Introduction
In this special episode of The Mortgage Broker Podcast, we step outside the mortgage world to explore something that's become a huge priority for A Better Way Mortgage Group: giving back to the community. Host Dean Lawton sits down with Shad Maine, Chief Development Officer at City Reach Care Society, ABW's chosen charity partner for 2026, to discuss an organization that's truly in the "hope business."
For over 22 years, City Reach has been serving Vancouver's most vulnerable populations, growing from a small operation in an old tire warehouse to a comprehensive network feeding over 1,000 families weekly and partnering with 54 schools across the Lower Mainland.
From Tire Warehouse to Community Lifeline
City Reach's story begins in 2004 in what Shad describes as "an old tire shop" on Sloan and Broadway in East Vancouver, close to Renfrew SkyTrain Station. Originally part of a property purchased by Broadway Church in the 1990s, the space sat largely empty until the church recognized an opportunity to serve their community.
"The church gives us free rent of this facility and we've retrofitted it to be able to run our food program," explains Shad. "Unlike a lot of other food banks that have to pay really expensive industrial rent in Vancouver, we don't have to. So we're very grateful for that."
This lean overhead model has become fundamental to City Reach's success, allowing them to maximize every dollar donated. As Shad notes, "For every dollar that we get, we're able to feed about $10 worth of food into the community because we get our food for free."
The Food for Families Program: Quality Over Quantity
What sets City Reach apart isn't just the volume of food they distribute—though rescuing over a million pounds annually is impressive—but the quality of what they provide. Partners like Windset Farms, Delta, Savon Foods, and local potato farms in Surrey donate high-quality, fresh produce that families might otherwise never afford.
"We're not just giving them canned soup and pasta," Shad emphasizes. "We're giving them really fresh, high quality ingredients. I was in the warehouse this morning, and we had a massive shipment of avocados come in. If you are someone that's living on social assistance, you're probably not getting high quality, fresh, healthy food like that."
The program has exploded in size, particularly post-COVID. Before the pandemic, City Reach was feeding around 100 families weekly. Today, that number exceeds 1,000, with their first decade recovering about $3 million worth of food total—now their annual output.
Beyond Food: A Comprehensive Support Network
City Reach operates six distinct programs addressing the complex nature of poverty:
School Partnerships
Their "Adopt a School" program partners with 54 schools across Vancouver, Surrey, and the Tri-Cities, providing everything from food hampers to sensory bins for neurodivergent students, hygiene products, and even ping pong tables for special needs programs.
Out of School Care
Recognizing that many families struggle with childcare, City Reach runs affordable after-school programs, spring break camps, and summer camps, ensuring kids have safe places to go when parents are working.
Homeless Outreach
Every Sunday, City Reach opens its doors as a makeshift warming shelter, serving hot meals prepared by volunteers using rescued food. "They can come get some warm drinks, get a warm meal... and we always have pie for them as well," Shad shares.
Special Events
The organization's signature events create core memories for families in need. Their Back to School Blast provides new backpacks and school supplies to over 1,000 children, complete with free haircuts from volunteer stylists. The holiday Boxes of Love event distributes over 1,000 individually wrapped toys to ensure every child has something special under the tree.
The Full Circle Impact
Perhaps the most powerful testament to City Reach's effectiveness is seeing former clients return as leaders. "Our out of school care program director—she was in our out of school care program as a youth and now she's giving back," Shad reveals. "Our director of our Club Freedom, which is our homeless prevention program, he himself was experiencing homelessness and came to lift himself out of poverty through our program and now he leads it."
These full-circle moments demonstrate that City Reach isn't just providing temporary relief—they're creating pathways for people to prosper and eventually give back to their community.
Major Fundraising Success
City Reach's primary annual fundraiser, Coldest Night of the Year, exemplifies their community-driven approach. This peer-to-peer fundraising walk-athon brought together over 600 participants and 60 teams in February, raising $175,000—substantial funding for a smaller charity that allows them to operate year-round.
"For a smaller charity like ours, that's a lot of money," Shad notes. "And that really helps us to run our programs throughout the year."
The Mortgage Industry Connection
ABW's partnership with City Reach began through the annual mortgage broker hockey game organized by Sharon Davis and the team at Citywide. This event, now in its third year, brings together mortgage brokers who are typically competitors to play alongside lender teams, all while raising funds for charity.
"That's where we got introduced to City Reach and learned all about you and kind of where we are here now," Dean explains, highlighting how industry collaboration can create meaningful community impact.
Key Takeaways
- Efficient Operations Matter: City Reach's lean overhead model means every donated dollar generates $10 worth of community impact
- Quality Over Quantity: Providing fresh, nutritious food—not just canned goods—helps families maintain dignity while receiving support
- Comprehensive Support Works: Addressing multiple aspects of poverty (food, education, childcare) creates more sustainable outcomes
- Community Partnerships Multiply Impact: Collaborations with schools, businesses, and other organizations extend reach and effectiveness
- Former Clients as Leaders: When people served by programs eventually lead them, it demonstrates true transformation
- Corporate Team Building with Purpose: Volunteering together builds stronger teams while serving the community
Why You Should Listen
This episode offers mortgage professionals valuable insights into how businesses can create meaningful community partnerships that benefit everyone involved. Whether you're looking to implement charity initiatives in your own brokerage or simply want to understand how one organization has scaled its impact over two decades, Shad's insights provide a roadmap for effective community engagement.
For ABW agents, this episode provides essential context for the organization's 2026 charity partnership, outlining specific ways to get involved through donations, volunteering, and event participation.
How You Can Help Today
As Shad emphasizes, there are immediate ways to support City Reach's mission:
- Financial Donations: Even $20-40 monthly donations go far with their efficient model
- Volunteer Time: Regular weekly volunteering or event-specific help is always needed
- Corporate Partnerships: Team building through volunteering creates win-win scenarios
- Spread Awareness: Share City Reach's story and connect them with potential partners
Visit cityreach.org to learn more, donate, or sign up to volunteer. Follow them on Instagram @cityreachcaresociety for regular updates on their impact.
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