Authenticity Without Compromise
The Role of Smart Sourcing & Strong Partnerships in Blowers & Grafton’s Growth
In the heart of Alberta, a slice of Halifax’s vibrant street food culture has found an unexpected home. Blowers & Grafton, named after the iconic intersection in downtown Halifax, has been delighting Canadians with authentic East Coast flavours since its inception.
The journey began with Josh Robinson, a Halifax native whose entrepreneurial spirit was evident from the start. At 17, Robinson operated a cotton candy stand on the Halifax waterfront, which later evolved into a donair and pizza shop. These early ventures laid the foundation for his deep appreciation of Maritime culinary traditions. In 2013, seeking new horizons, Robinson moved to Calgary to work in the oil and gas industry, but the allure of the food industry proved irresistible. Teaming up with business partners Samim and Tam Aminzadah, they identified a significant gap in the Alberta market: the absence of genuine East Coast cuisine. This realization led to the birth of Blowers & Grafton.
“Being in Calgary and spending my entire life in the Maritimes, there were a lot of things that you don’t realize are actually from the Maritimes when it comes to food,” Robinson reflects. “There are so many staples, like every pub has Chris Brothers’ pepperoni, and you won’t find it out here.” Determined to bridge this culinary divide, the team embarked on a mission to introduce Alberta to the rich flavors of Halifax street food, opening the first Blowers & Grafton in a heritage building in Calgary with just 34 seats.
Since then, Blowers & Grafton has experienced remarkable growth. Today, they boast multiple locations across Alberta, including Calgary, Edmonton, Lethbridge and Medicine Hat, with plans to expand further into Lloydminster and Red Deer. This success is a testament to their unwavering commitment to authenticity. “Whatever we did had to be 100% authentic,” Robinson emphasizes. “It has to be the real ingredients; it has to be—when it needs to be—a traditional recipe or process.”
Sourcing genuine ingredients is at the heart of their operation and Robinson and the team have forged partnerships with renowned East Coast suppliers to ensure every dish resonates with authenticity. For instance, their donair meat comes directly from Nova Scotia, adhering to Peter Gamoulakos’s original recipe—the creator of the donair. Additionally, they collaborate with local Lebanese bakeries in various cities to perfect their offerings. This meticulous attention to detail ensures that patrons experience a genuine taste of the Maritimes.
However, maintaining such high standards comes with challenges, particularly in sourcing premium Atlantic seafood. The volatility of supply and pricing requires strategic partnerships to keep operations sustainable. This is where Groupex Canada has played a pivotal role. Groupex negotiates with suppliers on behalf of independent restaurants and chains like Blowers & Grafton, granting access to volume pricing and higher rebates.
Blowers & Grafton recently transitioned to Groupex, aligning with Gordon Food Service (GFS) in the process. Though new to the partnership, Robinson has already seen its advantages. “Groupex has been amazing to us already, even though we’ve only just moved over to them. They’ve been very accommodating and very, very generous with supporting us in this move. When it comes to the information I need as we move to a new food buyer, with all these different partnerships—even the littlest ones—they’ve been able to give me information promptly and in a straightforward way. That has allowed me to make quick, informed decisions that have been very useful, just in the last couple of weeks.”
By collaborating with Groupex, Blowers & Grafton has been able to tighten margins on essential menu items without compromising their core vision. “The bottom line is incredibly delicate for us,” Robinson notes. “Every single ingredient is crucial for us to hit certain benchmarks and levels so that we can survive while providing these very special ingredients. Groupex has been incredibly important, helping us analyze each individual item—even the less exciting ones, but ones we go through a ton of.”
One of the most surprising discoveries since partnering with Groupex has been the level of rebates on everyday items purchased through Groupex partners like GFS. “I was actually very impressed to see many of those rebates coming through Groupex actually being significantly higher than some direct rebates I had with those vendors themselves,” Robinson reveals. “The transparency that Groupex offers has already allowed us to make some great business decisions and see what we can do to leverage our vendors as best we can and strengthen those partnerships.”
Beyond cost savings, Groupex provides stability in an industry where consistency is key. “With all of the ingredients that we bring in from across the country—especially things that are so volatile like Atlantic seafood, premium Atlantic seafood—the market is incredibly risky. Groupex helps us see where we can offset costs so we can continue to focus on what matters most: quality and authenticity.”
As Blowers & Grafton continues to expand, their dedication to authenticity remains steadfast. They serve as a shining example of how staying true to one’s roots, coupled with strategic partnerships, can lead to sustained success in the culinary world.
