Amaranth Gives Back: Supporting Our Community This Holiday Season

This December, we take time to recognize and support the organizations that uplift, nourish, and care for our community. This year, our leadership team chose four meaningful charities — each selected for personal reasons, and each reflecting the heart of Amaranth.

These are the stories behind the causes we’re supporting.

The Magic of Christmas

Chosen by: Tami, Operations Manager & Brendan, Owner

The Magic of Christmas is a charity especially close to Tami’s heart — and once you hear their story, it’s easy to understand why.

Every Christmas Eve, this incredible volunteer-run organization transforms Calgary Transit buses into whimsical “reindeer buses.” These buses, filled with gifts and volunteer Santas and elves, visit families, seniors, and individuals who could use a little extra light, connection, and joy during the holiday season.

Because The Magic of Christmas is 100% volunteer-operated, every donation goes directly toward gifts, supplies, and creating meaningful moments of joy. It’s a simple, beautiful reminder of what community care looks like in action.

Hope Mission Edmonton

Chosen by: Sigrid, Grocery Category Manager

For Sigrid, Hope Mission’s work hits close to home.
When she lived near a large green space in Edmonton, she often saw individuals experiencing homelessness seeking places to rest or warm up. She regularly watched the Hope Mission 24/7 Rescue Van stop to offer warm food, support, safety, and compassion. Witnessing these moments showed her just how vital community outreach truly is.

Hope Mission provides essential services — meals, shelter, emergency care, addictions support, and ongoing outreach — to people facing some of the hardest moments of their lives. Their mission reflects a core value we share at Amaranth: meeting people where they are with dignity and care.

Made By Momma

Chosen by: Carolyn, Accounting Manager

Made By Momma supports families in crisis by providing healthy prepared meals, baked goods, baby essentials, children's items, and in-home volunteer support.

Carolyn chose this charity because she deeply understands the reality that sometimes groceries aren’t enough. When stress is overwhelming, when routines are disrupted, or when families are navigating crisis, even preparing meals can feel impossible.

Made By Momma steps in during those moments, offering tangible nourishment and relief. As Carolyn put it:

“As someone who struggles with cooking on a good day, I couldn’t imagine trying to put together a meal during overwhelming stress. Prepared meals can make all the difference.”

Closer to Home — Adopt-a-Family Program

Also chosen by: Carolyn

Closer to Home’s Adopt-a-Family program helps vulnerable families in Calgary celebrate the holidays with dignity and choice. Through gift cards for essentials — food, clothing, toys, and household needs — parents are empowered to choose what their families need most.

For Carolyn, this charity carries a special personal connection.
She previously participated in Adopt-a-Family through her children’s Waldorf classrooms and always loved the idea of one family helping another experience a joyful Christmas.

This year, she felt inspired by the idea of the Amaranth family doing the same for another family in our community.

Why We Give Back

At Amaranth, we believe the health of a community isn’t just measured in food or wellness products — it’s measured in compassion, support, and the connections we build with one another.

These four charities reflect the heart of who we are:
- nourishment
- dignity
- community care
- hope
- and the belief that small acts can create big impact