Canada's trade policy has moved from defence to design. The government's central mission is to double non-U.S. exports in the next decade, and that goal has gained urgency since trade negotiations with the US collapsed and the US imposed 50 percent tariffs on $20bn worth of Canadian goods. The Prime Minister has been clear that Canada will strike free trade deals with the countries it wishes. His travel reflects that, as does the Toronto investor summit that put more than 160 projects in front of global investors. The question for 2027 is whether women-owned and women-led businesses are built into this pivot from the start.
Procurement is the domestic launchpad
Before most WBEs can export, they need a credible anchor customer at home, and government is the largest buyer in the country. The Buy Canadian framework is expanding. The threshold for the Canadian supplier and content policy dropped from $25 million to $5 million, and qualifying suppliers may receive a 10% evaluation credit. A second phase of the Small Business Procurement Program is expected before the end of 2026, with plain-language documents and a "Tell Us Once" model. The Defence Industrial Strategy adds a $4 billion Defence Platform at the BDC and a $379.2 million Regional Defence Investment Initiative to bring SMEs into domestic and international supply chains.
The concern is that these programs favour firms that already know how to navigate procurement, and WBEs are often outside those networks. WBE Canada's role is to make sure supplier diversity is measured, not just encouraged, as the rules are written.
Where WBE will focus in 2027
The most effective way to use trade missions and government relationships is to concentrate on a small number of markets where policy momentum already exists. WBE will focus on four.
Mexico. Canada and Mexico launched a Comprehensive Strategic Partnership, and Mexico is the natural counterweight in North America when the US relationship is unpredictable. For WBEs, the opportunity is in advanced manufacturing inputs, agri-food, clean technology, logistics and professional services. It also has the advantage of being close, with familiar trade rules and relatively low cost of entry.
The United Kingdom and Europe. The Prime Minister became the first sitting Canadian Prime Minister to attend the State of the European Union address, which signals how seriously Ottawa is treating this relationship. Europe offers a deep market for services, digital and creative industries, health and life sciences, and sustainability-driven supply chains, where women-led firms are strong. The UK offers a shared language, regulatory familiarity and an established women's enterprise ecosystem to partner with.
Japan. Ottawa has said repeatedly that Japan is a major priority country for Canada, and Carney's visit to Tokyo in March was part of his efforts to diversify Canada's trade. Japan is a high-trust, high-value market where long-term relationships matter. It suits WBEs in clean energy, food and agriculture, technology, and professional and health services, especially those willing to invest in partnership-building over several years.
One more market to explore. As President, I will explore India as the fourth market, because the momentum is already visible. Minister Sidhu leads a Team Canada Trade Mission to Mumbai and Bengaluru from October 12 to 17, 2026, supporting the shared goal of doubling bilateral trade by 2030, from CAD $30.4 billion in 2025. India also has a large and growing base of women-led MSMEs, which makes it a strong market for two-way partnerships rather than one-way exporting.
The levers
Across all four markets, WBE will pursue the same three levers.
First, Team Canada Trade Missions. These are minister-led and delivered by the Trade Commissioner Service, and they provide access to officials, buyers and B2B meetings. WBE will organize members into a cohort that arrives with a shared story, rather than as individual applicants, and will make sure they are Trade Commissioner Service-ready before applications open.
Second, procurement as an on-ramp to export. A federal or defence contract builds the track record, scale and references that foreign buyers look for. WBEs should treat government contracts as the first step toward exporting, not a separate track.
Third, a standing request to government. Every mission announcement should name women entrepreneurs explicitly, reserve outreach and B2B capacity for them, and report on participation afterward.
What WBE is watching
Four things will shape 2027: whether Phase 2 of the Small Business Procurement Program includes diversity measurement, how "Canadian content" is defined, which missions are announced and for which sectors, and whether US talks resume.
The government has built much of the machinery. Our job is to make sure women-led businesses are on the plane, in the bid, and in the supply chain.
Dr. Georgette Zinaty, MBA MSc DBA iGP
President
Women Business Enterprises Canada Council, (WBE Canada)
