British Columbia’s administration revealed its plan on Monday to establish a “forest trade office” in London, U.K., with the aim of enhancing exports to Europe. This initiative follows the recent imposition of U.S. fees, reaching 45%, on Canadian forest products.
Expressing concern over the reliance on the United States, Forests Minister Ravi Parmar stated, “I never want workers to be put in this position ever again. We can no longer trust the United States.” In response, Crown Corporation Forestry Innovation Investment will inaugurate an office in the U.K. to facilitate sales in Europe, the Middle East, and North Africa.
Parmar emphasized the importance of diversifying export markets, citing the need to reduce dependence on the U.S. market. The province already maintains offices in China, India, and Vietnam, with a presence in Japan and South Korea.
The U.S. remains the primary market for B.C. forest exports, valued at over $3.3 billion, according to the latest available data from June 2025. China follows with $1.2 billion, Japan with $359 million, and other markets collectively contributing $722 million.
The impact of escalating tariffs and duties, coupled with decreased access to fiber supply, has led to significant job losses and cutbacks in the industry, prompting calls for support. In response, the provincial government plans to launch anti-tariff ads online targeted at American consumers, despite Trump’s objections to similar ads from Ontario aired during the World Series.
B.C. Premier David Eby defended the strategy, emphasizing the need to educate Americans on how tariffs raise prices and the importance of supporting forestry workers. The anti-tariff ads, set to be released in November, will be online exclusives, distinguishing them from Ontario’s television commercials.
