Oct / Nov 2009 by Roots Canada

Roots South Centre, Calgary, AB

A window into the world of Roots

Issue 91 • Oct. - Nov. 2009

MORE THAN MEETS THE EYE How the Visual team creates a distinctively Roots in-store experience

Issue 91 - Oct. - Nov. 2009

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I N S I D E ISSUE91 FOR THE LOVE OF FILM Roots plays active role at 34th Toronto International Film Festival PILLOW TALK Roots introduces an artful tribute to Vancouver ahead of the Olympics HAVING A SAY Customers voice their opinions about Roots with a new website feature POP BOTTLE ENJOYS NEW LIFE New eco-friendly backpacks made from an unlikely source THE SCOOP ON SCOOPIES Picking up after Fido becomes easier, and more eco-friendly STAFF GET DOWN AND DIRTY TO REMOVE GARBAGE Manager of Roots store organizes a local cleanup GHANA T-SHIRTS Roots donates T-shirts for program in Africa

Departments FINE PRINT GUESS WHO JUST DROPPED IN GREAT MOMENTS IN RETAIL MOMENTS THAT MATTER GREEN TIPS HEALTH TIPS

SPECIAL DELIVERY A selection of recent letters from the world of Roots GROWING UP WITH ROOTS

I just wanted to let you know how much I like Roots clothing nowadays – lots of nice designs (especially the dresses) in comfy cotton and great colours/patterns and even available in extra-small and slim-fit sizes for petites like me. And, the prices aren’t bad either. At the ripe old age of 50, I never thought I’d still be shopping at Roots on a regular basis. I also like the 360-degree feature with images on the Roots website and the movable magnification tool. They provide a much more complete picture of the merchandise than I’ve seen on any other site. Kudos to your designers, buyers and web people. Keep up the good work. Jackie Barlow Ottawa

service skills that I returned to the store a few days later and purchased another bag from her. Murina Lee Toronto A PASSION FOR BILFORD

The fact that I do not know the name of the beaver in the Roots logo leaves an empty spot in my heart - and troubles me to no end. The idea that the Roots beaver may not have a name fills me with such pain I can barely breathe. If the beaver has no name, I would be honoured if you were to name it Bilford. Such a name touches my heart and fills me with unending joy. Bilford is my favourite part of Roots. Thank you for your heroic spirit and consideration. Stephanie Fitzner Dartmouth, Nova Scotia

IN PRAISE OF JAMIE Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant CAROLINE IWANOWSKI Interns ALLISON COLALILLO PAVAN SANDHU KATHERINE WELLMAN The Source is published by Roots Canada Ltd. We welcome letters from readers for publication. Please address all correspondence to The Source, Letters to the Editor, Roots Canada, 1400 Castlefield Ave., Toronto, Ontario, M6B 4C4 or by email to thesource@roots.com Letters may be edited for length and clarity. Each issue of The Source is also available, both in blog and PDF formats, on the Roots website at www.roots.com

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I’d like to bring to your attention the wonderful service I recently received from Jamie Zahorouski at the Roots store on Queen Street West in downtown Toronto. There were some scuff marks and an interior pocket defect in the white Olivia bag that I just purchased. Without asking, Jamie called around to a few other stores, found another white Olivia bag and had it shipped to the store within two days. I was so impressed with her friendly attitude and customer

ROOTS TO THE RESCUE

I am writing to express my thanks for the wonderful Roots bag that proved invaluable during a recent trip to Iran with my daughter. While walking on a street in Isfaan, I was attacked by a robber. He pulled at my Roots bag but could not take it off my shoulder. The handles were strong and their length very convenient. While the robber tried to take the bag from me, I fell to the ground. My daughter screamed and fortunately people across the

street came to help us. Although this was a highly unpleasant experience, I was lucky that it was a Roots bag. It kept all our documents and credit cards safe, along with our passports and travel plans. I can’t imagine what would have happened if the robber had managed to rip the handles off the bag. Our trip would have been ruined, or worse, we would have been stuck in Iran. I cannot recommend enough my Roots bag due to its strength, convenience and fashionable leather. It has a secret inner pocket for valuables, an outer pocket for a cell phone and an extremely convenient lock. All my friends have asked me where I purchased it. Please forward my story to your employees and express my gratitude to them. My Roots bag has been by my side for years. It has accompanied me on all my travels and been more useful and reliable than any other bag I’ve ever owned. It has its own story. Natalia L., New York, NY (Last name withheld by request)

EXPRESS YOURSELF We invite you to send us your letters and or most creative photos or illustrations for publication in The Source. Please send your submissions to photogallery@roots.com Issue 91 - Oct. - Nov. 2009

MORE THAN MEETS THE EYE From innovative product displays to creative signage to evoking feelings of warmth and comfort, the Visual team creates a distinctively Roots in-store experience. By KATHERINE WELLMAN

alking through the front door of a Roots store, it’s hard not to respond to the earthy, inviting atmosphere. The natural tones create an outdoorsy aesthetic accentuated by the exposed wood. The feeling of comfort and familiarity with the Roots name and environment puts customers at ease, drawing them to the carefully selected and attractively arranged merchandise. “We try to evoke a feeling of warmth in our stores,” says Jay Lopes, Director of Visual Presentation. “Like your home or cottage, a place where you are always welcome.” The Visual Department is instrumental in the success of

Roots. It is directly involved in everything from product placement within the stores to creative signage to the music. They choose what merchandise goes into the window displays, how the store looks and the overall impression you get when you walk in. This is known in the retail world as merchandising. “Of course, having quality products is essential but equally vital is how they’re presented in the store,” says Jarar Kazmi, Executive Director of Retail Operations. “Our customers must see the inherent value in the product. This comes through in the merchandising.” Every month, the Visual team sends an elaborate merchandising directive to all the stores. “It’s very specific,” says Jay. “It tells stores where merchandise should be placed and how to dress the mannequins.” Jarar’s Retail Operations team and the Visual Department work closely together. Retail Operations must ensure that store staff understands the instructions the Visual team sends out. In return, the Retail team provides feedback for

The Algonquin Lounge on the second floor of the Bloor Steet store Issue 91 - Oct. - Nov. 2009

Leather goods section in the Champlain Place store in Moncton, BC

future directives since they see firsthand how customers react to how and where merchandise is displayed. Since the visuals for all the stores are similar, following the directives can be a challenge as the stores vary in size and layout. To help with this, Jay is quick to point out that there’s a whole team of people behind him who are responsible for making the stores look as great as they do.

