Non-traditional funeral business collaborates

The obvious reason that most people go into business is to make money. But to Rodney O. Ward it is more than the money; it is about helping people during their time of need.

"I do what I do because this is my calling from God," said the owner of the Loving Care Memorial Company. "I pray that someone will assist me or my family if we are ever in need."

Not a funeral home or funeral service, Ward describes Loving Care Memorial Company as an authorized distributor of top quality burial merchandise. "We are a network of death care providers whose conscience would no longer allow us to stand by and watch the consumers pay the outrageous prices that are associated with the cost of a funeral," said Ward.

"The mission of the business is to take the financial burden out of funeral and burial planning."

Established in Baltimore nine years ago, Ward said he has been offering his services throughout this area since last year. Products and services offered include caskets, cremation urns, all styles of grave markers, all occasion floral arrangements, funeral programs, prayer cards, memorial clothing and jewelry, eco-friendly burial merchandise, grief counseling and final expenses insurance. With pets often being considered as members of the family, Ward added that Loving Care also caters to pets end of life needs with dignity and love by offering a full line of pet memorial, burial and cremation items.

"Mr. Ward has been a tremendous asset to my organization," said Lueana Coward, co-founder and director of Recognizing Every Lingering Inward Emotional Feeling. "Upon several occasions I have called upon him to provide assistance to families who have lost a loved one to violence. He is God sent."

RELIEF, Coward describes as an informal support group an organization that was established to help families accept the loss of their loved one, mostly males by way of monthly support group meetings, hospital visits, home visits, wake visits, candle light vigils and providing information on the grieving process.

"We have called on Mr. Ward to provide clothing, floral arrangements and caskets as well as other services. He is there when we need him, but most importantly the costs of his services are more affordable than the traditional burial services," said Coward. "When families are grieving dealing with the sudden loss, mostly they are not prepared for the high cost of a funeral."

Ward pointed out that according to the National Funeral Directors Association; the average cost of an adult funeral is $7,500 and by 2023 it is predicted to double to $15,000. He said the current cost does not include services such as the newspaper notices, flowers, limousines or transportation, a grave at a local cemetery, a liner for the grave, or a grave marker or headstone for the grave site.

"When a death occurs eight out of 10 families are not financially prepared to pay a bill of this magnitude. At Loving Care, we offer a vast selection of burial goods and services that fit every financial need and situation. Our goal is to help people understand their rights and options when planning a funeral and burial and most importantly how to save money in the process," he explained.

Justifying Wards analogy and services, Coward said because her organization strives to be with a family during the first moments of impact that she has witnessed the confusion and stress love ones are under. "I've experienced the situation," she said noting that three of her sons and two nephews have been killed between 2001 and 2012; all under the age of 21.

Under the belief that RELIEF is a worthwhile and necessary organization, Ward feels Coward is on point offering families assistance. "When I first met her at a wake, her compassion was very sincere. Once I explained the services I offer, we knew we would be assistance to one another," said Ward.

Still operating in Baltimore, Ward said businesses like his are becoming very popular in the DC, Maryland, and Virginia area. Encouraging African-Americans to do their research, he said large corporations are watching the trend of becoming distributors of burial merchandise. "Walmart is a perfect example," he said pointing out that they have partnered with a casket company enabling them to sell caskets and urns.

A graduate of Catonsville Community College near Baltimore, Ward said he gained his experience by working at a Funeral Home owned by his friends' father. "I took interest in the business, he offered me a job and now I have been in the death care industry for over 24 years," he said. Between his two locations he has four employees and utilizes numerous local venders. "I use the same type of services as most Funeral Home directors," he explained listing beauticians, florists and caterer as a few.

In the process of planning a fundraising . dinner for RELIEF scheduled for May 10 at Serene Live Cafe, Coward said businesses like Loving Care Memorial Company and the owner of the Serene Cafe understand the significance of groups like hers that help families in their time of need.

"Our goal is to assist the community," said Ward. "Helping people understand their rights and options when planning a funeral, and saving money while doing so is what we are here for."

by Diane I. Daniels

For New Pittsburgh Courier