Today, André Brin serves as CEO of WTC Winnipeg with a clear vision: to position Manitoba on the global stage and help Manitoba businesses seize international opportunities.

But long before becoming active in Manitoba’s business ecosystem and a trusted voice within the World Trade Centers Association (WTCA), André was simply someone driven by curiosity, ambition, and a desire to make a meaningful impact.

From being born in Nigeria to building a career in media, hockey, and now international trade, his path has been anything but conventional. Yet one thread connects every chapter of his story: a passion for learning and bringing people together.

In this conversation, André reflects on the experiences that shaped his leadership style, why he believes international trade is ultimately about people, and what excites him most about Manitoba’s future.

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Before becoming CEO of WTC Winnipeg, who was André Brin?

That’s a great place to start because many people don’t know that my story actually begins in Africa.

I was born in Nigeria. My father was a language teacher from a very small town in Saskatchewan who believed that education could open the world. Because of his career, our family lived in Nigeria, the Northwest Territories, Algeria, Nova Scotia and eventually Winnipeg.

Growing up that way gave me something I only truly appreciated later: it made the world feel accessible. Different cultures and perspectives weren’t abstract concepts; they were part of everyday life.

Professionally, I didn’t imagine I would end up in international trade. I was fascinated by communications and even considered becoming a lawyer because I dreamed of representing hockey players as a player agent. Instead, I found myself working in media with Radio-Canada before moving into a leadership role with Conseil Jeunesse Provincial (Manitoba’s Francophone Youth Council).

Then one opportunity changed everything.

After volunteering at the 1999 World Junior Hockey Championship, I joined Hockey Canada. That experience became a defining chapter of my career and ultimately led me to where I am today.

Your career spans media, youth leadership, professional sports, and now international trade. Looking back, what connects all those experiences?

Every career move I’ve made started with curiosity. I never accepted a role simply because it was the logical next step. I accepted opportunities because they challenged me and allowed me to learn something new.

My father gave me advice that has stayed with me throughout my career.

He used to say, “Imagine you had all the money in the world. Would you still want to do that job?”

That became my compass. I wanted work that excited me every morning—not just financially, but intellectually and personally.

Looking back, every role taught me something I still use today. None of those experiences were wasted.

Many people associate you with collaborative leadership. How would you describe your leadership philosophy?

I’ve never believed there is only one way to lead.

One of the biggest lessons I’ve learned is that leaders have to lead authentically. You can’t simply copy someone else’s style.

For me, leadership starts with listening.

It also means creating space for others to lead. One of the hardest lessons for any leader is learning to let go. As you grow into new responsibilities, you have to trust others to own the work you once did yourself.

People also need permission to make mistakes.

My father always used to say, “Show me someone who never makes mistakes, and I’ll show you someone who isn’t trying.”

That idea has stayed with me. If we’re learning, we’re growing. And growth always involves a few mistakes along the way.

Hockey was a major chapter of your career. What lessons from sports still influence the way you lead today?

Sport teaches you that success is never about one individual.

I’ve always viewed organizations as teams—not families. Teams evolve. People come and go. What matters is ensuring every person understands the value they bring.

The best sports organizations aren’t successful because people simply work hard.

They’re successful because they have repeatable systems, sustainable processes, and a culture where everyone understands their role.

That’s exactly what we’re trying to build at WTC Winnipeg.

What attracted you to WTC Winnipeg and international trade?

Initially, it wasn’t trade itself that attracted me—it was business.

I’ve always been fascinated by how businesses grow, adapt, and solve problems.

When I joined WTC Winnipeg as Director of Communications, I became incredibly curious about international trade. I asked questions constantly because I believe good communications begin with understanding the business behind the organization.

The more I learned, the more I realized the incredible potential Manitoba businesses have internationally.

Today, that’s what motivates me: helping Manitoba earn its own gold medals by creating international opportunities for our businesses.

What do you enjoy most about leading WTC Winnipeg?

I love meeting people.

Every entrepreneur has a story, an idea, and a challenge they’re trying to solve.

I enjoy bringing people together around a table and asking one simple question:

“How can we make this better?”

Whether it’s working with businesses, governments, or ecosystem partners, I’m energized by finding solutions that help Manitoba grow.

