The Cloverdale Community Kitchen has been rebranded.
“Storehouse Community Hub Society” is now the not-for-profit umbrella that will guide the Cloverdale Community Kitchen and five other services—most of which the Kitchen had managed until now.
Storehouse will now oversee the Cloverdale Community Kitchen, Storehouse Regional Foodbank (also renamed from Fraser Valley Regional Food Bank), Cloverdale Christmas Hampers, Storehouse Mobile Meals, Storehouse Outreach (new), and Storehouse Clothing Cupboard (new).
Marty Jones, executive director of Storehouse, made the rebranding announcement over breakfast at Pacific Community Church May 14 in front of more than 100 community members and partners.
Jones called it an “exciting new chapter” for the services run out of the church grounds at the end of 180th Street in Cloverdale.
“As the Cloverdale Community Kitchen, we've built relationships throughout the city and surrounding communities, delivering vital programs to literally hundreds of thousands and stood beside those who need us most when they need us the most,” Jones said. “Thank you to everyone in this room for the role that you have played in that. We are grateful.”
Marvin Hunt, Storehouse board chair, and former Surrey-Cloverdale MLA, said it was “awesome” to see how the community works tougher with the Kitchen to meet the needs of those less fortunate.
“It takes a community to meet the needs of a community because no one, no group, can do it by themselves,” Hunt said. “It's all of us working together.”
Jones said the Kitchen began to go through the process of applying for charitable status with the federal government in 2022. After assembling a board and crossing all the t’s and dotting all the i’s on the application forms, they began to think about rebranding—how that would look and what that would mean. Storehouse, Community Hub, Society became official in 2024.
“I've been through (rebrandings) a few times,” explained Jones. “You never get to redo the rebrand. It is once. And it happens. And then you do it.”
Jones said their new logo (see image above), with two hands coming together symbolizes collaboration and collective efforts to support the community.
“If there's one thing that I love, it’s to collaborate,” he said. “It’s not about whose marquee it is, it's about who's being helped in our community. Every single day we see groups come and help us with taking some of the excess food. Whether it's with shelter and different organizations that we're partnering with, collaboration is the secret for us to reach our community.”
Jones added the house shape that is formed in the negative space between the hands represents hospitality, comfort, and the essence of a storehouse.
“And the wheat stock, that represents community, harvest, nourishment, and shared abundance.”
He added the rebranding is also about “aligning” what they do—day in and day out—with the deep rooted purpose that drives their board, staff, volunteers, and their community partners.
He noted that while the look, name, and branding is changing, the mission is not.
“Our mission remains as strong as ever,” Jones said. “We are more committed than ever before to collaborate and to meet the needs of our community. It's a renewed commitment that is very exciting for us. A reminder that we are growing, adapting, and always striving to serve better because the challenges we are facing are growing.”
