At a time when geopolitics are rendering self-sufficiency crucial to the Canadian economy, Women Business Enterprises Canada Council (WBE Canada), the country’s leading council supporting female entrepreneurs, is working to ensure supplier inclusion is at the core of economic resiliency in Canada. The council is driving connections, building networks, and creating opportunities for economic growth while empowering women to reach business goals they never thought possible.
WBE Canada also plays an integral role in providing customized support for its corporate and government members as they not only implement but grow their inclusive sourcing strategies. These efforts result in measurable gains that contribute to increased innovation and agility, reduced supply chain risk, enhanced market access, a stronger brand image, and improved corporate financial performance through higher ROI.
As a non-profit organization, WBE Canada certifies, develops, and promotes Canadian businesses that are at minimum 51 percent owned, controlled, and managed by women. Certification is a rigorous process aligned with global inclusive procurement and supplier diversity standards that strengthen credibility and mitigate risk for corporations. A WBE Canada Certified Women Enterprise (WBE) is recognized by top Canadian and global corporations and government organizations including RBC, BMO, TD Bank, Manulife, Bell, TELUS, GM, Hyundai, City of Toronto, BDC, CBC, SaskPower, and Enbridge, to name but a few.
Travelling the width and breadth of Canada to connect in person creates the energy the team strives to achieve by inspiring large groups of women in business and learning from their experiences at the same time. WBE Canada’s wealth of resources means that its team can pivot quickly, adapting to market conditions and leading change from an informed perspective. By maintaining clear communication, this group of passionate and fearless women act as the core of Canadian women-owned businesses, keeping everyone informed, connected, and well-nourished with valuable data.
Considering the sheer volume of its knowledge and expertise developed and collected over nearly two decades, the council is exceptionally well-positioned to help shoulder the weight of what Canada and its businesses must now achieve in terms of economic growth and sustainability. “What we do is really important for both women-owned businesses seeking opportunities and for corporations operating in Canada and governments looking to mitigate the ever-evolving risks to their supply chains as tariffs disrupt historic trade patterns,” says Danielle Barkman, Director of Marketing & Business Growth.
“WBE Canada’s database is key to how both our Corporate Members and our Certified WBEs are sourcing suppliers,” says Jennifer Popowycz, Director Certification & Community. She further notes that recognizing that women make up a large percentage of all minority groups, the database is now being used in many different ways than before. “The searches are becoming more unique as the Corporate Members are searching by specific keywords, industry, service area, and many other filtered fields. In addition, our Certified WBE community is also now sourcing from our database as they see collaboration with each other is key to their success.”
Another key strength of the council lies in its ability to rapidly cultivate strong relationships and strategic partnerships across various industries and sectors. This agility allows the council to gain fresh insights into emerging market segments and quickly translate those learnings into actionable data. By tapping into these shared resources, members are empowered to refine and elevate their market strategies, improving both reach and effectiveness.
“Everyone uses systems differently, so being able to train them within our platforms is key,” explains Charli Law Jury, Director of Finance and Operations. “We’re not just providing information—we’re enabling our members to apply it in a way that’s tailored to their specific operational environments. That kind of hands-on support makes a real difference when it comes to adoption and impact.”
This approach underscores the council’s broader mission: not just to disseminate knowledge, but to ensure it is both accessible and actionable for every member, regardless of their starting point.
Alongside securing access to data, WBE Canada considers the nature of continuously evolving roles and teams within a modern context. By having its finger on the pulse of real-time change, WBE Canada supports and engages its business partners in keeping in stride with relevant trends. “We support and get those resources to you quickly so that new team members can be onboarded and successful in their role sooner. That engagement, relationship, and rapport are imperative to business growth,” Barkman adds. “WBE Canada’s communication and networking efforts are more valuable because we complement our virtual events with in-person events that allow us to strengthen our connections.”
As part of this mission, the WBE Canada team started this year’s annual Supplier Diversity Days: Cross Canada Tour in Regina, Saskatchewan. The WBE Canada team visited several cities, including Vancouver, Toronto, Montreal, and Halifax for the second time to follow up with guidance and valuable workshops, sharing skills and business development knowledge. Visits to new places like St. John’s, Newfoundland are set to become a regular feature on its itinerary. By facilitating workshops where people share their ideas and solutions, the team then improves and develops its material and refreshes its approaches to adapt to changing needs. These in-person events provide opportunities to develop and nurture relationships with suppliers and buyers in local regions across the country that enable future opportunities.
