When Nutters Everyday Naturals launched their annual mental health fundraising drive last week, staff weren’t sure what to expect. After five consecutive years supporting the Canadian Mental Health Association (CMHA), would donation fatigue set in? Would shoppers still care?
Store manager Elaine Forsyth’s concerns evaporated by day three.
“People were coming in specifically because they’d heard about the campaign,” she told me during my visit to the Prince Albert location. “One regular customer brought her entire book club in to shop after mentioning our fundraiser.”
This year’s “Mind Your Health” initiative has already collected over $32,000 across Nutters’ 23 Canadian locations, with Prince Albert’s store leading the charge at nearly $4,800. The month-long campaign donates 5% of all purchases to local CMHA chapters for community mental health programs.
The timing couldn’t be more critical. According to Statistics Canada’s 2024 Community Health Survey, one in four Canadians reported needing mental health support in the past year, with only 67% able to access appropriate services. Rural communities face even steeper barriers, with some residents traveling three hours or more for specialized care.
“What makes this fundraiser special is how it normalizes the conversation,” explains Dr. Anita Chakraborti, psychologist and CMHA board member. “When mental health support becomes as routine as picking up vitamins or groceries, we reduce stigma.”
Inside the Prince Albert location, the evidence of community buy-in is everywhere. A wall near the checkout displays handwritten notes from customers sharing personal mental health journeys. “Finding therapy saved my marriage,” reads one. Another states simply: “My anxiety doesn’t define me.”
Nutters’ approach represents a shift in how businesses engage with mental health causes. Rather than simply collecting donations at checkout, they’ve integrated education throughout the shopping experience. Free pamphlets about depression and anxiety sit alongside nutritional supplements. Staff receive basic mental health first aid training to better support customers.
“Sometimes people come in looking for a natural remedy for sleep or stress, and that opens the door to a deeper conversation,” explains Tyler Wenzel, a five-year employee. “I can share resources while respecting their comfort level.”
The initiative has particular resonance in Prince Albert, where recent mill closures have increased economic pressure on many families. Mayor Greg Dionne, who stopped by to make a personal donation, emphasized the community impact.
“Mental health services aren’t luxury items,” Dionne said. “They’re essential infrastructure, especially during tough economic times. When businesses step up like this, it makes a tangible difference in what our local CMHA can provide.”
Local impact is precisely what motivates many shoppers. Funds raised in each community stay there, supporting specific programs like teen anxiety workshops, seniors’ social groups, and counseling subsidies for low-income residents.
The campaign has evolved significantly since its 2020 launch during the pandemic’s early days. What began as a simple donation drive now includes virtual education sessions, partnerships with local mental health providers, and special events like Saturday’s upcoming “Walk and Talk” where customers can join a guided nature walk with mental health professionals.
“We’ve learned that people want more than just to donate money,” explains Forsyth. “They want tools, connections, and sometimes just permission to acknowledge their struggles.”
That sentiment resonates with Kim Yellowknee, who drives 40 minutes from her home on the Ahtahkakoop Cree Nation to shop at Nutters. “In my community, we’re only now starting to heal from generations of trauma,” she shares. “Seeing mental health discussed so openly in a mainstream store sends a powerful message to my children about seeking help.”
The campaign has drawn support from national figures as well. Federal Minister of Mental Health and Addictions Ya’ara Saks highlighted the Nutters initiative during last week’s announcement of the government’s $250 million Community Mental Health Fund.
“The most effective mental health interventions happen at the community level,” Saks noted. “When businesses create these supportive spaces, they complement our national strategy in ways government programs alone cannot achieve.”
Not everyone sees corporate mental health initiatives in such a positive light. Critics like healthcare policy analyst Jared Richardson question whether businesses should play such a prominent role.
“While well-intentioned, these campaigns can inadvertently shift responsibility from government to private citizens and businesses,” Richardson told me. “Mental healthcare is a right that shouldn’t depend on consumer spending or corporate goodwill.”
Yet for many shoppers, the opportunity to support mental health while purchasing everyday items feels empowering. Emily Troschuk, a nursing student at Saskatchewan Polytechnic, appreciates the directness of the approach.
“I’m going to buy these supplements anyway,” she said, gesturing to her basket. “Knowing part of my purchase helps someone access counseling makes it meaningful beyond just taking care of my own health.”
With ten days remaining in the campaign, store manager Forsyth hopes to reach $7,000 in the Prince Albert location alone. She’s arranged for extended hours during the final weekend and coordinated with local mental health advocates who will be in-store to share resources.
“Mental health support shouldn’t just happen during a crisis,” Forsyth reflects as we walk past a display of stress-reduction teas near the front entrance. “It should be as routine as picking up vitamins or restocking your pantry. That’s the real change we’re trying to make.”
