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GST Holiday: Why Economists Say It May Worsen Food Prices

Inside a Loblaw Grocery Store (Image: Dustin Fuhs)

The announcement of a GST holiday beginning on December 14 has been framed as a relief measure for Canadians facing rising food prices. However, many economists, including those specializing in food policy, argue that this initiative may not only fall short of providing meaningful assistance but could also worsen the situation for consumers and the broader economy. Insights from the recently released 2025 Canada’s Food Price Report, a collaborative effort by researchers at Dalhousie University, the University of Guelph, the University of Saskatchewan, and the University of British Columbia in its 15th year, reveal why such a policy might backfire and exacerbate challenges for Canadian families.

The report anticipates food price increases of 3% to 5% in the coming year, with certain categories like meat products potentially increasing by as much as 6% and vegetables by 5%. These rising costs are occurring in an environment already strained by record levels of food insecurity, with over 22.9% of Canadian households affected.

Risks of Opportunistic Pricing by Retailers

The GST holiday also risks encouraging opportunistic pricing behaviours from major grocers, many of whom have faced public and political scrutiny for their pricing strategies. Retailers like Loblaws, Metro, and Sobeys could subtly adjust prices during the GST holiday to protect margins—not just for taxable products but also for non-taxable food items. That’s right, non-taxable food as well. This could lead to a tide-lifting-all-boats effect on food prices, undermining any savings consumers might expect.

Additional factors contributing to rising food costs include recycling fees manufacturers are now required to pay in Ontario and other provinces. These fees, designed to shift waste management costs from municipalities to producers, are often passed down to consumers through higher product prices. Combined with other pressures, including labor shortages in agriculture, logistical bottlenecks, and climate-related production challenges, these added costs make meaningful price relief difficult to achieve for Canadian families.

Limited Benefits for Food-Insecure Households

For households experiencing food insecurity, the GST holiday offers little tangible benefit. Families who dine out often may save $20 to $30 per person, but significant savings depend on having the disposable income to spend heavily on consumption—a luxury many vulnerable households lack. These families, often reliant on food banks, prioritize accessing basic staples over capitalizing on temporary tax relief. The record 2 million visits to food banks in March 2024, outlined in Food Banks Canada’s Hunger Count, underscores the growing reliance on hunger-relief organizations—a trend unlikely to be reversed by short-term measures like a GST exemption.

Critics of the policy also highlight the economic inefficiency of temporary tax holidays. While politically expedient, these measures fail to address the systemic issues driving food price inflation. Resources allocated to implementing a GST holiday might be better directed toward long-term solutions, such as strengthening local food supply chains, providing targeted subsidies for vulnerable populations, fostering innovation in agricultural practices, and addressing industry-wide cost pressures like recycling fees.

Temporary measures, like government-issued cheques aimed at “buying support with people’s own money”, further complicate the landscape. These one-time payments often fail to address the root causes of affordability issues, offering fleeting relief while adding to fiscal pressures. Critics argue that such initiatives are little more than political band-aids, giving the illusion of support while ultimately recycling taxpayer funds in a way that does little to mitigate systemic challenges.

A Case for Permanent GST Elimination on Food

A permanent elimination of the GST on food sold in grocery stores would have been a far better measure. The GST is a regressive tax, disproportionately affecting lower-income Canadians who spend a larger share of their earnings on basic necessities like food. Removing this tax entirely would provide meaningful, lasting relief to those who need it most, without creating the temporary distortions or potential for abuse that a limited holiday or one-time payments bring. By targeting the root of affordability issues, such a move would better support vulnerable households while simplifying the system and increasing trust in food pricing.

The GST holiday, despite its appeal as a quick-fix solution, may ultimately exacerbate the very problems it seeks to solve. Economists caution that while Canadians may experience initial relief at the checkout counter, the broader impact could include rising prices, increased frustration, and a missed opportunity to implement sustainable food affordability measures. The 2025 Canada’s Food Price Report emphasizes the need for policies that prioritize resilience and trust in the food system, advocating for a shift away from temporary relief toward addressing the structural challenges impacting food affordability and accessibility.

As one former U.S. President famously said, “Government is not the solution to our problem; government is the problem.” Experimenting with fiscal policies through temporary measures for political expediency is not only shortsighted but also dangerous.

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Anatomy of a Leader: Blake MacDonald, President, Orangetheory Fitness Canada

In about 1999, there was a business for sale out of receivership in Alberta called Club Fit, owned by Edmonton entrepreneur Peter Pocklington and former owner of the Edmonton Oilers of the National Hockey League.

Blake MacDonald
Blake MacDonald

Blake MacDonald, as Managing Partner of Franvest Capital Partners Inc., bought the brand out of receivership. 

“We found ourselves as investors, and we were kind of minority investors originally in the deal, in the fitness business,” said MacDonald, who today is President of Orangetheory Fitness Canada. “And what we figured out about the fitness business, it wasn’t really the fitness business as much as it was the people business and it was the finance business. 