“All our stores are so unique and range drastically in size,” says Peter Paquette, Senior Visual Coordinator for the company stores. “It’s often not so straightforward how to achieve the same look in all of them.” The majority of Roots company stores are between 1,000 to 3,000 square feet, while the outlet stores are between 4,000 and 5,000 square feet in size. Teams based throughout the country help store staff with merchandising. They work with the District Managers to ensure that everyone understands the instructions sent out from Head Office. Colin McDonald assists the stores in British Columbia. Lukasz Czyzewski handles the Alberta stores. Natalie Barone and Kristen Cioruch help the stores in Ontario. “I get calls all the time from managers or their team members about their specific store and the challenges they are facing,” says Patrick Davis, Visual Coordinator for the Roots 73 stores. “You sometimes struggle with giving the staff the best solution since there are so many different types of stores and I haven’t visited all of them.” Peter is responsible for coming up with the concepts for Continued on next page

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The Visual team ensures that the merchandising in the stores shows off the quality and style of Roots products

Continued from previous page

the window and merchandising for all the company stores. Patrick puts together the displays for the outlet locations. He also assists with marketing concepts and photo shoots. There’s always a reason as to why products are placed in specific areas and presented in certain ways throughout the store. “We try to create drama in The Source • 4

stores with our displays and merchandising,” says Jay, who has been at Roots for two years. “We want to make people spend time in our stores to shop.” According to Jay, drama is achieved by using compelling displays, attractive merchandising, dramatic lighting and props that are interesting and different. This helps to keep customers moving throughout the store and engaged during their shopping experience. The visuals must be consistent with Roots culture and the values of the company. But they also must be eye-catching and fresh every time. To help with this, Jay works closely with Pauline Landriault, Director of Planning and Development, who coordinates the design and construction of the stores. Customers may notice the use of natural elements throughout the stores. These materials play an important role in evoking the feelings of rustic, friendly comfort that Roots strives to achieve. “Historically, the materials we use are native to Canada, such as reclaimed wood and stone,” says Pauline. “Bamboo, although not native to Canada, is being farmed here and is being used at Roots because it’s a sustainable material.” While making the store look good is important, the job of the Visual Department is to promote merchandise and increase sales. Customers often take merchandising for granted, even though it plays a critical role in the company’s performance. “We have become more conscious of the financials behind our decisions to make

changes,” says Jay. “Everything we do must have a reason to enhance product sales or elevate the brand.” Every little detail calls for close attention. For example, the tables Pauline and Jay have constructed for product displays must be proportioned and sized so customers have easy access to the products. They are placed within the store to welcome customers in and keep them engaged as they shop. In recent years, amid increased competition in the retail sector, companies have been paying closer attention to their merchandising to entice customers. The Visual Department uses props such as ladders and sawhorses in clothing displays to make the merchandising more interesting for customers while staying true to the Roots aesthetic. Window displays are one of the most important ways the Visual team tries to attract customers. “The window display is vital because it forms the first impression that a customer has of the brand and showcases our best merchandise,” says Jay. Merchandise for the windows must be current, fashionable and appropriate for the season. There should also be a large quantity of the items available since they usually perform well when featured in the window.

For the stores to achieve the desired look for each season, Jay and his team must begin planning four to six months in advance. Inspiration for the visuals comes from many places - from other stores’ displays to magazines to art galleries. After the team gets an idea, they begin brainstorming and putting concepts together to develop a theme for the displays. Co-Founders Michael Budman and Don Green get involved with the visuals about three months prior to execution. “They are very visually inclined,” says Jay. “They are presented with window themes and ideas and provide their input. At this point, we may go back to the drawing board or they may like it, meaning we can develop it further.” Then, once everyone is in agreement, it’s time for a photoshoot reflecting the ideas of the Visual team. They also develop graphics for the posters and other in-store signage. New merchandising directives and window display changes are distributed to the stores approximately once a month. “The visual presentation in our stores mirrors the commitment to quality and style that the Roots brand is known for,” says Jarar. “By creating an atmosphere that reflects our brand, we can welcome our customers by making them feel comfortable once they are in the store.”

The Visual team at Roots works with many other departments to ensure that all the stores look their best (Sketch done by Natalie Barone) Issue 91 - Oct. - Nov. 2009

FOR THE LOVE OF FILM Roots plays active role at 34th Toronto International Film Festival

n early September, true to its annual late-summer tradition, Roots was a prominent player at this year’s Toronto International Film Festival (TIFF). As Hollywood celebrities, moviegoers, journalists and photographers alike flooded the city, Roots was at the centre of the action, involved in a myriad of special events. Teaming up with CTV’s etalk, the popular nightly entertainment news show, Roots gave film fans a chance to spend time at the etalk lounge on the second floor of the flagship store

Joe Jonas did a little Roots shopping while in Toronto

on Bloor St. Visitors hung-out, star-gazed and tried out the newest Wii games, courtesy of Nintendo. The Roots etalk Lounge was one of five set up for TIFF. As in recent years, etalk hosts Ben Mulroney and Tanya Kim broadcast live from the in-store studio several times during the Festival. Another highlight of TIFF was Sierra Pictures, ICM and Creative Coalition’s cocktail party held at the Roots Bloor St. store, on the second evening of the Festival, to celebrate the upcoming film Passion Play. Directed by screenwriter Mitch Glazer, a longtime friend of Roots, Passion Play stars Megan Fox and Mickey Rourke. Fox and Glazer, along with actors Michael Caine and Ben Barnes, were among those who joined Roots Co-Founders Michael Budman and Don Green at the event. During the festival, Roots presented an exhibition of photography and posters of films produced by six-time Academy Award winner Jeremy Thomas. The visuals were on display in the Algonquin Lounge for

Michael Budman, Michael and Shakira Caine and Don Green

visitors to view. Thomas was at TIFF with his latest film, Creation, starring Paul Bettany and Jennifer Connelly. The film had its world premiere at TIFF’s opening night Gala Presentation at the Roy Thompson Hall. Following the premiere of Creation, Don and Michael, along with their respective wives Denyse Green and Diane Bald, hosted “Spaghetti at Midnight” at Kultura, a hip downtown restaurant, to honour Jeremy Thomas. Dinner guests included Canadian film director Norman Jewison, director Terry Gilliam, founder of Island Records Chris Blackwell, Zoomer magazine editor

Suzanne Boyd, hockey star Alexander Ovechkin, Canadian Olympic gold medalist Adam van Koeverden, film director and son of Roots Co-Founder Don Green, Anthony Green, film producer and son of Roots Co-Founder Michael Budman, Matthew Budman and National Post columnist Shinan Giovani. Other celebrities spotted at Roots Bloor St. store during TIFF were Kevin and Joe Jonas of the Jonas Brothers, actor/comedian Bill Murray, actor Estefania Iglesias, film directors Ethan Coen, Jon Amiel and Oliver Parker, film producer Barnaby Thompson, and actor Dana Delany.

MAKING IT BETTER Updates to roots.com brings an increase to online sales

good website is nothing if not a constant work in progress. With the aim of serving customers better, Roots often updates and fine-tunes roots.com. In the past year, there have been many revisions to the look, function and technology behind roots.com. These improvements have enhanced the shopping experience for customers and modernized the company’s marketing capabilities. The changes include a redesign of the e-commerce section of the website, a push to encourage customer-company dialogue and an increase in the number of countries Roots ships to. These recent modifications have translated to a sharp increase in online sales. In 2008, roots.com began shipping to 30 countries worldwide, greatly expanding its Issue 91 - Oct. - Nov. 2009

international customer base. Now, the website customizes its look based on where a customer is from, what language they speak and how long they spend on the site. This makes it much easier for people to browse through Roots merchandise. Also, it is now possible to see what sizes and colours are sold out at a glance. The social media that Roots is using have also had a positive affect on sales. The launch of the YouTube channel and Facebook page this past June has been well received so far. Because of their prominence on the website, the pages are becoming more popular every day. Using social networks allows for enhanced

customer-company dialogue. Fans of the company can discuss products and information on these pages, which boosts confidence and loyalty in the Roots brand. In order to fulfill customer requests, stores now have access to universal product availability, meaning that they can see company-wide inventory. Store associates are able to place orders for customers and have the products shipped to their homes. These shipments come from either the online store or another Roots location. According to James Connell, Senior Director of ECommerce and New Media, this allows all stores to serve customers better since they have access

to more inventory. “It also means that we can collect contact data for customers that will allow us to contact them again in the future to encourage them to come back into the store,” says James. Roots.com is continuously evolving, with more changes planned for the coming months. In October, for example, the store locator section will be revamped to make it easier for cell phone browsers to display information. Customers will also be able to have a message sent to their phones with directions, phone numbers and hours for stores they plan to visit. An updated and expanded version of the About Roots section will also be online soon, presenting the company’s history, culture, community involvement and information on how our products are made. The Source • 5

