Kicking Horse Coffee, a British Columbia-based coffee company, is encouraging cafés across Canada to replace the term “Americano” with “Canadiano,” a move framed as a symbol of national pride amid ongoing trade tensions with the United States.
The company has used “Canadiano” on its café menu in Invermere since 2008 and is now inviting coffee shops nationwide to adopt the term. Participating cafés can download a window display logo reading, “Proudly Serving Canadianos: Sorry Americano, it’s Canadiano now,” featuring a red-on-black maple leaf emblem.
“We need to stick together and wear our Canadian pride on our (coffee) sleeves,” said Lori Hatcher-Hillier, Chief Marketing Officer of Kicking Horse Coffee, in a press release.
A Symbol of Canadian Identity
An Americano, traditionally made by adding hot water to an espresso shot, is a popular coffee choice for its balanced strength and flavor. Kicking Horse Coffee believes renaming it the “Canadiano” is a small yet meaningful gesture in embracing Canadian identity.
Several cafés, including Toronto’s Café Belem and Le Petit Pain, have already made the switch. “It’s a simple change, but it puts a little extra Canadian pride in every cup,” said Ryan Silverstein, owner of Le Petit Pain.
This initiative aligns with other recent efforts by Canadian businesses to emphasize local identity. For instance, Montreal’s Fairmount Bagels introduced a “Canada Strong” bagel, and some grocery chains have opted for Mexican alternatives over U.S. products in response to trade concerns.
Kicking Horse Coffee: A Canadian Brand with Global Ties
Founded in 1996 by Elana Rosenfeld and Leo Johnson, Kicking Horse Coffee started as a small roastery in Invermere and has grown into one of Canada’s leading coffee brands, known for sourcing organic and fair-trade beans.
While the company maintains its roasting operations in the Canadian Rockies, its ownership has shifted over the years. In 2012, Rosenfeld entered a partnership with U.S.-based Swander Pace Capital, and in 2017, Italian coffee giant Lavazza acquired an 80% stake for $215 million. Rosenfeld remained as CEO until 2023, when leadership transitioned to Cédric Malaga, a former Lavazza executive.
Cafés interested in participating in the “Canadiano” movement are encouraged to share their support by tagging Kicking Horse Coffee on social media with the hashtag #ItsCanadianoNow.