Wild Flour Bakery’s Community Spirit: A Sweet Success

Bringing together locals and visitors to support Jasper

Wildflour Bakery in Banff launched the Jasper Cookie Wild Fire Relief initiative, bringing together locals and visitors to support those affected by the wildfires in Jasper. With the sale of over 10,000 cookies, Wildflour Bakery raised $50,986 in proceeds, which will be directly donated to the Banff Canmore Foundation Rocky Mountain Community Relief Fund. The fund supports disaster response for communities in the Canadian Rockies by providing relief to those affected. These funds will assist our friends and neighbours in Jasper, helping them recover and rebuild.

Parv Shah, Arctos & Bird– Director of Hospitality (left) with Julie Des Becquets, Jasper Community Team Society Administrator (right) the recipients of BFC Rocky Mountain Community Relief Fund.

Like many of us, the devastating news of the Jasper Wildfire evacuation on July 22, 2024, hit close to home. It was no different for Wild Flour Bakery's parent company, Arctos & Bird– Director of Hospitality, Parv Shah, who lived and worked in the community a few years ago.

I'll never forget that phone call. Hearing that wildfire was approaching Jasper townsite was almost too devastating to process. Jasper is more than just a beautiful place: it's where my daughter was born and my family spent three of the happiest years of our lives. It is full of precious memories and connections. Speaking with friends who had lost their homes, businesses, and irreplaceable mementoes, I knew I had to act. I turned to my team at Wild Flour for help, and they sprang into action. Within hours, they had conceived the Jasper Cookie initiative."

– Pav Shah, Director of Hospitality

Wild Flour Bakery's Chef Catherine Bohn and her team of bakers quickly designed a heart-shaped sugar cookie to show our love for our mountain neighbours. By July 25, the Jasper cookies were ready to be sold at Wild Flour Bakery and Little Wild Café. Visitors immediately embraced the cause, making their day a little sweeter, leaving notes of encouragement and prayers on heart-shaped sticky notes for evacuated Jasper residents.

I feel happy and grateful that we can support Jasper during these times and to be part of a group of businesses raising funds."

– Keely Janitz, Wild Flour Team Member

We are immensely grateful for Wild Flour Bakery's hard work and dedication and the generosity of all who purchased cookies. Together, we can continue to lend a helping hand and build unity across our Rocky Mountain communities.

Find out more about the Rocky Mountain Community Relief Fund →