focusing on social media and online platforms.
Ravi Kahlon, Minister of Economic Growth, said the online ads will debut in November and highlight how tariffs increase costs for American families while hurting forestry jobs in Canada.
A global pivot for B.C. forestry
Officials say the new London office will strengthen ties with European buyers and help diversify markets for B.C.’s wood products.
“Coastal British Columbia is well positioned to provide world-class wood products,” Parmar said. “This is about protecting workers and growing our global presence.”
