Getting to Know the Trade Commissioner Service

A BCWWA interview with Lauren Hurst, Trade Commissioner. Written with support from Joanna Daramola. This article was featured in the spring 2026 issue of Watermark.

To start, could you tell us a bit about your background and your role within the Trade Commissioner Service?

I am a Trade Commissioner based in the Pacific regional office in Vancouver. I work with cleantech companies — including those in the water and wastewater sectors — to support their expansion into international markets. The Trade Commissioner Service (TCS) is part of Global Affairs Canada, where I have held various roles over the past 12 years. Canada has what the world needs, and I am fortunate to get to help Canadian companies take their expertise abroad.

For those unfamiliar, what exactly does the Trade Commissioner Service do? How does it support Canadian companies, and why should businesses consider reaching out?

The TCS helps Canadian businesses of all sizes and from all backgrounds access international opportunities and succeed on the global stage. Whether a company is new to exporting, looking to expand in existing markets, or seeking to diversify into new ones, the TCS offers expert, tailored advice to help them make informed decisions and take on their global expansion with confidence.

Companies can think of us as trusted partners in developing and implementing their international business strategy. In addition to our export advisory services, the TCS offers funding and accelerator programs, organizes Government of Canada-led trade missions, and supports companies at trade events around the world. In short, we help Canadian firms gain the tools, insights, connections, and visibility needed to succeed internationally.

The TCS plays an important role in helping water technology companies expand globally. What steps can a business take to become a client, and what types of support can they expect?

The TCS works with export‑ready Canadian companies or organizations that have the capacity and commitment to operate beyond the domestic market. Becoming a client starts with an introductory conversation with a Trade Commissioner at one of our regional offices in Canada, which are located in Vancouver, Calgary, Winnipeg, Toronto, Montreal and Halifax.

Once onboarded, clients gain access to Trade Commissioners across our network of offices in more than 160 cities worldwide. Our in‑market trade experts provide practical guidance and market intelligence to help companies determine where and how they are most likely to succeed. Every market is different, with its own political, economic and cultural landscape; we help companies understand these nuances and chart a realistic approach. In fact, many of our Trade Commissioners are local hires in countries abroad, selected for their business expertise, deep knowledge of their markets and the kinds of strategies that are right for their market.

We also connect clients with potential customers, partners and other qualified contacts abroad. If companies encounter challenges in a foreign market, we can help troubleshoot. Our mission is simple: to equip Canadian firms to make informed, confident decisions and reduce risks as they grow internationally.

Research shows that companies that work with the TCS consistently outperform those that don’t, exporting to more markets and generating higher export value. The TCS is also well positioned to support trade diversification, helping businesses pursue opportunities in regions they may not have previously considered.

A recent example is our support at WEFTEC 2025. Although the event was in Chicago, we coordinated meetings between Canadian businesses and delegations from 10 Latin American markets. Businesses supported by the TCS also met with Trade Commissioners based in those markets to discuss specific opportunities and water challenges in each region. Events like WEFTEC give companies a window into global markets far beyond the show floor.

TCS regional offices also collaborate closely with federal and provincial partners. If a company isn’t yet ready for international expansion, we can direct them to programs such as Export Navigator, Trade Accelerator Program (TAP) or the National Research Council of Canada Industrial Research Assistance Program (NRC IRAP) to help them prepare. Together with our partners, we offer water technology companies a coordinated pathway toward global competitiveness.

What is something you think the water sector often overlooks about the TCS? Where do you see the greatest value in strengthening partnerships between suppliers and the TCS?

Many companies don’t realize that the TCS can function as a proactive extension of their business development efforts. For water technology firms navigating complex international procurement systems, regulatory landscapes, and long sales cycles, early conversations with the TCS can help avoid unnecessary delays and missteps. When we understand a company’s goals and capabilities, we can share timely global opportunities such as pilot projects, accelerator programs, funding streams, procurement leads, and more.

With an on-the-ground presence in more than 160 cities worldwide, our greatest value comes from helping companies understand how markets actually operate and where their solutions can have the most impact. We provide insights on emerging needs — from drought‑response technologies and water reuse to climate‑resilient infrastructure — and connect companies with qualified potential project partners, including utilities and local firms. These in‑market introductions can make a meaningful difference in countries where credibility and relationships are essential.

While we support companies at all stages of their international journey, our services are most effective when businesses have the capacity to invest in global engagement. Travel, relationship‑building and ongoing presence in key markets are critical to gaining traction abroad and fully benefiting from our support.

When suppliers build long‑term relationships with the TCS, they gain a strategic advantage: better‑informed decisions, stronger partnerships and faster momentum in markets where trust, persistence and local presence matter.

Why is success in international markets important for Canada’s water sector as a whole? How does global engagement contribute to innovation and competitiveness at home?

When Canadian water companies compete internationally, they encounter new regulatory frameworks, climate conditions, procurement models and infrastructure challenges. This exposure pushes firms to innovate, adapt, and refine their technologies. Solutions developed for demanding global conditions — whether reuse, energy efficiency, or nutrient recovery — often strengthen how we manage water systems domestically.

Global engagement also helps companies scale up. International contracts can support growth, attract investment, and fuel R&D. This strengthens Canada’s supply chains, creates skilled jobs in Canada, and keeps advanced engineering and manufacturing capacity anchored here at home.

There is also a valuable feedback loop. Companies involved in global projects bring home insights on new technologies, policy trends and financing approaches. These lessons can shape domestic procurement, infrastructure planning and regulatory evolution.

For all these reasons, international success clearly benefits Canada’s water sector as a whole. It ensures Canadian companies remain competitive, informed by global best practices, and positioned as leaders in sustainable water solutions.

For suppliers or businesses wanting to learn more, what is the best way to connect with you or the TCS?

The best way to get started is by visiting tradecommissioner.gc.ca. Companies can explore our website to:

• learn more about how we can help them throughout their export journey;
• find out how to connect with the TCS regional office closest to where they are registered; and
• sign up for MyTCS to receive personalized emails about TCS tools and resources, funding opportunities, and upcoming trade missions, events and webinars.

I will also be attending the BCWWA Annual Conference & Trade Show and look forward to meeting people on the trade show floor or connecting afterwards!