“And we loved it. It was about building recurring revenue. It was about allowing people to reach their fitness and wellness goals . . . You were doing something that was going to help people with their lives. We immediately fell in love with it. We ran Club Fit for almost nine years. Doubled the revenue, quadrupled the profitability and eventually sold it to a private equity firm in 2008 which kind of led us to Orangetheory Fitness.”

MacDonald said a consultant of theirs found Orangetheory when it was in its infancy with two or three locations. In about 2009, MacDonald went to Florida to check out the brand. He was told it was the perfect hybrid of science, technology and coaching – nothing like it out there.

At first they were not interested but after about eight months they decided to check it out.

“It blew us away. We immediately invested as a franchisor and we bought the master franchise rights for Canada and off to the races we went,” he said.

MacDonald grew up in Cold Lake, Alberta in the northeast part of the province. He was the second son of a couple of teachers. 

“It was a great place to grow up. Curled, golfed, skied, water skied. You get to do everything when you’re up there. It’s just like one of the best places in the whole world. Didn’t come to Edmonton until 1995. I came for university, graduated with a finance degree in 1999 (from the University of Alberta),” said MacDonald. 

“The reason I went into finance originally is because I was a curler. I was a professional curler. I felt like that was a career path that was going to allow me to curl. I was so wrong about that. I came to the city and was on a really good curling team and in 1999 I went to the Brier with my brother. 

“Eventually curled all the way until about 2010. I was actually on Team Koe when we won the Brier and world championships in 2010. I quit curling after that because I was in the finance business and it was so busy and I had a young family. But I fell in love with the finance business.”

MacDonald has been a Managing Partner of Franvest Capital Partners Inc. a boutique merchant bank for the past 25 years.

Orangetheory is one of the company’s biggest holdings.

In the past MacDonald was President of Fit Fresh Foods, President of World Health Edmonton, Chief Operating Officer of Club Fit and VP Finance of Xs Flooring.

The company also has another business called the Dog Stop out of Pittsburgh, a dog care facility with more than 50 locations in the U.S. The company also has been involved in residential rental real estate. Franvest also has an investment business.

What MacDonald likes about the fitness industry is that you’re helping people “achieve more life.”

“You’re changing people’s lives every day. The more successful a studio or the business, the more lives you’re changing,” he said. “It’s such a noble cause. At the end of the day, that’s why we love the business. That’s why we’re still involved in it.”

MacDonald still curls on Thursday nights and it’s more about the socializing than the curling.

One of the biggest things he learned in his curling career was how to achieve something as a team. You have to put yourself second to that team. The team is what matters. It’s about communication. It’s about goal congruency. It’s about being honest with yourself and your team members. Integrity. Doing what you say you’re going to do. And it’s about accountability.

“All those things from being a part of a professional team is what you take to business. It’s exactly the same things. Those are the exact same things you need to be successful in business. For us at Orangetheory, it’s not just our team here at Orangetheory Fitness Canada, it’s our franchisees, it’s their staff and ultimately it’s even our members making sure they understand. They’re a stakeholder in this business and it’s bringing them up to speed, making sure they understand why we’re doing what we do. Communicating and getting everybody on the same bus so we’re all rolling in the same direction,” explained MacDonald.

Principles MacDonald lives by as a leader

He said there are principles he tries to live by as a leader of the company. Honesty and integrity for one.


“One of the things I talk about is no job is below you. Everything is everyone’s job, including me,” added MacDonald.

“Accountability. I have a propensity for taking meeting minutes for every single meeting I’m in with action items and we follow up on those items and we make sure that people get things done. Accountability is critical.

“The other thing I really live by is goal congruence. That means goal congruency with your franchisees, your corporate staff, your members. Everybody’s got to be rolling in the same direction. If they’re not, it throws a wrench in the tire for sure.”

As busy as he is, what’s important to him is getting into Orangetheory and doing two or three classes a week.

“You’ve got to look after your body if you’re going to have a clean and a workable mind,” he said.

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Maison Territo Opening Luxury Furniture Store at Royalmount

Rendering of the Maison Territo store at Royalmount in Montreal. Image supplied

Maison Territo, a new luxury furniture destination, is set to open its doors at Royalmount in Montreal this January. The 11,000-square-foot space will showcase an array of high-end designer furniture and exclusive collections from renowned Italian fashion brands Fendi Casa, Versace Home, Dolce & Gabbana Casa, and Bentley Home. This marks a first-of-its-kind concept in Canada, offering Montrealers access to globally celebrated luxury furniture lines.

“We are thrilled to bring this unique concept to Montreal,” said David Territo, CEO and co-founder of Maison Territo. “Our goal is to provide customers with a curated, immersive experience where they can explore exquisite collections that combine fashion and furniture, all under one roof.”

