Sara Lavenduski, senior editor of Advantages magazine and editor of Counselor’s Promogram Canada, conducted a webinar on the impact of coronavirus with executives from Canadian suppliers and distributors: Ann Baiden, CEO and founder of Richmond Hill, ON-based Innovatex Solutions Inc. (asi/231194); Mark Freed, president and CEO of Top 40 distributor Genumark (asi/204588) in Toronto; Kathy Cheng, founder and president of Toronto-based Redwood Classics Apparel (asi/81627); and Alex Morin, vice president of sales for Top 40 supplier HPG (asi/61966) in Concord, ON.

Businesses across Canada have been grappling with mandatory closures since mid-March, as the government and health officials work to mitigate the spread of COVID-19. The panelists discussed what kind of revenue decline they’ve been contending with, how they’ve pivoted in recent weeks, operational changes they’ve had to make, government aid they’ve applied for, what the next few months will look like and their advice for firms across the industry.

“We’ve gone from seeing several hundred orders a day to almost nothing,” Morin said. Although HPG’s facilities in Dallas and Houston have the capabilities to produce personal protective equipment (PPE), its Ontario facility doesn’t, resulting in temporary closure due to its nonessential business status.

Redwood Classics Apparel is in a similar predicament, but Cheng says the company has invested in research and development to pivot to producing PPE. The company has launched its #MadeForGoodChallenge initiative, in which for every mask purchased, another will be donated to frontline workers. “Instead of just being a local charitable initiative, we’re now looking at number of vulnerable populations across the country and around the globe,” Cheng said. “We’re definitely motivated to bring new innovations to the traditional supply chain.”

All the panelists have been staying in contact with their clients, using a variety of video conferencing apps. “If you have good relationship, you want to see how everybody’s doing,” Freed said. “If there’s an opportunity to talk business, of course, we’ll do that as well. But it’s really about just having empathy right now.”

Maintaining communication with employees is also crucial. Baiden’s team has been making the most of Zoom meetings, wearing matching branded hoodies, sharing workout plans and children’s activities and even planning a costume-themed Zoom call. “Everyone has their own challenges and concerns, and we’re working longer and harder than ever,” Baiden said. “But I’m making sure that our messaging is positive, especially when talking with clients.”

Although times are tough right now, Morin remains hopeful for the future, identifying five trends for savvy distributors to capitalize on in a post-coronavirus landscape: non-communal products (“There will be no more grabbing the same pen that 50 other people in the doctor’s office already touched”), emphasis on personalization (“people will want to know which cup is theirs”), health products, outdoors or nature-focused products, and community projects. For example, in order to help eliminate costs for struggling restaurants, major brands may buy branded take-out containers for restaurants to use, plastered with a message of support. 

“There is a tremendous amount of opportunity depending on how you look at it and how it’s framed,” Morin said.