. / black e ntre pre n eu r ’ s journal issue v
summer fall ‘23
A Note on
Connections in Business
New Leadership, New Vision
An Interview with Samuel Juru
How to Be Heard
Revitalizing and Developing Economies in Alberta
tab le o f
contents
publishing team Greg Davis Publisher
Taneya Rogers Editor
05
Welcome A message from the Executive Director of the Africa Centre
Joanne Pierce Artistic Director
Tinuoluwa Olabimtan Designer
07
How to be Heard Understanding the Business Improvement Area
Ni Lo Photographer
africa centre
08
What is Marketing? Making your story stand out
Fadumo Osman
10
Growing Together: Land, Labour, Liberation
contributors
Exploring the history and current status of Black farmers
Adama Bundu
15 21 31
Kojo Otoo
Kim-Ann Wilson
New Leadership and Vision for the Africa Centre
Stella Igweamaka Merlin Uwalaka
In conversation with Samuel Juru
Outsiders Edge Media
Entrepreneurial Spotlight
P.O Box 542 Stn Main
The stories of three vibrant businesses and the value they add to our growing community
info@outsidersedge.ca
Resource Guide
Edmonton T5J 2K8
This issue was made with the support of :
Organisations who have contributed to the establishment of this business journal.
The Black Canadian Business Empowerment Program is made possible thanks to support from the Government of Canada’s Black Entrepreneurship Program.
Africa Centre's Entrepreneurial Support Initiatives aim is to create opportunities for building a more robust business community in Alberta by leading a full-frontal assault on the systematic barriers that limit the prospects for aspiring Black entrepreneurs.
www.africacentre.ca 780-455-5423 ext. 200 #106, 11808 St Albert Trail NW @africacentre
Welcome Note Samuel Juru, Executive Director The African descent business community includes hundreds of entrepreneurs making an economic impact with new ideas, goods and services that are representative of the rich culture and heritage of our diverse society. As an organization working towards providing equal opportunities and resources to the African descent community, we are proud to support their various economic experiences while celebrating their unwavering dedication. The summer/fall edition of the Black Entrepreneur’s Journal explores many industries the African descent community in Canada is engaged in while profiling the individuals making a difference. From Valerie Chelangat’s Tusome Books, a home where diverse voices, including Black, Indigenous, 2SLGBTQ+, disabled and immigrant authors are made accessible to readers; and to Gateway Holistic Care Group respite services where autistic individuals and families receive vital care. Additionally, through Business Improvement Areas (BIAs), a non-profit association aiming to enrich economic development throughout Alberta’s rural communities, the impact and solutions offered by the African descent community are proving to reach far and wide. Through these real stories and experiences, we hope you are inspired and join our movement to support the economic participation of the African descent community. Africa Centre is committed to doing its part to ensure that people of African descent have avenues for integration and access to opportunities for full participation in society.
Yours Sincerely,
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How to be Heard
Amplifying voices through Business Improvement Areas (BIAs) Greg Davis
I
n 1983, Alberta passed legislation under the Alberta Municipalities Act, bringing into fruition Business Revitalization Zones (BRZs), now known as Business Improvement Areas or "BIAs." The goal was to encourage the revitalization and development of dynamic commercial and economic areas within municipalities across Alberta. Here in Edmonton, 13 such BIAs are working on behalf of local businesses to achieve this mandate. What is the BIA mandate? Business Improvement Area is a non-profit association of businesses and stakeholders with a common interest in improving, maintaining, and promoting the economic vibrancy of their area. Each association works to lobby the City Council and city administration for what is needed to enhance the region's economy. This often includes securing budgets for activities such as streetscaping, maintaining public spaces, hosting special events and festivals.
They also work with public works and transit, bylaw enforcement and marketing, to name a few areas. These efforts are aimed at attracting residents and visitors to enjoy what each area offers. Strength in Numbers A business owner should have a solid relationship with the BIA. They are one of the best channels through which the City Council and city administration can hear your concerns. Robust BIA groups are very effective, and having a location within regions with an active BIA can benefit one's business. As a business owner, you should capitalize on an association advocating to keep your business safe and working to attract foot traffic to your establishment. Concerns about parking, road closures, crime, and bylaw updates can be directed to the BIA. This creates greater capacity for you, the business owner, to focus on other matters that feed the growth of your enterprise.
