Interview with David Brulotte, Québec's Delegate General in New York

Episode 24:  Today, Omar Ayyash, President & CEO of the World Trade Center Kentucky interviews David Brulotte, Québec’s Delegate General in New York.  David and his team are touring various Kentucky companies and meeting with officials.  Kentucky and Québec have significant, commercial relationships.

Meet David Brulotte

David explains his role is to promote and defend Québec’s interests in the US.  The team in New York City consists of 30 people.  This is their most senior team in the United States.  In total, there are 9 offices in the United States. 

The province of Québec has 34 offices across 20 countries.  The Ministry of International Relations of Québec leads the group.  It consists of roughly 600 employees.  Approximately 100 of them are in the US, with the remainder spread across Europe, Asia, South America and Africa.

The New York office has responsibility for a region which includes Kentucky.  At its core mission, David’s office focuses on expanding Québec businesses and exports throughout the region.  The help to establish JVs, as well as, brownfield and greenfield investments.  David’s team also helps US companies to grow and invest in Québec, with an emphasis on foreign direct investment opportunities.  They foster government relationships at the city, state and federal levels.  The promote Québec culture including artists, enterprises and universities.

Québec’s Focus on Kentucky

Both Québec and Kentucky are states.  The Delegate General’s office has made previous trips to Kentucky.  There are always new opportunities to be found and being on the ground is a great way to discover them.  It also provides a the chance to establish personal relationships in the area.

David will keynote this evening’s Global Executive Forum at the UK Gatton College of Business and Economics. 

The Role of Cultural Diplomacy

Omar asks David to comment on the role of cultural diversity in his office.  David notes that this is the core of his efforts on the international scene.  It’s one of the reasons Québec has numerous offices across the world.  Canada itself is a very decentralize country.  The individual provinces have a great deal of jurisdictions and powers.  For instance, healthcare and education are province-based jurisdictions. 

Québec has always had a proud cultural identity.  They regularly promote their native artists, such as Cirque du Soleil.   Additionally, they actively promote their businesses, the French language, etc.  Three members of his 30-person team specifically focus on cultural promotion opportunities. 

David points out that cultural experiences help to create memories, which can be helpful when working through challenges in other areas of a common relationship.  Those cultural experiences help to foster interests, which fortify the friendships and help to build bridges between two people, organizations or governments. 

Omar and the World Trade Center Kentucky was able to assist in setting up meetings for David’s delegation in Louisville, Bowling Green and Lexington.  They’ve met with company leaders, elected officials, various chambers of commerce and more.  It was a terrific opportunity to listen to the needs of companies regarding new suppliers in their supply chains or even new clients.  Several companies in Kentucky already have Québec inputs.  Several Québec companies have subsidiaries in various parts of Kentucky. 

It's also a good time to discuss how the tariff situation might affect companies sourcing from or exporting to Québec, and Canada at large.  David and his team can convey messages to elected officials and to other businesses, on behalf of the various Kentucky companies. 

Omar notes how the World Trade Center Kentucky is unique in that it’s the only organization focused on both imports and exports.  Many of the government entities you might think of are primarily export-focused.  As often noted, Kentucky exported $42 billion in 2024.  The WTCKY recognizes the importance of imports and works to help companies to build resiliency into their operations, including supply chain.

On this same day, Omar will participate in a webinar focused on duty drawback, which is another tool Kentucky businesses can use to improve financial results.

Québec Is a Logistics Hub

While Kentucky boast the presence of UPS and DHL, Québec also is known as a logistics hub for North America and Europe.  Québec encourages European companies to consider shipping product to Québec.  This can help them to take advantage of the USMCA agreement.  This may be more advantageous than attempting to ship directly to the US. 

Aerospace is an extremely competitive sector for Québec.  There’s also a strong presence for AI, tech and battery manufacturing.  The also have a significant SK battery investment near Montreal, which will enable them to work closely with the new Ford-SK battery plant, in Kentucky. 

Montreal and Québec City have a large port infrastructure, as well as the deep sea access on the eastern seaboard of Canada. 

Clean Energy and Sustainability Leadership

Québec is a leader in the areas of clean energy and sustainability.  David is very proud of Québec’s focus in this sector.  Interestingly, 99% of Québec’s energy is produced via hydropower.  They are able to export energy to other Canadian provinces and to New England.  Beginning in May 2026, they’ll begin exporting energy to Queens, NY.  They’ll power approximately 20% of Manhattan’s energy needs, with hydropower from Québec, via the Champlain Hudson Power Express.  This new infrastructure will also enable them to buy back power from New York during the peak winter months.

Québec’s EV adoption rate leads all of Canada.  David mentions they also have a joint carbon market with California.  It just celebrated its 10-year anniversary.  The state of Washington and others may eventually join this market.  David notes the joint carbon market generates approximately 1 billion dollars each year, which is then reinvested in green projects, by law.

Lastly, Québec has a variety of minerals applicable for use in battery manufacturing, primarily for anodes and cathodes.  Billions in investments have been announced, however, there is some disruption due to the current tariff situation.  Nonetheless, the progress continues and the US will be a primary market for these batter-related products. 

As we wrap up the conversation, Omar asks about David’s experience with motorcades.  It’s one of the items on Omar’s bucket list.

 

To Learn More: 

Website:  https://www.Québec.ca/en/gouvernement/ministere/relations-internationales/representations-etranger/delegation-generale-Québec-new-york 

 

Upcoming WTCKY EVENTS:

·      06/18/25 – Trade Chat:  Foreign Trade Zones Unlocked

·      10/13-19/25 – Trade Mission to Dubai 2025

·      11/11-13/25 – International Trade Certification Program

 

The next episode of our podcast will launch on 06/09/25.  Thank you for listening.  Be sure to follow This Global Trade Adventure on your favorite podcast platform, or at www.WTCKY.com/podcast. 

We hope you enjoyed this episode.  Our schedule is to publish a new episode on the 2nd Monday of each month.  

Please consider sharing this with your colleagues.  Until next time, thank you for listening and welcome to This Global Trade Adventure.