A short documentary titled “The Family That Owns New Brunswick” has been watched over 145,000 times on YouTube since its publication about nine months ago. 

The popularity of the mini-doc, which reviews the massive power of the Irvings, might reflect a hunger for critical perspectives about the homegrown dynasty and the billionaire class more generally. 

But following the deaths of J.K. and Arthur Irving, several obituaries and news stories in the mainstream media have omitted or downplayed longstanding critiques of their vast industrial holdings and controversial business practices. 

The 15-minute video makes the case that the Irving companies enjoy practically unlimited political power in New Brunswick, contributing to social problems including poverty and pollution. 

“In New Brunswick, they get what they want, when they want, no matter who is in office,” the voice-over reads. 

The video was produced by Ryan Forneri, co-founder of Spoke Media. In an interview, Forneri said the Ontario-based startup is interested in telling stories that are “often overlooked in Canada.” 

A few months after he published the video, news broke that Arthur Irving had died, followed soon by his brother J.K. Irving. At the time, Forneri noticed more people were watching his video, especially in New Brunswick. 

“The largest viewership is from New Brunswick at 28 percent, with 24 percent from Ontario and 16 percent from Nova Scotia,” he told the NB Media Co-op.  

“I think there is a renewed interest in what is going to happen with the Irving family and their companies,” he said. 

Read the full story on our website, nbmediacoop.org.

David Gordon Koch is a journalist with the NB Media Co-op who formerly worked as a reporter for the Moncton Times & Transcript when it was owned by J.D. Irving Inc. This reporting has been made possible in part by the Government of Canada, administered by the Canadian Association of Community Television Stations and Users (CACTUS).