Better Business Bureau heads North.

• Author: Gilbert, Craig
• Position: NEWS

Andy Cotnam was not around when his father registered Advanced Prefabs Ltd. with the Eastern Ontario Better Business Bureau (BBB) in 1959.

But from the Ottawa-based company's helm today, Cotnam can imagine why his father chose to join seven years after his incorporation.

"(Registration with the Better Business Bureau) adds legitimacy to the business," he said from one of his two Fireplace and Patio Center retail outlets. "It would be more beneficial to a younger company."

Companies in northeastern Ontario looking for that legitimacy, and even a competitive edge, now have a local place to find it.

The BBB that has counted Cotnam's company as a member for 45 years has moved into Northern Ontario. There will not be a physical presence right away, but that is of no concern to executive director Diane Iadeluca. Most of the bureau's work is done online or by phone, so bricks and mortar are not necessary.

In fact, the Ottawa BBB already counts some Northern Ontario operations among their ranks. The outward move just made sense, according to Iadeluca, considering the two closest BBBs are in Toronto and Winnipeg, respectively.

On top of the standard storefront display, some companies use the BBB logo on their fleet and in print advertisements, according to Cotnam.

"There's an extra cost, but it can give you a competitive advantage," he said. "Knowing any concerns will be dealt with in a professional manner gives peace of mind to the customer."

The mission of the BBB is "to promote and foster the highest ethical relationship between businesses and the public through voluntary self-regulation, consumer and business education, and service excellence," said Iadeluca.

Member businesses generally use the BBB to:

* Check out new suppliers

* Obtain impartial help when hurt by questionable advertising and/or business practices

* Stay abreast of changing regulations affecting businesses

* Keep employees knowledgeable about dubious operators

* Get neutral assistance in solving customer dissatisfaction.

A "marketplace watchdog," the bureau responds to all inquiries and business/customer relationship issues. It was founded in 1912 in the United States. The Ottawa bureau opened its doors in 1937.

A group of prominent business people was concerned about truthfulness in advertising, shopping hours and the timing of street light illumination, according to a BBB fact sheet. The staff consisted of one manager and a stenographer in a one-room office rented for $35 per...