The fallout continued for a Canmore food company Wednesday as a number of Bow Valley businesses and institutions announced they would no longer do business with them.
Valbella Gourmet Foods, the fine-dining store, has found itself at the center of controversy after Canmore Pride received a homophobic and transphobic response to a donation request Tuesday from Jeff Von Rotz, who identified himself as the company’s owner.
The email he received in response said in part:
“I’m sorry to say, but you couldn’t pay me enough to sponsor anything involving cutting children’s hair.
“Please keep these sick people away from the children of this community. You must be disgusted with yourself.
“I’m sure there’s an awakened organization mentally ill enough to help you with your event, but it’s not the Valbellas.”
The response to the email was for a number of local businesses and institutions to announce on social media that they were severing their ties with the company.
Blush Lane Organic Foods and Jasper Park Lodge were the first to announce they would end their relationship with Valbella Gourmet Foods.
We are saddened and disappointed to learn of the hateful remarks made by Valbella, especially as we are dedicated to fostering an inclusive and safe environment. EFFECTIVE IMMEDIATELY: We will no longer work with or purchase from Valbella.
— Jasper Park Lodge (@FairmontJPL) July 27, 2022
Later Tuesday, Chantal von Rotz apologized for the offensive email on Facebook and said her brother Jeff no longer works for the company.
That didn’t stop others, including The Banff Center, Sunterra and Spuds Organic, from issuing statements saying they would no longer do business with Valbella.
After careful consideration, we have decided to end all business relations with Valbella and will immediately pull their products from our shelves. The full statement here:
— Sunterra Market (@SunterraMarket) July 27, 2022
The City of Canmore and Banff also took to social media to say they support the LGBQT2S+ community.
Dr Ann Marie Dorland said the company’s mistake was a reaction to pressure rather than the actual remarks that caused the dispute
For one expert, the story is an example of how companies should not react to PR cr
“After the initial incident happened, it really came to life that your brand is your actions,” said Dr. Ann Marie Dorland, who is an assistant professor. Professor of Entrepreneurship, Marketing and Social Innovation.
“As soon as these transphobic and homophobic remarks were sent, they did nothing. They waited for the pressure cooker to start.
“At that point they were reacting – to the pressure, not to the fact that the remarks were in the first place.”
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