COMMUNITY
Corporate Compassion
Local businesses in Alberta are making an impact by leading charitable efforts in their communities.
By Alexis Nicols
An AMA volunteer packs food items to support Alberta’s food banks. | PHOTO: COURTESY OF AMA
MANY ALBERTANS MAKE IT a priority to support local businesses that align with their own values. That translates to shopping with companies that give back to the community. Businesses of all sizes are embracing this by including philanthropy and community support as part of what they do.
For companies that choose to support community initiatives, selecting the right cause is a crucial first step toward making a meaningful impact. Some businesses do this through charitable donation, some do it through corporate culture and employee-donation matching, some integrate their social initiatives right into their brand identity.
Village Ice Cream donates a dollar from the sale of every pup-friendly pint to Calgary’s Canadian Animal Task Force. | PHOTO: COURTESY OF VILLAGE ICE CREAM
With a strong affinity for their four-legged friends, Calgary-based Village Ice Cream has done just that. Developing an exclusive line of dog-friendly ice cream flavours (Carrots and Cream, anyone?), their Dogs of Village pints are available this summer, with $1 from each pint sold being donated to Canadian Animal Task Force.
The ice cream shop also collaborates with local animal rescues through its Dogs of Village program. It was recently able to fund 50 spay and neuter surgeries with the Canadian Animal Task Force in Calgary. “We have this platform. Why not use it for good?” says Beth Allison, Village Ice Cream’s head of marketing. “We know first-hand the impact of [pet] rescue in the community.”
Marty and Dennine Giles of Northstar Ford with Doug Lavoie, founder of thewalk.ca, in support of The Calgary Food Bank. | PHOTO: COURTESY OF NORTHSTAR FORD
In Fort McMurray, Marty and Dennine Giles of NorthStar Ford understand the importance and benefit of giving back. “We arrived [here] in 1995. We had a nine-month-old baby with us and we put everything into this dealership,” says Dennine. “We were coming into a community that had no reason to support us, but they did. We knew immediately that we loved Fort McMurray and that we had a responsibility to take care of it.”
The Giles are avid supporters of FuseSocial, a local organization focused on strengthening the social profit sector in the regional municipality of Wood Buffalo. Programs bolster leadership, support non-profits and promote volunteerism. “It’s in our corporate culture,” says Marty, “and [it’s] our personal responsibility to make the community better than the way we found it.”
While financial contributions are vital, many companies are taking a diverse, multi-pronged approach to giving back by encouraging their staff to volunteer. At Arcadia Brewing Co., community engagement goes beyond donations. The Edmonton-based brewery actively fosters a corporate culture of hands-on support.
Supporting community is a huge part of AMA’s origin story. But what began as lobbying for safer roads and lower fuel taxes has grown into so much more.
“From food security to climate good, we’re Albertans helping Albertans,” says Jane Flower, vice president of corporate purpose. “Our Fill Our Fleet campaign has raised more than $1.5 million for community food banks, and we’ve committed to planting 100 hectares of ‘forever forests’ by 2026.”
It’s all about small changes that, when combined, make a big impact — whether it’s protecting vulnerable road users with AMA School Safety Patrol, adding rooftop beehives at AMA centres, or supporting food literacy in schools with the AMA School Garden Studio program.
Beyond structured programs, personal connections are often what drives businesses to give back. Many company leaders have had first-hand experiences that inspired their philanthropy, whether it’s a cause they benefited from or a local issue they feel passionate about.
For some companies, philanthropy is embedded in their business model; for others, it’s a reflection of corporate culture. Either way, weaving community support into the very foundation of a business transforms it from simply serving a place to becoming part of it. It turns every transaction into something more meaningful — an opportunity for Albertans to shop with purpose and create real, lasting impact within their communities.
At Edmonton’s Arcadia Brewing Co., a culture of kindness, community and giving back is integral to the business. | PHOTOS: COURTESY ARCADIA BREWING CO.
HOW CONSUMERS CAN MAKE A DIFFERENCE
For Albertans looking to support businesses that give back, there are many ways to get involved.
• Shop with purpose. Choose brands that align with your values, whether it’s supporting local animal rescues, mental health initiatives, food security programs or specific charities and interest groups.
• Participate in community events. Many businesses host fundraising events, volunteer days and donation drives that you can join.
• Donate time and skills. Volunteer at organizations that partner with socially responsible businesses to enhance the impact of their initiatives.
• Spread the word. Share a company’s philanthropic work on social media or recommend it to others to raise awareness and encourage more businesses to follow suit.