Naturally Homegrown Foods, the innovative company behind Hardbite, a beloved potato chip brand in Canada, is experiencing rapid growth. With the company’s success, it has risen to become the third-largest kettle chip brand in the country, following behind heavyweights Miss Vickie’s and the American Kettle brand.
“We’ve had a lot of fun scaling our business,” said Kirk Homenick, the company’s president. “It’s been a journey to reach our current spot, and we’re proud to be the No. 3 kettle chip in Canada, trailing just behind the larger, established brands.”
Hardbite chips have made significant inroads in the U.S. market, with approximately 20 percent of their products currently sold to American customers. The company had ambitions to grow this number to 30 percent in 2025, but their plans have been complicated by recent tariffs.
“We were planning to increase our exports to the U.S. this year,” Homenick explained. “However, the 25 percent tariff imposed on Canadian products has become a serious hurdle. This makes it particularly difficult when competing against brands like Kettle, which has the advantage of producing in the U.S. and, therefore, is not affected by these tariffs.”
The Hardbite team, which is currently at the Natural Products Expo West in Anaheim—a major trade show for the industry—is feeling the pressure. The trade show presents a vital opportunity to introduce their Canadian-made chips to U.S. retailers, but the tariffs have made it more challenging to convince American businesses to stock up on their products.
“In some cases, we’re being asked to offer price concessions to make up for the tariff impact, which puts pressure on our profit margins,” said Homenick. “In the short term, we can manage it, but it’s not sustainable in the long run.”
Despite these challenges, Hardbite is finding a silver lining closer to home. As Canadian shoppers grow more conscious of supporting local businesses, the demand for made-in-Canada products, including Hardbite chips, has surged.
At Stong’s Market in North Vancouver, Hardbite products are proudly displayed with “Buy B.C.” signage, reflecting the growing sentiment to support local businesses. Shoppers, like Mary Ann Lewis, are increasingly choosing Hardbite because of its Canadian roots.
“I always buy Hardbite because it’s Canadian,” said Lewis. “I want to support local businesses, and I’m really concerned about the welfare of our people here.”
Other customers, such as Patti Grant, are echoing similar sentiments. “I don’t want to buy anything from the United States right now. The way they’re treating us is unfair, and it feels like bullying,” Grant said.
This shift in consumer behavior, which favors Canadian-made products, could help Hardbite offset some of the impact of the tariffs. As Homenick notes, the company remains optimistic that Canadian loyalty to local products will bolster their sales.
“There’s definitely a growing consumer sentiment in support of local goods, and we believe that trend will continue,” said Homenick.
For Hardbite, the hope is that their long-term American customers will work with them to find a way to keep their orders flowing, despite the rising costs. “It’s been incredible to see how the industry can collaborate to find solutions,” Homenick shared. “For newer businesses like ours, it’s challenging, but the willingness to find a way through is heartening.”
Tariffs Can Benefit US Workers But Trump’s Approach is Misguided
Trump Announces Tariffs on Canada and Mexico to Begin, Reveals New Changes to China Duty
Trump’s Tariffs Loom Which Canadian Industries Could Face the First Layoffs?
2025 Trump Tariffs Federal Analysis on Economic Impact and Inflation Management
As for the future, Hardbite remains cautious but hopeful. Homenick is hoping that any counter-tariffs imposed by Canada will not cause further disruptions to their operations. However, he acknowledged that the longer the trade war drags on, the more difficult it will become for Hardbite and other businesses like them to weather the storm.
“It’s definitely a tough time for Canadian businesses,” Homenick concluded. “But with the support of loyal customers and continued innovation, we’re hopeful we’ll navigate these challenges and keep growing.”