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Fair trade, relationships the focus for Algoma company

Her extensive travels had shown Minna Koskela-Wild the world in all its beauty — and, in many cases, its poverty. But it was a trip to Nicaragua seven years ago that set her on her current career path.
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Minna Koskela-Wild (left) shakes hands with Lidieth, director of the Formacion Felix program in Nicaragua, on an agreement to sell handmade products through Blue Mar 4 Change.

Her extensive travels had shown Minna Koskela-Wild the world in all its beauty — and, in many cases, its poverty. But it was a trip to Nicaragua seven years ago that set her on her current career path.

While travelling with her infant daughter, Anika, she encountered a woman who had few material possessions, but generously gave Anika gifts to celebrate her first birthday. The kind gesture impacted her deeply.

“This woman, Rosa, just touched my heart, and I thought, ‘I need to do something more meaningful for me,’” Koskela-Wild said. “And the idea started there.”

In June, leaving behind a career in human relations, Koskela-Wild launched Blue Mar 4 Change, which sells unique, handmade, and sustainable products sourced from artisans in the Algoma region, Nicaragua, and British Columbia, where Koskela-Wild currently resides.

The company represents 10 artists from Algoma, two from B.C., and one from Nicaragua, as well as the Nicaraguan non-profit organization Casa Verde, which, through its Formacion Fenix scholarship program, helps young women develop artisan microbusinesses.

All of the artisan partnerships in place grew out of a personal connection or relationship with Koskela-Wild; some are friends or acquaintances, some created work loved and purchased by Koskela-Wild, and some, like the Nicaraguan artisans, she’s met in her travels.

Each collaboration is guided by the company principles, which advocate for fair trade; sustainable products and practices; the creation of unique, handmade products; and personal relationships.

“I work with each artisan on an individual basis to decide what is a fair price, taking into account their time, the materials, and everything else,” Koskela-Wild said. “We do some research together as to what things retail for, and then we come up with a price that both they and I can sell at successfully.”

Algoma-area artisans include Kelly Brooks Ranni, who is making organic soaps using honey and herbs picked from the Algoma area. Kim Braverman makes reusable lunch bags and wraps, and Nancy Sachro creates fabric art.

Blue Mar offers the artisans access to a wider audience and takes care of the marketing and selling of their wares. Many just don’t have the time to do it themselves. There are also opportunities for cross-promotion between markets, as some Algoma-created items are being promoted in B.C., and some B.C. products are being sold in Algoma, Koskela-Wild said.

“It enables (the artisans) to have non-traditional jobs and earn an income, and do something that they’re passionate about, and that’s meaningful for them, as well,” she added.

There is also a philanthropic aspect to the business: 1 per cent of profits from all sales go directly to the Blue Mar 4 Change Foundation, which funds humanitarian causes. Koskela-Wild has already identified the first project that will benefit from the foundation: the purchase of a new sewing machine for the Nicaraguan artisan, Lucia, who makes bags out of upcycled materials.

Though she now calls Squamish, B.C., home, Koskela-Wild grew up in Sault Ste. Marie and retains strong ties to the area, which provided a solid foundation for her new venture.

“For me, there was a comfort zone in starting my business somewhere that I was very comfortable with, where I had those connections,” she said. “And there was also that piece of wanting to give back.”

Koskela-Wild has sold the Blue Mar products primarily at Mill Market in Sault Ste. Marie and the Bruce Mines Market throughout the summer. But moving into the off-season, she’s planning to search out special markets, which includes moving the business online and potentially setting up retail space, likely in Algoma.

Though her company is young, her resolve is strong; she recognizes it takes time to make money, but she’s committed to the principles behind the business and seeing it succeed.

Feedback has been unanimously positive, and she’s already sold out of the jewellery made by the girls in the Fenix program in Nicaragua. She’s excited about the buzz that’s being generated and where it can take her next.

“I’m really happy with where it is and where it’s going,” she said. “The first part of a business is always challenging — there’s more money going out than going in — but it’s something where I’ll stick to the course and continue to work on this and build on it because it is something that I truly believe in.”