The Guide

Research shows that a dollar spent in a local independent business generates 3 times as much economic benefit as a dollar spent at a global business. With the money a local independent business owner earns, he is more likely to buy services from other local business owners in the community. This multiplies the positive economic impact for a broad range of people. Local business owners pay living wages to their employees, they donate to local charities, the choices they make for procurement, waste disposal, & transportation are often less harmful on the environment. They have a vested interest in the health & prosperity of their community.

So with all this compelling research to support the growth of local independent business, what can ordinary citizens do? They can shift their spending - they don't need to change WHAT they buy, just WHERE they buy it. Even changing their spending habits by 10% can make a huge, (in the millions!) difference on the local economy. (We can provide studies if you are interested.) It only makes sense to create a resource that lists the local independent businesses, so that consumers can make an informed choice and shift their spending, so that's what we did.

Why is this guide unique?

The guide will include local independent businesses and service providers and will display listings based on a sustainability index. There will be a 10 point criteria that measures these 4 areas:
- environmental stewardship
- social responsibility
- economic sustainability
- total localness
Each listing will include the business' rank among other information, so that consumers can see how a business is applying sustainable practices. It also helps the business owner to see where they can make adjustments to make them more sustainable. When a search is done for a business, those with the highest sustainability ratings will be listed first.

Who can be listed in the Guide?

The first and foremost criteria for a business to be included in our guide is that it be local. National chains like Home Depot, Wal-mart, and McDonalds, would not even get 1 point, and would not qualify to be included in this guide.

What about Franchises and MLM companies?

We want to support LOCAL businesses, because they have the greatest impact in our community. Based on the 5 localness criteria, companies that will be included in our guide will be able to answer YES! to at least 4/5 of these questions.
51% locally owned and local decision making? 
Headquartered in Edmonton?
Majority of Employment in Edmonton?
Majority of Purchasing in Edmonton?
Sales Base in Edmonton? 
Typically, MLM and Franchises cannot meet this condition for localness, and most will be excluded from our directory. There are some businesses who can meet this requirement, and we will review their applications carefully on a case by case basis.  WE RESERVE THE RIGHT TO REFUSE A LISTING REQUEST BASED ON THESE CRITERIA.

What do we mean by local?

Most sites that help you search for "local" businesses simply mean "nearby" businesses. We aren't going to help you find your nearest chain store, we connect you with the places that provide that unique flavor in our neighborhoods - locally-owned and independently-operated businesses in Edmonton. We like local businesses because they are more connected to the needs of our community and more invested in its future and well-being. Local businesses also purchase more often from other local businesses, which builds healthy economic flows.

What information will the guide provide?

The businesses will be classified into broad categories like food, shelter, health & wellness, energy, transportation, etc, so that visitors can search for listings based on keywords or category. People can search for a business by region or use google maps to show its proximity to their home or work, and access to public transportation. The guide will also be tied in with a community events calendar, links to local community organizations and groups, educational blogs and opportunities to network with others at community events.

As it grows, there will be tips and articles to help people adopt more sustainable habits, and profiles of local businesses demonstrating best practices for the triple bottom line of people, planet & profits. Visitors will also be able to post reviews and nominate businesses for inclusion in the directory. In time, the directory can be expanded to include a "green" job posting and job search area, and perhaps a "green" dating area.

Who is the target market for this guide?

Our target group is eco-minded consumers who are interested in living a sustainable lifestyle. These people are civic-minded and understand that how they spend their money has an impact in the community. These are the people who look for "Made in Canada" labels on products, and Alberta or BC produce, before choosing something else. They ride bikes, use public transportation or walk as much as possible. These people are health conscious - they get regular exercise, grow gardens, shop at farmers markets, use alternative medicines, and spend quality time with their families. They inform themselves with mainstream and alternative news sources. They vote. They notice bulletins and posters and are connected to social marketing networks and email lists. They may belong to community groups or non-profit organizations, and do volunteering. These people are already looking for more ways to reduce their footprint and to take meaningful action.

However, social marketing is a powerful tool that can be used to reach those businesses and consumers who are not currently in our target audience. There is no doubt that the green economy is the fastest growing sector of the economy, and new opportunities are being developed. People are looking for better options, and when they find them, they are loyal and willing to spend more money for better quality.

For a business to be included in the guide it must meet certain sustainability criteria. Consumers who use the guide are aware of this. Therefore, any business displaying a door sticker (see below) has already been "prequalified" as sustainable, and consumers can shop there with confidence.

Neighboring store owners who are not in the guide may notice the increase in traffic to these stores. We hope they will become curious and want to find out how they can be listed in the guide. Everyone who is willing to adapt to their business to become more sustainable is welcome to apply to be part of the guide.

Strengthening the connections between business and community

This guide is much more than an online phone book. In this directory, businesses have the oppportunity to share more about what they're doing to build a stronger community (such as a local purchasing program or renewable energy use) and community members can share what they like most about their experiences with local businesses. If you own a local independant Edmonton business, click here to find out how to get your business listed.

How to search the guide

The guide will continue to grow as more people use it and suggest businesses to include in it. There are three ways to search for a business

• Use the search box at the top right, and you can type in a business name or keywords that describe the business (i.e., farmers market or The Blue Pear)
• Use the buttons to search by one of 6 broad categories, then click on an appropriate sub-category on the main category page.
• Use the region map to click a quadrant of the city to search for business located in that area of the city.
• Results will be displayed on the next page. Click on a business name to see their entire listing.

No listings for your search?

This guide is just newly launched and we welcome new local businesses to join. You can help by letting us know about local businesses you think should be included, or tell them about the Shop Local Guide. If you own a local independant Edmonton business, click here to find out how to get your business listed.