By Ray Birch
ROANOKE, Va.—When one credit moved into an underserved area here, it brought with it a commercial food kitchen and a farmers’ market—both co-located at the CU.
The moves, explained Freedom First FCU, not only help revitalize the neighborhood, they bring a greater sense of community to local residents and demonstrate how credit unions are invested in the members they serve.
“It demonstrates the value-added banking concept that credit unions bring,” said David Prosser, SVP of community development at the $415-million Freedom First. “Our tagline is ‘Where People Bank For Good.’ Hopefully this demonstrates that we are trying to lift up the community.”
Activity Hub
Located in Roanoke’s West End, Freedom First’s newest branch opened on the grounds of the West End Center for Youth, a hub of day and summer programs, and convenient to a bus line.
The entire facility is 3,000 square feet, and the credit union occupies just under half of that space. The farmers’ market is located outside the credit union under a covered pavilion attached to the building.
The commercial kitchen is run by LEAP, a 501(c)3 non-profit organization that seeks to build community through sustainable agriculture. The kitchen receives locally sourced food from growers within a 100-mile radius, and then distributes the food via a truck—a “mobile market”—that reaches out to underserved areas and food deserts. Residents can buy the goods with food stamps, and Prosser explained that the mobile market doubles the value of the food coupons.
“People can walk to the corner and buy the food they need,” said Prosser. “Not only did we want a way to get food to people in need, the kitchen will foster small business growth for individuals who want to get into the food-related industry.”
Prosser said the kitchen is a unique resource in the Roanoke Valley, providing culinary start-ups and expanding businesses with access to professional grade equipment that facilitates large-batch production for retail and wholesale.
Business Incubator
“LEAP is also partnering with other community organizations to establish a business incubator and resource hub for culinary entrepreneurs at the kitchen,” Prosser told CUToday.info. “Participants in the incubator program will learn how to bring a food product idea to the commercial market, as well as have access to a network of experienced, successful industry leaders that will provide guidance and services.”
Freedom First has a large community room that can be used for the training, as well.
“In addition to offering financial education programs for the entrepreneurs, Freedom First will be providing small, affordable commercial loans to individuals to get their businesses going,” said Prosser.
Prosser explained that Freedom First does not own the building, nor does the kitchen, leasing the space from the West End Center.
“We built on the land of the West End Center so they could have a source of income,” said Prosser.
Bringing Community Together
Prosser noted that before the CU built its office, the farmers’ market was happening informally in the parking lot of an Italian restaurant, the site on which Freedom First built its new office.
“We saw how the farmers’ market brought the community together and we knew it was very important to keep that going,” said Prosser about the market that operates every Tuesday.
Overall, Prosser said the credit union, the kitchen, and the market have led to a lot of positive feedback from members about what the credit union is doing in the West End.
“Economic revitalization is needed here, and it is happening,” said Prosser. “We are providing value and instilling a sense of dignity in a community that needs some uplifting.”
