Launch of a convenience store chain in Alberta to support a local initiative

A chain of convenience stores with locations across Canada, including two in Airdrie, has launched an initiative to support local producers during the COVID-19 pandemic.

A chain of convenience stores with locations across Canada, including two in Airdrie, has launched an initiative to support local producers during the COVID-19 pandemic.

According to Paul King, consumer marketing manager at Waypoint Convenience, as part of his “Localicious” initiative, stores are stocking part of their shelves with local snacks and drinks.

Formerly known as Mobil gas stations, the company launched a rebranding initiative in 2019, changing its name to Waypoint Convenience. The change ushered in the chain’s “Localicious” initiative, while giving its locations a modern makeover.

“We know [our stores] were rooted in the neighborhoods and communities in which we live and work, ”King said. “It seemed logical to us to focus Waypoint Convenience’s points of differentiation on proximity and good neighborliness.

“Part of this is importing local and regional products from the regions and neighborhoods in which we work. “

Local businesses lining the shelves at Alberta Waypoint locations include Twigz Pretzels – a family-owned Calgary pretzel snack business – and rök Glacier Water, a brand of glacier water that originated in Fortress Mountain Resort, west of Calgary.

“We’re trying to give these guys a chance to be on the set,” King said. “A lot of these local producers are just starting out and you have to give them space and a chance to go, and some of them have more followers than we do. It’s a good partnership to have. “

King added that being part of the success stories of local businesses is what drives the “Localicious” program.

“Supporting the locals and supporting each other makes a bit of sense for us, because we are supported by our communities,” he said. “We want to support our communities at the same time.”

Ashley Ehmann, co-founder of Twigz Pretzels, said she was pleasantly surprised at the support other Albertans have shown for the pretzel brand since it was released in Waypoint stores.

“As a small business owner, any support – especially from Albertans in the area – hits the mark,” she said. “It really gives us that will to keep moving forward and that will to continue to develop our products so that we can provide our product to all Albertans. “

Ehmann said she was proud to see her product alongside other local brands.

Troy Kamphuis-Finnigan, CEO and Chairman of rök Glacier Water, said there has always been a tendency to support local businesses. But with the economic impacts of the COVID-19 pandemic, he said people were even more aware of their shopping habits.

“It’s not just about how much bulk you can get for the cheapest amount. [anymore], “he said.” It’s about a clean, healthy and sustainable life. “

Kamphuis-Finnigan added that the addition of the “Localicious” program is a testament to the changing consumer landscape.

“It is becoming less and less attractive for people to blindly send money overseas to companies that are not really eco-friendly,” he said, adding that rök Glacier Water emphasizes plastic-free packaging and environmental responsibility.

“It’s good for the economy as a whole. Dollars that stay local tend to support the local, ”he added.

“These are the dollars your neighbor uses to buy cleats for his daughter who plays soccer.”


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