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Pete Hoekstra does not mince words.
A close ally of U.S. President Donald Trump, the 72-year-old Republican politician has developed a reputation for speaking bluntly, especially when it comes to the Canada-U.S. relationship.
When he welcomed Radio-Canada to the U.S. Embassy in Ottawa for a sit-down interview earlier this week, Hoekstra offered a few compliments, describing Canada as “an awesome friend” with whom “American businesses really enjoy doing business.”
But soon the niceties give way to the Trump administration’s “disappointment” and “frustration” with the Carney government.
“We believe we could have moved further on the trade negotiations,” said Hoekstra, who was appointed ambassador in April 2025. “We’d love to be actively reviewing real proposals.”
WATCH | Ending U.S. booze ban won’t lead to tariff relief, Hoekstra says:
Putting American booze back on shelves won’t lead to tariff relief: U.S. ambassador
Speaking with Radio-Canada’s Laurence Martin, U.S. Ambassador to Canada Pete Hoekstra called provincial restrictions on U.S. alcohol ‘totally unfair,’ saying he does not understand Canadians’ frustration over tariffs. ‘We’re not negotiating tariffs on alcohol bans,’ Hoekstra added. ‘It was a clearly retaliatory effort by Canada.’
Hoekstra said U.S. tariffs are here to stay, and Canadians should accept this new reality.
“It’s our policy, and it’s a policy that is uniformly administered,” he said.
Trump has slapped sectoral tariffs on copper, autos and softwood lumber. The so-called Section 232 tariffs on steel and aluminum have been particularly damaging to the Canadian economy, leading to job losses and declining exports. (Section 232 allows the president to impose of levies on certain goods that are said to threaten national security.)
But does Hoekstra understand the frustration of Canadians who feel they don’t deserve this treatment from their country’s largest trading partner, neighbour and ally?
“No,” he fires back instantly. “We put tariffs on everybody in the world.”
Hoekstra allowed that those tariffs vary “depending on economic circumstances, but the concept of tariffs is uniformly applied to everyone that we trade with.”
“We’ve got to do certain things that protect America, and we’re doing this.”
Booze bans a sore point
Hoekstra said the U.S. administration is especially unhappy over the removal of American alcohol from Canadian liquor store shelves, a retaliatory measure implemented by most provinces and all three territories in reaction to Trump’s tariffs.
“We think the alcohol ban is totally unfair,” he said. “It’s a clear indicator of how 11 provinces [and territories] feel about trade with the United States. They’re sending a very, very clear message about how doing business with the United States doesn’t appeal to them.
“The prime minister has reinforced that message. It creates some questions about whether Canada really wants to do business with the United States.”
But asked whether resuming sales of U.S. liquor will lead to a loosening of tariffs, the ambassador said no.
“We’re not negotiating tariffs on alcohol bans,” he said. “It was a clearly retaliatory effort by Canada.”
Hoekstra also denounced the procurement policies of several provinces that focus on buying local, as well as messages from certain politicians discouraging travel to the United States.
Last December, for example, Ontario Premier Doug Ford announced he was cancelling his traditional annual trip to Florida in protest of the U.S. tariffs.
“For us, it’s a very interesting contrast,” Hoekstra said. “We’re not telling people don’t buy Canadian products, and we’re not telling people don’t travel to Canada.”
Canada ‘could make tremendous sales pitches’
Hoekstra suggested Canada should instead opt for a more conciliatory approach by doing more business with the U.S., not less.
“You could make tremendous sales pitches to the United States,” he said.
In the auto sector, for example, he believes both Ford and the federal government have failed to sufficiently sell Ontario as the best place to source cars and trucks.
However, Trump has frequently said he intends to move all automotive production south of the border.
Hoekstra speaks with Radio-Canada’s Laurence Martin at the U.S. Embassy in Ottawa. (David Richard/Radio-Canada)
In contrast, Hoekstra noted how Mexico has “aggressively” addressed Washington’s list of trade irritants, suggesting that’s why Claudia Sheinbaum’s government has a date to start formal negotiations with Washington — the week of May 25 — while Canada does not.
Ottawa believes it has made two major concessions to the Trump administration by dropping most of its counter-tariffs and abandoning its digital services tax last July.
Looking for details on defence spending
Hoekstra took a more positive view of the bilateral approach to defence, despite the Pentagon’s decision earlier this week to suspend its participation in a joint Canada-U.S. military planning committee established in 1940.
“We’re thankful that … for the first time in 37 years, since the fall of the Berlin Wall, Canada has finally met its defence responsibility” by achieving the NATO defence spending target of two per cent of its GDP, a benchmark established in 2006.
“But at the same time, we’re also hearing from the finance minister that there’s not a plan that would enable them to get to five per cent,” he said, referring to the new target established last year. NATO members have agreed to meet that new spending goal by 2035.
In his latest budget, Finance Minister François-Philippe Champagne included an overall addition of nearly $82 billion over five years for defence, but the plan is short on details.
As the interview drew to a close, Hoekstra was asked if he enjoys his role as ambassador despite the tension between the two countries.
“I love defending America every day,” he responded.
