To be a company that makes a positive difference everyday with the products it sells and in the communities it serves.

To serve reputable and ethical brands with an entry point into the Canadian market; To provide Canadians with products that demonstrate great value for money, which are backed by ethical people and companies

Support: Help those in the community ; Team: Support your team, support your community; Supply: Bring to the population the best products possible; Communicate: Using the richest content tell the best stories about our products; Persevere: Never take the easy route; Adaptability: Creative solutions, obstacles are challenges, nothing more