Maison Territo will span 11,000 square feet on the first floor of Royalmount in Montreal. Floor plan: Royalmount

A New Era for the Territo Legacy

Maison Territo builds upon the legacy of Casavogue, a premium furniture store founded over 50 years ago by David Territo’s parents, Calogero and Francesca Territo. Casavogue has long been synonymous with high-quality furniture and trendsetting designs.

David Territo

The new store, described by Territo as “Maison Territo by Casavogue,” reflects both an evolution and a tribute. “It took us a long time to choose a name for this new space, but ultimately, it was an obvious choice to honour my family and my parents,” he explained.

Territo and his wife, Liv Siv-Ing, are the driving forces behind this new chapter. “This project is incredibly close to our hearts,” he added.

An Immersive Luxury Experience

Maison Territo’s design concept integrates four distinct mini-stores within its space. Each brand—Fendi, Versace, Dolce & Gabbana, and Bentley—will have its dedicated area, immersing customers in the aesthetic and ethos of the respective collections.

“The layout allows customers to fully experience the identity of each brand,” Territo said. “When you walk into the Fendi area, you feel like you’re stepping into a Fendi boutique. The same applies to Dolce & Gabbana, Bentley, and Versace.”

In addition to its furniture collections, Maison Territo will showcase lighting fixtures by Larose Guyon, a prestigious Canadian company known for its handcrafted designs. Among the highlights will be a signature lighting installation over a 17-foot bar in the store, intended as a gathering point for events and socializing.

The store will also offer exclusive Devialet portable speakers created in collaboration with Fendi, adding a unique audio element to its offerings.

Rendering of the new Maison Territo at Royalmount in Montreal. Image supplied
Rendering of the new Maison Territo at Royalmount in Montreal. Image supplied

Filling a Gap in Montreal’s Luxury Market

David Territo emphasized that Maison Territo aims to cater to a clientele seeking exclusive, high-quality home furnishings. “Many of our customers travel to places like Miami, New York, and Paris to find unique pieces,” he noted. “Now, they can find these luxury collections locally.”

Targeted at moneyed, design-savvy customers, the store will also work closely with architects and interior designers. “Often, a client will choose a single statement piece and design an entire space around it,” Territo explained.

The location at Royalmount aligns perfectly with Maison Territo’s upscale vision. “Royalmount is becoming Montreal’s premier luxury destination, with top-tier brands and an incredible environment for clients seeking quality and elegance,” Territo said.

Dolce & Gabbana at the new Maison Territo at Royalmount in Montreal. Image supplied
Dolce & Gabbana at the new Maison Territo at Royalmount in Montreal. Image supplied

A Personal Mission

For David Territo, Maison Territo is more than a business venture; it’s a deeply personal endeavour. After losing two brothers to cancer in recent years, Territo felt a renewed commitment to honour his family’s legacy.

“Opening Maison Territo is a way to carry our family name forward,” he shared. “There will even be a wall in the store featuring one of my father’s original designs, carved into stone. It’s a tribute to where we started and where we’re headed.”

Versace Home at the new Maison Territo at Royalmount in Montreal. Image supplied
Versace Home at the new Maison Territo at Royalmount in Montreal. Image supplied

Looking Ahead

While Territo’s immediate focus is on the January opening of Maison Territo, he hinted at the potential for future expansion. “We didn’t plan on opening a second location initially, but who knows? I’d love to see this brand grow further,” he said.

“Montreal is ready for this,” Territo concluded. “We’re excited to welcome customers to experience something truly special.”

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Firehouse Subs in rapid expansion mode throughout Canada

Photo: Firehouse Subs
Photo: Firehouse Subs

Firehouse Subs, the restaurant brand known for its hot subs and commitment to public safety, has had an exceptional year of rapid expansion. 

The hot sub chain founded by former firefighters is the fastest growing sandwich brand in Canada with no plans of slowing down. Recently the brand surpassed the 100 restaurant level in Canada, marking an impressive year of rapid expansion across Canada.

In 2024 alone, Firehouse Subs has opened about 30 restaurants across Ontario, British Columbia, Alberta, Manitoba, Saskatchewan, and New Brunswick with plans to open 40 total by the end of the year. It all started in 2015 with the brand’s first locally-owned franchise restaurant in Oshawa.

Mike Hancock
Mike Hancock

“We couldn’t be more proud to serve Canadians coast to coast thanks to our accelerated growth in Canada,” said Mike Hancock, President of Firehouse Subs. “Our success is rooted in our amazing local and community-focused franchisees who are committed to serving incredible hot subs, delivering heartfelt service to guests and supporting local communities through the Firehouse Subs Public Safety Foundation of Canada.” 

In addition to the brand reaching the milestone of opening 100 restaurants, the Firehouse Subs Public Safety Foundation awarded a record-breaking $1 million worth of lifesaving grants to first responders across Canada in 2024.

