Speaking at the annual general meeting of Manitoba Pork in Winnipeg, Richard Madan made one point clear: Manitoba must tell its story directly in Washington, especially at a time when trade faces growing uncertainty.
Madan, Manitoba’s Senior Representative to the United States, said he took on the role at a critical moment for the province and its export-driven industries.
“I’m excited to represent Manitoba and share what it has to offer,” he said. “This province has a great story, but there wasn’t always someone there to tell it.”
Manitoba now operates an office within the Canadian Embassy in Washington, D.C., joining provinces like Alberta, Ontario, and Quebec, all of which maintain a presence to advocate for their economic interests. Madan said establishing that office marked an important step forward, especially for agriculture.
“These offices exist because provinces realized they needed a direct voice,” he said, pointing to past events like BSE in Alberta and the financial crisis that pushed Ontario to strengthen its U.S. presence.
Madan said Manitoba’s focus centres on agriculture, manufacturing, and supply chains—areas he believes risk being overlooked in broader Canada-U.S. discussions.
“There’s a lane that needs to be built to talk about agriculture,” he said.
With a decade of experience living and working in Washington, Madan said his background helped him navigate a complex and highly political environment.
“You have to understand how this country works,” he said. “It’s transactional. You have to make your case in a way that matters to them.”
That approach shapes how Manitoba presents itself. Madan said the message has shifted from emphasizing friendship to demonstrating value.
“We’re not just an ally,” he said. “We’re a partner. Here’s how we help you.”
As Canada, the United States, and Mexico move toward a review of the USMCA, uncertainty continues to build. Madan noted discussions between the U.S. and Mexico have advanced further, while Canada has taken a more cautious approach.
“A good deal is better than a bad deal,” he said, describing Canada’s strategy to move deliberately despite pressure for faster results.
Formal talks are expected to begin soon, but Madan said many questions remain, including the role of Congress versus the White House in shaping outcomes.
“We’re seeing a shift,” he said. “There’s concern decisions could be driven more by executive action.”
Tariffs remain a key concern. Madan said producers should expect them to remain part of the landscape.
“Tariffs are going to be a reality,” he said. “The question is whether we end up with a stronger agreement or just a series of concessions.”
He also pointed to issues gaining attention in Washington, including telecom access, banking competition, and country-of-origin labelling. While voluntary labelling may be manageable, he warned it could still disrupt supply chains.
“That’s something to watch closely,” he said.
Despite the challenges, Madan said agriculture remains an area of strong alignment between Canada and the United States.
“There’s recognition of how integrated our food systems are,” he said. “The key is how we communicate that.”
He encouraged producers and industry leaders to engage directly with U.S. stakeholders, especially at the state level, where relationships can carry significant influence.
“Reach out and explain how we support their economy,” he said. “Make it about their interests.”
Madan said affordability has become a dominant political issue in the U.S., shaping how trade policies evolve. That reality reinforces the need for clear, practical messaging.
“Take the emotion out,” he said. “Focus on how we contribute to food security and supply chains.”
For Manitoba’s pork sector, which depends heavily on exports, that message carries weight. Maintaining access to the U.S. market remains critical.
Madan said the path forward will require constant engagement, clear communication, and a willingness to adapt to a changing political landscape.
“This is a time to be present,” he said. “If we’re not at the table, we’re not part of the conversation.” •
— By Harry Siemens