Changing how affordable housing is built: Habitat for Humanity breaks ground on a more sustainable future with the launch of The Upstart Project.

Forging new local partnerships, the team is changing how sustainable, affordable homes are built and begins construction on an inaugural single-family dwelling in December 2021


Brantford, ON (December 3, 2021) – Embarking on a new vision to create a more resource-efficient model to build sustainable, affordable homes, Habitat for Humanity Heartland Ontario Brant-Norfolk Chapter, the County of Brant, and production consultancy Makers Inc., are collaborating on an unparalleled new initiative called The Upstart Project. Bringing together additional partners including architecture firm Passive House 43 and the University of Waterloo's School of Architecture, the Upstart Project has one mission in mind: do for house building what IKEA did for furniture.

The Upstart Project is committed to helping families build strength, stability, and self-reliance through sustainable and affordable homeownership in the community. Through innovative and thoughtful construction practices, the Upstart Project has created a new, highly resource-efficient home model while building to Passive House standards, a first for Habitat for Humanity in Canada. Despite a highly innovative and forward-thinking approach, the build remains respectful to the surrounding environment and local community, while imparting lasting sustainable benefits to the future homeowner.

“With the launch of The Upstart Project, Habitat for Humanity Heartland Ontario is embracing the changes in sustainable construction practices to build safe, affordable, environmentally conscious homes for families. The need for a safe and affordable place to live continues to grow in the communities we serve due to escalating housing prices and the rising cost of renting,” said Brian Elliot, CEO, Habitat for Humanity Heartland Ontario. “This collaboration will serve as an example for others to integrate Passive House design, sustainability and resiliency in affordable housing.

Rethinking the end-to-end build model has been a team effort spearheaded by production consultancy Makers Inc. “We saw a need for more collaboration and creative solutions in the housing industry to create better, more affordable housing for our communities. The Upstart Project is on its way to achieving that by rethinking the way homes get built by volunteers, in a way that’s easier, more economical and sustainable,” said Makers Inc. founder Sumit Ajwani. “We believe that our producers can execute on any idea and bring it to life brilliantly, a skill we’re excited to see applied to a new, affordable housing solution. We hope to make this model accessible to all who are invested in building more sustainable communities for the future.”

The Upstart Project's first build breaks ground on December 2 in the County of Brant and will be a single-family home situated on a grassy 1,000-square-metre lot near the Brantford Conservation Area and the Grand River. The design utilizes prefabricated components, which lowers the cost of materials without compromise to quality while accelerating and simplifying on-site construction to better utilize volunteers. The Upstart Project is committed to sourcing materials locally where possible to increase sustainability and support the local economy.

The Canadian Mortgage and Housing Corporation (CMHC) has confirmed a grant of $65,000 for the project, as part of the Government of Canada’s National Housing Co-Investment Fund financial commitment of $35.8 million over three years (2019-2021) to Habitat for Humanity Canada and its affiliates.

“Every Canadian deserves a safe and affordable place to call home. Across the country, we are working with Habitat to build safe, appropriate and affordable housing, which is necessary for healthy and sustainable communities. Here in Brantford, the investment in this new home will make a real difference in the lives of a hard-working family and a place they can proudly call their own,” said the Honourable Ahmed Hussen, Minister of Housing and Diversity and Inclusion and Minister Responsible for Canada Mortgage and Housing Corporation (CMHC).

“The impact of the pandemic continues to push homeownership even further out of reach for families living with lower income. Our partnerships and unique relationship with CMHC ensure that we can address this gap through housing investments that transform people’s futures, strengthen communities and foster resilience and stability,” said Julia Deans, President and CEO, Habitat for Humanity Canada.

Helping to reach the Upstart’s Project’s fundraising goal of $500,000 is title sponsor of the project, commercial mortgage lender ROI Group, which made its donation in memory of founder Kent Dixon. “Kent was a firm believer that helping to build up a community was an important part of good business. He was actively involved with many local charities,” Darren Neziol, Partner, ROI Group. “This cause embodies the character of Kent Dixon and there couldn’t be a more fitting project to remember his legacy.”

