Hardly any Okanagan companies export to Europe, so word Friday of a Canada-European Union trade agreement was met with only mild interest in the Valley.
"Of course, there's interest in any trade pact because it potentially opens up large markets," said Robert Fine, executive director of the Central Okanagan Economic Development Commission.
"But the reality is Europe is not front and centre for Okanagan companies. Simply because of proximity and ease of movement, the U.S. and Asia are much more important export markets for Okanagan business."
Since the deal is two-way, it means cheaper and more European wine and cheese could make its way to Canada.
The Okanagan wine industry hasn't had time to digest that news and determine the negative impact if any.
Generally, Okanagan wine production is considered too small to export, especially to Europe, which has plenty of its own wine.
But more Canadian beef and pork could find its way to Europe.
Kelowna Chamber of Commerce CEO Caroline Grover pointed out that the elimination of tariffs on wood, seafood, fruits and vegetables makes those Canadian products the natural first big sellers in Europe.
Or maybe not, in the case of Okanagan companies.
"Our main market is Western Canada, so Europe isn't much of a target for us," said Don Westcott, the senior director of marketing at B.C. Tree Fruits.
"I don't see much of a market there for our apples. But where I do see an opportunity is with cherries. Europe grows its own cherries, but ours ripen later, so there could be a good late-summer market there."
West Kelowna's Gorman Brothers Lumber exports to 28 countries, but only one of them is in Europe - Germany.
Germany represents only 0.5 per cent of Gorman's customer base.
"They take some of our boards for furniture making," said sales manager Cameron Cook.
"Our production is so maxed and we're so busy with existing customers that the EU deal really doesn't change anything for us."
Tolko, the biggest forestry company in the Okanagan, supports the Canada-EU free trade deal, but didn't provide anything more specific on Friday.
The free trade pact also makes provisions for easier exchange of workers, technology and intellectual property.
"We for sure have companies that export to Europe now, so that should only get bigger now," said Jeff Keen from tech group Accelerate Okanagan.
Already, Procera Networks in Kelowna, which makes software that allows the Internet run faster for cable providers and corporate servers, exports to Europe.
In fact, Procera's head office is in Sweden.
Disney Online, which has Club Penguin in Kelowna, also has interests in Europe that could become bigger with free trade.