Business is way up at a Moncton-based production facility because of patriotic parents who are choosing to buy Canadian when they shop for diapers.
“Sales are really good,” said Ryan Guitard, Vice President of Operations at Irving Personal Care. “The made in Canada movement has really helped to propel that.”
During an interview with CTV News on Thursday, former New Brunswick Premier Frank McKenna said the Irving Personal Care facility is benefiting greatly from the “buy Canada fever” many consumers are practicing right now.
Many shoppers are staying away from American brands due to U.S. President Donald Trump’s tariffs and talk of making Canada the 51st state.
Irving Personal Care is the only company in Canada manufacturing baby diapers and training pants.
“I’m led to believe the sale of Royale diapers has quadrupled from Canadians buying that brand,” said McKenna, who is currently Deputy Chair of TD Securities.
Ryan Guitard, the company’s vice president of operations, said the numbers are accurate.
“Now we’ve got to keep in mind our brand is still fairly new,” said Guitard. “We just launched last year. So we are still a small brand that is in development.”
Guitard said 90 per cent of the diapers sold in Canada come from the U.S. and China.
The Royale brand makes up a chunk of the other 10 per cent. Guitard said he hopes Irving will continue to build on distribution and get their product on more shelves. He said the company has been getting really good feedback from new moms and dads but patriotism has been a big boost too.
“That for sure has helped us,” he said.
The production centre in the Caledonia Industrial Park employs 170 people, some of them new hires in response to increased business.
“We’re in good shape,” said Guitard regarding the workforce. “We have hired some new employees on board to be able support the demand that has been coming through.”
Royale has been a well-known brand for decades, but their premium diapers started coming off the assembly line less than a year ago.
“I would say this is the most excitement that we’ve seen in the 20 years that we’ve been here,” said Guitard. “With the new brand and the pride that the team members on the floor and everybody that is surrounding this brand is taking. It’s very exciting times for us.”
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