Vegandale brand offers $100,000 in commitment to Parkdale community

Thestar.com
August 16, 2018
Gilbert Ngabo

The Parkdale vegan-themed business chain has announced plans to contribute to the community’s growth, following complaints about its efforts to rebrand the west end neighbourhood.

The 5700 Inc., the business behind the Vegandale brand, says it’s committing $100,000 over the next six years to community programs in an effort to address food security issues and justice initiatives in the area.

Vegandale Brewery in Parkdale. Some other businesses in the neighbourhood are using the hashtag #Vegandale and that has some residents opposed to the campaign.

“We are so proud to be a part of the vibrant Parkdale neighbourhood and consider it to be a top priority for us to begin giving back to the community that has supported us,” said the company’s owner Hellenic Vincent De Paul in a statement.

Details are still being worked out about which local charity group will handle the financial contribution, a spokesperson at The 5700 Inc. said.

Earlier this month, members of the Parkdale community voiced their concerns over what they perceived as Vegandale’s attempt to change the area’s identity.

In a document compiled by members of the Parkdale Neighbourhood Land Trust and Parkdale People’s Economy, they demanded Vegandale stop its branding and abstain from using “moral imperative messaging” that suggests vegan diet is superior to other lifestyles.

The community also asked Vegandale to do a few things: commit to a long-term financial contribution towards improving food security in the area; reduce “unnecessary security” measures, and to increase local hiring of its staff to at least 60 per cent.

De Paul said a third of his staff, working in four vegan restaurants, a vegan brewery and a retail store on the stretch of Queen St. from Dufferin to Brock, is already made up of people who live within walking distance.

He said his company is willing to work with community advocates to explore ways to hire more local employees.

“Parkdale will always be Parkdale --and Vegandale has only ever been in reference to our five businesses within the community,” he said.

Representatives from Parkdale Parkdale Neighbourhood Land Trust and Parkdale People’s Economy and Parkdale Life said Vegandale’s response is a step in the right direction. However, they say they’ll continue to organize and make their voices heard until all the community demands are met.

The members want a formal agreement with The 5700 Inc. for its long-term commitment to improving food security and food justice initiatives in Parkdale.

“Our goal is to build a healthy inclusive community that can only be achieved when our community needs are prioritized and our demands implemented,” the statement noted.