Board Candidate Alex Metcalf


What should members know about you? 

I’m a digital strategist, practical thinker and consensus builder. The co-op has been front and centre in my life for 10 years, because as a family we eat almost exclusively organic and are fanatical about delicious food. Thank goodness we have the co-op here!

Before 2009 I lived mostly in the UK, and am fortunate to have dual British and Canadian nationality thanks to a five-year spell living in Canmore when I was younger. (I was born in Wales; ask me about the world’s longest town name in Welsh.)

For the past 20 years I’ve done user experience consulting for companies worldwide. Put another way, I translate tech into something meaningful, and make online experiences great for everyone’s benefit. I believe that technology is a tool, not an end in itself, and that much can be achieved online—even with limited resources—if the thinking behind it is practical and focused.

I greatly enjoy bringing people together on ideas, hearing everyone’s viewpoint, and arriving at a positive outcome. I also find it hugely rewarding to take a complex, messy concept and communicate it to others clearly and concisely.

Why do you want to serve on the Board of Directors? 

It’s time for me to give back to the co-op that’s given so much to my family.

I believe our co-op can not just survive but thrive in the face of increased competition, whether that competition is local, regional, or online. We should unashamedly double down on what makes our co-op unique and valuable. I also believe almost everyone has a desire to buy local if it’s practical for them to do so, financially, logistically and otherwise, so let’s take full advantage of that without compromising on our values.

We can have our cake and eat it: be clear and competitive on pricing, yet champion high quality food, sourced as local as possible, and shout about it from the rooftops.

More than ever, the challenges of our modern world present us with an immense opportunity to be a sustainable, thriving presence in our community, and I want to see us capitalize.

What about your personal qualities, skills and experience would make you a good Director for the Co-op right now?

I’ll bring the latest digital insights to our strategy, maximizing how we reach out and connect online, and helping ensure we take advantage of the latest technology opportunities in a highly practical way. There are many ways we could spiral off in the wrong direction online and waste money, given the range of options available and the flash-in-the-pan trends that pretend to offer so much. To counter this, I believe I’m uniquely qualified to put the digital world in perspective and apply it positively, practically and successfully to our co-op’s needs.

I’ll also focus on something I love to do: communicating the complexities and intricacies of our co-op in a clear, concise and balanced manner, for all members to understand.

Finally, there are many moving parts to our modern co-op, and so many challenges we’ll face in the coming years around increased competition, increased food costs, and more, that I believe a good Director will be able to hold a view of the whole and make insightful, practical decisions that deliver the maximum benefit to our beloved coop. I’m immensely excited about bringing my skills and experience to this challenge.

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Candidate profiles are submitted by the candidates in their own words and are not fact-checked by the Kootenay Co-op.