PILLOW TALK

Roots introduces an artful tribute to Vancouver ahead of the Olympics

ith the Vancouver 2010 Olympics quickly approaching, Roots is introducing an original product that adds to the celebration of the host city. From Stanley Park to Gastown to the Rockies, the new Roots Vancouver Pillow depicts key elements of the West Coast city with vibrant handembroidery that elevates this item from a simple comfort piece to a work of art. The pillow, will be available in late October, will be sold online and in 12 Roots stores across the country. To produce the Vancouver Pillow, Roots partnered with the California-based husband and wife team, Terrell and Carmel Swan, and their company, Catstudio. Terrell and Roots have been friends for a long time. In 1975, he began his involvement with the company when he opened a Roots fran-

chise store in Houston. In 2007, the Swans and Catstudio produced the Canada Pillow, which takes you on a cross-country tour from coast to coast. Using vivid colours and superior workmanship, the pillow portrays many of the country’s famous attractions from the lobsters on the East Coast and Toronto’s CN Tower to the Calgary Stampede and Victoria’s Empress Hotel. It was the Swans’ love of travel, which inspired them to begin creating artistically embroidered maps on pillows showcasing cities, states and countries as a hobby. In 2001 they started Catstudio. “Given our extensive travels, we knew a lot of people in many places,” says Terrell. It’s these people who the Swans rely on to authenticate their artwork and ensure its relevancy and accuracy.

artists. In the case of the Vancouver Pillow, it was then submitted to Roots designers for their input. Once the artwork is approved, it’s sent to India where the embroidery is done. For the Canada Pillow, it takes up to 11 days to embroiThe artwork for the Vancouver Pillow was done in der because of partnership with Catstudio in California its large size and “I wish we could fit everya few days less to finish the thing in,” he says. “It’s important Vancouver Pillow. we also get the feeling and spirit The Canada Pillow is of the area right.” available in select stores across The artwork for both the the country and online for $235. Canada and Vancouver Pillows The Vancouver Pillow will was done by a team of Catstudio retail for $180.

A TRIO WITH BRIO

Companies team up for great shopping opportunity

F NEW STORE DEVELOPMENTS Retail expansion continues apace

his summer, Roots has increased its retail activity in Western Canada through new store openings and the relocation of an existing store. This includes the opening of the latest Roots concept store at South Centre Mall in Calgary and the relocation of the Mayfair Shopping Centre store in Victoria, BC. The South Centre Mall store is the third new concept company store Roots has opened in Calgary in the past year. Designed by Director of Visual Planning and Store Development Pauline Landriault and Roots Creative Director Diane Bald, the space incorporates many ecofriendly aspects in keeping with the company’s green building practices. These include sustainable bamboo floors and reThe Source • 6

claimed wood accents on the walls. The almost floor-toceiling windows enhance the store, providing lots of natural light. In addition to the flurry of retail activity in company stores, three new Roots 73 Outlet stores opened over the summer with locations in Rocky View, Alberta; Milton, Ontario and Boisbriand, Quebec. Looking ahead to the coming months, Roots will be continuing its retail expansion. In November, a new Roots store will open at Stone Road Mall in Guelph, Ontario. A few weeks later, a Roots 73 outlet store will open in Peterborough, Ontario. In December, the Roots store at The Village at Park Royal in Vancouver will move to a new location.

rom us, to you,” reads the inside of the new Shopportunity coupon booklet now being offered to Roots customers. The company has joined forces with two other iconic Canadian brands to give back to their customers. Shopportunity is a joint coupon project involving Roots, Indigo and Cineplex. Given out to customers, each booklet contains three coupons to be used at each of the three stores equaling $45 in savings. After Co-Founder Michael Budman discussed the possibility of a collaboration with Indigo’s President and CEO, Heather Reisman, Indigo took the reigns and put it together. With the help of Shyrose Kassam, Vice-President of Merchandising and James Connell, Senior Director of ECommerce and New Media, Roots solidified its participation in the partnership.

“The premise behind the initiative is for three great Canadian companies to be able to say thank you to our customers,” says Shyrose. “To give customers a reason to feel good when they shop.” Roots is offering $25 off merchandise after spending $100 before taxes. Indigo has savings of $10 after spending $40, and Cineplex is giving away a free adult admission when one adult movie ticket is purchased. The booklets will be handed out from mid-Sept. until Nov. 1 and will be valid until Nov. 11. In connection with the Shopportunity promotion, Roots has also launched a new contest. The winner will receive a $3,000 shopping spree at a Roots store. The runners-up will receive one of three $100 gift certificates for Roots products. Customers can visit www.yourshopportunity.ca to enter the draw. Issue 91 - Oct. - Nov. 2009

A BRANDTASTIC COMBO Roots partners with Moosehead to create a special gift set for the holiday season

R HAVING A SAY Customers voice their opinions about Roots with a new feature on the website

very day, since a new feature was introduced on the Roots website last spring, hundreds of people who visit the site are taking the time to read what others have to say about the company and its products. Many eventually add their opinion to what has become a lively, much-consulted service. Called Ratings and Reviews, the application enables Roots customers to easily connect and communicate with each other. It was initiated by James Connell, Senior Director of E-Commerce and New Media, based on his desire to allow Roots customers and others to create the sense of an online community. Shoppers can now share their experiences, post photos, review their favorite products and ask questions to each other. As of mid-September, more than 2,300 reviews, 300 questions and 350 stories have been logged on the website, adding another dimension to the e-commerce side of roots.com. “This new feature gives new customers who aren’t that familiar with Roots products an added sense of security,” says Tanja Zelko, Manager of Online Marketing and Customer Experience. “Most Roots customers are loyal and many are expressive in their attachment to the brand. This feature allows them to help each other.” Apart from helping customers feel more comfortable purchasing an item they haven’t seen in person, the feature has also contributed to increased traffic to the website. “We’ve seen more people set up roots.com accounts,” says Issue 91 - Oct. - Nov. 2009

James. “Based on our statistics, people who view the content are more than 190% more likely to make a purchase. We’re also seeing a significant number of customers visiting the reviews from Google and Bing searches.” The Ratings and Reviews feature called ‘Share your story’ was part of a recent online contest in which customers posted stories, comments and pictures about what they thought makes Canada priceless. The stories were posted on the website and customers were able to rate them. The customer ratings also played a part in deciding the winner. Visit roots.com to read what others have to say about the company’s products – and to give your two-cents.

oots loves to work with other companies that share its passion for Canada. With the help of Patricia MacInnes, Business-ToBusiness Account Manager and Kam Ryatt, B2B Product Coordinator, Roots has found a new partner that revels in its strong Canadian heritage. Earlier this year, Moosehead, known internationally for its beer, approached Roots with the idea for a holiday gift box set. After discussing various possibilities, the two companies decided that Roots would create a Moosehead scarf for the set. It will include a limited edition Roots Moosehead scarf, two bottles of Moosehead beer and two Moosehead glasses. The scarves are all high quality, full length and have three inches of fringe on each end. Made in Canada, they come in three colours – green, black and charcoal – and feature both the

Moosehead and Roots logos in subtle tonal colours. The gift box was designed by Moosehead and spotlights both companies. The set is a celebration of Canada and the strong connection both brands have with their home country. Moosehead started brewing beer in Nova Scotia in 1867, making it Canada’s oldest independent brewery. After surviving the Halifax explosion in 1917, the company moved its head office to New Brunswick, where it remains today. The founding family, the Olands, have been involved in the company since its inception. This is the first time that Roots and Moosehead have worked together but not the last. More joint projects are in the cards for 2010. The gift box will be available in Ontario liquor stores as of early November and will sell for $27.95.

