2015 Community Economy Leader Award – Muttley Crüe

Muttley Crüe Organics Grooming and Daycare

Each year Thrive takes part in REAP’s Be Local Awards by sponsoring the Community Economy Leader Award. This year we received a number of fantastic submissions, but were truly impressed by Muttley Crüe and their initiatives. Open to all REAP Members, the Community Economy Leader Award recognizes members that are adopting practices to build a resilient community and local economy. They are rooted in Calgary and it shows in how they invest in people and places, are committed to purchasing fellow local businesses, and provide valuable social benefit. Muttley Crüe truly exemplifies all of this and more.

Muttley Crüe

Muttley Crüe Organics Grooming and Daycare

In her video submission for the Community Economy Leader Award, owner Annie Cole said “we try to be as part of our community as possible. One of the biggest things starting Muttley Crüe six years ago was that I didn’t want to be just another building on the block. We want to be part of our community. Our community and this city is what keeps this business and other small business thriving.”

After six years of hard work, Cole and her Crüe have achieved what they set out to do. With a focus on creating partnerships with other local organizations in Calgary, Cole emphasizes that Muttley Crüe relies on “as many local businesses as we possibly can when it comes to products that we use, even what we sell in our retail.” The shampoos and diffusers come from All Things Jill, the cleaners are supplied by Small Planet, and the personalized Muttley Crüe biscuits are made by Bark YYC. Their retail area itself consists of over 60% locally made products.

It isn’t just about their partners in business, though. Muttley Crüe also ensures they are giving back to their community. Partnered with AARCS, the Spay Neuter Task Force, Stardale Women’s Group, and the Veteran’s Food Bank, Cole explained “we have a donation in lieu of a fee for our trial day of boarding.” By allowing new clients to make a minimum $5 donation instead of paying the normal $35 fee, Muttley Crüe is able to support valuable resources and organizations in Calgary and Southern Alberta. Cole is quick to point out that no one has ever left just $5, which led to $2,000 being raised for their chosen charities in just three months.

Muttley Crüe isn’t showing any signs of slowing down. In 2016, they plan to begin an apprenticeship program for First Nations women. Muttley Crüe pays for the cost of the six month grooming course, while paying a living wage to the apprentice so that they’re actually making a living to support themselves and their families while learning a trade.

We’d like to offer a big congratulations to Muttley Crüe and Annie Cole for being Thrive’s Community Economy Leader in 2015. They may be a small business, but they have a mighty impact in their community and city. Through their partnerships, local supply chain, outreach to non-profits, and focus on the environment, Muttley Crüe is paving the way to a sustainable future in Calgary.

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