What is Marketing?
how t o di f f e r e n t i at y you r se l f f rom com p et i t or s
by Kim-Ann Wilson 8 . issue v
W
e now operate our businesses in a PostPandemic era. One crucial shift in marketing you need to focus on as a business owner to differentiate yourself from competitors is ‘Personalization’. Here are some personalization tactics you can use to set yourself apart. Tell Brand Story “People don’t buy what you’re selling; they buy the story behind it. Your brand is the stories that people tell about you.” ~ Unknown
Don’t be afraid to share the vulnerability of your why, that’s one of the differentiating factors that inform people why they should care about your business. This is the WHY behind your brand and your business, use it to resonate with your ideal customers/clients. Use it to build rapport, connection, trust, and for your audience to get to know more about you and your business. This is your superpower! Activate it! Show Brand Personality People relate to people, if you have a team in your business, a culture has developed. Consider showcasing your brand culture and personality, to make your brand ‘personable’. Highlighting the different personalities within your business will help to build the know-like-trust factor you need to establish with your audience before they make a purchasing decision. Engage with Audience Relationship building is at the core of business success. Get plugged into your community, engage with organizations and partners that serve your ideal customers/clients. “Community involvement is an excellent way
for any business to build relationships and increase brand awareness and visibility”, Source: Forbes.com Distribute your marketing materials and attend events, so that your brand is seen, people get to know YOU and your business, network with your ideal customers/clients, in-person; which is invaluable and cannot be compared. Host your own community events to build visibility and recognizability within the community. Tap into your own contacts/ network by reaching out; a newsletter is a great tool to do this. Incorporating online engagement strategies is crucial. Be active in online communities where your target audience is represented. You want people to remember your brand and business. Be Memorable! Showcase Core Values Every business has their own set of core values, showcase yours to your audience, if you say your brand ‘supports community’, share photos, videos, interviews of your business supporting the community. This is a great way to differentiate yourself from your competition; by being a brand that stands behind your value/s helps to separate your business from those that are only about making money rather than helping people or a cause. For guidance on how to effectively communicate your brand story and strategies to incorporate to reach your target audience, reach out to us and consider attending our workshops.
issue v . 9
Growing Together: Land, Labour, Liberation by Adama Bundu 10 . issue v
I
t almost goes without saying that in Alberta, economy is king. From the tar sands to Alberta beef, so much of the iconography of this province is wrapped up in our major exports and products. Lost in all of this are the human beings whose hands turn the wheels of production. Under the current system, working people become commodities for profit. This is especially true of Alberta farmers, migrant workers and Indigenous peoples– the original stewards of the land - whose land, labour and production aren’t organized to serve their true interests. Instead, the current system prioritizes the unmitigated extraction of wealth, alienating them in the process, and creating a string of unsustainable consequences. To undermine this system and supplant it with a new and just sustem, we must fully recognize its roots in the ongoing processes of colonization and imperialism. Providing Context to the System Monopolies, “free” markets, and other racist institutions of power hamper our ability to grow according to our communities’ interests. As people of African descent especially, we can see how the dynamics of neocolonialism in Africa reproduce and reflect our own conditions in diaspora. Between 2016-2018, Africa imported approximately 85% of its food from outside the continent. Even while being one of the largest sites of global agricultural extraction, food insecurity remains a major concern. The disconnect between these facts is caused by the power of agribusiness to dominate
