Growing Community

From the Garden to the Business Ecosystem

Growing up in the '80s meant TV dinners were all the rage and restaurants still used styrofoam packaging. Amidst the waste and processed foods, I fondly remember fetching countless cucumbers from my grandmother’s garden and watching her peel them into the daily newspaper, the vessel she used to compost the skins as we munched on sticks of the most delicious fresh treat. When I wasn’t enjoying the produce she grew with love for her six children and many grandchildren, I was lapping up her homemade vegetable soup, devouring fresh-baked pies (I got to choose the variety of the day from her stocked cellar), and, of course, crunching into homemade pickles because I still hadn’t had my fill of cucumbers.

It’s these memories of my Nanny's garden and cooking that instilled in me a love and appreciation for food and family. Food is deeply rooted in my Italian heritage and at the heart of my home, as I’m married to a former-chef-turned-electrician who can both fix your stove and cook you dinner! 

As I’ve grown from a starry-eyed child into an entrepreneur and writer, I’ve come to understand how that love naturally extends into building community. One of my greatest joys is working with Kootenay businesses and entrepreneurs to help them discover their voice and express it through strategic storytelling. Pairing that with my enthusiasm for locally grown food, I use my professional skills to celebrate agriculture, local business, and the community impact of nonprofit groups dedicated to food security. I’m in awe of the women who are so often at the helm of these operations.

The IncrEDIBLE Farmers Market is a shining West Kootenay example of an organization nourishing the community. Walking past the stand of fresh heirloom tomatoes on the vine, running my fingers along the stems, and taking in the sound of a lively band that has me bobbing between vendor varieties brings me back to being a kid while revelling in the garden bounty. The farmers market is an inviting place to connect with local makers, bakers, and growers and shop for the beautifully made, high-quality items they create.

Through helping facilitate the BC Farmers’ Market Nutrition Coupon Program and other educational opportunities like the Kootenay Teen Chef Club, co-founded by Food Coach Mandi Lunan and Erika Krest of the Trail & District Chamber of Commerce, the IncrEDIBLE Farmers Market champions affordable access to sustainable food and goods in a welcoming community space. As food costs rise and making genuine connections sees new challenges, the market brings us back to simpler times and gives us the opportunity to contribute to the local economy in a meaningful way.

Local markets are integral to building community for residents, food producers, and small businesses alike, but for me it’s more than being an avid shopper and attendee. In 2022, Gina Ironmonger, the former manager of the Trail IncrEDIBLE Farmers Market, approached me and my team at Writer’s Block Solutions to discuss the amalgamation of the Trail and Fruitvale markets. It just made sense. Why not share the wealth of knowledge, network of vendors and the nitty-gritty operational details from pop-up tents to signs? 

But they also needed to consider how best to approach their new branding and communications. Thrilled to put our expertise to use for such an incredible, community-focused organization, we first produced a collaborative communications and social media strategy, helped revamp their website copy, and updated their logos.

Next, we wrote and distributed press releases announcing the merger and promoting the upcoming market season. Both markets continued to operate independently at separate Kootenay locations, but united under the single “IncrEDIBLE” brand with shared marketing and advertising.

Our goal was to communicate the changes clearly to all audiences — vendors, shoppers, and volunteers — without losing the unique local character of each market. The result was a seamless transition that preserved both markets' charm while enhancing their reach. And this year, we celebrate the news of the market formerly known as the Rossland Community Farmers Market officially joining the IncrEDIBLE team, further strengthening the community by uniting three markets under one regional title with demonstrated success. 

As the cost of living skyrockets, my company is compelled to help small businesses, entrepreneurs, and nonprofits survive and thrive by amplifying the voices of organizations and businesses making a difference. We feel privileged to write stories for the Columbia Basin Trust that showcase incredible businesses and community building initiatives, often in rural areas. Our team always seizes the chance to champion the underdog and speak a little louder for those who may be less comfortable yelling from the back. Sharing others’ success through storytelling (the way we know best to contribute) brings us immense joy, and I am inspired daily by the impact small but mighty nonprofits are making in our region.

Healthy Kimberley, a registered nonprofit working to help make healthy choices easier and more accessible in Kimberley and beyond, is an example from the East Kootenay we first featured in our work with the Trust. Then, in 2023/2024, we had the privilege of working directly with Shannon Duncan, Manager of the Healthy Kimberley Food Recovery Depot (FRD). 

The FRD not only benefits residents experiencing food insecurity, but also manages food waste by repurposing donated food. They offer the only program in Kimberley that distributes free meals to vulnerable populations by diverting food from the landfill to feed hungry people. Since 2018, the FRD has recovered over 500,000 pounds of food, 84 per cent of which was distributed as groceries or used to create more than 50,000 meals through their Meal Program, which launched in 2020.

Their mission made our work easy. We guided them through a communications strategy to clearly define goals and their target audiences before developing a compelling case for support they will use to engage with their community to share their success, highlight their wins, and raise funds for their operations and important project work.

As cheesy as it might Brie, (sorry, couldn’t resist!) our mission is to make the world a better place, one story at a time, by showing that stories are more than just words — they’re agents of change. We support organizations making community impact by amplifying their message and celebrating their work. Whether it’s people facilitating communal gardening, food literacy opportunities, or coupon programs, we are inspired by them and their work. But food security is just one avenue of our many passions. 

We’ve also marketed major fundraising events for inclusive community programming, worked with emergency management professionals to improve resilience in rural communities, helped youth mentorship organizations attract volunteers, and assisted small business owners in securing grants and funding.

While the world moves towards automation, often losing touch with artisanal trades and crafts, it's crucial to choose how and what we consume. How we spend our time and money are votes for the kind of world we want to live in; our choices can support a thriving farming, agriculture, and market community in the Kootenays. I see a little bit of my grandmother in all the incredible individuals spearheading these grassroots efforts, and it’s comforting to know we are in good hands. 

AUTHOR | Valerie Rossi

Valerie Rossi is the Founder of Writer’s Block Solutions, a food lover, mother, and journalist. Her interest in writing was sparked by a deep fascination with people and storytelling. Val began as a reporter/editor for community newspapers and magazines before expanding into other industries and then embracing entrepreneurship. The Rosslander also enjoys hiking, biking, can-can dancing and roller derby.