Despite growing national support to boycott American products at the grocery store, a major Canadian television company is broadcasting advertisements for an American fruit growing commission.
A recently aired commercial by CTV promotes Washington Apples amid tariff tensions between the US and Canada.
The ad runs for around 30 seconds, talks about the benefits of eating apples, and provides tips about good times to eat apples. The end of the commercial provides a logo for the Washington Apple Commission, a state-affiliated commission for apple growers in Washington State.
According to Washington Apples’ social media, the second largest export destination for apples grown in Washington is Canada.
The apple advertisement has been confirmed to be delivered infrequently to users of the CTV app.
PressProgress saw the ad on February 24, and was able to find it again on March 3, 2025 after watching 72 other advertisements delivered by the app in sequence. A user of the X social media platform (formerly known as Twitter) told PressProgress they saw the ad on cable tv on February 16, but PressProgress was unable to independently confirm that.
A CTV News digital writer, who asked to stay anonymous, said that the Washington Apples advertisement on the network doesn’t make sense.
“It’s confusing, we have gone all-in on the ‘buy Canadian’ angle, and so have our competitors,” the writer told PressProgress.
“Even the New York Times and Washington Post are sending their reporters up north to cover how Canadians are responding to Trump, why are we accepting ad money from someone that is a direct competitor to our livelihoods?”
Despite this advertisement only coming to the attention of viewers in recent weeks, Bell Media says this Washington Apples ad is not part of a new campaign and follows all laws and regulations around advertising in Canada.
“The ad in question has received all required approvals and is part of an ongoing campaign over several years,” a Bell Media spokesperson said in a statement to PressProgress.
This advertisement continued to air on March 3, the day US President Donald Trump announced that blanket tariffs will be placed on Canadian goods imported to the United States.
The US President announced that 25% tariffs would be rolled out Tuesday on all Canadian goods imported to the United States. Canada announced that it will be responding with 25% tariffs on $30 billion worth of goods, with $125 billion more to come after a three-week consultation period.
Tariffs will impact apples being imported from Canada to the United States, but apples from the USA are not currently affected by any retaliatory tariffs when imported to Canada.
According to Chris Hedges, Ontario Apple Growers Chair, the real impact of these tariffs on apple growers will depend on if they last until the next growing season.
Hedges said Americans that import Canadian apples have been accelerating their purchases for several months ahead of any potential tariffs being put in place.
Hedges also added that Washington Apples have been advertising in Canada for years.
“The state of Washington is one of the largest apple growing regions in the world,” Hedges told PressProgress. “Their whole business is built around the fact that they have to export their crop.”
Hedges said that he understood the business decision behind CTV running the Washington Apples advertisement, and that the cost to run this ad campaign was likely outside the budget of any major apple marketer or grower organization in Canada.
“It’s disappointing, but at the same time, what that says to me is if somebody is trying to reach my customer, then I need to make sure that I’m doing what I need to do to reach my customer,” Hedges said.
“We need to do what we need to do to make sure that the Canadian consumer knows that we have a product that’s available that they can purchase, and that it’s a fantastic product.”
It is unclear how long tariffs will be in effect on Canadian goods, with some saying that they could be rolled back as early as Wednesday.
Hedges says it’s not the tariffs alone that are going to harm Canadians, but how the uncertainty driven by the talk of tariffs are affecting business decisions made by apple growers.
“I always tell people there’s a million ways to ruin an apple crop, so when you have that hanging over your head already and you add (tariffs) to it – it doesn’t help you make decisions on how you’re going to grow your crop,” Hedges said.
According to Statistics Canada, $50 million of Canadian apples were exported to the United States in 2023.
The Washington Apple Commission did not respond to a request for comment from PressProgress prior to publication.
The post Despite Trade War Talk, A Canadian TV Network is Broadcasting Ads for American Apples appeared first on PressProgress.