Embracing Economic Nutrition: A Journey with 4VI Group

We’re excited to be launching a new blog series at Shorefast highlighting the partners of our first Economic Nutrition (EN) cohort. The inaugural program attracted organizations across Canada representing diverse interests, sectors and missions. But they all had one thing in common: a desire to uplift their communities in more impactful ways. Being a part of the Economic Nutrition initiative was consistent with that mission. To learn more about their work and experience with Economic Nutrition, stay tuned. First up: the 4VI Group.

Amidst the growing landscape of purpose-driven organizations, the 4VI Social Enterprise Group stands out with its unwavering commitment to ensuring travel remains a force for good on Vancouver Island.

Their holistic approach is focused on creating a positive economic impact while considering the well-being of communities, culture, and the environment. With 50 First Nations in the region, that approach is necessarily inclusive and respectful, ensuring that the unique cultural heritage of Vancouver Island is preserved and celebrated.

“We want to ensure this region is kept special for the years to come,” shares Brian Cant, President, 4VI. The dedication is not just a mission statement but a lived reality, as evidenced by their recent efforts to adopt the Economic Nutrition label certification.

Economic Nutrition is a framework designed by Shorefast to help people make informed purchasing decisions that support local economies. Modelled after food nutrition labels, the Economic Nutrition Certification Mark helps certified organizations showcase their local economic impact by publicly displaying where the money goes when someone makes a purchase.

Their Economic Nutrition journey began with a collaboration with the University of Victoria. That’s where they heard about the initiative – one inspired by Shorefast’s work on Fogo Island. It really resonated with the 4VI team.  says Cant, adding it’s been exciting to see the initiative take shape across Canada.

“When the pilot came up, we were chomping at the bit to be part of it,”

says Cant, adding it’s been exciting to see the initiative take shape across Canada.

As for the label (the Economic Nutrition Certification Mark), Cant is equally excited. “It’s probably the best economic snapshot tool that I've ever seen,” he enthuses. “Everybody understands a nutrition label, we're bombarded by them in the grocery store, in the pantry,” Cant says of a tool that brilliantly promotes transparency and accountability and helps anyone understand where their money goes.

The V4I team recently submitted the draft form of its EN label for review by Shorefast team members. Eagerly awaiting a response. Cant admits that the process was not without its challenges. The team had to align their accounting software to the requirements of the economic nutrition label, for example, which involved significant data cleaning and adjustments.

Despite the hurdles, the commitment and enthusiasm of the 4VI team never wavered. They saw this as an opportunity to reinforce their procurement practices, ensuring that local businesses, especially those owned by First Nations, were prioritized.

Cant also commends the Shorefast team for its consistent support throughout the process, always available to help his team overcome any frustration that arose. “They were always a phone call away, and that’s really meaningful,” he says.

Once the hard work was complete, it was fascinating to see where money goes - what stays on Vancouver Island, what remains in B.C, what travels across the country, and how much leaves Canada. And there were many lessons along the way. For one, Cant explains that, while in the past they placed cost ahead of location when it comes to procurement decisions, they will attempt to reverse those steps in the future. They’re also clear on the need to add addresses to the listing of every new supplier, even when electronic payments are the norm. In short: local procurement has been given greater prominence.

One of Cant's most valuable takeaways from the three-month process was the opportunity to be part of a cohort made up of a diverse group of businesses. "In my world, ninety-five percent of the people I talk to are in tourism," he explains. "We live in a bubble and sometimes that bubble is dark and cloudy and sometimes it's sunny and blue. When you talk to folks from different sectors of the Canadian economy," he continues, "you recognize shared points of reference."

Moving forward, the 4VI Group are more committed than ever to their mission of sustainable tourism. The adoption of the EN label certification is just one step in their ongoing journey to ensure that Vancouver Island remains a special place for years to come. The team is excited to share the results of their certification and hopes to inspire other organizations to adopt similar practices. “We’re going to shout it from the rooftops,” he shares with a smile. “The team is proud of their achievements and looks forward to sharing their story with the world.”

Economic Nutrition is a framework to help people make informed purchasing decisions that support local economies. Modelled after food nutrition labels, the Economic Nutrition Certification Mark helps certified organizations showcase their local economic impact by publicly displaying where the money goes when someone makes a purchase.

Developed by Shorefast, where the tool is already in use with its community-led businesses, Economic Nutrition brings greater transparency to consumer spending, enabling consumers to make informed decisions that support local economies. An Economic Nutrition pilot project – led by the Shorefast Institute for Place-Based Economies - was launched this past year. Economic Nutrition will be rolled out nationwide in 2026.