Indigenous firm blazes a path as a Government of Canada supplier

Creative Fire, an Indigenous-owned professional services firm and creative agency, has seen its business grow and thrive in recent years. This is partly as a result of becoming a supplier to Canada’s largest buyer, the federal government. “Partnering with the Government of Canada, across various departments, was a great opportunity for Creative Fire,” says Partner and President, Jordan Baptiste. “We knew it wouldn’t always be easy, but were committed to making it happen.”

For Creative Fire, selling its services to the federal government is not just a smart business strategy but a benefit to Canada’s Indigenous communities. The firm has a significant employee and supplier base with Indigenous backgrounds. Moreover, 100% of its net profits are returned to the English River First Nation, which owns the business, to advance community priorities and objectives. “The positive impact on Indigenous communities and their economic prosperity is a driving force behind our work. Working with the federal government is a way to amplify that impact,” explains Baptiste.

The journey that Creative Fire took can inspire other Indigenous firms to take advantage of the opportunities available. The Government of Canada aims to award a minimum of 5% of federal contracts to Indigenous businesses. As well, Procurement Assistance Canada (PAC) is a program led by Public Services and Procurement Canada (PSPC) that helps small and diverse businesses navigate the federal procurement process. Its tools, resources and services are available to all firms looking to learn more about doing business with the government. According to Baptiste, these supports were instrumental in setting the company on the right path.

Kindling the flame

In November 2020, Creative Fire received an unexpected call from a federal department preparing a campaign about the roll-out of Covid-19 vaccines for Indigenous communities. The department was looking for culturally appropriate material, like images of Indigenous people in face masks. That kind of work is entirely in Creative Fire’s wheelhouse. On the consulting side, the company helps organizations develop reconciliation action plans and connect with Indigenous communities, but its creative arm specializes in design, marketing and communications.

Creative Fire was prepared to help, but wasn’t yet included in a federal supply arrangement or standing offer and could only take on the work as a low dollar value procurement. The agency took on the project anyway to learn about working with the government and encourage vaccine uptake.

Once the door was open, Creative Fire continued to deliver contracts of this nature for a range of federal departments and Crown corporations. The team was able to increase and demonstrate their capabilities, and realized that there are opportunities for Indigenous businesses to play a key role in significant government initiatives and to win bigger contracts.

Making the first move wasn’t difficult. On social media, the Creative Fire team came across a former Indigenous entrepreneur who now works for PAC. He directed Creative Fire to the events and services available through PAC, including webinars for Indigenous businesses. These provided a safe environment for the team to learn, and they made it a priority to attend as many webinars as possible.

The events enabled the team to figure out the federal procurement process step by step, from obtaining security clearance to registering as a supplier, getting on supplier lists, finding contracts they were qualified to deliver and putting together a bid. The events were also a good place to network, and the team made valuable contacts.

When the team attended an in-person session, they discovered the value of the one-on-one consultations offered by PAC. There was a group session with keynote speakers, as well as staff from PAC talking to individual business owners. Connections made at the event were helpful for many future questions and inquiries the team had.

This collaboration and the company’s efforts have paid off. Creative Fire is now the Indigenous agency of record for several federal organizations, as well as a pre-qualified supplier in a number of Government of Canada supply arrangements. “We’ve developed the expertise, connections, services, teams and infrastructure needed to collaborate with the government,” says Baptiste, “and that’s a great foundation for success now and moving forward.”

Fanning the flame

Based on its experience, Creative Fire would like to see other Indigenous firms explore the idea of doing business with the federal government. “We know there is great interest in the community," says Baptiste. While the process may seem daunting, Creative Fire's experience shows that the federal government is committed to supporting Indigenous businesses. "It takes time, but with the right resources and support, Indigenous businesses can become prime federal suppliers."

Check out Creative Fire and visit Canada.ca for details about procurement support for businesses, including a calendar of events. To read other articles about PSPC, go to Our stories, where you can see how PAC is increasing supplier diversity with a coaching service for businesses.