Canada calling: Why now is a better time for Norwegian companies

Timing is rarely a coincidence. Prime Minister Mark Carney has now been in office for a year and, in a short space of time, has raised Canada's profile on the world stage. His speech in Davos marked a clear shift: Canada will be open, accessible and relevant to international cooperation.

Since then, he has worked purposefully to remove barriers and open doors. Carney has signed agreements to strengthen cooperation with the Nordic countries, spent three days in Norway and even visited Holmenkollen during a ski race. He is sending ministers on visits, updating trade agreements and simplifying procurement rules. The message is clear: there should be no unnecessary barriers to international trade in Canada.

This political backdrop reflects significant commercial potential. Carney has established the Major Projects Office, which brings together and maps major national projects with anticipated investments of $116 billion.

These projects span areas including LNG, mining, infrastructure, ports, hydropower, the maritime sector, forestry, agritech and space. But they require expertise – and Norway already has much of it.

Norwegian companies are strong in precisely the areas where Canada has needs, and Norwegian ideas are often not only relevant but actively sought after by Canadians. Our Country Manager in Canada, Geir Haugum, says:

Successful collaboration in practice is not just about technology and capital. Culture also plays an important role. Canada and Norway are similar in many ways: both are societies built on trust, with well-structured processes and a shared understanding of how things should be done.

However, there are a few nuances worth being aware of. Canadians tend to be more polite than Norwegians. They often say thank you, rarely disagree directly, and are happy to go out of their way to help you – quite literally – if you are unsure where to go. The good news is that Canadians like Norwegians. This provides a solid foundation for dialogue and collaboration.

Today's geopolitical landscape is creating new opportunities in defence and security. Norway has a strong position in defence technology, and over the next year, Canada plans to renew its submarine fleet with up to 12 new submarines. Two bidders now remain in the tender process: Germany/Norway and Korea.

For Norway, this could open up more defence markets, while many Norwegian products are suitable for so-called dual use – technology that can be used for both civilian and military purposes. Norway has also signed an MoU on space, further strengthening cooperation and creating new opportunities for the future.

The international landscape is also giving Canada added momentum. Carney has taken a clear stand against Trump and his trade war, responding by bringing Canada’s provinces closer together as one nation. Canada has set a clear goal of doubling its ‘non-US’ trade volumes. As a result, work is under way on many new trade agreements, while businesses are increasingly looking beyond their southern neighbour. The existing free trade agreement between Canada and Norway is one such agreement that is now being modernised and optimised to further reduce barriers to trade.

Canadians in cafés no longer order an Americano, but a Canadian. Norway's state-run off-licences have run out of US wine, and both consumers and businesses are deliberately avoiding American products. The message to the rest of the world is clear: Look to Canada.

Canada is not a niche market for the few. It offers opportunities across a wide range of industries, with a clear focus on manufacturing and design, aquaculture, the maritime sector, energy, agritech, space, forestry, infrastructure and Arctic cooperation. With a population of 40 million and a clear political commitment to international cooperation, Canada offers significant opportunities for Norwegian companies looking to grow.

For many companies, the key to success is simple: you need to be physically present when establishing your business in new markets. But this can be challenging, particularly for small and medium-sized enterprises with few employees and limited funds for extensive travel.

A group of Norwegian maritime companies faced this challenge and wanted a stronger on-the-ground presence in the Canadian market. That is where we come in.

'Travelling back and forth to Canada is time-consuming and inefficient. That is why we have entered into a long-term agreement to establish a business network for these maritime companies, with an on-site presence in Canada. My colleague Hamid and I attend selected trade fairs and conferences and build networks on their behalf when they are unable to travel there themselves,' says Geir Haugum. The companies in the business network share the cost of their time in the field.

'This is a new and effective way for us to work, and it is well suited to our current situation,' Haugum adds. Our Toronto office is seeing a sharp rise in interest in Canada and will double both its revenue and headcount in 2026. Our team has expertise across several sectors, and one member even holds a PhD in entrepreneurship and internationalisation.

One of the customers working with our colleagues in Canada is Ålesund-based Zegeba. This small Norwegian company is crossing the Atlantic with a highly useful solution for businesses of all sizes. Zegeba develops quality assurance tools for the maritime industry and has created a user-friendly, cloud-based platform that makes it easy to digitise forms, checklists and workflows. The solution also works in the field – even when internet access is unreliable, as it often can be in offshore industries.

The ambition was clear: Zegeba wanted to expand internationally, and Canada quickly emerged as an attractive market. However, getting there was far from straightforward. Through our office in Canada, the company gained advisory, local market knowledge and access to networks that would otherwise have taken a long time to build.

Or, as he might also have summed it up: It was bloody difficult to break into the market – but once the hard work was done, the floodgates opened.

Ultimately, this is all about one thing: succeeding together. We support you from the first contact through to signing the contract – and are happy to continue as you move into operation. Together, we build a foundation that enables you to grow faster, more securely and more profitably in Canada.

We work closely with our network every day to stay relevant and up to date for the right companies in Norway. We open doors and connect you with the right decision-makers, and you can combine our advisory services with loans, financial guarantees and grants to unlock private capital and accelerate your international growth.