Firehouse Subs is committed to supporting the Firehouse Subs Public Safety Foundation of Canada, which has awarded 369 grants worth more than $4.1 million to fund critical equipment for local heroes and public safety organizations. 

The brand was founded in 1994 by two brothers and former firefighters. Firehouse Subs is a subsidiary of Restaurant Brands International Inc., one of the world’s largest quick service restaurant companies with over $35 billion in annual system-wide sales and approximately 30,000 restaurants in more than 100 countries. RBI owns four of the world’s most prominent and iconic quick service restaurant brands – Burger King®, Tim Hortons, Popeyes, and Firehouse Subs.

Sam Gallant
Sam Gallant

General Manager of Canada Sam Gallant said the brand is very hopeful by the end of the year that it will get over the 110 mark and that will mean 40 new openings this year.

“We’re 100 per cent locally franchised. That’s what really sets us apart and what we’re extremely proud of is that our average franchisee today has about three restaurants. We think that’s really what sets us apart is our franchisees. They’re in their restaurants every day. They know their guests, they know their team members, they know their local fire departments. So that’s been really important for us. All of our franchisees have growth ambitions, and we’re really excited for them to grow,” he said.

Gallant said traditionally the brand was opening restaurants that were 1,500 square square feet up to 3000 square feet.

“But now we’re really focused on efficiency. Real estate is obviously at a premium right now. Everybody seems to be battling for the 1,200-square-foot location and that’s typically what we’re looking to build. But we actually just opened a location in Toronto, which is a little over 800 square feet. Just given the availability of real estate obviously in those markets. We’re excited about that and we’re actually going to be opening one in the Mission area of Calgary. That’s going to be an urban design a little over 800 square feet as well. We’re hoping to open that in late December.”

Gallant said the brand resonates with consumers in Canada.

“Our hot steamed meat, our proprietary steaming method with the our steamed meats and our melted cheese is something that our guests really love. Of course our generous portions is a big part of that but really for me what I think sets us apart is this year is actually a huge two big milestones for us. We’ve opened our 100th restaurant. Becoming more convenient for our guests. But this will be the first year that we actually give a million dollars to first responders in Canada which is a huge milestone for us. Since we entered Canada in 2015, we’ve given over $4 million.”

Photo: Firehouse Subs
Photo: Firehouse Subs

Gallant said the company is in six provinces and next year the goal is to be in at least nine provinces by adding Nova Scotia, PEI and Newfoundland. There are plans to hopefully in 2026 also be in one of the Territories.

He said the brand could grow to between 400 and 500 locations in Canada.

“We want to be more convenient for a guest and of course with every restaurant opening that means we get to give more to the first responders.”

This year Firehouse entered into a partnership with the Toronto Maple Leafs of the National Hockey League.

It also entered into smaller partnerships with the Ottawa Senators, Vancouver Canucks, and Calgary Flames. New to come in the New Year will also be a partnership with the Edmonton Oilers.

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Amazon releases annual investment in Canada report

Photo: Amazon
Photo: Amazon

Amazon has released its annual year-end compilation of how the company is investing in Canada. The report features the latest data about the company’s presence in Canada, and its impact on local communities.

“Amazon is a powerful engine of growth for the Canadian economy. Through innovation, investments, and job creation, Amazon is helping transform the economic potential of communities across the country,” said the report.

“Since 2010, we’ve made direct investments in our Canadian operations of more than
$50 billion. This includes both capital expenditures (such as the fulfilment centres and data centres we build) and operating expenditures (such as the jobs we create). These direct investments create a ripple effect through the economy: Keystone Strategy, an independent economics consulting firm, estimates that Amazon’s investments contributed an additional $43 billion in spillover value-added effects to the Canadian GDP between 2010 and 2023 (Amazon’s spillover value-added effects represent the indirect effects of Amazon’s investments on Canada’s GDP. Amazon’s investment has indirect effects in the economy due to the expanded production of firms that supply the goods and services purchased by Amazon).

“These investments have helped us create more than 46,000 good jobs with competitive pay and benefits across Canada, at our corporate Tech Hubs in downtown Toronto and Vancouver and our close to 70 Operations and logistics sites from coast to coast.

Photo: Amazon
Photo: Amazon

“At Amazon’s Vancouver Tech Hub, we recently celebrated a milestone by moving into the 21-floor South Tower of the Post and inaugurating a new 43,000 square foot atrium that provides collaboration spaces for Amazon employees, including a café, event venue, break- out areas, and meeting rooms.”

The company said it is investing more than $100 million toward pay increases for customer fulfillment and middle and last mile logistics employees in Canada, a 54% increase over our 2023 total investment in compensation. This investment brings Amazon’s average frontline hourly base wage to $22.25 per hour—up from close to $20.80 in 2023.

“During Amazon’s annual Global Month of Volunteering in May, more than 6,000 employees across Canada contributed more than 5,500 volunteer hours to over 90 community organizations,”it said.