Wrapping up this year’s tour in Calgary and Winnipeg in September, this team will have crossed thousands of miles by the end of the year. The distances stand testimony to the thorough and dedicated work that goes into making the council thrive as it does. “[On these journeys,] by bringing together women-owned businesses and our corporate and government members, we uncover the challenges created not just by geography but by special needs from regional industries such as agriculture and resource mining,” Popowycz explains.
Another important subject of discussion with women business owners across Canada includes the obstacles and barriers to entry that they face not only in the process of gaining access to, but in marketing their businesses in their specific areas. As each region has its unique challenges, which are often geographic in nature, these topics are expanded on and become the fertile substrates for new course materials including mentorship programs in regions such as Atlantic Canada that help guide businesses to overcome and thrive.
Many times, removing hurdles is as simple as providing more information on, for example, obtaining certifications to trade across provincial borders—things that may appear intimidating at first.
WBE Canada is also gearing up for its Annual Conference and Tradeshow, this November 12th to 13th at the Delta Hotels Toronto Airport & Conference Centre in Toronto, Ontario. From celebrating with this year’s Awards of Excellence, to inspiring keynote speakers, hot topics, in-depth panel discussions, interactive workshops, a Tradeshow presenting unparalleled opportunity to create new partnerships, meet prospective buyers, and broaden connections, and limitless networking opportunities, WBE Canada’s National Conference is not just an event—it’s a catalyst for growth, empowerment, and economic inclusion within Canada’s supplier diversity ecosystem.
Following reflection and attendee input from last year’s incredible 15th National Conference, the WBE Canada team has created two days dedicated to an atmosphere of learning, interaction, and connection. Following on the heels of last year’s successful Tradeshow, this year’s event features women-owned businesses, corporate and government procurement teams, and partners all coming together to unlock visibility, showcase and sell innovative products and services, and provide a platform for lead generation and even successful business transactions.
WBE Canada is committed to supporting its communities of certified women-owned businesses, corporate and government membership, and partners through education and resources. This year’s conference focuses on the most relevant topics to Canada’s women entrepreneurs and inclusive procurement ecosystem including the future of DEI in today’s constantly evolving world, growing sustainable business strategies, insight to AI in business, hiring practices in today’s social media landscape, and, for procurement teams, the latest on ramping up your diverse spend and creating a win-win culture within corporate supplier inclusion strategies. “There is endless opportunity at this year’s Conference under the theme Focus Forward, that invites exploration and encourages people to think, plan, and advance,” says Popowycz.
As an indelible part of the Canadian business world, all of WBE Canada’s efforts, including both in-person and virtual events, matchmakers, workshops, and webinars, combine to create power-packed opportunities for both its WBE and corporate members to benefit from for months and even years down the road as they use what they have gleaned to innovate, leverage opportunities, and grow. In addition to providing events and resources that are relevant and current to its community, WBE Canada Toolbox is an incredible library for WBEs and Corporate Members, providing valuable learning materials, webinar recordings, affiliate courses, latest news, and updates. As inclusive procurement evolves as an integral contributor to Canada’s economic sustainability and growth, WBE Canada is dedicated to supporting its community in its journey to succeed through education, knowledge sharing, and connection.
By continuously reviewing and reflecting on its direction, mission, and how it can make a difference, WBE Canada contributes an enormous service to the Canadian economy through its support of female entrepreneurs across the country. Keeping up the good work means staying in stride with the times, its members, and one another, and Law Jury is clear about the organization’s mission. “We’re united,” she says. “We share the same purpose. We’re steady, we’re strong, and we want the community to feel that.”
WBE Canada’s certified women-owned businesses, corporate and government members, its partners, and advocates are all part of an incredible network dedicated to building strong, innovative and inclusive supply chains, contributing to Canada’s economic self-sufficiency and growth. By driving its focus forward, WBE Canada is committed to continuing to spread this message—that women’s entrepreneurship and empowerment are not only vital but essential to Canada’s economy—from coast to coast and beyond.
