FCL focuses on homegrown products

SASKATOON — Federated Co-op is working closely with domestic producers in a program called “Made By Us.” It’s FCL’s latest marketing campaign to spotlight its private-label product lines created together with small Canadian manufacturers.

Last year, the featured product categories were fuel and food. This year, hardlines are being promoted for the first time. The latest TV and social media campaign features FCL’s own Imagine line of paint brushes and rollers. It tells the story of how Co-op makes these applicators together with Bennett Tools in Concord, Ont., which claims to be the only remaining Canadian manufacturer of paint tools.