“More than 60 local brands are represented on the Amazon.ca storefront dedicated Les Produits du Québec, whose three certification brands—Product of Québec, Manufactured in Québec, and Designed in Québec—guarantee that a product is truly made locally.

“Amazon MGM Studios, as well as MGM Television and MGM+ Studios, have produced and commissioned more than 40 series and films that have been shot in Canada.

“Our 2024 report illustrates how we use our scale, technology, resources, and passion to generate economic benefits and vitality—including our growing contributions to local communities, sustainability initiatives, and more.”

Key new data in the report includes:

  • Amazon’s workforce has grown to more than 46,000 people across Canada, working in Operations and corporate roles.
  • Amazon has grown to more than 70 Operations and logistics sites across Canada. Highlights from 2024 include the opening of YYC4, a 2.8 million square foot Amazon Robotics fulfilment centre in Calgary, Alberta, and new AMZL delivery stations in Burnaby, BC; Calgary, AB; Windsor, ON; Richmond Hill, ON; and Ottawa, ON. These investments in Amazon’s local logistics network are improving delivery speeds for customers: currently, more than 20 million items are available with free Prime shipping in Canada, and Prime members within the Greater Toronto Area, Southwestern Ontario, and Metro Vancouver can now enjoy faster Same-Day Delivery, with the option to select a new 5:00 p.m. to 10:00 p.m. delivery window at checkout.
  • Amazon is supporting the local community in new ways: in 2024, Amazon launched its first official collaboration with the Royal Canadian Legion to offer supporters the opportunity to purchase lapel Poppies and other official Remembrance items in the Amazon.ca store. In September 2024, the Centre Lasallien, located in Montréal, Quebec’s Saint-Michel neighbourhood, teamed up with AWS to open the first AWS Think Big Space in Canada. This dedicated educational hub offers students, educators, and local residents the opportunity to discover and explore innovative and imaginative ideas in the STEAM fields through a range of learning paths, including coding, programming, robotics, and much more.
  • As of October 2024, Amazon has removed all plastic air pillows from delivery packaging used at our global fulfilment centres (including those in Canada), as part of ongoing investments to reduce packaging waste.

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Digital sales across Cyber Week for Canadian retailers reached $5.1 billion: Salesforce

Photo: Jill Wellington
Photo: Jill Wellington

The results are in and Cyber Week turned out to be a good one for Canadian retailers, says Salesforce.

According to Salesforce, digital sales across Cyber Week reached $5.1 billion for Canadian retailers.

Caila Schwartz

“No doubt this has been a more challenging time for Canadian retailers than previous years. The combination of post strikes and fewer compelling discounts seems to have dampened Canadian shoppers’ Cyber Week enthusiasm. But there are reasons for businesses to be cheerful. Despite a slow Cyber Week, Canada’s overall holiday sales is up by 3% on last year and retailers saw a steady increase in digital traffic in the weeks leading up to Black Friday. Savvy shoppers likely started their holiday buying early to avoid delivery issues and didn’t need to make their main purchases during Cyber Week,” said Caila Schwartz, Director of Consumer Insights, Salesforce.

Here’s some key data points from Salesforce on the recent holiday spending period:

  • Digital sales reached $76 billion in the United States (up 7% YoY) and $314.9 billion globally (up 6% YoY).
  • The Black Friday online sales estimate for Canada is $309M CAD 
  • Globally online sales reached $74.4 billion (up 5% YoY) and $17.5 billion (up 7% YoY) in the United States. 
  • Global online sales reached $12.8 billion in the United States (up 3% YoY) and $49.7 billion globally (up 2% YoY).
  • The Canadian average discount rate during Cyber Week was 22% (down 7% YoY).
  • In contrast, the global average discount rate was 26% and the U.S. discount rate was 28%, both down 1% YoY.
  • The Average Order Value in Canada increased ever so slightly to $102 CAD up from $101 CAD last year.

Additional Global Findings from Salesforce:

  • AI and agents play a big part in Cyber Week: Retailers doubled down on the use of AI, including agents, to power shopping experiences this season.
  • $60 billion of global online sales were influenced by AI and agents for product recommendations, targeted offers, and conversational customer service support.
  • Retailers used generative AI and agents 18% more during Cyber Week than the previous week, likely to drive efficiency and personalization for customers.
  • Mobile conversion picks up the pace: As consumers of all ages grow increasingly comfortable with mobile shopping and the mobile buying experience gets easier, the gap between mobile traffic and mobile orders is narrowing. This trend underscores a growing consumer willingness to make significant and high-value purchases directly from their smartphones.
  • More than 80% of both U.S. and global ecommerce traffic originated from a mobile device during Cyber Week
  • Exactly as predicted, mobile orders drove 70% of U.S. and global sales, up from 67% in 2023.
  • In total, mobile accounted for $220 billion in sales globally and $53.3 billion in the United States.
  • Mobile wallet usage also increased 16% globally during the week.
  • Social commerce plays critical role for retailers
  • Retailers implementing social commerce strategies saw 19% of their Cyber Week sales generated through platforms like TikTok Shop and Instagram.
  • Mixed bag of discounts drove mixed bag of results: Despite the threat of growing consumer appeal and low prices offered by Chinese marketplaces like Temu, Shein, and AliExpress, Western retailers did not offer significant discounts to compete.
  • Verticals with the highest global average discount rates included: Makeup (40%), General apparel (34%), Skincare (33%)
  • Verticals with the highest U.S. average discount rates included: General apparel (37%), Health and beauty (35%), Home appliance, decor, and furniture (23%)

