Area Codes

Author: Romina Rooney  •  Date: August 26, 2016  •  Appears in: Community, News

Area Codes

Turning the negative message of Ludacris’ catchy hit song and the use of the derogatory term ‘Ho’, we parodied the hit to promote local farmers in different area codes across the US and Canada: taking about their ‘hoes’ in different Area Codes.

And It's been a hit, getting over 13,000 views on Facebook in just a matter of days! 

The message is simple. We all realize we should buy more local products if possible, for reasons ranging from taste, health, environment, economics, education and community building. The biggest barrier is convenience. We aim to make it more convenient.

“The video is a tongue in cheek way of showing that we are a tool that can be used anywhere in the US or Canada. And while you can find businesses in every state and province we are trying to build our database further. So we have built this intuitive, consumer focused system, and we invite everyone in local food and drink to come and join us.” - Matt Gomez, founder (and star of video).

The original song by Ludacris had a pretty negative message to it. Matt addresses this “It was maybe a risk to associate our business with the original song and message, as we are a family orientated business. But we saw it as a way to properly reclaim the correct meaning for the word Hoe. Plus there are so many opportunities for us to put our office’s love of terrible puns to good use…we grew 'organically' as a company, 'planting seeds' of change in the food industry and watching them 'grow and bloom', and now after a few seasons watching our farmers and business 'harvest' the rewards…bad I know!”

We have grown rapidly as an incredible tool for finding and sourcing local products from local farms, farmers’ markets, stores and restaurants that source locally, as well as wineries, breweries and a variety of local drink producers including kombucha producers and juice makers. Our continued growth, success and impact was acknowledged recently with Matt being named as one of the most influential people in Canadian food by the Globe and Mail, just three years after starting Soil Mate from a tiny office in Kelowna, BC.

To learn more about us and our mission, visit

Romina Rooney


Romina is the Marketing Coordinator for Soil Mate. She is passionate about environmental sustainability, community, travel and chocolate. She lives in Kelowna, BC with her two young kids, husband and two dogs.
Read more by Romina Rooney

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