Skip navigation
Export Development Canada (E D C)
  • Français
  • MyEDC Account

    • Manage MyEDC Profile
    • MyEDC dashboard
    Log out of MyEDC

    Log in or sign up for…

    • Knowledge and advisory (MyEDC)
    • Credit Insurance
    • Portfolio Credit Insurance
    • Invoices and statements
    • Select Credit Insurance
    • Other EDC accounts
    • Trade Partnership Insurance
    • Financial Institutions Risk Manager
    • Service providers
  • Contact us
You’ve reached the 32-word limit.
  • About exporting

    Seize new opportunities to grow your customer base, increase revenue and generate more profits.

    Welcome to EDC

    • Getting started
    • Diversify to new markets

    Trade expertise for

    • Cleantech
    • Black entrepreneurs
    • Indigenous Business
    • Women in trade
  • Our solutions

    Manage the risks of doing business abroad and access the working capital and financing you need to grow your business.

    Managing Risks

    • EDC Trade Impact Program
    • Credit Insurance
    • Select Credit Insurance
    • Portfolio Credit Insurance
    • Performance Security Insurance

    Securing Financing

    • Investments
    • Investment Matching Program
    • Inclusive Trade Investments Program
    • Direct Lending
    • Buyer Financing
    • Structured and Project Finance

    Growing Working Capital

    • Working Capital Guarantees
    • Export Guarantee Program
    • Account Performance Security Guarantee
    • Foreign Exchange Facility Guarantee
    • Trade Expansion Lending Program
    • Surety Bonds

    Knowledge & Advisory

    • MyEDC
    • Get Export Help & Trade Advice
    • Search International Companies
    • Find Qualified Service Providers
    • Learn with EDC | FITT Lite Learning Series
    • Connect to Global Opportunities
  • Country and economic info

    Research international markets and get expert insights into the trends driving global trade.

    Search by Country or Market

    • Search all countries and markets
    • Indo-Pacific market intelligence
    • Europe market intelligence
    • U.S. market intelligence

    Expert analysis and insights

    • EDC Economics: Connecting Canada to the world
    • Global Economic Outlook
  • TradeInsights

    Explore our collection of learning resources designed to help you succeed in international markets.

    Browse Insights

    • Advice and insights
    • Webinars and events
    • Podcasts
    • Subscribe to receive EDC resources straight to your inbox

    Trending topics

    • Diversify markets
    • Manage tariffs
  • About us

    Learn about Export Development Canada (EDC), a Crown corporation dedicated to helping Canadian companies of all sizes succeed on the world stage.

    About our company

    • Corporate information
    • Management and governance
    • Transparency and Disclosure
    • Corporate reports
    • Newsroom
    • File a complaint

    Environmental, Social and Governance

    • ESG at EDC
    • Environment
    • Social
    • ESG Governance

    Working with us

    • Careers
    • Student programs
    • Procurement
  • Log in

    • Manage MyEDC Profile
    • MyEDC dashboard
    • Log out of MyEDC

    Log in or sign up for…

    • Knowledge and advisory (MyEDC)

    Credit Insurance

    • Portfolio Credit Insurance
    • Invoices and statements
    • Select Credit Insurance

    Other EDC accounts

    • Trade Partnership Insurance
    • Financial Institutions Risk Manager
    • Service providers
  • Français
Three professionals are engaged in a business meeting or discussion in a modern office setting. One person is wearing a blue suit and is shaking hands with another individual, while a third person, holding a tablet, stands nearby. The background features large windows and contemporary office furniture, creating a bright and collaborative atmosphere.
  1. TradeInsights
  2. Article

3 ways to use the U.S. as a springboard to global markets

August 05, 2025

Author details

Susan Redding

Senior international trade writer,

In this article:

  • Set up introductory meetings in the U.S.  
  • Turn U.S. contracts into global connections  
  • Look abroad at U.S. trade shows 
  • How EDC can help

With uncertainty from tariffs impacting trade with the United States, Canadian exporters are increasingly interested in diversifying to more global markets. But many wonder how—or where—to get started. Here’s a surprising answer: Go to the U.S. 

Diversifying away from the U.S. through the U.S. may seem counterintuitive, but the American market puts the world on Canada’s doorstep. As the world’s largest economy, the U.S. is a magnet for international business and a key link in global supply chains. 

You can find shortcuts to new markets in this web of connections, reducing the time and money required to find global customers. 

Here are three ways you can use the U.S. as a springboard to additional markets:

1. Set up introductory meetings in the U.S.  

It’s hard to land meetings with senior leaders in markets where the business culture is strongly hierarchical or relationship-driven. You may have to establish a local presence, hire translators and invest significant time building relationships before you can pitch to the right decision-maker. 

David Weiner, Export Development Canada’s (EDC) regional vice-president for the U.S., suggests a workaround: Hold introductory meetings at your target company’s U.S. office.  

“You’ll be able to reach the people you need to talk to more easily and at less cost and less risk,” he says.

