The founder of a Cochrane distillery was watching the news when he saw a familiar face.
Elena Burden, of Calgary, was being interviewed by Global News as she readied to leave for Poland earlier this month amid the ongoing invasion of Ukraine.
There, Burden would take in her niece and nephew while her sister returned to Ukraine to be with her husband.
Then it dawned on Whispering Dutchman Distillery's Bruce Van Leeuwen. He knows Burden through her door-to-door meat sales.
"I happened to recognize her and her story is pretty incredible," he said from the distillery March 19, noting his connection with the woman while tenuous brings the conflict between Russia and the Ukraine closer to home.
Van Leeuwen knew he wanted to help.
"We're dedicating 30 per cent of all our retail sales out of the front here to help," he said. "I'm sure that it's going to be a financial burden on her."
The fundraiser is only applicable to sales made from the 105-12 Griffin Industrial Pt. store front until about April 15, Van Leeuwen said.
Then, in order to avoid fees or charges, he intends on either e-transferring or handing Burden the funds raised directly.
"We'd like to keep it a complete surprise," he said. "We're legitimately giving everything that we can to pass onto this family."
So far, he said, the reception has been incredible.
"The town is very generous and when people know that that's where money is going they're like, 'Oh, two more bottles,'" he said.
