The "Ryan Reynolds Effect" might not be an official business term, but it may as well be; when the Vancouver-born superstar shouts out a product he likes on his social media, it can really do wonders for a local business - even one that's been around for a long time.
Reynolds shared a photo on his Instagram story on Aug. 5 showing a bottle of steak seasoning called "Vancity Grind."
"If this wasn't so good I'd be upset ..." jokes Reynolds about the company's use of "Vancity," whose own social media handle is @VancityReynolds.
Vancity Grind is made by Grandpa J's Seasonings, a female-founded Vancouver business that's been around for several years, though this particular seasoning blend is one of its newer products.
Grandpa J's's President Jenny Sior said online that seeing Reynolds share their product on Instagram was "completely mind-blowing."
Sior, who is currently in Greece, says she found out in the wee hours of the morning as her sister back home in Vancouver called her with the news.
The company is "primarily a wholesale manufacturer of seasoning for restaurants, large franchise chains, catering halls, institutional kitchens and golf courses," according to its website, and was founded with the intent to "continue the legacy of the founder Master Chef, Jim Voulides."
Long known for its signature Grandpa J's all-purpose seasoning, the company added two more flavours to its offerings during the COVID-19 pandemic thanks to the uptick in online shopping and home cooking. One is the Greko Lemon Roast Potatoes Seasoning, and the other is of course the Vancity Grind steak rub.
Reynolds loves to give attention to his favourite Vancouver people and places. He recently helped local photographer Ben Glassco raise his profile thanks to a social media spotlight, and he goes on record often about his top Vancouver spots, like local restaurants.
Want to see where you can get your hands on the spice blend "Vancity" Reynolds couldn't help but love? Grandpa J's has a "Where to buy" page on its website.
V.I.A. has reached out to Grandpa J's to find out more about the Ryan Reynolds "effect" and what it's been like for them.