STRIAGHT FROM THE HORSE’S MOUTH No need to saddle up to appreciate new Roots Equestrian collection I n late September, Roots launched its new Roots Equestrian collection. Designed and manufactured in Canada, Roots Equestrian is sold nationwide exclusively at Greekhawk, the country’s largest retailer of riding apparel and accessories. Initiated by Anne Marie Hargreaves, Account Manager in the Business-ToBusiness Department at Roots, the athletic lifestyle collection consists of classic Roots-style hoodies, polos, track jackets, graphic tees and Roots Green items including a yoga-inspired bamboo jacket with an equestrian twist. “Equestrian sport has the

same values that are at the heart of Roots,” says Anne Marie.

“Roots has always promoted an active lifestyle and prides itself in creating winning apparel for those who enjoy sports and the outdoors. That’s why we’re so excited to support this lifestyle through this latest Roots

Equestrian collection.” Equestrian sport has become increasingly popular among Canadians in recent years, especially since equestrian Eric Lamaze won the country’s first-ever Gold Medal in individual show-jumping at last year’s Summer Olympics in Beijing, in addition to a team silver in the same discipline. Since first being introduced to Canadians in the mid-1990s, has proven a winner, especially among those with great horse sense and a good sense of style. For a list of retail locations where to purchase the new collection, go to www.greenhawk.com. The Source • 7

STAYING POWER Saluting those who go the distance

GUESS WHO JUST DROPPED IN Taking attendance of special guests at Roots stores

ecently, many Roots employees marked major anniversaries of their time at the company. By ‘major,’ we mean benchmark achievements as in 5, 10, 15, 20, 25 and 30 years spent at Roots. We invite anyone celebrating such an anniversary to send the relevant information to The Source. Congratulations to the following employees for their significant contributions and enduring loyalty to Roots: Xiang Lin, Leather Stitcher, 20 years Maria Afonseca, Leather Bags & Shoe Cutter, 15 years Louisa Carreiro, Leather Table Work, 15 years Halina Cwik, Leather Stitcher, 15 years Ana Paula Da Costa-Carreiro, PO Administrator, 15 years Khanh Hoang, Leather Stitcher, 15 years Rubina Mian, Leather Stitcher, 15 years Maria Nobrega, Leather Stitcher, 15 years Helena Rego, Leather Cutter, 15 years Madeline Blake, Supervisor PO Admin, 10 years Maria Martins, Leather Table Work, 10 years Sevi Gyanwatte Ramraj, Premium Incentive Coordinator, 10 years Phurbu Sinphuk, DC Administration, 10 years Monika Urbaniak, Field Business Manager, 10 years Salvador Valenzuela, Business Analyst, 10 years Natalie Barone, District Visual Coordinator, 5 years Lee Fancy, Mgr Mdse Plan & MFA, 5 years Lisa Gao, Payroll & Benefit Admin, 5 years

MOMENTS THAT MATTER Big developments in the life of Roots staff

Stephanie Holden, Creative Director at Head Office, and her husband Mark, welcomed baby boy, Jacob on August 20, 2009. The Source • 8

Chantal Kreviazuk and Raine Maida

Nikki Blonsky

Kevan Jonas and Matthew Budman

elebrities have long made a point of shopping at Roots. Here are the latest sightings of prominent figures from the world of entertainment and sports who visited Roots stores recently: • Eaton Centre, Toronto Canadian singer-songwriter Chantal Kreviazuk purchased women’s merchandise while visiting Toronto. • Eaton Centre - Nikki Blonsky, actress and singer best known for her role in Hairspray, came in to pick up a variety of Roots items, including the Classic Cooper Zip Hoody and Olivia Cap. • Eaton Centre - American Idol contestant Danny Gokey, dropped by to purchase a Roots men’s watch while in town.

Danny Goeky

Michael Budman with Megan Fox and Mitch Glazer

Estefania Iglesias

Ray Liotta

• 100 Bloor St., Toronto - During the Toronto International Film Festival, Kevin Jonas and Joe Jonas from The Jonas Brothers spent time shopping and checking out the new Roots clothing for fall. • Bloor St. - Actor Estefania Iglesias, in town promoting her new film Down for Life, stopped by and admired our new bags for fall. • Robson St., Vancouver - Actor Ray Liotta stopped in and purchased a few Roots items including a Zoey Hooded Poncho. He kindly made a donation to the Jane Goodall Institute of Canada. • Bloor St. - Actor and comedian Bill Murray entertained the crowd and tried on the new Roots Satchel during his visit. Later he

Bill Murray

was spotted proudly wearing his new Banff Bag in Tribe Leather. • Bloor St. - Actress Megan Fox joined Roots Co-Founders Michael Budman and Don Green at the flagship store for a private cocktail party hosted by Sierra Pictures, ICM and Creative Coalition for Fox’s upcoming movie Passion Play.

GREAT MOMENTS IN RETAIL

Spotlighting the top performing stores in recent months

hortly before this issue of The Source went to press, we received the final sales figures for stores in the summer and early fall. Topping the pack in terms of company stores in July, August and September was Québec City’s Rue de Buade location that captured the ‘Store of the Month’ honours for the past five months in a row, beating (l. to r.): Katelyn Horne, Ashlee Colbon, Trevor its sales target by a wide Chambers (Manager), Samantha Harris, Angela margin. Lantano and Graeme Smith As for the Roots 73/Outlet category, for the fourth month in a place in July, while the Cross Iron row the South Edmonton Common Mills location in Rocky View, Alberta location in Edmonton took first took first place in August and

September. Both stores had scores that far surpassed others in terms of monthly sales budgets. Congratulations to Doris Lamoureux, Manager of the Québec City store, Johanne Chute, Manager of the South Edmonton Common outlet, and Trevor Chambers, Manager of the Cross Iron Mills outlet, and to their respective teams, for their winning performances. Hats off to all of the other stores that surpassed their sales goals in July, August and September. Issue 91 - Oct. - Nov. 2009