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Altitude Sports achieves B Corp status: A milestone for sustainability

Altitude Sports store in Montreal. Photo: Mapquest

Altitude Sports, an outdoor gear and clothing company in Montreal, has recently achieved its B Corp certification. Alexandre Guimond, co-chief executive officer at Altitude Sports, discusses what the certification means along with future plans.

“Achieving this certification was more than a milestone – it represents a deep commitment across our company to not only uphold, but elevate and strengthen our sustainability practices in a tangible and measurable way,” says Alexandre Guimond. 

Since coming out of the pandemic, Guimond says Altitude Sports has not only stabilized, but has seen rapid development. 

“After the pandemic, there was a little stagnation. I think people might have seen that in other industries and in general retail as well. On our end, we managed to stay stable, or let’s say small growth over the last two years. The market has been a bit more challenging.” 

Image: Altitude Sports

The B Corp certification: A commitment beyond profit 

B Corps certification of recognizing top social, environmental, and legal standards aligns well with Altitude Sports. Guimond says the brand’s goal is to balance profit and purpose and create a path for other companies to follow.

“B Corp certification is a serious one; you want to feel like the due diligence was well done. It looks at five pillars of the organization – governance, environmental, workers, community, and customers –  and I thought B Corp made sense for our company. When you start the process, it is really about looking at the business in deep detail.” 

Guimond says to earn the B Corp certification, companies need at least 80 points. Altitude Sports achieved 82.8 points

Earning 82.8 points 

B Corp certification, photo used from Altitude Sports’ website

In order to achieve the certification, Guimond says the company had to go through brand partners to ensure each one met the B Corp standards. This not only takes time, but complicates the certification process. 

“It is a scoring system. So you need 80 points to be officially B Corp certified. According to B Lab, around 45 per cent of companies that apply do not qualify. So it is not something you can get by just applying.” 

Guimond says it ensures that only businesses committed to sustainable practices maintain the certification. This not only sets the business apart from others, but also ensures consumers the company is sustainable.

Guimond says it is not a simple ‘achieve it and forget it’ as the company needs to maintain its standards and continue to improve. 

Just because you are B Corp certified, does not mean you can just sit down and stop. It is the beginning of the project and now we have a way to track our business and see the progress. We have to prove year over year that we are doing better. 

For consumers shopping at Altitude Sports, the certification ensures their purchases support a company who is committed to positive changes and sustainability. Guimond says this increases consumers loyalty and trust – particularly among consumers who prioritize environmental sustainability and ethical practices.

 Guimond says the company will continue to push itself to earn a higher score each year. Currently, the highest score is 200.

Future plans and sustainability goals 

Expanding delivery services 

Image: Altitude Sports

Guimond says the brand’s plan is to reduce emissions by expanding its electric delivery services. The brand is aiming for 20 per cent of deliveries with 100 per cent electric vehicles and 35 per cent to include last-mile deliveries with an electric vehicle by 2026. 

“We are partnering with carriers who are investing in electric deliveries to help us reach our ambitious goal. I know it is bold, even though I would like that percentage to be higher and ideally sooner. So that is something we are putting a lot of effort into.” 

In 2023, Altitude Sports partnered with Nationex, the first sustainable delivery company in Montreal. The delivery company offers electric vans and electric bicycles to deliver orders to people in the Montreal area. 

Launching its own brand

Guimond says the brand is also working on providing its own collections and have already begun slowly. 

“Right now, we are slowly launching our own brand. We felt there was a gap in the market with some items and we felt that we needed to provide a product that was really well done, but also affordable at the same time. And we felt that we could create products that could provide value.” 

Other than launching its home brand,  Guimond says Altitude Sports will also be expanding its categories. Starting next Spring, consumers can be able to purchase bikes and more cycling apparel from renowned brands.

“The goal is to show the best possible selection to our customers. The goal is to be able to connect with our brands and showcase their inventory and we have been doing that for about seven years now and have been growing steadily.”

Pinterest releases annual trends report for 2025

Social media platform Pinterest has released Pinterest Predicts 2025 Trend Report, offering consumers and advertisers a preview of the most anticipated trends and inspiring ideas for the coming year. 

