Immigrant Entrepreneurs Bring New Perspective to Atlantic Canadian Business Scene
SAINT JOHN — “I believe to inspire, you must be inspired.”
Those are the words of Saint John entrepreneur Bernadette Fernandes, one of three Saint John honourees at the “Celebrating the Most Inspiring Immigrants in Atlantic Canada 2023” gala.
Fernandes was joined by fellow Saint Johners Seun Richards of Door 2 Door, and Christine Eruokwu of PRUDE Inc. (Pride Race Unity Dignity Education) at the ceremony at the Halifax Convention Centre on January 20.
The annual event started in 2014 with the Nova Scotia media company My East Coast Experience. The awards recognized the contributions the immigrant community made in the province and in all of Atlantic Canada.
“They’ve been trailblazers and leaders in their communities by giving back and also by inspiring other immigrants,” says Jerisa Haque, the program manager and program lead at My East Coast Experience.
She says Atlantic Canada is becoming an increasingly popular destination for immigrants to Canada.
“In the past five-to-seven years we’ve really seen an explosion of diversity and growth in our population.”
That diversity was reflected in the 10 recipients chosen by the awards advisory panel, which was comprised of leaders from Nova Scotia and abroad, in the fields of law, academia, trade, and immigration. The number of honourees is flexible and based on the evaluation of the advisory panel and a third-party auditing firm that ensure the nomination criteria have been met.
“I always joke that people refer to immigrants as newcomers, but I’m like an old comer,” says self-described long-standing immigrant Fernandes. She received recognition for her work as a trade and investment promotion consultant, as the head of her international trade firm The Varanda Network.
Fernandes was born in France to parents from Portugal but has been living in New Brunswick since childhood. Her family encouraged her to foster her connection with Portugal as she was growing up, while still maintaining a base in Saint John.
Having a foot in both worlds, along with exploring South America, Africa, the United States, and Europe, allowed Fernandes to develop a network of international connections which she is introducing to Atlantic Canada.
Fernandes says a journalist writing about her being named to the top 25 Most Powerful Women in Atlantic Canada aptly described her approach to international trade by saying “she turns the outside in, and takes the inside out.”
“I thought ‘what a great way to explain it because I feel it just sums it up,’” she says.
Fernandes has stayed true to her roots, always looking for ways to enrich Atlantic Canada by showcasing it to the people she meets.
A chance meeting with Nelson Mandela’s great grandson, Siyabulela Mandela lead to a visit to New Brunswick which Fernandes helped organize, where he did a speaking tour of the province in 2019. It was a great opportunity to make connections and inspire.
It’s a lesson she learned from her father, who was always eager to help others, especially newcomers to Canada.
Now, she hopes to continue that spirit of giving for the next generation.
“My father left me this incredible legacy that I could carry and I hope that legacy is passed on — that I leave a legacy to my children,” she says. “[The award] really allowed us to honour all those who came before us… that inspired us … and all of those that will follow: those are the ones that we will inspire.”
Door2Door Pickup Couriers owner, Agunbiade Richards, who was also honoured as Social Entrepreneur, says the evening was an exciting one for him and his wife.
“My wife asked me to get a new suit [for the ceremony],” he joked to Huddle. “She’s generous enough she’s going to pay for it.”
Richards’ company, which does door-to-door delivery, has pivoted recently from having an all-gas fleet of vehicles, moving towards an electric fleet. He says he has three pillars that he considers when making business decisions.
“I’m looking at entrepreneurship, impact, and sustainability,” the Nigerian native says.
It was a message he brought with him as part of the Canadian delegation to the G20 Young Entrepreneurs Alliance 2022 Summit in Germany.
With all of the ecologically minded business transformations taking place in Canada and around the world, Richards says he wants to be well-positioned to meet the new economy head on, with a sustainable business model.
But for now, it’s about seeing opportunity and rising to the challenge.
“We’re happy being in Canada, making an impact. It’s a blessing to be recognized.”
Alex Graham is a Huddle reporter in Saint John. Send her your feedback and story ideas: [email protected].