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The Rise of Hardbite: A B.C.-Made Snack Taking on the World
Hardbite, a thriving potato chip brand produced by Naturally Homegrown Foods in Surrey, B.C., has become a Canadian snack sensation. Quickly climbing the ranks, the brand is now the third-largest kettle chip in Canada, trailing only behind Miss Vickie’s and Kettle, a U.S.-based competitor. Kirk Homenick, the president of the company, reflects on this incredible growth: “We’ve had a lot of fun scaling our business and growing to become the No. 3 kettle chip in Canada.”
However, success has not come without its challenges. The company currently exports 20% of its product to U.S. consumers, with plans to increase that figure to 30%. But the imposition of a 25% tariff has thrown a wrench into those plans, creating a significant hurdle for Hardbite in its pursuit of U.S. expansion.
Navigating Tariffs: A Competitive Struggle
Homenick explains the strain these tariffs put on Hardbite’s business: “A 25% tariff would definitely be very punitive, especially when you’re competing against brands like Kettle.” Unlike Hardbite, multinational brands like Kettle benefit from the advantage of producing their products within the U.S., avoiding these tariffs entirely.
Currently, the Hardbite team is in Anaheim at the Natural Products Expo West, an influential trade show for the food industry. However, the trade restrictions make it increasingly difficult for the company to persuade U.S. retailers to take on their Canadian-made product. “In certain circumstances, we’re being asked for price concessions, which puts margin compression on our business,” Homenick admits. While the company can survive the short-term squeeze, he worries that these pressures are unsustainable in the long run.
The Silver Lining: The Growing Demand for Canadian-Made Products
Despite these challenges, Hardbite has found a beacon of hope in the rising consumer demand for Canadian-made products. Shoppers in B.C. are increasingly looking to support local businesses, and Hardbite is benefiting from this shift. At Stong’s Market in North Vancouver, the brand is prominently displayed with a “Buy B.C.” label, resonating with shoppers like Mary Ann Lewis, who said, “I always buy Hardbite because it’s Canadian. I’m really concerned about our local people.”
Other shoppers, such as Patti Grant, are voicing their frustrations with the current political climate, adding, “I don’t want to buy anything from the United States. They’re bullying us, and it’s not fair.” This surge in local patriotism is helping Hardbite bolster its sales within Canada, even as it faces challenges south of the border.
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Weathering the Storm and Looking to the Future
For Hardbite, the boost in Canadian sales provides a much-needed cushion to offset the financial strain caused by U.S. tariffs. Homenick remains hopeful that this sentiment will continue to grow, allowing the brand to thrive in the face of adversity. “Certainly there is a consumer sentiment, and we believe that that’s going to be there,” he says confidently.
The company also holds out hope that its long-standing American clients will continue their partnership, despite the added tariff costs. “It’s amazing how you see the ability to collaborate and work together to find a solution,” Homenick remarks, emphasizing the resilience of the company’s relationships with U.S. retailers. However, he acknowledges that newer businesses may face greater difficulties in these trying times.
As Hardbite continues to navigate the ongoing trade tensions, Homenick is hopeful that Canadian counter-tariffs won’t further escalate costs for the company. Nevertheless, he remains cautiously aware that the longer the trade war persists, the tougher it will become for the company to maintain its growth trajectory.
In the face of global challenges, Hardbite is holding steady, balancing its pursuit of international success with a growing local following—and proving that even in tough times, innovation and local support can pave the way forward.