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Vital Roots Nutrition nurtures community with social

by Andrew Seale   |   November 23, 2023   |   Share this:  

Within the first few months of opening Vital Roots Nutrition in Sault Ste. Marie, Jordan Dubie quickly noticed a link between her social media and her practice.

 “After a few consistent posts, I'll have a few new clients come through,” says the dietician. “But if I am less consistent for whatever reason, I notice that there's a lull in the influx of new clients.”

Dubie says it makes sense. As a family-focused nutrition counselling business, social media – specifically Instagram – is often where parents go for guidance. “As a mother myself, I’ll scroll through Instagram looking for ideas for new lunches or snacks or just to change it up,” she says.

The effect social media has on her business is especially apparent with Vital Roots Nutrition’s bi-monthly “baby and me” group on introducing solids. “Lately it's been filling up and I know it's because other parents are seeing the pictures of parents from past groups feeding their babies in this group setting.”

Dubie says she was well-versed in social media before launching her business but training from Digital Main Street, a program combining grants and one-to-one support from the Province of Ontario alongside partners to help main street businesses strengthen their online capabilities and plan for the digital future, changed the way she approached it.

“Digital Main Street has been instrumental,” says Dubie. “Without them, I don't know where I would've started when it came to learning about social media, digital presence and the business aspects of marketing and getting my name out there.”

Dubie describes herself as a “continuing education nerd” always in pursuit of new skills, something that serves her well in the constantly evolving areas she works in including family nutrition, chronic disease management and weight management.

Having just opened in April 2023, the dietician was able to work one-on-one with her Digital Main Street advisor from the early days of her business. She also received the $2,500 Digital Transformation Grant to help execute her plan. Vital Roots Nutrition didn’t have a website or social media set up yet.

“Having someone be there and know these things and answer my questions along the way as I developed these social presences helped (make it) sustainable so I don't come back five years later and realize I did everything wrong.”

Digital marketing has proven a critical part of her growth. Given that the business is so new, Dubie still needs to work to establish relationships with local healthcare practitioners so she’s on their radar when they need a dietician.

“I've done internships and worked in the public system in the past and I know that the wait lists for dieticians are months long… people aren't being seen as soon as they might want to,” she says. “I want to be seen as someone who can help the physicians and help the public healthcare system alleviate some of that stress.”

She’s tailoring her marketing toward those practitioners while also targeting the families seeking her care. “I'm speaking directly to parents and families and letting them know how I can help.”

She’s in the process of developing resources for potential clients and families, whether that’s sample meal plans or snack ideas for kids – downloadable content she can use to gather emails and build out a mailing list. The next step is to expand her content.

“I have been approached by some parents recommending that I record some of the classes I offer in person and offer those online,” she says. “Maybe the next digital marketing grant will help with that… but long term that would be very cool.”


To learn more about Vital Roots Nutrition you can visit their website and social media. (Facebook, Instagram). 

To learn more about Digital Main Street's programs and how we can help your business visit here.

About Digital Main Street

Digital Main Street was created by the Toronto Association of Business Improvement Areas (TABIA) with direct support from the City of Toronto. DMS is also supported by a group of strategic business partners, including Google, Mastercard, Shopify, Meta, Intuit QuickBooks, Square, Lightspeed, Ebay and Canada Post.

Continued investment from the Province of Ontario, through the Ministry of Economic Development, Job Creation and Trade (MEDJCT) has allowed the ongoing expansion the Digital Main Street Platform in order to support more businesses going digital across Ontario.

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