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City of Toronto Media Relations has issued the following:
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News Release

March 22, 2025

City of Toronto launches "Love Local" campaign to support businesses and strengthen Canada’s economic resilience

The City of Toronto is taking further action to support and protect local businesses and manufacturers while helping to strengthen Canada’s economic resilience in response to tariff measures from the United States with the launch of the City’s new Love Local campaign.

Today, Mayor Olivia Chow, Councillor Paula Fletcher (Toronto-Danforth) and Jennifer Lay, Executive Director, Riverside BIA, were joined by local business leaders and community representatives to officially launch Love Local, a citywide call to action that encourages Torontonians to support locally-owned businesses, ensuring that economic benefits remain within the community.

When residents shop locally, their dollars contribute to job creation, local tax revenue and infrastructure investments that help maintain the city's vibrancy and sustainability.

Supporting small businesses, one purchase at a time
The campaign features large Love Local LED signs around the city, starting in the Riverside BIA, as a visible reminder to support Toronto businesses. Local businesses across Toronto are encouraged to display campaign decals to engage customers and inspire community-wide participation.

A list of locations where Love Local LED signs will be displayed across Toronto is available at: toronto.ca/tariffs.

Residents can support local businesses by:
• Shopping at locally-owned stores and markets
• Dining at locally-owned restaurants and cafes
• Purchasing directly from local artisans and service providers
• Promoting local businesses on social media
• Visiting neighbourhood and farmers markets.

To learn more about the campaign and ways to support local businesses, visit the City’s webpage: toronto.ca/tariffs.

Highlighting Toronto’s manufacturing and industrial sector
As part of Love Local, the City is raising awareness about the strength and innovation of Toronto’s manufacturing sector. Toronto is home to one of Canada’s largest manufacturing hubs with businesses producing everything from food and beverage products to automotive components and advanced technology.

Developed in response to economic uncertainties created by U.S. trade policies, Love Local is among 10 immediate actions outlined in the Mayor’s Economic Action Plan in Response to United States Tariffs.

The Action Plan (https://secure.toronto.ca/council/agenda-item.do?item=2025.EX21.2) was adopted by the City’s Executive Committee on Wednesday, March 19 and will be considered by Toronto City Council next week.

The City is actively working with the Government of Canada and the Province of Ontario to align efforts under a Team Canada approach, ensuring a unified response to U.S. protectionist policies.

Quotes:

“The Love Local Campaign is helping Toronto residents and business owners to Shop Local and Buy Canadian. We must stand together to protect Canadian jobs and support local businesses, creating jobs right here in our neighbourhoods. We will face this senseless U.S. trade threat and emerge stronger than ever before.”
– Mayor Olivia Chow

“Toronto’s economy is strong, but we must protect it. The Mayor’s Economic Action Team is ensuring businesses have the support they need to navigate these tariffs. Through Love Local and other initiatives, we’re helping businesses stay competitive and keep good jobs in our city.”
– Councillor Shelley Carroll (Don Valley North), Mayor’s Economic Development and Culture Champion, Vice Chair for Mayor’s Economic Action Team

“Small businesses are a pillar of our city’s economy and the beating heart of our local communities. The Love Local campaign is about making sure they continue to thrive. By supporting this campaign, we ensure Toronto’s neighbourhoods can remain vibrant and dynamic spaces for residents and visitors to enjoy.”
– Councillor Paula Fletcher (Toronto-Danforth)

“We know that by supporting local small businesses through the Love Local campaign, we can help strengthen the resilience of our main streets and Business Improvement Areas. This is a vital initiative for our local economy.”
– John Kiru, Executive Director of TABIA

“Buying local is vital to the survival of small businesses. In addition, joint initiatives like this — in collaboration with the City, local businesses and the BIA — help foster a caring, resilient, and vibrant main street business community.”
– Jennifer Lay, Executive Director, Riverside BIA

Toronto is home to more than three million people whose diversity and experiences make this great city Canada’s leading economic engine and one of the world’s most diverse and livable cities. As the fourth largest city in North America, Toronto is a global leader in technology, finance, film, music, culture, innovation and climate action, and consistently places at the top of international rankings due to investments championed by its government, residents and businesses. For more information visit www.toronto.ca or follow us on X at x.com/cityoftoronto, on Instagram at www.instagram.com/cityofto or on Facebook at www.facebook.com/cityofto.

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Media contact: Media Relations, media@toronto.ca

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