Canadian Electrical Wholesaler

June 29, 2021

AD Spring Network MeetingAD’s electrical team hosted the 2021 Virtual AD Spring Network Meeting April 21-22, welcoming over 300 member attendees from U.S., Canada and Mexico.

While the meeting itself took place over two days, AD hosted weekly strategic supplier webinars for several weeks leading up to the meeting, where AD members heard updates from supplier partners on market conditions, plans to win with AD and opportunities available in areas like training, unique products and AD program participation and engagement. Attendees also participated in a virtual trade show for their extended teams, where eight sponsors had the opportunity to present detailed new product demonstrations, real-life application website tours and customized presentations showcasing new innovations.

Attendees also participated in U.S., Canada and Mexico divisional member business meetings and network meetings. Networks are a cornerstone of AD’s model, bringing together non-competing member peers to share best practices and problem-solve.

Electrical-Canada part of overall expansion in Canadian market

Rob Dewar, president of the recently formed AD Canada Business Unit, reviewed the structure of the new business unit during the Electrical-Canada member business meeting. With a new Canadian training centre and warehouse, Dewar is confident AD’s presence in Canada will only help engage and grow the Canadian electrical division business.

“AD Canada’s combined scale and shared resources across all three AD Canada divisions, which also include Plumbing & Heating, and Industrial & Safety, will bring more focus to the Canadian market for both members and supplier partners,” Dewar said. “This creates a true win-win situation for all of our partners.”

Brad Harper, vice president of finance & operations – AD Canada, showcased the new training centre, board room and meeting spaces now available for members and suppliers use. He said the new facility is an AD Canada resource, there to support members of all AD Canada divisions.

Electrical-U.S. Division transitions board leadership

The Electrical-U.S. Division member business meeting opened with an update where President Dave Kinsella thanked previous U.S. Board Chair David Rosenstein, president of CX, for his leadership, service to the membership, and for his lasting friendship. Kinsella welcomed John Hanna, current divisional board chair and president & COO of Fromm Electric Supply Corp.

Hanna shared the importance of accelerating growth with AD suppliers, leading and staying engaged. He challenged the AD community to find opportunities to make each other stronger, actively participate in networks and volunteer on committees.

“Finding ways to work together to provide mutually beneficial programs that separate AD in the market will make us stronger,” said Hanna. “As member-owners, we need to prove to ourselves that we can. Can’t is easy, and can is hard, but together through our collective efforts, we can move mountains.”

Despite the challenges the AD community experienced in 2020, the division remains focused on continued growth. John Orman III, Electrical-U.S. divisional board member and president & CEO of Locke Supply Co., expressed his perspectives on recruitment and retention.

“Before our company joined AD, we didn’t network with other distributors,” Orman said. “The character of independent distributors is respectable and honorable, whether they are AD members or not. This mutual respect of seeing a competing distributor making a difference in the industry has changed our philosophy on quality independent distributors. Independent distributors need to stick together as much as we can.”

Hanna challenged the division’s members to continue innovating over the months to come.

“We are working hard to make this your organization for continued growth,” he shared. “Accelerate the power of your networks, learn from each other, and find that one spark that moves the needle: engage, prioritize, utilize. Engage in the programs offered, prioritize our key supplier partners and utilize new initiatives.”

Electrical-Mexico networks share best practices

Juan Carlos Zacarías, director, Electrical Division - Mexico, shared with his membership that despite the challenging conditions in 2020, Mexico division members achieved 5% growth and above-average industry market trends.

Luis Carlos Garza Tamez, Electrical-Mexico divisional board chair and CEO of ABSA voiced how the value of AD networks helped strengthen relationships and businesses in 2020.
“We were meeting weekly, said Garza. “Sharing best practices during critical times of the pandemic helped us make better business decisions, improve operational efficiencies, and gain market share. This led us to explore new markets, new ways to approach customers, and develop eCommerce strategies. We took these opportunities during difficult times to improve our overall performance.”

Weisberg celebrates 2020 performance, member engagement

In his remarks, AD’s Chairman and CEO Bill Weisberg celebrated members for outperforming the market as a group in 2020, making special mention of those members who served in AD leadership roles during the pandemic.

“So many members stepped up last year to give of their time and talents, most especially those serving on our AD LLC Board of Directors, divisional boards and committees,” Weisberg reflected. “It was humbling to see how willing these men and women were with engaging and guiding our staff and their fellow members. And, of course all this was to the backdrop of the struggles they were facing at work and home. I’m so thankful and extremely optimistic.”

In addition to division-specific subjects, attendees of the spring network meeting also received updates and tips on leveraging AD’s market planning and conversion programs to optimize AD partnerships, and the benefits of participating in eCommerce Solutions and AD Rewards programs.