decision making regarding African labour and farmland. African agriculture has been deliberately organized around monocultures that cater to foreign markets, ignoring the needs of their localities. Currently, African farmers do not even have the seed sovereignty to decide what varieties of crops to plant, and must take on large debts to purchase monopolized seeds. These cash crops are then distributed for cheap to foreign markets, only to be sold back to producers at marked up prices. While technically being independent, these African nations are forced into a position of economic subordination and impoverishment to global monopolies. This is a manifestation of political neocolonialism and economic imperialism. The System at Work in Canada The undemocratic use of land described in Africa is mirroed in North America. The exploitation of land begins with the Canadian settler colonial project, who is at liberty to sell “crown lands” to large-scale agribusiness. The privatization of crown lands has political, economic, and ecological consequences. Despite ongoing promises of “reconciliation”, Indigenous peoples continue to be displaced from their ancestral territories, which are being stripped of ecological diversity in favor of monocultures and cash-crops. Through this process, capitalist agricultural development comes to replace Indigenous land relations. Furthermore, even settler family farmers are pushed out through competition with agri-business. As cost-price squeezes tighten, land concentrates even more issue v . 11
As work-visa status is tied to employers, workers who are rightfully unsatisfied with their exploitation face the threat of undocumented status and deportation... within agri-monopolies. A vicious contradiction manifests: how can Canada continue to grow an industry while cleaving to policies that gut out its labourers? The answer is an increased reliance on exploitable foreign workers. According to Statistics Canada, foreign workers accounted for almost one quarter of agricultural workers in 2021, emphasizing how crucial this labour has become to the industry. This pool of labourers has become available 12 . issue v
through Canada’s neo-colonial influence abroad. Canada’s imperialist relations with Africa and other super-exploited regions of the world has reproduced growing landlessness, high rates of job insecurity, and rampant civil strife. This incentivizes labourers to participate in foreign worker programs where they are underpaid and exposed to poor working conditions. The Canadian state, in collusion with agri-business, has access to incredible leverage to keep foreign
workers from bargaining for better. As workvisa status is tied to employers, workers who are rightfully unsatisfied with their exploitation face the threat of undocumented status and deportation. Even with these rampant, systemic problems, there is potential for unity among Indigenous peoples, migrants, and settlers in the agricultural industry. Despite the ways that the ruling classes pit these sectors against each other, all have a stake in the struggle. While settlers have a material basis for investing in the system and further privileging themselves, that privilege is being slowly eaten away by the progression of capitalist agriculture. Conversely, while Indigenous peoples and migrants are pitted against each other for negligible returns, both have the most to gain from decolonization at home and abroad. The path towards change comes by people within the agricultural sector becoming aware of how these systems function and organizing for their transformation. Just as so many disparate sectors are brought together by exploitation, they can be unified in the struggle for collective liberation. As farmers, particularly Black farmers, what would be the benefits of creating sustainable, democratic, relationships with producers free from the cut-throat demands of the market? Could we envision a world where land and resources were returned to and managed in reciprocation by the peoples who have inhabited and worked them for centuries? How amazing would it be if we had the food sovereignty to push for the types of produce that suits our cultural, culinary needs? Become a farmer today to become part of this change!
Here are some relevant programs: • Young Agrarians (YA): farmer
to farmer educational resource network for new and young ecological, organic and
regenerative farmers in Canada • U-MAP: A national interactive Resource Map focused on
centralizing information for new and young farmers from farms
in the network, to available land,
financial resources, farm suppliers and more.
• WWOOF (World Wide
Opportunities on Organic Farms): Volunteer opportunities on Canadian organic farms.
• SOIL (Stewards of Irreplaceable
Land): Long-term apprenticeships on Canadian farms.
• National Farmers Union (NFU): The National Farmers Union is a directmembership organization made
up of Canadian farm families who share common goals.
