New Brunswick has set a $1.32 billion goal for merchandise exports from key sectors to markets outside the United States by 2030, aiming to reduce reliance on U.S. buyers amid economic uncertainty and geopolitical change.
Premier Susan Holt announced the target Monday, Nov. 9, as part of the province’s Local roots, global reach strategy. The goal is 15.9% above the $1.14 billion 2025 baseline; the strategy describes that increase as about 3% average annual growth. Separately, it seeks a 3% annual rise in the number of companies exporting to Europe and Asia.
Statistics Canada counted 869 New Brunswick establishments that exported goods in 2025. Of those, 801 sold to U.S. customers, or 92.2%. That figure counts establishments with U.S. sales; it does not measure the share of export value sent to the United States.
The plan singles out Germany, France, India, Japan and South Korea for export outreach. It identifies seafood and agri-food, advanced manufacturing, clean energy, forestry and mining as sectors with potential in those markets. Proposed measures include market research, help connecting businesses with buyers, more trade missions and work to identify logistics bottlenecks. The province also proposes a European Growth Office in the European Union and says it already has offices in India and France.
The strategy says New Brunswick’s exports to Asia-Pacific, the European Union and the United Kingdom averaged about $849 million a year over the past five years. Asia-Pacific accounted for about $629 million annually on average, according to the plan.
The province has cited rising costs, uncertainty and geopolitical shifts as reasons to broaden trade. In September, the government said U.S. tariff measures and import bans announced at the time affected an estimated $115.1 million of New Brunswick’s 2025 exports, or 0.7% of the year’s total.
Holt said New Brunswick “can’t rely on one market.” Ron Marcolin, divisional vice-president of Canadian Manufacturers and Exporters, said reaching more markets could give manufacturers room to adapt to changing conditions, maintain supply networks and compete.
Holt is scheduled to lead the delegation to Cambodia and South Korea from Thursday, Nov. 12, through Nov. 20. The trip is set to showcase provincial businesses and assess possible commercial and investment ties.