Many foreign multinationals have a significant presence in the U.S., including high-level leadership. These U.S. offices operate in English and have a more relaxed, North American business culture where key decision-makers are open to meeting with new contacts. 

“For the time and money you’d invest on one overseas trip, you can visit the U.S. office multiple times and really advance the relationship,” Weiner says.    

It's about accelerating the journey, so if you have a relationship with those specific people in the U.S. in companies that have footprints abroad, be brave and ask the question: ‘Hey, could you introduce me to your European counterparts?'

Ashley Kanary  —  EDC agri-food lead

2. Turn U.S. contracts into global connections

If you’re already doing business in the U.S., you may find the front door to additional markets via your customer’s international operations.   

According to Ashley Kanary, EDC’s agri-food lead, several European food retailers operating in the U.S., like Lidl, Aldi and Ahold Delhaize, use their U.S. teams to scout products for their international stores. Major U.S. retailers, like Costco and Walmart, are also well-connected to their international divisions. The same dynamic applies across multiple sectors. These ties can give you an inside track to market diversification opportunities. 

“It's about accelerating the journey, so if you have a relationship with those specific people in the U.S. in companies that have footprints abroad, be brave and ask the question: ‘Hey, could you introduce me to your European counterparts?’” Kanary suggests.

He recommends being well-prepared before asking for a meeting, as you can’t expect that the products you’ve developed for the U.S. market will work abroad.  

“Canadian companies that would like to supply the European parent of U.S. clients need to understand the products they carry over there. The taste profile and the recipes normally are different than what’s in the U.S. stores,” Kanary points out. 

“You should visit the European market yourself or reach out for advice from a group like EDC’s agri-food team to better understand the market’s needs, requirements, certifications and tastes,” he says.

3. Look abroad at U.S. trade shows

Trade shows ​can be an effective way to find international customers, distributors and partners. Attending a trade show in Europe, the Indo-Pacific, or Latin America is expensive and complex, so many small- and medium-size Canadian businesses stick to events in the U.S. 

Limiting travel doesn’t mean you need to limit your horizons. Weiner suggests keeping your eyes and ears open for opportunities beyond the host country when you attend industry events in the U.S. 

“You’ll often see buyers from the Caribbean and Central America at U.S. trade shows. Some of those smaller markets can be a good fit for Canadian companies, especially firms that might not have the capacity to take on the big orders U.S. companies often want,” he says.

No matter where you decide to sell your products or services, using the U.S. as a launchpad can save you time and money, while accelerating market entry.
 

You should also check out

High aerial top down view of two container cargo ships traveling over open ocean
Guide April 10, 2025
Market diversification

Discover how market diversification can enhance your export strategy and provide new ways for your business to grow in today’s uncertain trade climate.

How EDC can help

For 80 years, EDC has been helping Canadian companies expand on the global stage. EDC offers market intelligence and match-making services to connect you with businesses and partners who can help your business take the next step into your target market.

Create a free MyEDC account to access guides, articles and the Export Help Hub, where you’ll find answers to more than 1,000 frequently asked questions. You can also ask an advisor a question of your own.

     

Related topics

   

Written by

Susan Redding headshot, EDC

Susan Redding

Senior international trade writer,

Susan Redding - LinkedIn

Receive, via email, EDC’s TradeInsights e-newsletter, trade information and other promotional messages to make smarter export decisions.

By submitting this form, I consent to receive EDC’s e-newsletters, trade information and promotional messages, and can withdraw consent at any time.

Sorry, our system is temporarily unavailable. Please try again later.

Thank you for reaching out to EDC.

Please watch your inbox for our email.

                                               

Recommended articles for you

  • Trade Matters
    March 20, 2025
    Bright, bold Trade Matters banner featuring image of EDC chief economist Stuart Bergman.

    A world of opportunity: Navigating high-growth markets for Canadian exporters

    With global economy challenges, the case for trade diversification has never been stronger.

  • Article
    July 03, 2025
    A businesswoman and a businessman shaking hands in an office, with another businessman standing nearby, observing the interaction.

    Canada’s free trade agreements unlock global markets

    An overview of Canada’s 15 free trade agreements.

  • Article
    January 15, 2025
    Two business partners walking beside a lake. One man is pulling a suitcase while the other is holding a briefcase.

    M&A Checklist: Assess your company’s readiness for mergers and acquisitions in 2025

    M&As can be an effective market entry strategy for companies that want to grow internationally.

Date modified: 2025-08-05

I consent to receive regular trade insights, as well as information about EDC solutions and events. I can withdraw my consent at any time by unsubscribing to any such message.

Sorry, our system is temporarily unavailable. Please try again later.

Thanks for subscribing

You’ll get our latest trade intelligence right to your inbox.

For partners and investors

  • Investors
  • Canadian financial institutions
  • Insurance brokers

Communities

  • Our alliances
  • Newsroom

Have questions?

  • Contact us
Government of Canada EDC Homepage
Export Development Canada
  • Privacy and Cookie use
  • Legal
  • Accessibility