By Ontario Construction News staff writer
WINDSOR – The head of a major steel manufacturer with a large Ontario plant is calling for stricter federal rules on steel imports, alleging Canadian authorities are failing to stop “unfairly traded” products from entering the country.
Barry Zekelman, the billionaire CEO of Zekelman Industries, has claimed “illegal” steel is being rerouted through intermediate countries to circumvent Canadian tariffs.
“The system is broken,” Zekelman told CBC News in a report published earlier this month. “The procurement system is set up to take the cheapest price… They’re undermining our market.”
Zekelman Industries, described as North America’s largest independent steel tube maker, operates the massive Atlas Tube manufacturing facility in Harrow.
The call to action is paired with a “Buy Canadian” campaign promoted by Zekelman Industries. The initiative’s website urges construction and industrial clients to source domestic steel, citing “quality, safety and reliability” and the importance of supporting Canadian jobs.
The public relations push was amplified Monday (Nov. 17) with a full-page, full-colour advertisement in the national edition of The Globe and Mail, which detailed the company’s “Buy Canadian” message. While exact costs vary by contract, published rate cards suggest the base price for such an ad in the national newspaper is approximately $46,000 to $50,000.
Also part of the campaign, the company is offering a $1,000 reward to Canadians who are the first to report the use of foreign steel on active or future government-funded construction projects. Zekelman told CBC News to “call it a snitch line,” and said the goal is to “shine a light” on the issue.
“You’re snitching on the government who is bringing in foreign steel at the expense of Canadian workers and Canadian tax dollars,” he told the broadcaster, specifically pointing to South Korean steel beams used in a recent Windsor road project as an example of the problem.
The company’s campaign materials state its products are “designed, engineered and manufactured in Canada” and offer a “full chain of custody.” More information on the reward program is available at the company’s website, Zekelman.com/BuyCanadian.
Zekelman said he intends to forward validated submissions from the public to the Canadian Steel Producers Association (CSPA) to help bring the data to the attention of politicians.
Zekelman has advocated for Canada to adopt tariffs similar to the U.S. “Section 232,” which applies a 25 per cent levy on many steel imports. He has criticized the Canada Border Services Agency (CBSA) and the Canadian International Trade Tribunal as “ineffective.”
The concern is shared by some industry groups, with the Canadian Institute of Steel Construction (CISC) also raising alarms about “dumped and subsidized” steel entering the Canadian market.
Zekelman’s advocacy comes as he navigates his own controversies. The CBC noted that Zekelman was fined $1.2 million (CAD) for making illegal donations to a political group aligned with U.S. President Donald Trump. Despite this, Zekelman remains a vocal supporter of Trump’s protectionist trade policies, telling the broadcaster, “I want Canada to take and adapt the exact same policy, so that we can create Fortress North America.”
