A popular gourmet food shop with deep roots in the scenic mountain town of Canmore, Alta., is hemorrhaging patrons and distributors after the owner’s son sent a transphobic e-mail to the town’s Pride organization. Jeff von Rotz, whose e-mail signature identified him as the owner of Valbella Foods, responded to a request for donations from the Canmore Pride Society with transphobic and homophobic remarks about childcare and mental illness. The e-mail was widely circulated on social media. The backlash was swift, with high-profile commercial clients including the historic Fairmont Banff Springs Hotel and Jasper Park Lodge, grocery store 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 e-mail 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 views of the many people who work as members of the Valbella team,” wrote Chantal von Rotz, his sister. In a later statement, she clarified that her brother was not the owner, despite his e-mail signature, but was the company’s president. He said their parents, Walter and Leonie von Rotz, own the company, which The Globe and Mail confirmed with corporate registry 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 also reached out to members of the LGBTQ+ community to apologize, the statement said. Jeff von Rotz did not respond to interview requests from The Globe and has not commented publicly since the e-mail surfaced. The Canmore Pride Society said in an e-mail that the group has received messages of support from people across Canada. “Love wins,” the e-mail said. “Love always wins.” The group works with Banff Pride and others to educate businesses on how to make their venues 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 staff, who are “doing their best to cope” and may also have been disheartened by the hurtful comments. “We see you. From a place of love and respect, if you’re here for us, we’re here for you.” Valbella’s has been in Canmore for more than 40 years, opening in 1978. It sells meat, cured meats and specialty foods and distributes products across the province to retailers and restaurants. The company’s website no longer lists its restaurant partners or retailers, but displays an error message. Members of the public called on several businesses this week to stop working with Valbella. Fairmont acted almost immediately on Tuesday, announcing 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 statements made by Valbella, particularly as we are committed to promoting an inclusive environment,” it said. A photo shared by Rusticana Grocery in Canmore showed a sign below Valbella products. In an effort to reduce waste, the sign said, the store will donate all proceeds from the sale of these products to Canmore Pride and will immediately seek new suppliers. An independent restaurant in Edmonton called Fleisch Delikatessen said in a social media post that they would not allow hate on their plates. Removed Valbella products from the menu on Wednesday and canceled upcoming orders. “We condemn in the strongest possible terms the hateful message contained in this e-mail,” Fleisch said. “In a time of increasing violence against this community, it’s not okay to stay quiet and do nothing in the face of hate.” Canmore Mayor Sean Krausert also released a statement of solidarity with the LGBTQIA2S+ community, as did Alberta Opposition NDP Leader Rachel Notley, who called the comments “appalling” and said they were “rightly condemned by countless Albertans.” . Valbella’s e-mail storm was relayed 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 disappointed by this cancellation, but stand wholeheartedly in 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. We have a weekly Western Canada newsletter written by our BC and Alberta bureau chiefs, providing a comprehensive package of the news you need to know about the region and its position on the issues facing Canada. Sign up today.
