Italian Food Tag

It’s a taste of Italy in Strathcona, and Italians agree. 

Focacciaza on East Cordova and Raymur. You cannot miss the red awning and bicycle-cart set up, out of which Joe dispenses what is the best focaccia I’ve ever tasted. This is confirmed by a neighbouring business owner who walks by during our conversation and raves about how amazing Joe’s food is. Did I mention that this neighbour is Italian? That’s all the validation he needs. Focacciaza Joe (as everyone calls him) is passionate, dedicated and easy going. Leading the sustainable food-business movement, he forages for wild mushrooms and grows his own herbs, all of which go on the focaccia he sells from a zero-emission cart. Our conversation is a peek into his heart for small businesses and the Strathcona community. 

What’s the story behind Focacciaza?

So before I became a cook, I was backpacking through Italy with a friend, and a travel agent advised us on where tourists don’t go. They sent us to La Spezia which is in Genoa, where the most famous focaccia variety comes from. It’s a thick, soft, fluffy type. We went into this small village and couldn’t find anywhere to stay, so we slept in a field. The next morning, we were really hungry and we walked by a little focacceria and we could smell the food. So we got them to sell us a fresh piece of focaccia for like two euros and it was the most amazing focaccia. So that’s what mine is modelled after. I have this memory of that focaccia and I designed my recipe by myself, so it’s not a recipe that I got anywhere. Instead it’s made to suit my timing, my baking and my surroundings, but the goal is basically to have that texture and flavour. Italians from that area that try my focaccia always validate it. They always say “It’s just like home”.

What’s the best part of running a business in Strathcona? Any high points?

Absolutely! I get to make unique food with ingredients that I grow and forage in the wild, which is rewarding in itself. I have a community garden plot in the Strathcona Cottonwood Garden and those herbs go into my focaccia. People love all those things. Everybody in the community likes me. Every car that drives by waves. There are many upsides to running your own business. There are many challenges but it’s rewarding work, right? I do feel like I’m a part of the community. That’s why Strathcona is really good. It has a very community vibe. There are a lot of artists that live here that have a little bit of time to go seek local things. Also the zoning, and the fact that Downtown and Commercial Drive are a quick drive away are some of the upsides.

What is the most pressing issue you face being in this area?

I’d say, visibility. This building used to open up on Powell street and was quite visible to the public, but more and more it’s being blocked off. Now with the overpass, you can’t even see us. This Fall, Transport Canada is going to close off a section of Raymur street here because of rail safety. So there will be no vehicle or foot traffic and that closes me off even more. Even if you want to buy something from me, it becomes harder and harder. A while ago, I had an interview on CBC radio, and it did drive business and brought some people from different places, but every one of them said Focacciaza was almost impossible to find because they couldn’t turn off of Clark, Hastings or Powell street to get here, and when they finally got onto Cordova, they were stuck behind the train. 

What are your thoughts on the zoning policies in this neighbourhood?

The zoning is really good. It’s mixed zoning in this area. This building is old-fashioned, an old vinegar factory that’s now been zoned for mixed-usage and it’s perfect. You can do a lot of different things here and that’s very beneficial not just to someone looking for a home for their business. There’s also a diverse range of small businesses around me and they’re willing to support food makers like me. Really if I could live here, I would. 

What’s your vision for the future of Focacciaza?

I have a lot of dreams for my business, like teaching people, setting up workshops, and hosting events. I also play in a band so I can make the music for these settings. I try to be a part of the cultural community, which could always use help in Vancouver and the zoning here might allow for that kind of mixed-use space to happen one day. I see Focacciaza being a really cool community place where people can not only purchase local things, but enjoy local culture and music, all in one place. 

What are some of the challenges you face running a street-food business? 

I’m a street food vendor and I find it impossible to sell on the streets of Vancouver. I’m not allowed to be downtown or on the beach. I’m not allowed to be in any Vancouver park. I can’t be on the entire seawall or Trout Lake. Just imagine anywhere that you could see this bike. It has to do with my licence and the City of Vancouver, and this is why I just stay here. So it basically treats me like a food truck and that’s that. I need to figure out how people can get my product, but approaching a grocery store would mean packaging, labelling, and barcode scanning. And it’s hard for these small businesses because you need a designer. These things are not cheap. At the end of the day I am surviving as a business on this corner and making all kinds of things besides the focaccia like sandwiches, soups, biscotti, and popsicles during the summer. Catering gigs really help me out because there’s only so many people that live and work around here. Once it’s 5pm, there’s not a soul walking down the streets. One solution for me would be to find an investor and move into a brick-and-mortar or completely change to catering but that needs investment as well. 

Finally, what kind of support would you want to see from the SBIA?

It would be some kind of program helping businesses with their marketing, which is what you’re doing right now. Because small businesses exist but can’t be found. People are bombarded by so much marketing these days that it’s really hard for any small business to put those dollars into noticeable marketing. The BIA could also host local Strathcona festivals with all the small businesses and market it. That’s how local people get to know their local businesses a little better. Overall, any opportunities to actually sell my product would be great. 

Visit Joe at 1007 E Cordova street Tuesday to Friday from 11-5pm.

Follow his Instagram to see what’s on the menu and check out the website to book Focacciaza for your next event.