The report covers everything from fashion, beauty, home decor, food & beverage and more, providing a comprehensive overview of emerging trends across various categories. 

Sydney Stanback
Sydney Stanback

Sydney Stanback, Global Trends and Insights Lead, said the “not yet trending report” has been released annually for five years.

“Our trend-spotting process I believe is truly best in class because it leverages machine learning backed methodology. That’s really powered by how our audience uses Pinterest. Half a billion people come to Pinterest each month to search and shop for their next big thing, which gives us really unique insight into what’s next. So having worked on this over the past few years there are kind of two overarching themes that really stand out to me in this year’s report. 

“The first one being Gen Z’s influence. We are really seeing Gen Z’s footprint in this year’s report, possibly more so than ever before. 65 percent of our trends are being driven by Gen Z. And I think that just really illustrates how this significant audience on Pinterest is really influencing how trends are showing up on Pinterest.

“Throughout the report, you’re going to see a lot of generational, I like to call them quirks  or, traits, you’ll see them like very much shine through. And then the other thing that’s really standing out to me in this year’s report, we started to see it a little bit in 2024, Pinterest Predicts 2024 report, but people are really craving boldness and authenticity. When we kind of look at the relationship between Pinterest and another reason why people engage with it we view it as a valuable companion in the journey of self discovery because it really helps people create a roadmap to curating a life that’s aligned with their most authentic self.

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“So one of the behaviors we’ve really seen emerge over the past few years is that people have become increasingly more daring and expressive. I view it as a bit of an unapologetic and somewhat maximalist behaviour. And it’s just really more prevalent than ever before in this year’s report.Most of these trends are very out there, but given our really successful rate in terms of accurately predicting trends, we’ve gotten 80 per cent of the trends that we predicted over the past five years correct. We feel very confident that this type of maximalist and unapologetic behavior is going to be a theme heading into 2025.”

Trends in the report cover fashion, beauty, decor, parenting, food and travel. With Gen Z driving 65% of the 2025 trends, next year will be about bold forms of expression and making a statement in every way.

Over half a billion people come to Pinterest each month to search and shop for the next big thing, which gives the platform a unique insight into what’s next. By analyzing year-over-year growth in search terms, Pinterest identifies the fast-rising patterns and curates findings into the future-looking report, which has proven over the past five years to be 80 per cent accurate.

Stanback said a few trends really stand out and she has a few personal favourites. 

One is Castlecore. One of the reasons she loves that trend is because of the evolution of Gothic or Goth-related trends since 2021. And Gen Z and Millennials are driving the trend. It’s a new generation’s take on Goth and taking it back to its roots.

Another one of her personal favourites is Aura Beauty. The reason she likes the trend is because it’s very expressive, meant for people to express their aura on their face. 

“I think it is really indicative of how younger generations are creating trends for their themselves and how they’re kind of using Pinterest to craft their own identity,” she said. 

So one of the ways in which we offer our advertisers, our clients, to tap into this report is called is through a Pinterest Predicts Trend package. This gives advertisers an exclusive right to a specific trend in their country,” said Stanback.

“It includes a branded predict badge on their ads as they show up on Pinterest. A great example of this is that Nissan leveraged a travel trend last year called Dirt Flirts. It was all about off-roading. It’s a lot of sense for Nissan. So they bought a trend package for Dirt Flirts in Canada. And then RONA also tapped into Western Gothic, a very popular trend in 2024. We’re seeing these Gothic trends over the past few years. Very dark and moody interiors mixed with a bit of Western Americana kind of look. Those are two great examples of how brands in Canada have leveraged a trend package to bring a trend to life on Pinterest and align with their brands, of course.”

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PowerPlay to unveil the future of entertainment at Calgary’s Southcentre Mall (Video/Photos)

Moe Farhat. Photo: Mario Toneguzzi
Moe Farhat. Photo: Mario Toneguzzi

PowerPlay is getting ready to launch at Southcentre Mall in Calgary on December 9. 

This dynamic new venue celebrates the future of entertainment with an energetic blend of cutting-edge attractions, high-tech experiences, and chef-driven dining to offer an unparalleled destination for fun and connection. With a seating capacity exceeding 1,000 guests, PowerPlay will act as the perfect setting for celebrations, corporate events, or casual outings.

“We’re reinventing what entertainment means for our guests,” said Moe Farhat, Managing Partner, PowerPlay. “Every element of PowerPlay has been curated with innovation in mind. From cutting-edge games to premium dining and one-of-a-kind cinema experiences, we’ve created a place where people can come to celebrate, connect, and make memories that last.”

Moe Farhat. Photo: Mario Toneguzzi
Moe Farhat. Photo: Mario Toneguzzi
Abigail Alfonso
Abigail Alfonso

“PowerPlay is a thrilling addition to Southcentre’s growing entertainment and dining options,” said Abigail Alfonso, General Manager, Southcentre Mall. “This venue enhances our position as a community hub, offering Calgarians of all ages a vibrant space to connect, relax, and enjoy unforgettable experiences.”

