Daniel Broddy—owner/operator of FreshCo Cariboo Hwy & 5 St in the town of 100 Mile House, B.C.—believes in the power of community and the connections we make with our customers. He moved his family to 100 Mile in December 2018 to become a Safeway store manager. When he became the owner/operator of the FreshCo location he, his wife and their two children were immediately embraced by residents of this small town of close to 2,000 residents.
Daniel and his team believe every person who comes through the FreshCo doors deserves to be treated like family. A conversation with a mentor about sensory-friendly shopping got Daniel thinking about the needs of his customers and the importance of building an inclusive retail location.
Sensory-friendly shopping at FreshCo Cariboo Hwy & 5 St began just after the commemoration of World Autism Month. April was designated by the United Nations General Assembly in 2008 as the month for “dedicated conversation about Autism Spectrum Disorder”, which touches more than 70 million people worldwide. (Parliament passed the World Autism Awareness Day Act [April 2] in 2012).
Daniel and FreshCo Front-End Manager Pauline Hansen spoke with the Sobeys Diversity, Equity and Inclusion team ahead of the Sensory Friendly Shopping launch for a discussion on how FreshCo and community partners brought the initiative to 100 Mile House, and the importance of conscious inclusion for all.
Why was it important to have Sensory-Friendly Shopping at your store and ultimately in the community?
DANIEL BRODDY: I first heard of Sensory Friendly Shopping when one of my mentors, Albert Mutis, Store Manager, Safeway Willowbrook Park – Langley, B.C., started it at his store. I thought it was a great idea but didn’t know how much it was needed.
In our planning to bring the initiative here, we reached out on social media to see if there was a need for it in 100 Mile. The response was overwhelming. It was amazing to see how many folks were hoping for something like Sensory Friendly Shopping for both them and their family. In small towns, you can sometimes forget that the need is greater as there isn’t always as much of a budget or volunteers to setup programs for those in need.
Pauline, as Front-End Manager for this FreshCo location, why was it important to bring Sensory Friendly Shopping to 100 Mile House?
PAULINE HANSEN: I have two children with autism – my 19-year-old daughter and my 9-year-old son. Both are high-functioning and have sensory issues. My daughter works here at FreshCo Cariboo Hwy and 5 St. She does quite well, considering she works during the day. My son does not like to shop. It gets him ramped up – the lights are too bright, there’s too much activity and noise. It is a painful experience for him and [it is also] for a lot of children in town who also have sensory issues.
I love the fact that customers will be able to come to the store during Sensory Friendly Shopping hours and will be able to experience [a shopping trip] without the outside stimuli. It may be mundane for some, but for my children – and for adults with anxiety – it will be an adventure. This will be a great thing for everyone who may not be able to deal with the stressors of everyday life plus added stimuli of lights, sounds and people. Our customers will be able to enjoy their shopping trip and not rush through it.
Which of the local community partners are you working with?
DB: We have started a community partnership with New Horizons Society in 100 Mile House, B.C. FreshCo recently donated to the community group for an autism and special needs fundraiser held last spring. We are also considering potential partnerships with other organizations in both 100 Mile House and the neighbouring community of Lone Butte, B.C.
What does inclusion mean to you?
PH: People may look at adults or children with autism and wonder “what’s wrong?” There’s nothing ‘wrong’; people with autism simply process events in a different way. Inclusion means we are all human – and as human beings, everybody should be included.
DB: To me, inclusion is loving your neighbor and treating them how you would hope to be treated. It also includes knowing that everyone has a need and that you may play a role in meeting that need. For me, it’s always hard to see the need outside of my own wants but when you take time to look you know that you can do something to help someone.
Empire first introduced Sensory Friendly Shopping hours to customers in 2018 at Sobeys Granville Street in Summerside, P.E.I. Following an overwhelming positive response from the community, more stores in the Atlantic region quickly adopted the initiative, welcoming individuals with sensory sensitivities to experience a reduced-stimulus shopping environment.
In 2019, Empire announced the rollout of Sensory Friendly Shopping nationally, across our banners, including Sobeys, Safeway, Foodland, IGA, Thrifty Foods and FreshCo. This national commitment was the first of its kind on a national level in the retailing sector in Canada. Over 470 stores (and counting) have Sensory Friendly Shopping available.
Store managers interested in bringing Sensory Friendly Shopping to their location can contact dei@sobeys.com
