Experts on the Great White North gathered in sunny California this week to discuss promotional products sales opportunities north of the border.

Counselor Top 40 distributor American Solutions for Business (ASB, asi/120075) welcomed 350 attendees to its annual National Sales Conference from March 10 through 13 at the JW Marriott Desert Springs Resort & Spa in Palm Springs, CA. As part of the “Oasis of Opportunity” programming over the four days, Canadian Solutions for Business (CSB), the company’s Canadian division launched in September 2024 and led by Maxx Rochette, hosted a panel on the Canadian market.

From left: Graham Walsh of True North Incentive Group, Jonathan Strauss of Promotional Products Professionals of Canada (PPPC) and Sara Lavenduski of ASI Canada join CSB’s Maxx Rochette for a session on the Canadian market.

During the professional-development session, panelists Graham Walsh of Ontario-based CSB distributor True North Incentive Group, Jonathan Strauss of Promotional Products Professionals of Canada (PPPC) and Sara Lavenduski of ASI Canada discussed the state of both the Canadian economy promo market; best practices for selling promo and print in the Canadian sector; and how partnering with CSB and leveraging the company’s new Multi-Country/Multi-Currency (MCMC) system can ease cross-border transaction concerns.

All three panelists emphasized the importance of researching market differences between the American and Canadian sectors. Strauss gave the example of sunscreen: While it’s a popular giveaway in the U.S., it’s considered a non-prescription drug in Canada and so it can’t be easily distributed as a promo product there. Suppliers in Canada, as well as U.S. suppliers with Canadian divisions, should be familiar with these differences. Panelists also discussed similarities, like the growing importance of environmentally friendly and socially conscious items among end-buyers in both countries.

“Lean on Maxx and Canadian suppliers, be smart and know the nuances of the market,” said Strauss. “There’s opportunity in Canada.” Added Walsh when asked why he pursues business on both sides of the border as a member of CSB: “It’s a no-brainer.”

The “Oasis of Opportunity” event in Palm Springs featured a collection of exclusive merchandise.

Afterwards, Rochette called the session “eye-opening and educational,” adding that CSB is now a fully established Canadian company. “The support from our vendor network has been incredible, and we’re excited about what’s to come,” he said. “Our focus now is to continue strengthening our supplier network in Canada, both in print and promo. We’re also seeking key distributor partners of all sizes that want to join an organization that’s doing things differently, with a model centered on Canadians helping Canadians.”

During the official conference kick-off on March 11, Larry Zavadil, founder and CEO of ASB and a member of the Counselor Power 50 list, gave an overview of CSB and the MCMC system.

“You can do it all in Canada, whether you live in there or the U.S.,” he said. “Canadians are a very unique people, and we want to do the best thing for the most people.”

Giveaways from sponsors and exhibitors included a custom event poster from Royal Business Forms; PenScents pens with pineapple scent (USAPS25D) from All American Writing Instruments (asi/76811); a beach tote (B114) from High Caliber Line USA (asi/43442); and a Waste2Gear tech pouch (WTG945) from Peerless Umbrella Co. (asi/76730) made of recycled ocean-bound plastic.

Zavadil’s son Justin, CEO of ASB and also a member of the Power 50, added that soon, ASB and CSB sales reps will be able to do business in every country.

“We want to make sure sales reps with clients that have Canadian and European branches can handle that business,” he said. “Currency conversions are automatic in the MCMC system.”

In recent years, ASB has been laser-focused on international expansion; in addition to launching CSB, the Minnesota-based company maintains a regular presence at European industry shows.

Conference attendees had the opportunity to explore the Merch Show on the first day, plus the new Patriot Pavilion and Exhibitor Showcase of more than 160 suppliers on the second day. Day 2 also included an Old Hollywood-themed dinner, sponsored by ASI – an homage to Palm Springs’ history as a celebrity enclave in the first half of the 20^th century. Day 3 featured supplier and home-office workshops.

Brett McHaffie, an ASB sales rep from Spokane, WA, and his wife, Lisa, at the Old Hollywood-themed dinner sponsored by ASI.

With 2023 North American promotional products revenue of $301 million, ASB ranked 11^th on Counselor’s most recent list of the largest distributors in the industry.