issue v . 13
14 . issue v
New Leadership and Vision for the Africa Centre An Interview with Samuel Juru on Empowering Black Businesses and Communities in Alberta with Stella Igweamaka issue v . 15
An Interview with Samuel Juru on Empowering Black Businesses and Communities in Alberta
S
amuel Juru assumed the role of Executive Director at the Council for the Advancement of African Canadians in Alberta (Africa Centre) on May 22, 2023. Samuel, previously leading the City of Edmonton’s immigration and settlement team, takes over from Sharif Haji, who transitioned to a political pursuit after four years at the helm of Africa Centre’s leadership. In an interview for the Black Entrepreneurial Journal, Stella Igweamaka engaged with Sam to delve into his vision, leadership approach, and insights on the influence of Black businesses in Alberta. Juru’s Journey to Executive Director I am originally from Zimbabwe and came to Canada at the age of twenty-two. After completing a degree in English and Communications in Zimbabwe, I faced challenges navigating my Foreign Trade Credentials in Canada. I took a year to reflect on my goals and realized my passion for working with and for the people of the African continent. To pursue this mission, I furthered my education in Global Studies and International Development. Immediately after earning my degree, I secured a role at Global Affairs Canada (formerly Canadian International Development Agency CIDA), where I managed funding and development projects across various African countries. This experience allowed me to immerse myself in the diverse cultures and 16 . issue v
communities of the continent, including those of African descent from around the world, enriching my perspective and aligning with my life mission. Juru Shares His Vision I am stepping into an organization that has overcome challenges and grown stronger over time. The African Centre has well-established structures and programs in place. My vision encompasses two key aspects. First, we focus on providing crucial social programs for individuals within the Black community and people of African descent. This includes affordable daycare, youth programming to prevent involvement in negative activities, leadership, and mental health support for youth, as well as growing senior programs. We’ve also recently launched a social innovation research and data hub to enhance our services through data-driven insights. My vision involves expanding and innovating our social support to address the evolving needs of our community. The second part of my vision centers around economic empowerment. Historical factors like colonization have led to the economic challenges faced by Black communities globally. From slavery to resource extraction, we’ve been excluded from economic participation. I believe it’s crucial to reintegrate our communities into the economy.
My vision involves expanding and innovating our social support to address the evolving needs of our community.
Edmonton EdgE Fund The Edmonton Edge Fund offers funding to businesses looking to start, scale, and grow in Edmonton. Grants are available for innovative projects that will help to stimulate growth and transformation in the local economy.
Learn more at edmonton.ca/EdgeFund
To achieve this, I am introducing a pillar focused on economic participation at the African Centre. This initiative aims to empower the African community by fostering economic engagement and reducing the legacy effects of historical injustices. Thoughts on the economic impact of Black businesses & the role of Africa Center: Two years ago, the Africa Centre was designated by the Federal Government as the primary Black umbrella group for Western Canada. We’ve expanded our presence beyond Alberta, with new offices in Winnipeg, Manitoba. Over the past two years, our efforts have assisted over three hundred Blackowned businesses in Edmonton, Calgary, and Manitoba, across diverse sectors, amounting to approximately $2.5 million in projects. This initiative aims to drive economic participation and create a growing Black business ecosystem that benefits both our community and the 18 . issue v
broader Western Canada economy. The significance of supporting Blackowned businesses is multi-fold. Firstly, it fosters economic inclusion and diversity across industries, contributing to the overall economic landscape. Secondly, the circulation of money within the community enhances downstream economic impacts. Black entrepreneurs reinvest in local businesses and services, which in turn fuels employment opportunities. Moreover, the intergenerational nature of businesses allows for the transfer of entrepreneurial skills and expertise. This knowledge-sharing ensures a sustainable growth trajectory within our community. By championing multiple businesses in Alberta and Western Canada, we strive to create a multi-layered impact that addresses unemployment, economic participation, and community development. As someone with a background in a family retail business in Zimbabwe during the nineties, I deeply understand the value of such initiatives.
