The first time 49 Below founder Dan Edler saw Jared Qwustenuxun Williams was in person at a Buy BC event – already suggesting some philosophical similarities. But what got him hooked was the Indigenous chef and knowledge keeper’s upbeat and interesting approach to education.
“I really like what he’s doing, maintaining this knowledge, that if he doesn’t do it, it’s going to get lost soon. He’s maintaining this knowledge and sharing it in a way that’s approachable by youth,” Edler said.
Williams uses social media to create catchy videos transferring interesting, vast information about his culture.
The pair connected to collaborate through Instagram when 49 Below sought to take on a First Nations ingredient. The Oak Bay-based ice cream maker is known for unusual flavour trips and partnerships that result in both upcycling products that might otherwise go unused, and raising funds and awareness for non-profits.
When the team sought to add an Indigenous element, the goal was to do so in an immersive way.
“We wanted to spend some time with him and talk about how it was used,” Edler said, adding they wanted to be part of that educational piece. “We went to hear from people like him who are the holders of this knowledge. That was really important.”
Edler and Williams, of Cowichan, harvested fir tips together, then brought the bounty back to Greater Victoria and made a few batches of ice cream.
“It was amazing. He spoke about how he picked up this knowledge from his aunts and grandmothers and people in the community,” Edler said. “But it went even deeper, and how we, in today’s society, go to the grocery store and can buy strawberries any time of the year.”
First Nations communities ate seasonally, and fir tips are available for a finite amount of time. That learning went further, dipping into that seasonality. Summer berries provide sugar and energy, and fish in the fall offer protein.
“It was really special for us to be there with him,” Edler said.
Upon return to Victoria, the team, including Williams, developed a new lemony flavour that included the fir tips. Then they crafted what 49 Below calls 'philanthropints' – where a dollar amount from each tub sold goes to charity.
The pints sold out quickly at the Estevan village shop, raising more than $500 for the Hiiye'yu Lelum – House of Friendship in Duncan, offering care, connection, and resources for Indigenous parents in the Quw’utsun’ region.
“He’s a champion of all sorts of things, but that’s the charity he picked.”
Philanthropints are a long-standing promotion for 49 Below.
“Our slogan has always been building community through ice cream. Community is such an important thing, especially in a place like Victoria,” Edler said. “For us, it’s a fun artistic outlet to come out with some new flavours. But it’s also a way to raise funds for important non-profits.”
In the next couple of weeks, the team will work with The Papery in downtown Victoria, creating a new flavour – he’s leaning toward jasmine tea inspiration – to raise funds for the Fill a Backpack program ahead of back-to-school in September.
“I really enjoy any kind of charity work that involves children,” Edler said.
The company has come a long way from its subscription ice cream service roots in 2016, now supporting community programs and, most recently, opening a second storefront in Fernwood Square on June 24.
“We love being in close-knit communities. We’re always looking for community-building spaces that match our vibe.”
