The mountain town of Canmore, Alta., in January 2016. Jeff McIntosh/The Canadian Press
A popular gourmet food store with deep roots in the quaint mountain town of Canmore, Alta., is hemorrhaging customers and dealers after the owner’s son sent a transphobic email to the town’s Pride organization.
Jeff von Rotz, whose email signature had identified him as the owner of Valbella Foods, responded to a Canmore Pride Society donation request with transphobic and homophobic comments about grooming and mental illness. The email was widely circulated on social media.
Reaction was swift, with high-profile commercial clients such as the historic Fairmont Banff Springs Hotel and Jasper Park Lodge, market-style grocer Sunterra Market and the Banff Center for Arts and Creativity publicly cutting ties with Valbella . So did local restaurants and shops in Canmore and elsewhere in Alberta.
On Tuesday, the day the email became public, Valbella posted an apology on social media and said Jeff von Rotz had been fired. “One person’s words do not reflect the opinions of the many people who work as part of the Valbella team,” wrote Chantal von Rotz, his sister.
In a later statement, he clarified that his brother was not the owner, despite his email signature, but was the president of the company. He said his parents, Walter and Leonie von Rotz, own the company, which The Globe and Mail confirmed with corporate registration documents.
Chantal von Rotz said in a statement that Valbella’s priority is to regain the trust of the community. He said the company is reviewing internal policies and plans to implement a new equity, diversity and inclusion plan. Valbella has also reached out to members of the LGBTQ+ community to apologize, according to the statement.
Jeff von Rotz did not respond to interview requests from The Globe and has not commented publicly since the email surfaced.
The Canmore Pride Society said in an email that the group received messages of support from people across Canada. “Love wins,” the email read. “Love always wins.” The group is working with Banff Pride and others to train businesses on how to make their spaces safer and more inclusive.
“The transphobic response we received from a local business further reinforces the importance of education in our community to keep our community members safe,” Canmore Pride’s email said.
On Friday, the society also wrote a public message on social media offering support to Valbella’s staff, who are “doing everything they can to make ends meet” and who may also have been disappointed by the hurtful comments. “See you. From a place of love and respect, if you’re here for us, we’re here for you.”
Valbella has been in Canmore for over 40 years, opening in 1978. It sells meats, deli and specialty foods, and distributes products across the province to retailers and restaurants. The company’s website no longer lists its restaurant or retailer partners, instead displaying an error message.
The public asked numerous companies this week to stop working with Valbella. Fairmont acted almost immediately on Tuesday, stating on social media that it was no longer going to work with or buy from Valbella. “We are saddened and disappointed to learn of the hateful comments made by Valbella, especially as we are dedicated to fostering an inclusive and safe environment,” he said.
A photo shared by Rusticana Grocery in Canmore showed a sign under their Valbella products. In an effort to reduce waste, the sign said, the store would donate all proceeds from the sale of these products to Canmore Pride and immediately seek new suppliers.
An independent Edmonton restaurant called Fleisch Delikatessen said in a social media post that they wouldn’t allow the hate on their dishes. It pulled Valbella’s products from the menu Wednesday and canceled future orders. “We condemn in the strongest possible terms the hateful message contained in this email,” Fleisch said. “At a time of increased violence against this community, it is not okay to remain silent and do nothing in the face of hatred.”
Canmore Mayor Sean Krausert also issued a statement in solidarity with the LGBTQIA2S+ community, as did Alberta’s opposition NDP Leader Rachel Notley, who called the comments “horrific” and said they were “rightly condemned by countless Albertans.”
The storm over Valbella’s email spread to the Canmore Folk Festival, which said Thursday that a local crane operator canceled a contract this week because of the festival’s support of Canmore Pride.
“We are disheartened by this cancellation, but wholeheartedly stand by our decision to condemn hate speech and exclusion and stand in solidarity with Pride Canmore and the 2SLGBTQ2+ community at large,” the festival said online.
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