Celebrating Craftsmanship, Mentorship and Community

In Peace River, we have a saying: once you drink the water, you’re bound to come back. I lived here from 1969 to 1971, and that old adage held true when I returned in the fall of 1999 to begin my career with Freson Bros.

Over the last 27 years, this opportunity has provided me with far more than a great career; it has reinforced the core beliefs I hold dear—purpose, pride, family and a deep-seated sense of community.

The Art of the Craft

At Freson Bros., we don’t just sell groceries; we celebrate craftsmanship. It is a privilege to lead a team that finds such profound passion in the “how” of what we do.

Whether it is the daily discipline of feeding Charlie, our sourdough starter, and producing artisan loaves from Alberta flour, or the precise cuts of fresh, local beef by our butchers, artistry is everywhere.

While I admire the chef’s dedication to creating meals, my own true passion lies in the art of merchandising. There is a unique excitement when building a display that not only catches a customer’s eye but also explores something familiar in a new light. Watching my team pick up that challenge and inject their own creativity and pride into the store is what keeps the work fresh every single day.

Mentoring the Next Generation

Perhaps the most rewarding part of my tenure in Peace River has been the opportunity to mentor. I have watched countless 14- and 15-year-olds walk through our doors for their very first job, often shy and unsure of themselves. Watching that potential turn into self-confidence is unforgettable.

I’ve seen these young people realize their own talents and find their passions. Some have moved on to incredible careers outside our walls, while others found their calling right here; in fact, one of those former students even grew to become a store manager. Being a small part of that development is a legacy I hold close to my heart.

 Brent Rostad, Freson Bros. Peace River Store Manager

A Place to Call Home

Peace River is a place that rallies behind its own like nowhere else. Over the years, I’ve been honoured to be part of that through the Rotary Club for over two decades as well as the Boy Scouts and speed skating clubs. Whether it’s cooking 1,000 hot dogs for a soccer windup or helping raise hundreds of thousands of dollars through BBQ fundraisers, these moments have profoundly shaped me and my family.

Recently, I’ve started seeing the children of the kids we served 20 years ago coming through the line for a hot dog at our community BBQs. It’s a humbling reminder of how much time has passed and how the cycle of community continues. To all my past, present and future coworkers, thank you. Everything we have achieved is because of you. There truly is no better place to call home than Peace River.

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Column by Brent Rostad, Freson Bros. Peace River Store Manager Photography submitted