BRANTFORD, Ont. — Federal Conservative Leader Pierre Poilievre visited the Roustan Sports hockey stick factory in Brantford, Ontario, on Friday, delivering high praise to the local employees for upholding a quintessential Canadian tradition despite the ongoing pressures of a U.S. trade war.
Poilievre’s tour of the manufacturing facility marks a significant political milestone for the region. His visit follows recent stops at the very same plant by federal cabinet ministers Evan Solomon and Adam van Koeverden, meaning that three high-profile Canadian political figures have walked the production floor at the Brantford facility in less than two months.
The steady stream of political leadership traveling to the factory underscores the unique cultural and economic significance of the operation. As the home of the only hockey stick manufacturing facility left operating in Canada, the plant has increasingly become a focal point for national figures looking to connect with blue-collar workers and celebrate domestic manufacturing.
During his walk through the facility, Poilievre commended the workforce for their dedication to crafting the tools of Canada’s national winter sport. He noted that the workers are helping to sustain a vital piece of the country’s heritage even as broader economic headwinds, including ongoing cross-border trade friction with the United States, create challenges for domestic producers.
The Conservative leader was joined on the tour by Brantford Mayor Kevin Davis, who is stepping onto the federal stage as a candidate running for the local Conservative Party of Canada nomination in an upcoming, yet-to-be-announced by-election. Also in attendance to show support for the local enterprise was area Member of Provincial Parliament Will Bouma.
W. Graeme Roustan, the owner and CEO of Roustan Sports, welcomed the political delegation and spoke to the media about the extraordinary level of attention the factory has attracted from Ottawa and provincial circles alike.
According to Roustan, Mayor Davis has been a steadfast supporter of the business ever since the manufacturing operations were relocated from Hespeler, Ontario, to Brantford in 2021. That relocation brought a storied manufacturing tradition to the community, and local leadership has consistently championed the plant’s role in the local economy.
"All politicians in Canada recognize that hockey is not only our sport but the culture of our country," Roustan told the Brantford Expositor during the visit. "Having the only hockey stick factory in Canada creates a bit of a buzz."
Roustan added that the unique nature of the facility naturally draws curiosity from leaders who want to witness firsthand how professional and amateur sticks are brought to life.
"They want to see this place, and walk the factory to see where hockey sticks are made. It’s really an experience," Roustan said.
The recent flurry of political visits highlights how deeply intertwined the sport of hockey is with Canadian political identity, particularly during times of economic uncertainty. In August, federal minister Evan Solomon toured the Brantford headquarters to meet with workers and management. Earlier this month, Adam van Koeverden, Canada’s Secretary of State for Sport, made his own official visit to the Roustan Sports site.
With Poilievre becoming the third major political figure to tour the plant in a matter of weeks, the Brantford facility has firmly established itself as a mandatory stop for leaders seeking to engage with Canadian manufacturing pride and the national pastime.