Creating on a new canvas: Schumacher business expanding into Western markets.

• Author: Kelly, Lindsay
• Position: NEWS

Over the last 32 years, Porcupine Canvas has become a household name in mining and industry. But just when it's started hitting its stride, the Schumacher-based company decided to change it up.

In 2014, the company underwent a rebranding initiative to reboot the business, updating its long-time tent logo for a new look and adding new phrasing. "Quality you can feel" became "Innovative products" to better reflect the wide range of canvas items the company manufactures.

It's all part of Porcupine Canvas' efforts to continue growing and expanding the business, something it couldn't do without stepping outside its comfort zone, said general manager Brenda Hagerty.

"Companies get stuck with the same logo for 20 years, and you know what? It puts them in a box," Hagerty said. "You're in business 20 years later because you've evolved, you've changed your product line, you've added product lines. Chances are you need to change your logo because it's keeping you too much in a box."

The idea had been germinating for some time, but participating in the Strategic Export Marketing Program (SEMP) gave the company the push it needed to follow it through to fruition, she added. Funded by the federal and provincial governments, the program helps companies expand their markets beyond Ontario, providing mentoring and guidance, and paying up to 50 per cent of some costs.

The company's changeup comes at just the right time. Porcupine Canvas has steadily been setting up distributors in new markets, including in Saskatchewan last year--through D3 Mining Solutions, a partnership with Jannatec Technologies and Schauenburg Industries--Winnipeg, Man., and Val d'Or, Que. Its relationship with Sling-Choker, which has a wide network of locations across Canada, has been a particularly helpful channel.

Of the new markets, Quebec is growing the most rapidly, because of its close location, which makes it easier to conduct face-to-face meetings, something Hagerty said is essential in sales.

"You're not going to sell products long distance; you're not going to make a phone call, or send a flyer," she said. "Our products are very touchy-feely type of products. Once you put it in front of (clients) and they feel the quality and they look at it and see the high visibility, it really takes on a life of its own."

High-visibility work...