Knowlton General: Sustainable and fresh

Knowlton General offers sustainable, fresh seafood amongst other products and produce from local farmers and merchants. Photo taken from Knowlton General Facebook page.

By Taylor McClure
Townships’ Daily News Bits
CIDI 99.1 FM

Knowlton General opened up its doors in Brome Lake last spring to offer the community something a little bit different; sustainable seafood fresh off the coasts of Halifax and Vancouver.

Working as a chef for most of his career, owner of Knowlton General Dave George decided to take the leap to get a business up and running in a niche, and often times a tough, market.

Also offering produce and products from local farmers and merchants, Knowlton General has an educational mission to not only introduce customers to different things they can include in their diet, but to raise awareness around sustainability and sustainable products.

“It’s inspired by a general store much like Jewetts (in Potton); it serves what the community needs. (…) I’m most known for sustainable seafood and the fact that I’m the only retailer who sells inclusively sustainable, but I’m not limited to that,” said George.

George started working in kitchens at the age of 15 where he learned a lot about the food industry.

“You think food is a wonderful world to work in and then you learn about industrial farming, aquaculture, it’s a nightmare story. The problem with talking about sustainability is negative advertising. (…) The pivotal moment with seafood was meeting the wholesalers six years ago and learning about buying salmon,” he explained. “(…) All I knew was that, there is no point in hammering away the problems, the deal is that I found some good solutions.”

With the help of a lady named Hannah from Halifax that has worked in sustainable seafood for the last ten years, George was put in touch with all the small producers.

He now gets fresh and sustainable seafood from Halifax and Vancouver, but he noted that it’s not something that is easy to find nor is it cheap to have it transported with distribution being catered towards what George refers to as “conventional produce.”

“It’s a very niche market unfortunately and that is insane, I don’t understand it. So, my shop, no one wanted to do this. Everyone told me this wouldn’t work. It’s like ‘hey, I only sell things that won’t destroy the planet, no one is going to go for that?’ (…) There are good solutions out there,” emphasized George.

To communicate effectively all of the information that there is and not turn people off completely, you can’t be mister doom and gloom, but it’s critical, added George.

George said there are many reasons as to why Knowlton General is unique.

“If you’re thinking yeah, I want to buy sustainable products, there’s the option. I don’t give a fig about sustainability, I just want to eat healthy, that’s your best option. I also want to be able to support many of the local small businesses,” he mentioned.

With a new terrace and other plans in mind, George mentioned that his next goal is to find staff as he has been running his business as a one-man show.

“That’s a big issues here, but I will be seeking out people whom have accommodations. I know six or seven different places who will hire someone right off the bat, but I think one of the barriers is affordable accommodation,” he noted.

Listen to the full interview below:

Knowlton General