Innovation

Gaia’s business model challenges the idea that grocery stores must rely on large supply chains and global imports. Instead, Amorita imagined a store that truly belongs to its community — where most products come from nearby, and customers know the farmers and producers who grow their food.

A significant part of this innovation is Gaia’s partnership with the Tofino Community Food Initiative (TCFI), a local nonprofit dedicated to food education and sustainability. Through this partnership, Gaia supports educational gardens at local schools where children learn to grow vegetables organically, compost waste, and connect with the land.

“Food should be local, sustainable, and bring generations together,” Amorita explains. “When we grow together, we build community, and that connection changes how we eat and live.”

Gaia donates a portion of sales to TCFI each year. These donations support infrastructure for school gardens — including raised beds, irrigation systems, and soon, a community greenhouse. The gardens, cared for by students, have become a valued community space where biodiversity flourishes and sustainable practices are learned through experience.

Unlike corporate supermarkets that prioritise efficiency and profit, Gaia’s innovation shows that a small, community-rooted business can drive systemic change — proving that ethical, local economies can also be economically viable.

Inspiration

The inspiration behind Gaia was very personal. Amorita grew up surrounded by nature, where food came from the land, not a shelf. She noticed how people had become from their food sources and how local farmers struggled to reach markets. That realization sparked her desire to create a business that would reconnect people with the origins of their food while supporting local farmers. 

“I’m a huge fan of organic local farming and helping customers understand where their food comes from,” she said. “I wanted a space where people could feel good about what they’re eating — not just because it’s healthy, but because it supports our neighbors and protects the environment.”

When she opened Gaia in 2019, Amorita faced the challenge of introducing new habits to a small market accustomed to imported products. Through education, tasting events, and storytelling, she transformed consumer attitudes. Gaia became a space where the community could gather to learn, share recipes, and celebrate local food.

Her philosophy is rooted in optimism: “If we can teach kids to love gardening and eating local, we’re planting the seeds for a more sustainable future. Watching children pull carrots from the soil with pride — that’s what keeps me motivated.”

Overall impact

Gaia’s innovation reaches well beyond its storefront. Through its partnership with TCFI, Gaia has become a driving force for community collaboration involving nonprofits, schools, and local businesses. Amorita describes it as a “positive feedback loop” that enhances good efforts at every level.

“In the community, we have all sorts of generations participating. It’s truly a mix of nonprofit, local business, and the school district — all those stakeholders working together.”

Personal Impact: Amorita gains “a real sense of joy from seeing kids gardening.” For her, the success isn’t measured only in sales but in smiles and shared knowledge.

Business Impact: Gaia’s reputation as a vital supporter of local sustainability has boosted its status as a trusted brand and community leader.

“The business has really established us as the biggest contributor and partner of the Tofino Community Food Initiative. I feel proud as a business to be aligned with that nonprofit.”

Community Impact: Each year, Gaia’s customers participate in donation drives to support TCFI.

“The community recognises this program as a tangible way they can support local food education,” Amorita said. Donations grow annually, allowing the school garden program to expand — this year, fundraising for a new greenhouse to extend the growing season.

Environmental Impact: The ripple effect is visible in healthier soils, reduced food waste, and a growing awareness of biodiversity. Amorita summarized it simply:

“Anytime there’s an opportunity for biodiversity and growing in an organic, sustainable way, it just makes our environment happy.”

The result is a model of circular sustainability — where every dollar spent at Gaia multiplies its impact across social, ecological, and educational dimensions.

Business benefit

For Gaia, sustainability has proven to be good business. Amorita’s focus on authenticity and local sourcing has built trust and customer loyalty. People don’t just shop at Gaia; they feel part of a movement.

“The community recognizes the store program as a way they can concretely support TCFI. That connection keeps people coming back.”

Financially, Gaia’s commitment to transparency and ethical practices has attracted a steady stream of conscious consumers, tourists, and collaborators. The store’s ready-to-eat organic meals and seasonal produce boxes have expanded its market reach while remaining true to its values.

Internally, employees take pride in being part of something meaningful. The business’s focus on education and purpose has increased employee satisfaction and retention. Staff are encouraged to attend workshops, visit partner farms, and share sustainability tips with customers, fostering a culture of engagement and growth.

By aligning purpose with profit, Gaia shows that ethical entrepreneurship can be both financially sustainable and socially transformative.

Social and environmental benefit

Gaia’s community partnerships have changed the way the local community understands food systems. The store’s support for the school garden program has given children hands-on experiences that link classroom lessons with real-world sustainability. The gardens serve as places of creativity and inclusion—“a safe space where kids make their own little labels and plant things haphazardly, but it’s beautiful,” as Amorita described.

Beyond education, the initiative helps ensure food security in Tofino, where supply chains can be fragile due to the town’s remote location. By supporting local production, Gaia helps buffer the community against disruptions while strengthening self-reliance.

Environmental benefits include clear reductions in transportation-related carbon emissions, decreased packaging waste, and improved biodiversity. Amorita envisions future growth that will make the system even more surplus produce for use in school lunches, while waste is reduced. 

“It’s bigger than one store. Other communities can adopt our model. When businesses provide space and nonprofits bring expertise, you can nourish both people and the planet.”

Interview

Amorita Adair, Founder and Owner