ALL ECOlogical

By John De Genova

Starting a new business is a daunting task, even for the most seasoned entrepreneur. Proprietor Jackie Morphy managed, however, to go from concept to opening in just four months for her earth-friendly products store, ALL ECO at 857B Bank Street just south of Fifth Avenue.

Morphy, with over 20 years of experience in the hospitality industry, helped grow a local business success story, Clocktower Brew Pub. She went from creating handmade menus to director of operations. Morphy’s father was an original Clocktower investor.

“After working in the restaurant industry,” Morphy tells me, “anything is possible. An amazing experience.”

It was during Morphy’s time in hospitality that she became mindful of the need for paper straws and other eco- products as well as her own growing concern for the environment. She decided to change direction and committed herself to investigating green products and companies, while building a brand for her business. In the process, she realized her true purpose. ALL ECO opened its doors last October.

ALL ECO’s enviro-footprint is small, both in terms of the products it carries and the floor space it occupies, which seems appropriate for an earth-friendly establishment. The store is clean, soothing and well laid out with custom-designed floor-to-ceiling shelves that are chockfull of an almost endless array of green products, many unique to Ottawa and this store.

ALL ECO sells organic food (coffee, pesto, olive oil, etc.), local honey and honey-based products (i.e. lotions and body balms), cosmetics, tea towels, water bottles and straws, beach bags, shopping bags, blankets, children’s clothing, deodorants, reusable facial rounds, unpaper towels, lunch bags, stem ware, dryer balls and much, much more. To further reduce waste, ALL ECO has a refilling station for loading up one’s own containers with detergents, lotions and soaps.

“Reusable products may have a higher initial cost,” says Morphy, “but largely they’re better made, last longer and are more sustainable. Not only does making these products available help the movement but the more the industry grows, the more viable and cheaper, cost wise, the products will become.”

Morphy tries to source local, Canadian and North American products first, from firms with outstanding labour practices and enviro-commitment and that give back to their communities or the earth itself. A few examples: Birch Bark Coffee Company directs proceeds from sales to buying and installing free, certified water purification systems in Indigenous communities; 4Ocean makes products from recycled plastic and is dedicated to pulling a pound of plastic from the ocean for each product sold; and Rare Form saves plastic billboards from landfills by repurposing them into beautiful, durable, waterproof bags.

The breadth of ALL ECO’s unique merchandise makes it a destination store. From children to teenagers, students to working adults and retirees, there are products here for every demographic.  And prompted by the COVID crisis, ALL ECO is taking orders via their website, email and video call with free delivery in the Glebe (613-421-7670, hello@alleco.ca, www.alleco.ca).

“I chose the Glebe for my store,” she tells me, “because of the vibrancy of the neighbourhood. It’s where I want to be every day. And residents have a built-in environmental conscience!”

Morphy’s friendly, unassuming personality only warms you more to her incredible vision, mettle and work ethic.  This entrepreneur is not about in-your-face bravado. Rather, Morphy’s about welcoming you into her store as a home, making friends and being part of a community that is working toward something important in terms of commerce and planet sustainability.

“I have no regrets,” she tells me earnestly. “This is my life and it feels good. Very serendipitous. And in my own little way, I feel as though I am making an impact on the world.”

I realize, listening to Morphy’s impassioned words, that she mined her entrepreneurial and business skills to launch a company that would follow, first and foremost, her caring heart and would also help support our precious planet and vibrant neighbourhood. It reminds me of how fortunate I am to be part of a walkable Glebe that supports the owners, like Morphy, who employ our neighbours, know our names, considers us family and help to strengthen and sustain our community.

John De Genova is a poet and retired public servant with a penchant for small business.