DND official rebuked for custom-made business card featuring F-35s

Amid the on-going critique of Canada's attack aircraft gush procurance, a federal public servant has been rebuked for distributing a custom-made business card featuring two Lockheed Martin F-35s at a recent military trade show.

According to federal guidelines, all government business cards must follow a standardized template, with a Canadian flag as the sole illustration.

The card used by Crista-lynn Ferguson at the Ottawa conference included more than her email, phone numbers and title as director general of fighter capability at the Department of National Defence (DND).

Its front featured a metallic logo showing the outlines of an F-35 and a CF-18. On the back, there was a photograph of two American F-35s in the foreground flying alongside two Canadian CF-18s during a joint training mission.

"The card in question was not produced in accordance with the [department's] standardized business card production process," said DND spokesperson Kened Sadiku.

Ferguson would be asked to stop using the card, he added.

Canada has begun the acquisition process for F-35s and is preparing to take delivery of its first aircraft later this year, a process that is part of Ferguson’s responsibilities.

The government submitted the fighter acquisition program to a review last year and the file is particularly charged, given diplomatic and economic tensions between Canada and the United States.

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Distributing a custom-made business card is "highly ill-advised" given the sensitivities surrounding the F-35 file, said Geneviève Tellier, an emeritus professor of political science at the University of Ottawa.

"The primary duty of public servants is neutrality, so they must not show any appearance of bias or conflict of interest," Tellier said. "Here, it gives the impression of someone showing a preference."

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On the other hand, military analyst Richard Shimooka said Ferguson is simply working to implement the government’s decision to acquire F-35 fighter jets.

“This is what we’re buying,” said Shimooka, the senior fellow at the Macdonald-Laurier Institute. “The military is very proud of its capabilities, what it does and the systems it uses. And to some degree, this [business card] kind of reflects that.”

According to DND, Ferguson put the photo of the F-35s and CF-18s on her business card to reflect her role within government to "modernize Canada's fighter capability."

"The intention was not to communicate a position on the F-35 review or any other related government decision-making process," said Sadiku.

Reached by email, Ferguson said she had nothing to add.

The business card was obtained by Radio-Canada after being distributed at the CANSEC trade show held in Ottawa in late May.

The defence fair attracted thousands of attendees, including numerous lobbyists and industry representatives hoping to capitalize on the rapid increase in Canada's military budget.

While many business cards changed hands during the event, the use of a custom card by Ferguson was "not standard practice," according to DND.

"She will be asked to stop using the card, and all DND employees will be reminded that they must comply with the provisions of the government's Federal Identity Program," Sadiku said.

The card was distributed as the federal government is seeking to limit its public comments on the planned purchase of 88 American-made F-35 jets. For example, Ottawa has refused to provide a picture of a signing ceremony marking Canada’s first F-35 held earlier this year.

The F-35 procurement process was launched in January 2023, with an existing contract for 16 aircraft. But it was placed under review in March 2025 and no further orders have been announced.

The review was initiated amid economic and diplomatic tensions with Washington and the administration of U.S. President Donald Trump, which imposed a series of tariffs on critical Canadian products such as steel and aluminum.

The future of the F-35 procurement program remains up in the air as the government considers a mixed fighter fleet that could also include Gripen jets manufactured by the Swedish firm Saab.

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Tellier said there seems to be frustration in the Canadian Armed Forces over the government's plans to diversify its sources of military equipment. The business card can be seen as a symbol of the ongoing tension, she said.

"We sense a disconnect between the government and DND," Tellier said. "It feels like the government is trying to change things, trying to change policy ... But DND does not seem ready to make that change."

The federal government is not only dealing with a major military procurement but also complex negotiations with the Americans and efforts to broaden its defence partnerships around the world, said Jean-Christophe Boucher, a professor of political science at the University of Calgary.

“What the card symbolizes is the tone-deaf attitude from the part of National Defence on the political ramifications of the F-35 project,” he said.

The F-35 is viewed by many within the Canadian Armed Forces as the best option to replace the CF-18s, even as Canada explores the purchase of Gripens.

Several DND officials have said that Canada should primarily focus on managing the transition from the CF-18 to the F-35, a so-called fifth-generation fighter, given it lacks resources and personnel to oversee a simultaneous integration of Gripen jets.

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Until told otherwise by the government, the Canadian Armed Forces will continue with regular preparations to bring in the F-35 fleet into its operations.

Speaking in front of a parliamentary committee last year, Lt.-Gen. Jamie Speiser-Blanchet, the commander of the Royal Canadian Air Force, said Canada's main adversaries operate highly advanced fighters and the sooner the transition to F-35s takes place in Canada, the better.

"Both China and Russia have fifth-generation fighter aircraft and fifth-generation missiles, which are able to go at much greater speeds and with much more lethality and are putting western allies at risk at this moment in time," Speiser-Blanchet said.

Reporter

Daniel Leblanc is a reporter with more than 20 years experience in investigative journalism and federal politics. He is a past winner of the Michener Award, the Charles Lynch Award and three National Newspaper Awards.

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