Community is the Heart of Our Business. Now We Can Show It.
Alaina Lockhart
Sussex Ale Works
When we opened Sussex Ale Works, we weren't just opening a brewery. We wanted to create a place where people could gather, connect, celebrate, and enjoy something crafted right here in our community. Every single decision we've made from the ingredients we source to the events we host has been guided by a simple question:
How can we contribute to making this place we call home stronger?
Like many small business owners, we've always believed our spending decisions matter. Hiring local, supporting neighbouring businesses, and investing back into our community has never been a marketing strategy; it’s simply been how we do business.
But belief and proof aren't always the same thing.
That's why we were excited to be the first business in New Brunswick to participate in Shorefast's Economic Nutrition Certification Program.
Looking at Our Business Through a Different Lens
Going into the program, we expected to come away with a better understanding of our procurement practices. What surprised us was how much we learned about telling our own story.
Economic Nutrition asks businesses to look beyond revenue and profit, beyond the books and line items. It asks where every dollar goes and what that spending supports.
For us, that meant seeing our business differently. We knew that we prioritized local and ethical purchases but wanted to find a more credible way to translate the value of our decisions in a way that resonated with the public.
The numbers confirmed and quantified something we had always known was true: a significant portion of every dollar spent at Sussex Ale Works goes right back into people through wages and benefits.
Seeing that data laid out was incredibly meaningful.
When someone orders a pint, they're not just buying a beer. About 48% of their purchase went directly to supporting the people who brewed it, served it, cleaned the glasses, welcomed them through the door, and helped create the experience.
We've always known those people were at the heart of our business and now we have a meaningful way to show it.
Better Conversations
One of the biggest takeaways wasn't actually the label itself, it was the conversations that came afterwards.
As business owners, we often talk about supporting local, but those conversations can stay fairly general. Economic Nutrition gave us data that helped make those conversations more concrete and anchor them in our work and how we talk about our business.
It has us thinking differently about procurement decisions, supplier relationships, and where we might have opportunities to strengthen our local impact even further. We can even use the data to set quantifiable goals and supply proof once we have reached them.
That said, it isn’t about achieving the perfect numbers but instead about understanding the impact in measurable ways and making intentional decisions moving forward.
A Process That Was More Accessible Than We Expected
If you're a small business owner reading this, you might be wondering whether participating sounds like a lot of work. That was one of our questions, too.
The reality was that the process was an added piece of work, but it was much more approachable than we expected.
Working alongside organizations of different sizes, from fellow small businesses to municipalities, created opportunities to learn from one another throughout the program. The Shorefast team was incredibly supportive, helping participants understand the process and making expertise available whenever questions came up.
Because we already had a good understanding of our own financial information, much of the data was readily available through our accounting software. It wasn't about creating mountains of new paperwork. We already had the data and were just applying a different lens.
Why This Matters
As Canadians become more intentional about supporting local businesses, they're also asking better questions.
Where was this made?
Who benefits when I spend my money here?
What impact does my purchase actually have?
Economic Nutrition and the resulting labels help answer those questions not by telling people where they should spend their money (I will still buy a fancy coffee knowing it has my full daily intake of sugar), but by giving them more information so they can make informed decisions that align with their own values.
Looking Ahead
This is just the beginning for Sussex Ale Works.
Completing the certification didn't mark the end of the journey; it opened the door to new conversations about procurement, partnerships, and how we continue strengthening our community.
We're proud to have been part of the first Economic Nutrition cohort in New Brunswick, and we're excited to see more businesses across the Fundy Coast and Foothills region tell their own stories.
Because every business has one, sometimes, all it takes is a new way to tell it.
Join the Fundy Coast & Foothills Cohort
Interested?
We're currently speaking with businesses and organizations interested in joining the Fall 2026 cohort.
Whether you're ready to participate or simply curious about the program, we'd be happy to answer your questions.