Helping businesses succeed internationally—even indirectly—is one of the most rewarding parts of my role.

Is there a Manitoba business story that particularly inspires you?

There are so many.

SkipTheDishes is an incredible example because it reminds us that world-class ideas can start right here on the Prairies.

More recently, companies like Sapphire Springs, New Flyer Industries, Peerless Garments, Cypher Environmental and many of the entrepreneurs we’ve featured through WTC Talks continue to inspire me.

What they all have in common is ambition.

They think globally while staying proudly rooted in Manitoba.

That’s something worth celebrating.

Many businesses see international trade as intimidating. What would you tell them?

I’d remind them that starting a business was intimidating too.

International trade isn’t about flipping a switch overnight.

It’s about learning new skills, building trusted relationships, and taking one step at a time.

Fortunately, businesses don’t have to do it alone. Organizations like WTC Winnipeg and the Trade Commissioner Service exist to guide companies through that journey.

Ultimately, if you’re solving a problem for Manitobans, there’s a good chance you’re solving a problem for someone else in the world too.

Looking ahead, what excites you most about Manitoba’s future?

I think we’re entering a pivotal moment.

Market diversification and stronger interprovincial trade have become national priorities, and I believe that’s creating tremendous opportunities for Manitoba businesses.

At WTC Winnipeg, our role is to connect Manitoba companies with opportunities around the world through our global network of more than 300 World Trade Centers.

Trade is built on relationships.

The stronger those relationships become, the stronger Manitoba’s economy becomes.

Finally, if you could leave Manitoba entrepreneurs with one message, what would it be?

Just do it!

Don’t wait until everything feels perfect.

Learn. Ask questions. Meet people. Explore new markets.

The best time to diversify may have been twenty years ago.

The second-best time is today.

Every step you take toward international growth is a step toward building a stronger, more resilient business.

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Looking ahead

If there is one lesson that emerges from this conversation, it is that careers and leadership are rarely built alone.

Throughout André Brin’s journey, curiosity has opened doors, but people have shaped the path. A father who encouraged him to pursue work that would inspire him. Mentors who supported his growth. Teammates who taught him the value of collaboration. Colleagues who earned his trust. Entrepreneurs whose ambition continues to fuel his optimism for Manitoba’s future. Every chapter of his career has been influenced by the people he met and the relationships he chose to build.

Perhaps that is what defines André’s leadership most. It isn’t rooted in authority or titles, but in people. He listens. He creates space for others to lead. He believes that organizations succeed when talented people are trusted, empowered, and encouraged to learn from one another.

Behind his approach lies decades of experience in communications, leadership, sport, and international trade. Yet, throughout our conversation, it became clear that what matters most to him is not simply achieving results, it is helping people and organizations reach their full potential.

In many ways, this is also what international trade is about. Beyond markets, strategies, and opportunities, trade is ultimately a human enabler built on relationships, trust, and collaboration.

If this conversation has sparked your curiosity about international trade, inspired you to explore new opportunities, or simply made you want to learn more about WTC Winnipeg and the WTCA network, we invite you to listen to our first podcast episode Beyond Manitoba Borders, that will be hosted by our CEO, André Brin!

Source: http://www.wtca.org/locations/world-trade-center-winnipeg/news/title-true-north-strong-and-free-trade

In partnership with the Government of Manitoba, the WTC Winnipeg helped organize a highly successful B2B delegation to the True North Free Trade Forum (March 25-31, 2021). Over 60 delegates from Manitoba were able to participate in this unique opportunity.

Aimed at strengthening business ties across Canada to support economic recovery, build domestic supply chains, and provide business opportunities to small and medium-sized enterprises (SMEs), the forum brought together over 900 participants to exchange ideas and explore new business.

The event put a spotlight on the energy, life sciences, healthcare, and food and beverage industries to highlight emerging and important topics such as technology, supply chain, logistics and transportation.

The forum featured two days of live streamed events and webinars focused on the interprovincial and regional trade issues and opportunities. It also offered B2B opportunities via curated buyer-seller meetings in the highlighted sectors.

