Community Futures names new executive director

Community Futures Westman has appointed Melissa Rushton as its new executive director.

With about 20 years of experience in Manitoba’s financial sector, Rushton is expected to lead the organization in further supporting small businesses, entrepreneurs and rural communities across the region.

“My priority is to become grounded in the organization and the communities we serve,” Rushton told the Sun. “That means spending time with our team, connecting with local businesses and community partners and gaining a clear picture of where Community Futures Westman can be most effective.”

Funded through a combination of federal government grants and a self-sustaining investment model, Community Futures is designed to strengthen rural and remote economies across Canada through grassroots community and economic development.

Coming from the credit union sector, Rushton said, there are strong similarities between co-operative financial services and Community Futures Westman, particularly in their emphasis on community involvement, rural communities and putting people first.

Listening to businesses and communities rather than immediately focusing on major changes is key, she said, adding that businesses are already sharing their concerns with her.

“I’m hearing many of the same themes: rising costs, challenges in finding and retaining good people, and uncertainty that makes it difficult for business owners to plan with confidence,” she said.

“Rural businesses can also face unique challenges when it comes to accessing resources, markets and services.”

At the same time, Rushton said, there is considerable resilience among entrepreneurs and communities, with people continuing to look for ways to grow their businesses and strengthen their communities.

“That’s where I believe Community Futures can play an important role — by providing financing, but also by offering the advice, guidance and support businesses need to move forward,” she said.

Rushton also sees partnerships as an important part of the organization’s future.

Financial institutions, economic development organizations and other community partners can help create a stronger support network for businesses by collaborating, making referrals and connecting entrepreneurs with appropriate resources, she said.

“There are already some great projects underway, but at this stage, my focus is on building relationships and understanding where we can have the greatest impact,” Rushton said.

She said she is not yet prepared to identify a particular sector or community that should receive greater attention, saying she first wants to hear from businesses and entrepreneurs across Westman.

Ensuring smaller and rural communities have access to financing, resources and support will remain important, she said.

Rushton said success during her first year will mean establishing a strong foundation for the organization’s next stage.

That includes developing a clear understanding of Community Futures Westman, its team and the communities it serves, strengthening relationships and becoming familiar with its existing goals, priorities and projects.

Rushton succeeds Bill Hogan, who served as Community Futures Westman’s executive director from 2022 until his retirement last month.

Hogan is a candidate in next month’s Brandon School Division board of trustees election.

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