Tariffs, Trade, and Terroir: Trump's Liberation Day global earthquake, guest Michelle Wasylyshen, President & CEO, Ontario Craft Wineries
In this episode, Michael and Sylvain break down the week’s biggest headlines, from escalating U.S. tariffs and dairy trade tension to supply management reform and a boost in “Buy Canadian” sentiment. Then, Michelle Wasylyshen, President and CEO of Ontario Craft Wineries, joins to unpack the wine industry’s massive opportunity amid shifting trade winds. From VQA wine education to battling interprovincial barriers and consumer perceptions, Michelle delivers sharp insights with deep industry and policy experience.
The Food Professor · Michelle Wasylyshen
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Show Notes
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.
About Us
Dr. Sylvain Charlebois is a Visiting Professor in Food Policy and Distribution at McGill University and a Professor in Food Distribution and Policy in the Faculty of Management at Dalhousie University in Halifax. He is also the Senior Director of the Agri-food Analytics Lab, also located at Dalhousie University.
Known as “The Food Professor”, his current research interest lies in the broad area of food distribution, security and safety. He is one of the world’s most cited scholars in food supply chain management, food value chains and traceability with over 775 published peer-reviewed journal articles. Dr. Charlebois is also an editor for the prestigious Trends in Food Science Technology journal.
He co-hosts The Food Professor podcast, discussing issues in the food, foodservice, grocery and restaurant industries and which is the most listened Canadian management podcast in Canada.
Every year since 2012, he has published the now highly anticipated Canadian Food Price Report, which provides an overview of food price trends for the coming year. Furthermore, his research has been featured in several newspapers and media groups, nationally as well as internationally. He has testified on several occasions before parliamentary committees on food policy-related issues as an expert witness. He has been asked to act as an advisor on food and agricultural policies in many Canadian provinces and other countries.
With extensive experience collaborating with businesses, governments, and NGOs, Dr. Charlebois combines academic rigor with practical expertise, making him one of the most influential voices in the global agri-food landscape. His work continues to advance the understanding of food systems, fostering innovation and resilience in a rapidly evolving industry. In 2025, he received the prestigious Charles III medal recognizing his tremendous work in informing Canadians about food issues.
Michael LeBlanc is a senior retail advisor, keynote speaker and media entrepreneur. Michael has delivered keynotes, hosted fire-side discussions hosted senior retail executive on-stage in 1:1 interviews worldwide. Michael produces and hosts a network of leading retail trade podcasts, including The Remarkable Retail Podcast, The Voice of Retail, The Food Professor, The FEED powered by Loblaw and the Global eCommerce Leaders podcast. He has been recognized by the National Retail Federation (NRF) as a global Top Retail Voice for 2025 and 2025, and continues to be a ReThink Retail Top Retail Expert for the fifth year in a row.