Promo Leaders Urge Stability As USMCA Review Process Begins

After months of global trade decisions that have been out of business owners’ hands, the promotional products industry finally has an opportunity to speak up.

The Office of the U.S. Trade Representative has announced a public consultation process in advance of the joint review of the United States-Mexico-Canada Agreement, which is scheduled to begin on July 1, 2026.

The USMCA, which replaced the North American Free Trade Agreement in 2020, updated NAFTA in several areas, including modernized intellectual property protection, digital trade and financial services markets, labor and environmental protection.

Perhaps most relevant to the promo industry this year, the free trade agreement provides for tariff-free treatment of goods that qualify based on treaty-specific rules of origin.

“Canada and the U.S. share a deeply integrated economy, and seamless trade between our countries benefits both sides,” says Jonathan N. Strauss, CEO and president of Promotional Product Professionals of Canada. “A strong North American economy, underpinned by efficient trade, is vital for the ongoing success of our industry.”

A strong North American economy, underpinned by efficient trade, is vital for the ongoing success of our industry.”

Jonathan N. Strauss

CEO/President, Promotional Product Professionals of Canada

The USTR says that comments from the public will assist it in developing its report to Congress on recommendations for changes to the USMCA.

“We’re encouraging members to participate in the review process to ensure our industry’s voice is heard,” says Rachel Zoch, CAS, public affairs manager at PPAI.

The deadline to submit comments and request to appear at the public hearing (scheduled for Nov. 17, 2025) is Nov. 3, 2025.

To submit comments or request to appear at the hearing, click here.

We’re encouraging members to participate in the review process to ensure our industry’s voice is heard.”

Rachel Zoch, CAS

Public Affairs Manager, PPAI

Promo Perspective

Alan Meinstein, CEO of Montreal-based Spector & Co., PPAI 100’s No. 18 supplier, says the USMCA is a key piece in keeping trade strong across North America.

“It has helped create stability and efficiency for businesses like ours, and we want to make sure it keeps doing that,” Meinstein says. It’s important to note that distributors also benefit from the stability USMCA provides, as it helps ensure consistent pricing and product availability for their clients.

ICYMI: What Are Current Tariff Rates? Find Out In PPAI’s Free Download

As the review of the USMCA gets underway, here’s what Meinstein says matters most:

Stable tariffs and clear rules so firms can avoid unnecessary costs. “This has been an ongoing trend we’d like to see remedied,” he says.
Stronger supply chains via policies that make cross-border trade smoother and more resilient.
Changes that reflect today’s world, such as the importance of digital trade and sustainability.
A trade environment that helps businesses and communities thrive for years to come.

“We’re keeping a close eye on the process and are ready to speak up when needed to represent our customers, partners and the promo industry,” Meinstein says.

[The USMCA] has helped create stability and efficiency for businesses like ours, and we want to make sure it keeps doing that.”

Alan Meinstein

CEO, Spector & Co.

Nigel Harris, co-founder and CEO of Ottawa, Ontario-based PowerStick, PPAI 100’s No. 54 supplier, agrees that the USMCA has been highly effective. In fact, if he had his druthers, there would be no changes at all to the agreement.

“The USMCA places Canadian manufacturing in the best possible position for foreign exporters shipping to the U.S.,” Harris says. “Before the USMCA, we had problems: paperwork, delays and uncertainty. Now we don’t. We’re not interested in fixing something that isn’t broken.”

The USMCA places Canadian manufacturing in the best possible position for foreign exporters shipping to the U.S.”

Nigel Harris

CEO/Co-Founder, PowerStick

However, based on the trade volatility illustrated this year, Harris believes the USMCA will be altered during the next round of negotiations to Canada’s detriment. “Most of us will be able to live with those changes, as long as the core structure gets renewed for six more years,” Harris says.

Andrew Reichlin, general manager of Phoenix-based supplier The Proinnovative Line, which has a small operation in Mexico, also wants to maintain the status quo.

“Our labor-intensive operation, which creates a product from USA-made raw material, works very well under the USMCA,” Reichlin says. “The product cost and distributor price would increase dramatically if the product was relocated to the U.S., reducing product sales and hurting every U.S. company in the supply chain.”