ENTREPRENEURIAL
SPOTLIGHT
By Merlin Uwalaka issue v . 19
SPOTLIGHT ON
—Dr. Nonsi Mathe— Gateway Holistic Care Group A Note on Human-Centered Care
G
ateway Holistic Care Group is a compassionate business that offers crucial support to caregivers of individuals with autism. Their mission revolves around providing caregivers with the much-needed respite they deserve while ensuring top-notch care for their loved ones with autism. Through their in-home respite services, Gateway Holistic offers valuable rest periods for caregivers without compromising the quality of care for their loved ones. Trained personal care workers and healthcare professionals attend the homes of those caring for autistic family members, offering a range of services that include personal hygiene, grooming, oral care, assistance with medications, and mobility support. Additionally, the caregivers can rely on them for light cleaning, laundry, and meal preparation, ensuring a comfortable and nurturing environment for their loved ones. Gateway Holistic understands that caregiving responsibilities often extend to other family members, and their services are 20 . issue v
thoughtfully designed to cater to siblings as well. Gateway Holistic is also a pet-friendly organization - your furry family members are also cared for during the respite period. For extended breaks, the team offers overnight respite care, giving caregivers an opportunity to recharge while allowing their loved ones to experience a different home environment. This experience contributes to personal growth and social development for individuals with autism, while their caregivers can rest assured that their loved ones are in capable hands. Their Pleasant View facility provides round-the-clock out-of-home respite care, offering transportation services for clients from their homes or schools. The facility’s professional caregivers ensure personal care, meal monitoring, and access to community events and activities, fostering independence and life skills development in individuals with autism. Getting started with Gateway Holistic is a straightforward process. Caregivers can
“...offers valuable rest periods for caregivers without compromising the quality of care for their loved ones...”
reach out to them via email or phone to initiate a friendly conversation. The team takes the time to understand the unique needs of each family and works collaboratively to explore funding options, including government support programs like FSCD or PDD, as well as private arrangements. In-person visits, either at the caregiver’s home or the Pleasantview facility, are organized to ensure that the individual with autism feels comfortable and at ease during their stay.
For those new to the concept of respite care, Gateway Holistic emphasizes the importance of self-care for caregivers. Taking short breaks can reduce stress and re-energize caregivers, allowing them to provide even better care to their loved ones. Gateway Holistic Respite Services stands as a dedicated support system for caregivers, providing exceptional care and creating a nurturing environment for individuals with autism. issue v . 21
ENTREPRENEURIAL
SPOTLIGHT By Sandrine Camminga
22 . issue v
SPOTLIGHT ON
—Valerie Chelangat— Tusome Books A Note on Connections
F
or years, Valerie Chelangat knew entrepreneurship was the right path for her. Equally passionate about reading texts and challenging stereotypes, she started the online Canadian bookstore Tusome Books in November 2019. Its catalog features diverse voices, including Black, Indigenous, 2SLGBTQ+, disabled and immigrant authors. Valerie says that a conversation with a close cousin planted one of the early seeds for Tusome Books. A mutual friend of theirs sold him ebooks and audiobooks focusing on African authors, inspiring Valerie to apply a similar concept to an online bookstore. Where her approach differed was in Tusome Books’ mission: eliminating stereotypes. As an African immigrant in Canada and as a woman, Valerie has dealt with stereotypes in the past and present. “I used to get upset and irritated, but that wouldn’t help,” says Valerie. “I wanted to do something to help change the narrative.” By offering books from diverse authors, Tusome
Books invites readers to expand whose voices they read, developing empathy for marginalized people. It also offers an intentional reading program for those looking to broaden their perspectives in a guided way. Tusome Books’ strong alignment with its mission has built a community that is invested in creating a less divided world through connecting with each other. To continue building on this momentum, Valerie notes that we each have a responsibility to learn about marginalized Groups. “The learning is for all of us, not just for one specific group towards the rest of underrepresented people.” says Valerie.
issue v . 23
ENTREPRENEURIAL
SPOTLIGHT By Greg Davis
24 . issue v
SPOTLIGHT ON
—Andrea Cox— PrePlan First A Note on Being Prepared
S
everal entrepreneurs within our community have hit the mark on creating a niche within unique industries, which are often overlooked as opportunities. But what happens when you discover a passion or cause near to your heart that addresses a real need within our community? Companies like PrePlan First come alive through such a process. Addressing a need Conversations around death succession planning are often taboo in many households. Culturally, within the Black community, these conversations are often met with pushback, misunderstandings, hurt feelings, and thoughts of “You are just trying to take my money and land.” This can often result in confusion, stress, and mayhem when the family is facing a time of loss. Meet Andrea Cox, who has made it her
mission to normalize these conversations and lay the foundation with families for how best to prepare for that moment of losing a loved one. Andrea refers to this as your “Exit Plan.” What is it? Do you have one? “Your legacy is the ultimate person you want to become.” Some of the critical questions that Andrea and her team endeavour to help you answer around exit planning are: • Do you know what to do when the time comes? • Was there a conversation about death and final wishes? • Are there finances to take care of the funeral home bill or cemetery bill? • Is there a Will in place? issue v . 25
Conversations around death succession planning are often taboo...met with pushback, misunderstandings, hurt feelings, and thoughts of “You are just trying to take my money and land.”