POP BOTTLES ENJOY A NEW LIFE

HEALTH TIP #53

New eco-friendly backpacks made from an unlikely source

Easy ways to stay healthy

MINIMIZING THE RISK OF SWINE FLU: In late August, the World Health Organization (WHO) predicted a substantial rise in swine flu cases during the rest of 2009. It said the H1NI virus behind the pandemic would continue to spread and that many countries could see the number of cases double every few days for several months until the rate of transmission reached its peak in 2010. As such, the WHO is advising countries, especially those in the Northern Hemisphere, to take extra precautions this autumn as the flu season begins. Swine flu is a respiratory illness with symptoms similar to ordinary seasonal flu. The virus is highly contagious and can spread quickly. Symptoms include headache, chills and cough followed by fever, loss of appetite, muscle aches and fatigue, runny nose, sneezing, watery eyes and throat irritation. Nausea, vomiting and diarrhea may also occur. The WHO is advising everyone to follow these few simple steps to minimize the chances of contracting this virus: • Cover your nose and mouth with a tissue when sneezing or coughing. Throw the tissue away after using it. • Wash your hands often with soap and water, especially after sneezing and coughing. Alcohol-based hand sanitizers are also effective. • Avoid touching your eyes, nose or mouth. • Try to avoid close contact with people who are ill. • If you do become sick with H1N1, stay home from work or school and limit your contact with others to avoid infecting them. If you become ill with flu-like symptoms, contact your health care provider or call TeleHealth Ontario at 1-866797-0000.

s part of its on-going effort to become an increasingly greener company, Roots has launched its first-ever eco-friendly Sport Backpack collection. Made from 51 per cent recycled plastic pop bottles, the backpacks are functional, versatile and, at the same time, ecological. Lynne Morris, Senior Designer of Accessories, initiated the project. Today, while people place materials in their recycling bins, many don’t realize it’s no less important to use products created from recycled content to keep the cycle going. The plastic in pop bottles is called PET (Polyethylene terephthalate), which is readily recycled into pellets and then heated and converted into yarn. The yarn is a blend of recycled bottle pellets and virgin polyester. The result: a quality product made responsibly and sold at a competitive price.

Since Roots uses recycled plastic pellets in its production process to create these backpacks, new pellets don’t have to be made from scratch, thereby saving manufacturing resources. Less C02 is emitted into the environment because the materials used are already recycled content. “We decided to be a leader in this area and offer recycled material in keeping with the Roots philosophy of conservation and environmental initia-

tives,” says Lynne. “This is a huge trend but there are no other retailers making recycled polyester bags at affordable rates right now. Most are $75 and up. We’re providing value with a strong environmental message.” All items in the Sport Backpack collection have a large capacity and pockets for storing smaller items and water bottles. Select styles come with a computer sleeve that fits most 15 ½” laptops. Available in various styles, colours and sizes, the Sport Backpack collection is a great accessory for anyone on the go. Prices range from $38 for the Mini Sport Backpack to $48 for the Undergraduate Sport Backpack. Roots plans to further develop green products in its continuing eco-friendly innovations. Soon to hit stores, the Canada Backpack collection, also made from recycled pop bottles.

THE SCOOP ON SCOOPIES Picking up after Fido becomes easier, and more eco-friendly

hen it comes to choosing a new specialty item for Roots Home Design, Rima Biback Director of Licensing and Home Design, asks herself: Is it a Canadian company? Is it environmentally friendly? Is this something we have the customer base for? And, is it a unique product with attractive packaging? After Rima first discovered Scoopies earlier this year, she realized that the biodegradable, mitt-shaped dog-poop bags easily fit all her criteria so she contacted the Montreal-based company. Most plastic bags eventually end up in landfills. They can sit there for up to 1,000 years before they start to break down. With Scoopies, dog owners no longer need to feel guilty about contributing to this growing problem because the plastic used to make the bags breaks down within 18 months. Heather McLeod founded Scoopies Inc. in 2000. With a background in marketing and

Issue 91 - Oct. - Nov. 2009

design, she felt there was a market for Scoopies and that dog owners would love them. The mitt-shaped design makes it easier for dog owners to clean up after their pets. In the winter, they no longer need to take off their gloves to dig around in the snow after their beloved pets do their business. Designed for dogs of any size, from a tiny Chihuahua to a giant Great Dane, all dog owners can find a use for these handy bags. The biodegradable aspect of the design came later. “I felt bad about how many plastic bags were being thrown out by dog owners,” says Heather. “Someone approached me about making them biode-

gradable and I thought it was a fantastic idea.” Scoopies’ fun, colourful packaging attracts curious customers all on its own. The Scoopies box can even attach to a dog leash so the bags are accessible at all times. Available since August in several Roots stores, Scoopies quickly proved popular with customers. They soared to number one in the home specialty sales category in their second week on the shelves. Find Scoopies at three Roots Home locations in Toronto - the Bloor Street flagship store, the Rosedale location and in the Design Showroom. They sell for $4.50 for a package of 30.

• Source: All You Need To Know About H1N1 Flu newsletter. The Centre for Disease Control and Prevention www.cdc.gov/h1n1flu/ The Source • 9

FINE PRINT

A selection of coverage of Roots in the media

DOING THE RIGHT THING Windsor Roots 73 teams up with RBC to help disadvantaged kids

Here are some recent sightings of Roots in the pages of newspapers and magazines:

• Glow, Oct. Spotlight on the black motorcycle jacket • Toronto Star, Sept. 10. Roots cited as a pioneer in its promotional activities using gifting lounges at Sundance Film Festival. • Where Toronto, Sept. Side Saddle in orange and the Raiders Laptop bag in rustler featured. • Fashion, Sept. Spotlight on the Carla Bag in merlot. • More, Summer. Spotlight on the High Saddle bag in rustler. • Shops.ca, Aug. 31. BackTo-School shopping guide mentions the Roots Omer’s Pack in tribe and Athletic Full Throttle watch featured in the ‘Young Men’ section. Also, the Red Backpack is featured in the ‘Cool for School’ section. • Ottawa Citizen, Calgary Harold, Aug 29. Article entitled ‘Small is All’ mentions the Roots Village Bag. Diane Bald is quoted. • Ion Magazine, Aug. 24. Spotlight on the Olivia bag in rustler. • The Globe and Mail, Aug. 22. The Roots bike bags (Village and Side Saddle) are highlighted in the Style section. Michael Budman is quoted in the story. • The National Post, Aug. 22. The Roots British Saddle Bag featured in the the Weekend Post. • Metro Daily News, Aug. 20. The Roots Bucket Bag featured in both the Toronto and Vancouver editions, showcasing great back-touniversity fashions. • etalk, Aug.19. Roots Motorcycle Jacket in pebble leather featured in fashion segment on leather jackets. • Globe and Mail, Aug. 19. Roots new Student Backpack featured in the Style Counsel section. • Victoria Times Colonist, Aug.18. Article entitled “New bikes designed with the clothing-conscious city cyclist in mind” featured a line of Roots leather satchels to strap onto bike bars. Michael Budman is quoted. - Compiled by Carmela Ledo The Source • 10

Key holder Tania Facchineri and the entire Windsor Crossing team helped to ease local children’s back to school experience.

his year, the return to school was made easier for a group of underprivileged children in Windsor, Ontario thanks in part to a local Roots store. The Roots 73 store at Windsor Crossing Outlet Mall teamed up with the Royal Bank of Canada (RBC) to give Roots backpacks and lunch bags to 87 children who needed them.