Growing interprovincial trade is an important domestic opportunity and steppingstone for Manitoba companies as they grow towards international trade. “The Manitoba government was pleased to partner with our provincial colleagues and the business community to offer an innovative approach to trade development during the global pandemic,” said Ralph Eichler, Minister of Economic Development and Jobs. “Our interprovincial trade relationships are more important now than ever. These types of activities that highlight our domestic strengths are essential as we recover from the impacts of COVID-19 and position Manitoba and Canada for economic success.”

“As the Strategic Partner for Trade for the Province of Manitoba, we were delighted to be able to participate and support this important initiative, which a was greatly appreciated by the participating companies,” recounted Mariette Mulaire, WTC Winnipeg President & CEO.

Friday, February 18, 2022 – WINNIPEG, MANITOBA – The board of directors of the World Trade Centre Winnipeg announced that it is taking steps towards an enhanced partnership with The Winnipeg Chamber Commerce and a restructuring of its leadership team.  The goals include sharing of space, services and finding efficiencies towards better serving the Manitoba business community. As part of this restructuring, Mariette Mulaire is stepping down as Chief Executive Officer (CEO), effective March 1, 2022, and remaining as President through April 29, 2022. 

The World Trade Centre Winnipeg board of directors expects to announce an interim CEO in the near future.

“While I have mixed feelings about moving on, I am excited about the future of the World Trade Centre Winnipeg and the board’s vision of an enhanced working relationship with The Winnipeg Chamber of Commerce. The Chamber has been a partner and advocate for this organization since the very beginning,” said President and CEO Mariette Mulaire. “I am very proud of what we have accomplished since securing the World Trade Centre license ten years ago. We have been providing bilingual advice, counsel and services to thousands of companies, organizations, and individuals.  It has been inspiring to work with partners in the public and private sector to support Manitoba companies in their growth.”

“The past two years have presented challenges and opportunities for us all,” said Fiona Webster-Mourant, Chair of the WTC Winnipeg board and President, Manrex Limited. “The board and the World Trade Centre Winnipeg leadership team led by Mariette Mulaire took this time to reflect on its future, and how it could better serve Manitoba business given changes to the economic development ecosystem. We believe the time is right for a renewed leadership structure and an enhanced collaboration with The Winnipeg Chamber of Commerce.  This will allow us to better serve our clients, the Manitoba companies seeking support on their journey.”

“On behalf of the board of directors, I want to thank Mariette for her devotion to this role and the organization over the past ten years, as well as her tremendous service to the Manitoba business community.  Mariette’s legacy will be long-lasting and her impact on the World Trade Centre Winnipeg and economic development in Manitoba will endure. We wish her all the best in her new endeavours.”

“The Winnipeg Chamber of Commerce is excited to be entering into an enhanced partnership with the World Trade Centre Winnipeg,” said Loren Remillard, President & CEO of The Winnipeg Chamber of Commerce. “In sharing office space, services and collaborating further on programs and services, collectively we will deliver even greater value and impact to businesses as we shift to recovery through to growth.

On behalf of The Winnipeg Chamber of Commerce, I also want to thank Mariette for her exemplary vision, leadership and service, representing our city and province on the world stage, including seven years on the executive of the World Trade Centre Association and three as a vice-chair. Mariette has built a community asset of which all Manitobans can be proud.

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Media contacts at World Trade Centre Winnipeg:

André Brin                                                           Boutaina Berrado

Director, Communications                              Coordinator, Marketing and Communications

[email protected]                [email protected]

T +1 204.289.4085                                            T +1 204.289.4107

M +1 431.278.8506                                           M +1.204.396.1213

The World Trade Centre Winnipeg was founded in April 2012 by the owners of the World Trade Centre license, the Winnipeg Chamber of Commerce and l’ANIM (Agence nationale et internationale du Manitoba). The Centre serves as an information portal for Manitoba entrepreneurs. A member of the World Trade Centers Association (WTCA) and the Western Canada Business Service Network (WCBSN), the WTC Winnipeg is a bilingual private sector-led organisation that serves as the strategic partner for trade for the Province of Manitoba. Our core objective is to work with Manitoba companies to grow and to increase their confidence in international trade, providing them with training, tools and a network of contacts essential to compete locally, nationally and internationally.

