Messages with meaning: How Michelle Rickard connects the community to our mission

At The Food Bank of Waterloo Region, our staff work tirelessly behind the scenes every day—securing and processing donations, organizing fundraising events and campaigns, sorting and storing food, and delivering orders to the 61 organizations in the Community Food Assistance Network. They also support our volunteers and collaborate with Network partners, all with one clear goal: to ensure no one in our community goes hungry.

One of our dedicated team members is Michelle Rickard, who joined The Food Bank in September 2022 as our manager of marketing and communications.

“I was looking for an opportunity in Waterloo region—where I call home—but more importantly, I wanted to use my talents and skills in service of an organization that is making a meaningful difference and helping improve the lives of people in need,” Michelle says.

In her role, Michelle leads a team of marketing and communications practitioners and oversees how The Food Bank’s story and impact are shared. Her work helps engage and inspire our community to support and contribute to The Food Bank’s mission.

“Marketing and communications play a critical role in advancing The Food Bank’s mission by engaging and inspiring our community to act—whether through donating food, contributing funds, or giving their time,” Michelle explains. “By sharing compelling stories, highlighting our impact, and connecting people to the real needs in our community, we help build understanding, trust, and a sense of shared purpose that motivates people to support our work in meaningful ways.”

Michelle Rickard placing our Community Impact report in The Food Bank’s vestibule.

One of Michelle’s biggest challenges is supporting the diverse needs of teams across The Food Bank.

“The most challenging part of my job is that marketing and communications often functions as an internal support service, providing guidance and resources to various teams across the organization,” she says. “This means I’m frequently juggling multiple initiatives at once—each with its own priorities, timelines, and audiences—while ensuring that every project effectively communicates our mission and impact. Balancing these competing demands requires strong organization, flexibility, and a constant focus on how best to serve both the teams and the community we support.”

Through this work, Michelle has learned about the complexity and scale of The Food Bank’s operations.

“One of the biggest things I’ve learned, and didn’t fully expect, was the scope of the role The Food Bank plays in our community as the region’s central hub for food collection, storage, and distribution,” she shares. “Through the Community Food Assistance Network, The Food Bank supports 61 partner organizations, ensuring food reaches people across Waterloo region in a coordinated and efficient way. I was surprised by how much planning, collaboration, and behind-the-scenes work goes into making sure nutritious food gets where it’s needed most, and how critical this shared system is to supporting our community.”

Michelle Rickard in The Food Bank’s distribution centre.

For Michelle, the most rewarding part of her job is sharing The Food Bank’s impact with our community.

“The most rewarding part of my job is having the opportunity to share The Food Bank’s story and the impact made possible by our generous community,” she says. “I love hearing directly from donors and volunteers about why they choose to support our mission—it’s inspiring to see how their contributions help ensure that neighbours in need have access to the nutritious food they need to live well and thrive. Being able to connect people to that impact and witness the tangible difference it makes in our community is truly fulfilling.”

Michelle Rickard at her desk.

Michelle encourages community members to stay connected and engaged with The Food Bank’s work.

“We invite our community to connect with us through conversation and stay engaged with the work we do. One of the easiest ways to do this is by following us on social media, where we share updates, stories, and ways to get involved. We’re active across all major platforms, making it simple to join the conversation, celebrate our impact, and see firsthand how your support helps neighbours in need.”

To learn more about our work and food insecurity in Waterloo region, follow The Food Bank on Instagram, TikTok, LinkedIn, Facebook, and X.