The partnership began when RBC executive Phil Senay was shopping at the store and asked key holder Tania Facchineri about the quality of Roots bags. “I strongly recommended the bags,” says Tania who’s been with Roots since 2007. “I told him from personal experience that I would never buy another backpack seeing that my own Roots backpack lasted through

Grades 9-12 and an additional four years of university.” Phil, impressed with the quality of Roots backpacks, asked if Roots would join with RBC to hand out backpacks to children from 6 to 18 years old who come from disadvantaged families. The children also received lunch boxes and pencil cases filled with pencils and erasers courtesy of the Windsor Crossing Outlet Mall. The entire Windsor Crossing team took part in ordering the supplies and putting the packages together. It was in keeping with the store’s tradition of trying to help others. Past initiatives include collecting funds for Haiti and donating clothes, toys and used furniture to a local Windsor church. Tania said this latest community project wouldn’t have been possible without the Head Office assistance of District Manager Noela Ashworth; Executive Director of Retail Operations Jarar Kazmi, and Senior Planner Jacquelyn James.

HAPPY BIRTHDAY Store managers congratulate Roots cofounders on company’s 36th anniversary

n the occasion of the 36th anniversary of Roots in mid-August, many stores sent congratulatory notes to Co-Founders Don Green and Michael Budman. Here is a selection of the letters, which reflect the strong spirit and sense of dedication to Roots that reigns among the retail teams. Dear Don and Michael, I have taken a moment to reflect upon what Roots means to me today. Roots is a lifestyle that embraces the whole being and spirit of an individual. Leading by example, Roots has the power to teach and challenge one to become the best they can be. I am a better person because of Roots and the values I’ve gained over the past 14 years. During that time, I’ve grown as an individual and as a professional. Roots has always been there for me, giving me the strength and power to become the person I am today. Thanks for having the vision that brought Roots to life.

Thirty-six years and growing strong… Susie Ramsay Manager, Prince George, BC

Dear Don and Michael, Happy Birthday and congratulations from all of your admirers at Roots Aspen. We are thankful for our Roots in Colorado. The staff and I are so very proud to be a part of your magnificent achievement all these years that began back on August 15, 1973.

I bought my Roots negative heel shoes in Boston in 1974 and wore them proudly for many years, never dreaming then that one day I would be with Roots Aspen for 16 years. All the best. Peggy Mccafferty Manager, Roots Aspen Dear Don and Michael, I would like to take this opportunity to congratulate you both on 36 years of tremendous success. I have worked for the company for about nine years now and I am truly honoured and feel privileged to represent such an iconic brand. Thank you both for such a wonderful experience Congratulations on your great achievement. I wish you both many more years of success. Andrew Ligama Manager, Roots Central, Toronto Issue 91 - Oct. - Nov. 2009

Marilyn, creator of the Monkmobile, takes Monk for a ride

THE MONKMOBILE Roots customers get creative for their pets

t’s always interesting how Roots products become part of people’s daily lives, sometimes in ways least expected. Monk is a 10-year-old diabetic Cairn Terrier from Picton, Ontario. As an aging dog, he found it difficult to keep up with his master, Marilyn, and other canine family members, Kayla and Hoover, on their daily four-kilometer walks. About a year ago, Monk would start getting tired after the first three kilometers and his mother would have to carry him the rest of the way. Weighing in at 29 pounds, Monk was no easy load.

Luckily, Marilyn is a creative pet owner who had access to a Roots backpack on wheels. With a blanket added for comfort, she became the proud owner of the world’s first ‘Monk Mobile.’ Now, Monk walks two kilometers before he jumps into his cozy carrier and coasts the rest of the way. While his family worries about what they’ll do in the winter, Monk is comfortable and happier than ever in his compact, new vehicle. “Hopefully the wheels will last a while,” says Marilyn, “I think we have put on more than 400 kilometers in four months. This is a great product.”

‘ROOTS CARES’ IN ACTION Staff lend a hand to help clean the environment

Founder Don Green joined Dr. n late September, Roots Jane Goodall at the special employees across the ceremony to wrap up the country volunteered to cleanup at the shoreline of Lake participate in the 2009 Great Ontario where it meets the Canadian Shoreline Cleanup Humber River. (GCSC). It was the first major Roots participants in this Roots Cares project in conevent were junction given a with the half-day off Jane to help. As Goodall part of Institute of Roots Canada’s Cares, Project Roots paid Blue, a employees Roots and their normal Shoots salary for national (l. to r.): Don Green, Liz Doggett, Pauline the time water they spent campaign. Landriault and Robert Sarner at Cleanup removing trash from areas next There was a great turnout from to bodies of water. Roots staff in all regions who Special thanks to Liz arrived on site, in their Roots Doggett, Director of Wholesale Cares T-shirts, enthusiastic Operations, Debbie Scallion, and ready to help. manager of a Roots store in From Head Office, 67 people took part while 26 came Vancouver and Paulomi Patel, Retail Operations Coordinator, out from the Distribution who kindly volunteered to Centre. On the retail front, coordinate the Roots involveapproximately 300 staff ment in their year’s GCSC. This members, from stores in all was only the first of many Roots regions, participated in the Cares projects. Stay tuned for event. more to come. In Toronto, Roots Co-

STAFF GET DOWN AND DIRTY TO REMOVE GARBAGE

Manager of Roots store organizes a local initiative ahead of Great Canadian Shoreline Cleanup

Roots Scarborough Town Centre team supporting the cause

n early August, several employees at two Roots stores in the Toronto area showed their environmental bona fides as they volunteered to cleanup the mess left over from the then just-ended city workers strike. At the initiative of Janet Braam, Manager of the Roots store in the Scarborough Town Centre, nine staff members came Issue 91 - Oct. - Nov. 2009

together to help cleanup a local shoreline area called the Scarborough Bluffs which overlooks Lake Ontario. Janet had first suggested the idea to Winkei Tam, District Manager of Ontario, who then shared it with other Roots stores in Toronto. Four people from the Scarborough Roots store stepped forward along with five from the

Bayview Village store. “I felt that the city really took a hit during the city workers strike and it should be the responsibility of the citizens to make the city shine again,” says Janet. “It’s easy to give money to a cause and talk about it but it’s another thing to roll up your sleeves and actually commit time to a specific action.” Janet has a long history of taking part in initiatives like these. For the past nine years, she’s been actively involved in raising funds for the Canadian Cancer Society. Since 2000, she has organized several of their events for the North York division. “I felt the cleanup fit in with the Roots philosophy and would be good bonding exercise for the store staff,” says Janet, who’s been at Roots since 2000. When the team arrived at the

Scarborough Bluffs they were amazed at how much trash was lying around. Food containers, Styrofoam cups, diapers, table clothes and even propane tanks littered the area. “People were sitting among the mess, ignoring it and proceeding with their picnics,” says Janet. “It was such a shame to mar such a beautiful waterfront by dumping garbage there.” So the Roots team got to work cleaning the area with trash bags in hand. The cleanup took nearly two hours and in the end they managed to fill six bags of rubbish before storm clouds rolled in. Janet is helping Liz Dogget, Director of Wholesale Operations, organize the Roots teams taking part in the Great Canadian Shoreline Cleanup in late September. The Source • 11

GREEN TIP #56 Easy ways to help the environment

STARTING LINEUP

Introducing the people who make it happen at Roots stores As part of our continuing series of team pictures of all the stores in the Roots retail family, this issue of The Source is shining the spotlight on the Champlain Place store in Moncton, New Brunswick. From left to right: Haley Silk, Ashley Hamilton, Megan LeBlanc (Manager), Chantal Gibson, Marie Eve Lanteigne and Wabigonikwe Tenasco. Missing in photo: Megan Ostridge, Ben Pattson and Amanda Allen.

