Heinz is why ketchup seemed to become distinctly American.
Ketchup lovers today
Today, the U.S. is the biggest exporter of ketchup and other tomato sauces by country. In 2016, it exported $379 million worth, or 21 percent of all trade in the product category. While only 1.9 percent of that – $7.3 million – went to Europe, a whopping 60 percent – $228 million – was exported to Canada.
Heinz is among the biggest producers, with a market share of 80 percent in Europe – via factories in the U.K., Netherlands and elsewhere – and 60 percent in the U.S.
Put together, however, Europe actually exports the most ketchup, with 60 percent of the global trade – including countries not in the EU.
What does all this mean for the tariffs? Since the EU produces plenty of ketchup within the bloc, its proposed tariff will probably have very little impact. For Canada, however, the effects could be more complicated since it’s unclear whether it can supply enough ketchup domestically or from other countries to meet high demand.
Whether Canadians will find an alternative for Heinz remains to be seen. But what is clear is that while the signature bottle proudly bearing the number 57 may be quintessentially American, its roots are global and its progeny likewise.
Trade wars have an interesting way of revealing cultural stereotypes.
Countries often propose tariffs not on the most valuable items in their trading relationships – since that would be painful to them as well – but rather products iconic of national character. A good example of this came in the European Union’s retaliation against U.S. steel tariffs. Among the US$3.3 billion in goods it slapped a tariff on in May, 2018 were Harley-Davidson motorcycles, Kentucky bourbon and Levi’s jeans.
Whether Canadians will find an alternative for Heinz remains to be seen. But what is clear is that while the signature bottle proudly bearing the number 57 may be quintessentially American, its roots are global and its progeny likewise. 