PowerPlay is located on the third level of the mall where Sears used to be and next to Decathlon.

Farhat said PowerPlay is designed to bring guests together for a truly immersive experience. From intimate gatherings to large-scale events, PowerPlay will offer a seamless blend of fun, food, and unforgettable moments. Experiential offerings will include interactive games and sports simulators, as well as a next-generation cinematic experience.

What to Expect at PowerPlay

  • Cinematic Excellence Like Never Before: PowerPlay’s micro cinemas redefine moviegoing. Each theater is equipped with Barco Series 4 laser projectors, JBL premium sound systems, and ultra-comfortable seating with in-seat dining service. Guests can even skip the lines with self-serve concessions powered by innovative “Just Walk Out” technology.
  • Immersive Gaming Experiences: Step into the action with attractions like Immersive Gamebox, where players enjoy 360-degree gameplay without the need for VR headsets
  • Strikezon and Golfzon Simulators: Offering real-time pitching and high-speed HD simulation for baseball players of all skill levels, in addition to advanced golf simulators that recreate iconic courses in stunning detail for an immersive golfing adventure.
  • QubicaAMF HyperBowling: An electrifying fusion of bowling and gaming across 16 lanes will allows players to add strategic challenges and more fun to every frame. Above it all, a 100-foot LED wall will stream live sports, music videos, and vibrant visuals.
  • Worldclass Arcade: This wonderland of fun will feature the latest games alongside timeless classics for nonstop excitement.
  • Dining Designed to Impress: At PowerPlay, food is an integral part of the experience. Enjoy full-service dining throughout the venue, including gourmet bites at the cinemas and an elevated coffee bar. Whether you’re grabbing snacks or settling in for a full meal, PowerPlay’s culinary offerings are as innovative as its attractions.
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In 2025, PowerPlay will continue to expand with the launch of exciting new features, including a hidden speakeasy, a rooftop patio, a laser tag arena, and a Starbucks, further solidifying its position as Calgary’s go-to destination for entertainment. 

The company said the speakeasy will offer a sophisticated and intimate retreat from the excitement of the main attractions, delivering craft cocktails, curated music, and a refined atmosphere. PowerPlay’s rooftop patio will allow guests to soak up the sun in a dynamic dining and socializing space with exceptional food and refreshing drinks.

Farhat’s background is in finance and accounting. He was an investment advisor. His extended family is in the business of hospitality.

About four years ago he attended the Amusement Expo International in Orlando, Florida. He was fortunate to go out for dinner with a group of individuals he looks up to now. All innovators in the space. After chatting with them, he realized there was an opportunity to take what they’re doing and see if more technology could be used to bring the movie industry forward.

The Southcentre location is the first one for PowerPlay.

PowerPlay. Photo: Mario Toneguzzi
PowerPlay. Photo: Mario Toneguzzi

“If we are able to do this and be successful, we would just replicate it and take it across the country,” said Farhat.

Having a presence in a major shopping centre is significant, he added. Parking for one is a big bonus for a venue like PowerPlay that is 80,000 square feet. Accessibility is also a huge benefit.

“Prior to coming here Earl’s was just opening up. We were looking at the space. Oxford has been a great partner from the beginning. The more I learned in terms of the demographics of people coming here, the location, the people, it just kind of became more and more apparent that this was the perfect spot for PowerPlay,” added Farhat.

“The look and feel of the space is actually women. Women 25 to 70. The lights, the colours, everything is rooted for them primarily and for the entertainment side it’s all ages. We’ve got obviously a lot of TVs, we’ve got the games, we’ve got golf, we’ve got three bars, four, five if you include the speakeasy and the rooftop patio that are coming in the spring. But the look and space has a level of elegance that that’s the demographic I’m hoping will appreciate it and the rest will enjoy the space.

“We have an emphasis on the cinemas, the seats, the lights, the projectors, the screen. We’re really excited to bring this to market and hope that the community will appreciate it.”

There are 10 cinemas with bar and food service to customers’ seats.

 Southcentre Mall is celebrating 50 years in business and features more than 160 stores and services, including Calgary exclusives like Crate & Barrel and Restoration Hardware. It is part of the Oxford Properties Group.

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PowerPlay. Photo: Mario Toneguzzi
PowerPlay. Photo: Mario Toneguzzi
PowerPlay. Photo: Mario Toneguzzi
PowerPlay. Photo: Mario Toneguzzi
PowerPlay. Photo: Mario Toneguzzi
PowerPlay. Photo: Mario Toneguzzi
PowerPlay. Photo: Mario Toneguzzi
PowerPlay. Photo: Mario Toneguzzi
PowerPlay. Photo: Mario Toneguzzi
PowerPlay. Photo: Mario Toneguzzi