SPEAK TO MY AGENT The littlest customers show their Roots

Katie Brown, nine months, Pitt Meadows, BC

Kayla Bell, 2.5 years, Orleans, ON

Lakeland Earle, one year, Muskoka, ON

Brayden and Calleigh Brzezicki, seven days, Milton, ON

The Source • 12

e often receive unsolicited photos from people eager to show us pictures of their children, cousins, grandchildren, or even pets, wearing Roots. Sometimes the senders ask if we could use the photos in a future advertising campaign for Roots. We can’t promise that but we are happy to publish them in The Source. Everyone is welcome to submit their favourite shots to be considered for publication. Please send your pictures to photogallery@roots.com. Be sure to include the name and age of each child or pet in the photo, where it was taken, place of residence and a sentence stating that you agree for the photos to be used in The Source.

THE RIGHT CALL: The average Canadian keeps their cell phone for only 1836 months. After that, most toss them in the garbage or store them. Only 12 per cent recycle them. Cell phones may constitute a relatively small proportion of electronic waste, or ewaste, but that’s no reason for people to ignore this issue. When electronics are thrown out, they end up in landfills and leach chemicals into the earth. Many of the toxic chemicals found in cell phones – lead, nickel, zinc, arsenic and copper – linger in the environment for a long time without breaking down. Several of them also accumulate in the tissue of plants and animals and build up in the food chain. With 96 per cent of most cell phones containing recyclable materials, most Canadian wireless providers now offer recycling programs so people can properly dispose of their unused phones. Each provider has a different program. Some donate money to environmental organizations or food banks for each phone recycled while others give the usable phones to shelters for abused women or youth in need. Before donating your phone, be sure that all of your personal data has been deleted off the device. You can also donate chargers and accessories for your phone since they are recyclable as well. For more information and to see where you can recycle your phone, visit: recyclemycell.ca - Katherine Wellman

WRITE ON! If you have any ideas for future articles in The Source, please contact us. Even better, if you would like to write for The Source, let us know. We welcome your involvement and look forward to hearing from you. Write to us at thesource@roots.com

Issue 91 - Oct. - Nov. 2009

NEW & NOTEWORTHY A guide to just-launched Roots products

FALLING FOR FLEECE

KEEP WARM AND DRY

Check print coat takes away the chill

wap summer Tees for the Buffalo Check Fleece Cocoon Coat to keep warm this season. Made from a blend of cotton and polyester, the coat is styled with an oversized Buffalo check print for a fun play on

the classic pattern. Its soft, thick fleece has a modern cocoon silhouette and looks great with boots. Available in vintage white and black check or rio red and black check, in sizes XS-XL. Price: $128

New menswear item provides ultimate protection ith autumn now officially here, it’s time to start bundling up with the York Down Filled Coat. Down filled for ultimate warmth and protection, the waterproof coat has an interior snow lining for functionality. Made of 100% polyester, it has a removable hood for

added warmth and style. Available in charcoal mix or green mix, in sizes SXXL. Price: $225

BACK TO THE BASICS Classic cold weather accessories for men

New over-sized sweater coat for women

ecently launched, the Snowy Fox collection featuring a toque and scarf for men combines modern textures with classic designs. They are made from a blend of cotton and polyester to maximize warmth and minimize itchiness. The Snowy Fox Toque comes fully lined for added

warmth. Available in dovestone and vintage white. Price: $26. The Snowy Fox Chunky Scarf is made of non-itchy chunky knit and its long length is ideal for wrapping around the neck. Available in vintage white and black. Price: $48

BUNDLED UP IN STYLE New down filled snowsuit collection for babies

ew to the baby collection is the Squall Snowsuit collection for boys and girls. With a 100% nylon shell, this one-piece snowsuit is down filled to maximize warmth and

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comfort. As the temperature drops, its Nordic fleece lining is sure to keep in the heat. Available in desert palm for boys and raspberry for girls, in sizes S-XL. Price: $79.95

AN INSTANT WARDROBERITE ust in time for fall 2009, the new Beaconsfield Sweater Coat is ideal to cozy up in. Made from a combination of wool, nylon, viscose and cashmere, the soft blend interior is designed to reduce the itch factor on your skin. A perfectly over-sized zip-up cardigan, this is a great piece to throw on when you are feeling a chill. You can also pair this with

tights and boots for a new take on the sweater dress. Available in black, in sizes XS-XL. Price: $148.

SWEATER SEASON IS HERE Matching sweater, toque and mitts for boys

he Fireside Hooded Sweater is a great piece

to wear on a chilly day. Made from 100 per cent acrylic, the sweater’s front button opening makes it easy for boys to wear. Available in greymix and tawny red, in sizes S-5T. Price: $34.95

Pair the Fireside Hooded Sweater with the Fireside Toque and Mitts for a fresh fall look. Also available in greymix and tawny red. Price $16.95 and $14.95 The Source • 13

MAKING YOUR PRESENTS FELT

New line of gifts showcases Canadian-made products for the holiday season

Canadian themed gifts will be available in stores by November

or this year’s holiday season, Roots is celebrating its Canadian heritage and the Vancouver 2010 Olympics with three Canadian-made gift ideas. The new cookie tins, maple syrup and maple-scented candles will be available in selected stores across Canada by November. The inspiration for this collection of products began

when Co-Founder Michael Budman visited Torino for the 2006 Winter Olympics. Returning home with tins adorned with images that reminded him of his time there, he thought of creating a series of Roots products that would help others fondly remember their time in Canada. Partnering with well-known, Toronto-based bakery, Dufflet Pastries, Roots designed a new

SMILES ALL AROUND Bringing cheer to child victims of terrorism I

n mid-August, the Roots Orfus Outlet store in Toronto hosted a group of 20 children from the Middle East, all of whom have experienced a terrible tragedy at a young age. The mostly teenage group had just spent a month at a summer camp in northern Ontario far removed from their usual reality in Israel. The children were brought to Canada by the One Family Fund, an organization that provides support for Israeli victims of Arab terrorism. Each child had lost a parent or sibling in a terrorist attack and their visit to Ontario helped them with their recuperation. Longtime friend of Roots, Corey Mandell, who owns Camp Timberlane in Haliburton, two hours north of Toronto, offered his camp for the One Family initiative for the fourth straight summer. For most of the children, it was their first time away from Israel, but for all of them, the trip to Canada was therapeutic. After their month at Timberlane, the children spent three days in Toronto before returning to Israel. During their

The Source • 14

visit, they came to the Roots Orfus Outlet store where they were warmly received in Hebrew by Robert Sarner, Director of Communication and Public Affairs. The store staff also gave the guests a great welcome. The children appreciated receiving gifts from Roots including T-shirts, sweatshirts and discount cards. Staff at the store were particularly moved by their strength, energy and high spirits. “I know we were just providing a bit of joy to children who have had to endure the misfortune of a losing a close relative,” said one of the store staff. “Still, it was a very rewarding to see them smile and see how appreciative they were. This experience reminded me of how fortunate I am to not only live in Canada but also to work for a company that takes initiative to be involved in programs such as this.” The One Family Fund provides on-going assistance to more than 2, 200 victims of terrorism and their families in Israel, regardless of race or religion.