Source: Martin Cash with the Winnipeg Free Press
http://www.winnipegfreepress.com/business/business-is-resin-ating-575303292.html

When the Oak Bluff Hutterite Colony started EcoPoxy a few years ago, it did so purposefully.

It wanted to get into a niche business that was going to be environmentally friendly and did not rely on the increasingly thin margins that agricultural commodity producers increasingly endure.

The company uses only bio-based content in its resins, avoiding all the petroleum ingredients that many other resins use.

Only a few years later, EcoPoxy has become a global business. Jack Maendel, the company’s CEO said EcoPoxy is shipping its coating and casting epoxies around the world and after its purchase last year of the assets of the Composites Innovation Centre out of bankruptcy, it has a fully equipped R & D lab. The company is putting the final touches on some new resin compounds using Prairie commodities instead of the imported palm oil it now uses.

In addition to industrial applications, EcoPoxy sells its epoxy varieties and colour additives to many artisans around the world who use it to create all sorts of distinctive furniture and housewares.

“I think we ship to just about every country other than North Korea,” he said.

But the ins and outs of international trade was not something he or anyone else from the colony had any real experience in, other than some modest sales to the U.S. in previous agricultural ventures.

“We didn’t know what we didn’t know,” is the way Maendel puts it.

Now, he attributes much of their international trade savvy to the World Trade Centre’s Trade Accelerator Program.

After taking the trade accelerator program (TAP) with the World Trade Centre, Maendel said he was enlightened about logistics options in moving product around and dealing with the requirement of brokerage, customs, duties and taxes in different jurisdictions.

“I didn’t realize we needed to take steps to protect our intellectual property or our brand around the world,” he said. “It was very important to be able to understand so we could organize the company to be able to operate internationally the way we do now.”

And Maendel said it’s EcoPoxy’s policy to share what they’ve learned about international trade to its customers.

“If we can teach others what we know we all win,” he said. “The things our customers do is amazing. They create incredible works of art.”

EcoPoxy helps its growing customer base market their products outside Canada through simple social media posts or sharing with them connections it’s made through the WTC.

One of those customers, Lynn & Liana Designs out of Steinbach, now ships its cheeseboard and serveware products — more than 100 different products — made with local maple wood (also imported acacia) uniquely combined with colourful EcoPoxy all around the world.

Founder Evan Funk was once an employee of EcoPoxy so he knew the potential of the product.

When he quit EcoPoxy to work full-time at his own family business most of its sales were of the wholesale variety to retailers across the U.S.

“We purposefully targeted the U.S. market when we started,” said Funk.

Now, through the WTC, his company has access to reams of leads. For instance, if it wants to find customers in France it can order up a list of 100 appropriate gift stores France, free of charge.

Sales at both EcoPoxy and Lynn & Liana have increased during the pandemic, likely at least partially because of the fact that people are spending more time at home pursuing craft and artistic pursuits.

That has created the need for even home-based businesses to get at least a working knowledge of international trade fundamentals.

Mariette Mulaire, the CEO of World Trade Centre Winnipeg, said the TAP curriculum has successfully transitioned to online delivery with the various experts who present in different areas like legal and marketing fully transitioned to online presentations.

She said the most valuable overall element of the program is getting the potential exporters to commit. It’s short term pain for long-term gain.

“The bottom line if they get an export plan in their hands,” she said. “It forces companies to stop and think about their strategy and then they can check to make sure everything makes sense legally or that they have the people with the right skill sets they need.”

With new intakes for October and spring 2022 now being accepted the TAP program has barely skipped a beat.

It’s worth the trip to Nunavut

Just ask Todd Burns. The Winnipeg-based CEO of Cypher Environmental, a provider of environmentally-friendly road stabilization and dust suppression products, was hired to build a couple of roads in Rankin Inlet by a mining company a number of years ago. He knew immediately that he’d be back.

“I was going to the airport after a meeting at the mine and we made a sale to the airport that day,” he said.

“There was a massive opportunity up north. All of the roads up there are unpaved. But it wasn’t until I got up there that I saw the opportunity. There is infrastructure there and there are people in all of these communities that have common needs. I thought if we can solve the challenges of getting our products up there and proving that they’re cost effective, then it’s a win-win.”

