I'm not so sure about the Canada parallel: Canada has GDP per capita closer to the US, Latvia is much lower (but still much higher than Latin America and China so I'm not sure what other case would be similar).
End of the day, Latvia is exotic but also harmless.
It’s really weird to put in a press release that two contractors were hired and stress the Latvia angle. Me being the cynic I am about such matters assume that it’s a distraction from an actual story!