• Is there insurance to cover one’s paycheque when they are no longer around? • What legacy do you want to leave? It’s a process. The team at Preplan First has created a process to ease families into preparing for the future. Due to the sensitive nature of these conversations, Andrea has provided a variety of entry points into those conversations based on one’s comfort level, from one-on-one phone consultations to her workshops and seminars. She even has a five star Amazon rating book called “Final Departure,” which unpacks and tackles these so-called taboo conversations and how to approach your family when dealing with this topic. 26 . issue v
Resource Guide Below are a list of the organisations who have contributed to the establishment of this business journal
Resource Centers Africa Centre The largest Black-led non-profit organization in western Canada, serving as a community hub, providing programs and services from a place of cultural awareness and competency to the families in our diverse Black community. www.africacentre.ca info@africacentre.ca (780)455-5423
Alberta Women Entrepreneurs (AWE) Since 1995, AWE has provided tools and resources to help women across the province succeed in starting or growing a business. For more than twenty-five years they have connected women with capital, training and workshops, business advice, and mentorship opportunities www.awebusiness.com info@awebusiness.com 1-800-713-3558
Black Business and Professional Association (BBPA) A national non-profit organization that addresses issues of equity and opportunity for Black professionals and entrepreneurs. They provide a host of seminars on financial literacy and business empowerment; they also offer a youth development programs. www.bbpa.org info@bbpa.org (416) 504 - 4097
Business Link Since 1996 Business Link has been a hub for new business. They offer advice, resources, coaching, market data and other tools to point entrepreneurs in the right directions to convert those innovative ideas into a lucrative plan. www.businesslink.ca (780)422-7722
Business Development
Futurpreneur This national non-profit organization provides direction on financing and mentoring as well as support tools to up and coming business owners ages 18-39. Their internationally recognized mentoring program pairs young entrepreneurs with a business expert from a network of more than 3,000 volunteer mentors.They also offer access to a free online Business Plan Builder. www.futurpreneur.ca bngoran@futurpreneur.ca (416) 408-2923 ext. 4693
Buy & Sell – Government of Canada Tender The Government is a customer and often purchases a broad range of goods and services from local businesses, including furniture, food, painting services, catering, janitorial services, and business consulting services to name a few. Small businesses can bid on posted tenders, adding the Government of Canada to their client list. www.buyandsell.gc.ca
Funding, Grants & Loans FACE- The Federation of African Canadian Economics A national coalition of Black-led organizations responsible for the new the 350-million-dollar Federal Government loans for Black Businesses in Canada. Apply online to gain access to capital and connect with professional development services. www.facecoalition.com info@facecoalition.com 1 (855) 560-FACE (3223)
Government of Alberta The Government of Alberta provides a host of business grants in varying sectors. Visit their website to learn more about what current programs exist to access funding for your business. www.alberta.ca/small-business-resources.aspx
issue v . 27
Black Entrepreneur Startup Program Mekisha Banks, Founder, Everbella, Mississauga, ON, Skincare
Temi Okesanya, Founder, Road Aider, Calgary, AB Roadside Assistance
Linsey Chérilus, Founder, CcKafé, Longueuil, QC Agendas & Stationery
Start a Business. Get Financed. Learn From a Mentor. Live Your Dream. The Black Entrepreneur Startup Program provides startup loan financing and up to two years of mentorship, plus access to resources and networking opportunities to Black Entrepreneurs aged 18 to 39. www.futurpreneur.ca/besp @futurpreneur