cookie tin that will be sold containing one of three flavours of cookies. They were crafted with Roots in mind and will be available in bittersweet chocolate crackle, caramel crackle and all-natural maple sugar shortbread. The top of the tin has a painting, which also appears in the book Maple Leaf Forever: Roots bought the rights to the painting, which features several Canadian symbols such as a beaver, Mountie and maple leaves. Pauline Landriault, Director of Store Development, coordinated the creation of the tin which includes a dozen cookies and sell for $19.95. In keeping with the Canadiana theme, Roots will be selling maple syrup in an eyecatching maple leaf-shaped

bottle. The bottle was designed by Quebec-based Turkey Hill Sugarbush Ltd., which harvests the maple syrup. It will sell for $14.95. The project was coordinated by Shyrose Kassam, Vice President of Merchandising. In recent years, Roots has been selling all-natural beeswax candles. This season, the selection will include a maplescented one. Hand-made in Quebec by Sercon, the candle is made of all-natural beeswax and vegetable waxes. Rima Biback, Director of Roots Home and Licensing, brought the candle to Shyrose’s attention who coordinated the creation of this product. Stephanie Holden, Creative Director, did the artwork for the candle, which will sell for $14.00.

GHANAIANS GET CREATIVE Roots supports student filmmaking program in Africa

n August, a team of filmmakers, teachers, musicians, writers and coaches traveled from various points of the globe to Ghana to run a pilot project for underprivileged children. Led by the Akosia Foundation, a Toronto-based cultural arts, non-profit organization, 40 students from a school for street children in Accra participated in a creative filmmaking journey. From start to finish, the students wrote, directed, produced and acted in two 15-minute short films. The Akosia Foundation also provided each child with two meals a day, an integral part of the program. When it came to seeking donations, Akosia contacted Roots. Diane Bald, Creative Director, took the initiative to donate T-shirts specially printed with the foundation’s logo to the Akosia team. Founded by Quinn Simpson, youth life coach and Maria

Schonfeld, not-for-profit employee, the Akosia Foundation funds and facilitates cultural projects for underprivileged children around the world. It provides projects that keep students engaged during their school holidays and encourages creative expression and learning though cultural experience. “Where many children have access to learning academic subjects, they often lack a creative outlet,” says, Quinn, who’s based in Toronto and London, England. “Our goal is to broaden children’s horizons, to open their eyes to the possibilities of their own creativity and collective efforts, and aid them in giving back to their communities.” In appreciation of the T-shirt donations, participants in the film and arts program created a video thanking Roots for its contribution. For more information or to donate, visit www.akosia.org or www.coachquinn.com Issue 91 - Oct. - Nov. 2009

MUSICAL ROOTS This month, we spotlight Mayer Hawthorne

Mayor Hawthorne’s debut album A Strange Arrangement is out now

rowing up in Ann Arbor, Michigan, not far from Detroit, Mayer Hawthorne remembers often being in the car with his father who liked nothing better than to

listen to the rich soul and jazz music played on the many radio local stations. “Most of the best music ever made came out of Detroit,” says Hawthorne, a singer, rapper, producer and multi-instrumentalist, who cites Isaac Hayes, Curtis Mayfield and Barry White as major influences on him. In his youth, Hawthorne’s interest in soul records grew into a passion. He discovered the same beauty in the polished sound of Hayes and Mayfield as he did in the deeper, darker grit of the obscure Symphonic Four and Detroit-cult soul slingers The New Holidays. Hawthorne’s debut album, A Strange Arrangement, released this month, draws from the inspiration of Leroy Hutson, Smokey Robinson, and the

legendary songwriting and production trio of Lamont Dozier, Brian Holland, and Eddie Holland Jr. Hawthorne writes, sings and plays nearly all the instruments on his album. There are up-tempo numbers that will bring many back to the Motown era and sweet, sticky ballads sure to cure any love ill. A Strange Arrangement is full of original compositions and one cover song “Maybe So, Maybe No” (Mayer’s take on the 1969 New Holidays treat) that underlies a heartfelt nostalgia to the sweet soul of yesteryear with a clear desire to show that his Strange Arrangement is no passing fancy. “It’s old soul,” Hawthorne explains, without irony. “But it’s new.” Born Andrew Mayer Cohen in 1978, his stage name “Mayer Hawthorne” is a combination of his real middle name (Mayer) and the name of the street he grew up on in Ann Arbor (Hawthorne Road). When he was introduced to his record label, the L.A.-based Stones Throw, company owner Peanut Butter Wolf was skeptical. “He played me two songs and I didn’t understand what I was listening to,” Wolf recalls. “I asked him if they were old songs that he did re-edits of. I couldn’t believe they were new songs that he wrote and that he played all

THE ROOTS TOP 10 A guide to the sounds of Roots for October 1. Maybe So, Maybe No (Remix), Mayer Hawthorne and Kanye West 2. Lucky Man, Courtney John 3. Just Ain’t Gonna Work Out, Mayer Hawthorne 4. You’re The Best Thing Yet, Ray LaMontagne 5. Every Kinda People, Robert Palmer 6. Fallin’ In Love, Hamilton, Joe Frank & Reynolds 7. Father and Friend, Alain Clark 8. Simple Things, Paolo Nutini 9. Live High, Jason Mraz 10. Celebration, Madonna - Compiled by Davin Bujalski

the instruments.” Mayer was signed soon afterwards. Expectations are high for the admitted vinyl junkie who never planned on taking his crooning public. He’s played instruments all his life but is not formally trained, never sang in a church choir or in any of the bands he’s been in. Mayer did not plan it this way. It’s a far cry from where he was just a few years ago – DJing house parties on campus in Ann Arbor as DJ Haircut. Hawthorne is the newest soul sensation, and he’s here to stay. – Davin Bujalski • For more information on Mayer Hawthorne, go to: mayerhawthorne.com

CHEF’S CORNER Roots-friendly recipes for a healthy diet and to bring pleasure to your palate

or this month’s Chef’s Corner, we present the recipe for making baked asiago frittata. INGREDIENTS 2 cups finely chopped broccoli 1/3 cup sliced green onions 2 cloves garlic, minced 3 cooked sausages, any kind you like chopped up 1 teaspoon dried basil leaves or dried Italian seasoning 1/4 teaspoon salt 1/8 teaspoon pepper 8 eggs, beaten 1/4 cup finely shredded Asiago cheese or Parmesan cheese 1/4 cup chopped tomato Issue 91 - Oct. - Nov. 2009

DIRECTIONS 1. In 10-inch oven-safe nonstick skillet coated with nonstick spray, cook and stir broccoli, onions and garlic over medium heat for 4 to 5 minutes or until crisp-tender. Remove from heat 2. Stir patties, basil, salt and pepper into vegetable mixture. Pour eggs over top 3. Bake, uncovered, at 350 F for 15 to 19 minutes or until set. Sprinkle with cheese. Let stand, covered, for 2 minutes. Sprinkle with tomato. Cut into wedges. PREP TIME: 10 min BAKE TIME: 30 min The Source • 15

The Source • 16

Issue 91 - Oct. - Nov. 2009