There are dozens of communities in Nunavut and elsewhere in the north with airstrips and virtually none of them are paved.  That means they all require dust control and stabilization products. 

“That represents a huge opportunity for us,” he said.

(For the uninitiated, dust is a safety issue at airports as it can get into the moving parts of airplanes and cause visibility problems. And every time dust blows away, it means part of the runway is literally being carried away by the wind and will need to be replaced eventually.)

Mariette Mulaire, president and CEO of the World Trade Centre, said while many Manitoba companies focus most of their efforts on the U.S. market, they’re missing out on revenue streams from the many opportunities in Nunavut. In fact, companies in other jurisdictions, including Quebec, have been more aggressive in courting business there than some of their Manitoba counterparts. Part of the problem in the Keystone province has been a lack of vision, she said.

“We are taking steps towards forming the strategy that we need,” she said.

One of the challenges for northern communities is finding the right people to fill the growing number of job vacancies. Colleen Smook, mayor of Thompson, said recruitment is the toughest part for her and other boosters of the city.

“Once people get here, they love it. It’s a great place to raise your family. It’s all about the quality of life we have to offer,” she said. “Our education system is second to none. Our high school band program has gone around the world.”

When Manitoba companies hear about opportunities in Nunavut, they should think “California Gold Rush.”

Canada’s newest territory might only have a population of about 40,000 but experts predict over the next 40 to 50 years, its Kivalliq region will become the wealthiest part of the country, a breakfast meeting was told on Thursday.

“That should say everything,” says Mariette Mulaire, Winnipeg-based president and CEO of the World Trade Centre. “Just hearing that should be enough to say, ‘okay, pay attention and look north.’ There are enough resources there to make our heads spin.”

Indeed, Nunavut has an abundance of mining, including gold, copper and diamonds.

Mulaire says Nunavut is already doing some trading with Manitoba but attempts to grow it further aren’t for a lack of effort from up north.

“They’re saying, ‘where are the Manitoba companies?’ They’re willing to trade. They’re coming here for health and other services that they need,” she said.

“Manitoba companies need to be aware (of the opportunities). Be the first one in, don’t be the last one in.”

Mulaire says the next Northern Perspectives Trade Show & Conference, which will be held in February in Winnipeg, should be circled on virtually every local company’s calendar, she said.

Don’t let Nunavut’s population fool you as the size of its economy is disproportionately higher.

Its GDP is forecast to grow at 6.1 per cent this year, compared to nearly four per cent for Canada, but its economy is expected to go to the moon next year with GDP growth of 13.6 per cent.

According to Statistics Canada, Nunavut’s population — the youngest and fastest-growing in the country — could hit 54,000 by 2043. (That’s just 22 years from now.)

But there are challenges for Mulaire and other business facilitators as so many Manitoba companies focus the bulk of their efforts on the U.S., the biggest economy in the world.

There are also challenges accessing Nunavut. Flying is expensive, rail lines are still undergoing repairs and trucking is limited to communities connected to the south by roadways.

Marc Cool, general manager of Arctic Gateway Group, which owns and operates the rail line from The Pas to Churchill, knows the critical role that trains plays in the northern economy. First on his agenda, though, is reestablishing credibility in the market since the rail line to Churchill was washed out by a flood in May 2017.

“Reliability is what needs to be first and foremost in all of the work that we do, with the end goal of having 100 per cent reliability and functioning 365 days a year. It needs to be 100 per cent bulletproof,” he said.

Nunavut’s population, which is overwhelmingly Inuit, is also getting increasingly wealthy.

“Consumer spending patters have changed. We ship more PlayStations (up north) than we ever have,” said Gary Bell, CEO of Calm Air. “We’re seeing e-commerce and other things starting to make their way up there with Canada Post and Amazon.”

Costs can sometimes be prohibitive, he noted, because the trade is all-too-often one-way.

“We’d love to see goods travelling in both directions. Our freight goes one way but we’re empty coming back. The consumer pays for that round trip. We’d like to see more goods produced in the north come to the south, then we could lower the price of all goods going in both directions,” he said. The “Looking North and Talking Trade — A Discussion of Business Opportunities in Nunavut” event was held at the Winnipeg Art Gallery.