Tariffs, Trade, and Terroir: Trump's Liberation Day global earthquake, guest Michelle Wasylyshen, President & CEO, Ontario Craft Wineries

This episode of The Food Professor Podcast brings together global trade drama and local wine opportunity. In the opening news segment, Michael and Sylvain react to the latest trade bombshell from Donald Trump: sweeping new tariffs aimed at dozens of countries, with Canada & Mexico left off—for now. They dig into how this could reshape the Canadian food sector, focusing on dairy and the persistent challenges of supply management. Sylvain calls out the inefficiencies of Canada’s quota system and urges a national strategy, comparing our lack of vision to New Zealand’s Fonterra success. The conversation also covers the real reasons behind “Buy Canadian” sentiment—whether driven by tariffs or values—and highlights the implications of avian flu outbreaks on Canadian poultry supplies.

In the second half, Michael and Sylvain welcome Michelle Wasylyshen, President and CEO of Ontario Craft Wineries. With a public affairs background spanning government, industry, and advocacy, Michelle brings a sharp perspective on the role of VQA (Vintners Quality Alliance) wines in the current climate. She explains how VQA signifies wines that are 100% Ontario-grown, produced, and bottled, and why that matters for consumers and the local economy.

Michelle details how the removal of U.S. wines from LCBO shelves has created a rare and significant opening for Ontario wine producers. Early data already shows a 30% jump in VQA sales, with some members seeing growth as high as 70–80%. Her team is capitalizing with cheeky, targeted campaigns like “Screw the Tariffs, Pop the Cork,” and partnering with groups like Restaurants Canada and Canadian Manufacturers & Exporters to amplify the message.

She also addresses a long-standing pain point: interprovincial trade. Michelle shares the absurd reality that it’s currently easier to sell Ontario wine to Sweden or Denmark than to Quebec. She expresses cautious optimism that the current tariff climate might finally create the political will to tear down these barriers.

On the topic of consumption trends, Michelle acknowledges the growing “sober-curious” movement but remains confident that Ontario wines, especially given their quality and local value, remain a compelling choice. She concludes with policy priorities including sustained shelf presence at the LCBO, education on VQA labels, and increasing restaurant availability of local wines.

The episode wraps with lighter banter on the possible revival of Hooters and a shoutout to Quebec-based food brand Mid-Day Squares, capping off a wide-ranging conversation rooted in both disruption and opportunity.

The Food Professor #podcast is presented by Caddle. 

 

About Us

Dr. Sylvain Charlebois is a Professor in food distribution and policy in the Faculties of Management and Agriculture at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University. Before joining Dalhousie, he was affiliated with the University of Guelph’s Arrell Food Institute, which he co-founded. Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. Google Scholar ranks him as one of the world's most cited scholars in food supply chain management, food value chains and traceability.

He has authored five books on global food systems, his most recent one published in 2017 by Wiley-Blackwell entitled “Food Safety, Risk Intelligence and Benchmarking”. He has also published over 500 peer-reviewed journal articles in several academic publications. Furthermore, his research has been featured in several newspapers and media groups, including The Lancet, The Economist, the New York Times, the Boston Globe, the Wall Street Journal, Washington Post, BBC, NBC, ABC, Fox News, Foreign Affairs, the Globe & Mail, the National Post and the Toro