Toronto-based entrepreneur Jacquelyn Corbett, CEO of Mini Mioche, has launched Well Made in Canada, a new online platform dedicated to providing consumers with a transparent directory of truly Canadian-made products. The initiative comes amid increasing demand for locally manufactured goods, as well as growing concerns over misleading branding practices that claim Canadian identity while outsourcing production overseas.
The idea for Well Made in Canada was sparked by Corbett’s research into Canadian brands following U.S. President Donald Trump’s threats to impose 25% tariffs on Canadian imports. While searching for locally made alternatives, she noticed that many companies marketed themselves as Canadian but were owned by U.S. private equity firms or manufactured most of their products overseas. Recognizing a gap in consumer awareness, Corbett took action to create a platform where authenticity and transparency are key.
Launched on February 1, 2025, Well Made in Canada serves as a comprehensive directory of brands that are majority Canadian-owned and manufacture at least 25% of their products in Canada. The platform covers a wide range of categories, including fashion, beauty, home goods, food and beverage, wellness, baby products, and more. Within just days of its launch, the website received over 200 submissions from businesses eager to showcase their commitment to Canadian manufacturing, with most reporting that they produce between 50 to 100% of their goods domestically.
Corbett, who has been a strong advocate for local production through her own brand Mini Mioche, highlighted the challenges of manufacturing in Canada but emphasized the importance of supporting local businesses, jobs, and sustainable practices. She noted that while many companies claim Canadian ownership, actual manufacturing within the country remains limited, making it essential for consumers to have a reliable resource when shopping for truly Canadian-made goods.
Beyond the website, Well Made in Canada is also developing branding tools such as stickers, posters, and shelf displays featuring the platform’s logo. These materials will be made available to small- and medium-sized manufacturers and retailers, helping them clearly communicate their commitment to Canadian-made products. Corbett hopes these tools will help consumers easily identify and support genuinely Canadian brands, especially in a marketplace where misleading claims about domestic production are common.
The launch of Well Made in Canada has already garnered significant interest from businesses and consumers alike, with many reaching out to support the movement and contribute to the growth of the platform. Corbett remains optimistic that this initiative will not only help Canadian brands thrive but also encourage long-term consumer loyalty toward locally made products.