Swati Vora-PatelBy Swati Vora-Patel

The electrical market is at the helm of innovation — from robotics and automation products that support advanced manufacturing to smart technology in homes and businesses, our industry leads innovation and competitiveness in Canada.

With advanced electrical and automation products shaping how we work, live and play, our industry is continually at the forefront of designing technologies that meet the needs of Canadians today.



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Merertu Mogga FrissaBy Merertu Mogga Frissa

Someone once asked me why we struggle with diversity and inclusion in Canada. My response was that we have never taken the time to discuss the value of both as a society. While Canada identifies itself as a multicultural country, the diverse make-up of the population itself is made to exist in a vacuum and outside of what multiculturalism seeks to achieve.

This oversight forces the discussion about racism to exist within the limits of communities impacted by it while completely removing it from conversations at social and institutional levels.

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Business Openings - March 2021In March 2021, the number of business openings increased by 1.6%, as public health restrictions were less restrictive in many provinces compared with earlier in the year. After rising steadily over the previous three months, the number of business closures edged down 0.7% in March. The number of active businesses in March was 1.3% below the level observed before the COVID-19 pandemic.

The decrease in business closures from February to March 2021 was relatively widespread across provinces and territories, with the exception of Yukon, Saskatchewan and British Columbia, where closures increased slightly.

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Catalyst For ChangeBy John Kerr

At this time of year my colleagues and I here at Kerrwil are in the final throes of producing Pathfinder, the annual benchmarking report we publish in collaboration with Electro-Federation Canada (EFC).

After reviewing the changes and the recent acquisitions and moves of the past year through the lens of COVID, I share below some notes on milestones of the past year. They provide context for what I see as a new direction the industry may be taking.

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David GordonBy David Gordon

As we transition from the pandemic many wonder about the future of sales, meaning, “What will the sales process (sales model) look like in the future,” and, essentially, “What is the role of / for outside salespeople?”

In reality, this question was asked pre-pandemic as management lamented that Sales wasn’t being as productive as they desired. Companies are always seeking to improve their processes, whether it is having salespeople better penetrate accounts, identify and call on new customers, use a different (new?) sales method...

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Changing Scene

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AD Spring Network Meeting  AD’s electrical team hosted the 2021 Virtual AD Spring Network Meeting April 21-22, welcoming over 300 member attendees from U.S., Canada and Mexico.

While the meeting itself took place over two days, AD hosted weekly strategic supplier webinars for several weeks leading up to the meeting, where AD members heard updates from supplier partners on market conditions, plans to win with AD and opportunities available in areas like training, unique products and AD program participation and engagement.



Read More


Arkadiusz TuroczyArkadiusz Turoczy has joined ECS Electrical Cable Supply Ltd. as the company’s ECS team as Regional Manager of the Quebec region, reporting to Rick Vascotto, Executive Vice-President Sales, Eastern Canada.

Arkadiusz will be responsible for leading the sales organization in the Quebec region, working closely with Marie-Claude Marois and Rick Vascotto, to continue growing market share in the Quebec region and building business. Arkadiusz has industry experience working with Future Electronics as a sales manager and most recently as an international account manager. He will be located at his home office in Montreal.

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ABB RailWith passengers' safety, reliability and sustainability at the forefront, ABB delivered its traction power substation, the electrical heart of the Finch West LRT in northwest Toronto.

In collaboration with CYMI, a Grupo ACS company specializing in rail electrification systems, ABB successfully installed the traction power substation of the Finch West Light Rail Transit (LRT) project. After achieving this important milestone, ABB is on track to deliver the balance of the traction power substations that will ensure continued support for the new LRT line in 2023.


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EFCRegister today for this whole new virtual experience, featuring dynamic speakers, sought-after keynotes, concurrent learning tracks, expanded programming and more.

Learn from a dynamic group of speakers about change management strategies and execution, risk management and forecasting, and diversity and inclusion practices.





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Illumisoft Lighting is an innovative company headquartered in Ottawa that focuses on suspended ceiling troffer LED fixtures that utilize optical film technology to achieve a high level of performance and efficiency.

Their flagship product is the EcoWing, which is available for new construction and fixture in fixture retrofits. Their primary application target is office buildings, hospitals, and dealerships. Recent projects include the Department of National Defense building in Ottawa, AMPED Sports Lab, Queensway Carleton Hospital, and Surgenor Automotive Group.


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Jeffrey MoyleBy Line Goyette

“The ongoing integration of Rexel Utility into our Canadian business platforms has underscored our responsibility as an organization to find creative solutions for today’s challenges, as well as to prepare for tomorrow’s opportunities.”

This quote from Jeffrey caught my attention. Vice President, Supplier & Digital Strategy at Rexel Canada Electrical Inc., Jeffrey has extensive experience in the industry and is a graduate of the University of Western Ontario with a Master’s in Business Administration, focusing on internarial leadership.

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