For Kosher Food in Edmonton: Visit Brook’s No Frills

by Matthew Levine

(AJNews) – When Andy’s IGA, (Edmonton’s staple Kosher supplier), closed down, much of the Jewish community was left wondering if they could ever host a Rosh Hashanah meal again.

For Brook and Kelsey of Brook’s No Frills, it was an opportunity to give back to the community they love.

Brook and Kelsey’s journeys to find Judaism are very unique and inspiring. Eight years ago, Brook was looking for a connection to faith and stumbled upon Judaism through independent research. He converted shortly after and later met his wife who was also interested in Judaism.

She did her own investigation into Judaism with no surrounding pressure and decided that it was best for her as well. She converted around four years ago, Brook and Kelsey got married, and they have never looked back.

“I just felt like I needed something more in my life,” says Brook, “a deeper connection to some culture or to something higher.”

Interestingly, Brook’s favourite Jewish Holiday is Shavuot. He feels a strong parallel between him learning at his Shul on the path to becoming Jewish, and the Israelites receiving the Torah on Mt. Sinai.

“We do the normal celebrations, but it’s also a big time of reflection for us both… We chose this on purpose… this is not a mistake. So, Shavuot is a really nice reminder.”

On the topic of favourite Jewish things, Brook mentioned that his favorite Jewish food is matzo ball soup. He described it as a comfort food that has a good mix of warmth and carbs that leave him feeling satisfied and full.

No Frills was not an expected venture for Brook. Out of high school, he had his sights set on professional theater. He attended universities in both Calgary and Edmonton, and even took a couple of professional training programs to pursue his dream. With the inconsistencies of full time work in theater, Brook always needed a part-time job, working at Safeway’s in different locations over a few years.

While studying theatre at the University of Alberta, Brook heard about a No Frills opening up on Whyte Avenue. He applied and worked there throughout the remainder of his degree, and took a gap year solely working there after graduating. With some money in his pocket, Brook went

back to Calgary where he had set up a bunch of theater projects to keep him busy. Everything seemed to be working out when, one by one, the projects fell through.

I had moved away and didn’t have any theatre jobs. I had just turned 30… I kind of looked at myself in the mirror, and I was like, what am I doing?”

It was hard for Brook to just give up on his dreams, but he decided it was for the best. He started working at a No Frills in Calgary and transferred his work ethic and focus into that job. Brook started dreaming about becoming an owner. He talked to the right people, and soon the opportunity presented himself. In a full-circle moment, a Franchisee retired at the very first No Frills he worked at in Edmonton.

“I looked at my wife, like, oh my goodness! This is where we need to go, right? Like, this is my neighborhood, these are my people, right?”

The application process followed, and Brook heard back extremely quickly. The rest is history.

When Andy’s IGA closed its doors, the entirety of our Edmonton Jewish community felt the absence of Kosher food. When Brook and his wife Kelsey heard the news, they decided to show their support and try to fill the IGA’s shoes.

“[We thought] this is our time – this is where we have to step in,” says Brook. “More than anything, there were personal texts and phone calls from our community. People were literally worried.”

They stepped up, building relationships with Kosher suppliers in Quebec and Ontario, and making minor renovations to open up Kosher shelf space. They now stock a large selection of dry and frozen kosher foods, and fill catering orders for big Jewish dinners. Brook made sure to give kudos to Kelsey for all the work she took on to keep the Kosher operation running smoothly.

“She stocks the shelves, talks to the sales rep, does the orders… It’s a ton of work, and I’m so lucky that she’s by my side and willing to take that on.”

It truly is a labor of love but Brook claims that the community makes it all worth it. He mentioned how the community has accepted him and his wife with open arms, and how the Kosher operation has made them feel more connected with the community as a whole rather than just their own synagogue.

“It’s more than transactional. It’s the invites to Shabbat dinners, the songs, the support,” says Brook.”We’re all more the same than we are different.”

Brook’s No Frills is located at 10467 80 Avenue in Edmonton. It has rapidly become a staple inside of the Jewish community. Not only a one-stop-shop for all your kosher needs, but as a friendly environment that reflects the kindness and support Brook and Kelsey have felt from all of us.

“We were just overwhelmed again, with the support of the Jewish community… We’re just so happy to try to pay it back a little bit if we can.”

Matthew Levine is a Local Journalism Initiative Reporter