How to get involved in the Upstart Project:

  • Donate to help reach the $500,000 fundraising goal. Proceeds will fund the construction of the inaugural build in Brant County.
  • Donate materials, services, knowledge, or other resources to make this project a success.
  • Volunteer your time and help build this project. (get involved)


Habitat for Humanity works to provide affordable housing to everyone. The Upstart Project team believes that it’s not just what is built, but how it’s built. We all have the power and the responsibility to shape the future of our communities, for ourselves and future generations.

“We are extremely excited to partner with Habitat for Humanity for the first time to provide a local family the opportunity to own their home. The County of Brant is a special place to live because of the people in this community. They are kindhearted, generous, and giving people,” said Mayor David Bailey, County of Brant. “I know many people from this community will want to get involved and help build this home. This community takes care of each other and together, we become stronger and healthier. I would like to thank Habitat for Humanity and their partners in the Upstart Project for their excellent work and for helping families to build a strong foundation in this community.”
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About Habitat for Humanity Heartland Ontario 

Habitat for Humanity Heartland Ontario was established in 1993 as Habitat for Humanity London and expanded to Oxford, Middlesex and Elgin counties in 2012, then into Stratford-Perth in 2014 and finally into Brant-Norfolk in 2021. Habitat Brant-Norfolk was Founded in 1999 and has built 20 homes in Brantford, Brant County, and Norfolk County with the belief that housing is a human right. We are a non-profit, non-denominational housing organization. We welcome partners without discrimination to help us build safe, decent, affordable homes for lower-income families. 100% of revenue from our nine ReStores supports the administrative costs of Habitat for Humanity Heartland Ontario. With the help of volunteers, donors, and community partners, we have built a total of 113 homes in the region creating strength stability and independence for the people we serve.

About Makers

Makers is the largest producer-only collective in North America, with a growing team of 40+ producers who are reimagining the way ideas get made. Our producers work with ideators across all industries to creatively execute projects in advertising, entertainment, events and experiences, innovation, rapid prototyping, construction and more. Makers has partnered with more than 70 global and local clients, including Canada Goose, Mastercard, Mattel, PepsiCo, Amazon, and the World Wildlife Fund, among others. We are redefining the role of producer by working with producers who are interested in purpose-driven work, effectively making the producer the entrepreneur and the work human-centric. Learn more at www.makers.to.

About ROI: Reciprocal Opportunities Inc.

(ROI) Group is a commercial mortgage lender that was founded in 1997 by Kent Dixon and based in Brantford Ontario. ROI is the guiding philosophy of the company; to find mutually beneficial opportunities for both the borrower and lender. ROI Group began after Kent had successful careers as a Partner of Millard’s Chartered Professional Accountants and CFO of Marks Lumber. Throughout his demanding careers, Kent always found time to help his community. He organized annual mission trips, volunteered his time with youth football programs and donated to philanthropic initiatives. In 2017 he was inducted into the Brantford Sports Hall of Fame for developing local youth football programs. Kent was diagnosed with a progressive form of Parkinson’s disease, continued to fight the disease, live his life, and help others up until his passing at the age of 62. For more information about ROI, please visit www.roigroup.ca.

About Passive House 43 Architecture

ph43 architecture prides itself on deep collaboration with its clients, consultants, and contractors to deliver beautiful, comfortable, and eco-conscious projects. Through in-depth data driven design, ph43 balances energy-efficiency and design aesthetics to meet our clients’ desires and budget. Utilizing a variety of sustainable strategies in combination with the Passive House methodology, ph43 strives to make every project we take on as energy-efficient and carbon neutral as possible. Learn more at http://ph43.ca/

About The University of Waterloo’s School of Architecture

The School of Architecture at Waterloo is a leader in design education and research. It offers a fully cooperative professional program and has been rated the greenest architecture curriculum in Canada. It is also the only Canadian school of architecture to have a permanent international facility, which has operated since 1979 in Rome, Italy. The school attracts top students from across Canada and around the world. Learn more at https://uwaterloo.ca/architecture/
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Contact:

Lynda Henriksen
GM Habitat for Humanity Heartland Ontario - Brant Norfolk Chapter -
(519) 759-8600 ext. 527