Sweet Buffalo

For the past decade, Sweet Buffalo has become synonymous with compassion, connection, and community across Western New York. What began as a digital platform dedicated to sharing positive stories grew into something much larger: a movement built on kindness, collaboration, and action.

Founded by journalist Kimberly LaRussa, Sweet Buffalo marks its 10th anniversary this year, celebrating not only the stories it has shared but also the lives it has helped change along the way. With her beloved dog, Chloe, often by her side, LaRussa has dedicated herself to uplifting Western New Yorkers through heartwarming features, fundraising efforts, nonprofit partnerships, and animal rescue advocacy. The organization has spent the last decade proving that good news can inspire real impact.

From Journalism to a Mission of Good

LaRussa’s path to creating Sweet Buffalo began shortly after graduating from Buffalo State College in 2011 with a degree in broadcast journalism. She gained experience interning at WGRZ Channel 2 News, working for local news stations and community newspapers, writing for The Buffalo News, and later transitioning into nonprofit public relations and marketing.

Along the way, she discovered that the stories that resonate most deeply are the ones helping others, and she felt Buffalo lacked a media outlet focused exclusively on uplifting stories and community support. Rather than waiting for one to appear, she decided to create it herself.

LaRussa says the name Sweet Buffalo “came to [her] one day because Buffalo is so sweet,” explaining, “I’ve never lived anywhere where the community steps up to help one another during tragedy like they do in Buffalo. Terrible things can happen but then the City of Good Neighbors rallies and ensures no one fights alone.”

That spirit of neighbor helping neighbor becomes the foundation of Sweet Buffalo’s mission: supporting children, families, nonprofits, and animals through storytelling and direct community action.

Ten years later, the platform reaches audiences not only through social media, but also through television partnerships with WIVB-TV, where Sweet Buffalo segments air weekly on CW23 on Mondays at 7pm and Daytime Buffalo on Thursdays at 3pm. Partnerships with organizations like the Heard of Buffalo Network and local publications further expand the reach of its stories. LaRussa feels humbled and grateful for these connections.

More Than Storytelling

While Sweet Buffalo began as a good news platform, LaRussa says its purpose quickly evolved into something more hands-on. “For us, it’s more than just storytelling,” she explains. “We actively find ways to assist the people in the stories too.”

That philosophy drives many of the organization’s most memorable moments. LaRussa recalls when a young University at Buffalo student with a disability struggled to navigate campus without a mobility scooter, but she could not afford one. After Sweet Buffalo shared her story, community donations poured in. The West Seneca Police Benevolent Association reached out to match funds, allowing the student to purchase the scooter best suited to her needs. LaRussa says the young woman is now excelling in school and “we are so proud of her.”

Another child with cerebral palsy required financial help traveling to Mexico for stem cell treatment. Sweet Buffalo partnered with nationally recognized artist Eric Jones, who created a massive sand sculpture of the boy displayed at the North Tonawanda City Market. The public response helped generate critical support for the family.

In another case, the organization helped a young boy secure a service dog to assist with nocturnal seizures, and LaRussa says, “…we made that happen for him. It’s moments like these that make the work we do so important.”

Sweet Buffalo also regularly creates and promotes GoFundMe campaigns for families facing cancer diagnoses, medical emergencies, and other hardships. Over the years, the platform has helped raise hundreds of thousands of dollars for those in need throughout Western New York. LaRussa says, “There are so many special people in the world who are afraid to ask for help, and knowing we can provide some relief with Sweet Buffalo means the world.”

Even stories centered on simple acts of kindness can grow into something extraordinary. Several individuals featured by Sweet Buffalo later received national attention on programs including The Ellen DeGeneres Show, The Kelly Clarkson Show, and The Jennifer Hudson Show. Television journalist Gayle King even sent a personal letter and donation to support one of Sweet Buffalo’s featured community heroes.

Partnerships That Strengthen the Community

LaRussa credits much of Sweet Buffalo’s success to collaboration with nonprofits supporting children and families, including PUNT Pediatric Cancer Collaborative, Sophia the Fierce Inc., Totally Buffalo Cares, and Hope Totes, as well as local animal rescue groups. She says, “We feel so lucky to be trusted by these powerful organizations that are doing such impactful work.”

Corporate and small-business partnerships also play an important role. Sweet Buffalo receives support from companies throughout the region, including Basil Toyota & Volkswagen, Cellino Plumbing Heating Cooling & Electric, Clyde's Feed & Animal Center, Eco Serve Pest Services, Paula's Donuts, Richmond Vona Personal Injury Attorneys, Total Sports Enterprises, Bruckman Media, Heard of Buffalo Network, Nickel City Vice, and Creekside Dentistry, and many others that help fund initiatives and amplify stories.

LaRussa says local businesses frequently find creative ways to contribute after reading Sweet Buffalo features, such as a restaurant creating a signature cocktail to fundraise for a child battling cancer, or a pizzeria putting photos of adoptable dogs on pizza boxes. One partnership involving Niagara Downunder even allowed LaRussa to bring baby kangaroos to visit children and adults battling cancer or life-threatening illnesses.

Persevering Through Personal Challenges

Building Sweet Buffalo while balancing work and family responsibilities proved challenging in the early years as LaRussa juggled multiple jobs while continuing to grow the platform. Still, she never considered walking away, saying, “I knew I was onto something special. I knew that one day I could turn this idea into a fulfilling career that would help our community for years to come.”

That conviction was tested even further last year when LaRussa battled breast cancer. Despite treatments, medical appointments, and uncertainty in her own health struggle, she continued helping families and animals of Buffalo. “I was determined not to let cancer slow my mission down,” she says.

During that difficult period, many of the people she previously supported rallied around her in return, offering meals, encouragement, and assistance, an experience LaRussa says reinforced the sense of community Sweet Buffalo works to cultivate every day.

LaRussa says the children Sweet Buffalo serves became a major source of motivation during her own fight. “Seeing children’s faces light up when we surprise them and make them smile has been a true gift,” she says. “The children are my heroes.”

Animal rescue work provides similar inspiration. She describes the joy of seeing long-overlooked shelter dogs finally adopted into loving homes after Sweet Buffalo shares their stories, saying, “Dogs are true angels on earth.”

Looking Ahead While Staying Authentic

As Sweet Buffalo enters its second decade, LaRussa remains thoughtful about the future. Growth opportunities continue to emerge, but she says protecting the authenticity of the organization remains her top priority. Focus remains on continuing to tell stories that matter while finding tangible ways to help the people and animals behind them. At the heart of everything, she says, is a simple goal: ensuring no one feels alone during difficult moments.

Sweet Buffalo welcomes community involvement through business partnerships, story referrals, fundraising support, and volunteer efforts. As the organization celebrates 10 years of goodness in Western New York, Sweet Buffalo continues to demonstrate that even in difficult times, compassion remains one of the region’s defining strengths.

Find more goodness and upcoming events at:

SWEETBUFFALO.COM // @SWEETBUFFALO716