CHFA LAUNCH PAD
SEPTEMBER 25, 2026
Your Brand. Your Pitch. Your Big Break.
Take the stage at CHFA Launch Pad and pitch your product live in front of Canada’s top retailers, buyers, media, and industry leaders.
Deadline to apply: June 20, 2026
Congrats to our 2026 Launch Pad Winner
Complete Peri + Menopause Multi
by HER dailys/LeBeau Excel
Booth #1523
Meet Our Finalists!
Camelina Black Soap
by ABIEZE SOAP/SATAU
Booth #2449
Complete Peri + Menopause Multi
by HER dailys/LeBeau Excel
Booth #1523
Natural Deodorant
by Mooz Deodorants/Natural Products Canada
Booth #2626B
Mini Waffle Crisps
by Pod Squad Snacks
Booth #2609A
Snackish Best Dressed Chips
by Snackish
Booth #1140
Stealthy Frozen Single-Serve Sauce
by Stealthy Foods
Booth #2634B
Protein Latte - Ceremonial Matcha
by Suna Wellness
Booth #2228
Tocha Spiced Sauces
by Tocha Foods/Propel Natural Brands
Booth #434
EVENT DETAILS
Hosted by:
About Kenny Vannucci
"I’ve spent my life in retail. I worked front line retail in customer service and retail management, in the warehouses picking and packing orders, and I have worked in corporate office as a merchandise manager buying for numerous and varied categories within grocery and drug. I know how a buyer thinks and what the triggers are. I know how to spot emerging and how to maintain/grow existing categories.
I’ve spent 40+ years in retail, 26 years at London Drugs before striking out on my own. Now I help small CPG companies and retailers with sales and operating fundamentals.
Helping you get and understand the mechanics of business right so you can turn a profit and scale up your business. I love retail, love CPG and love working with and helping entrepreneurs and founders grow by using This Commerce Life – The Podcast as a platform to reach as many as I can."
Why Compete at CHFA Launch Pad?
Put Your Brand Right in Front of the Right People
Build Industry Buzz
Make Valuable Connections
Win a Growth-Focused Prize Package
Congrats to our 2025 Launch Pad Winner
Dissolvable Shampoo Tablets
by EarthSuds
Booth #2602A
Win the Ultimate Growth Prize Package
- Brand Natural offers $10,000 in customized brand consultation for emerging natural product companies. The winner will work directly with Johanna Israel-Duprey and Brian Saul—your strategic packaging partners—to clarify positioning, sharpen storytelling and identify strategic opportunities to strengthen shelf presence and accelerate growth. With decades of experience guiding challenger brands across Canada, we help founders gain the focus and confidence to move forward with impact.
- $10,000+ retail media and brand visibility package by In Conversation with Bruce W. Cole. The winner will receive a featured long-form podcast interview with Bruce Cole, three months of promotional exposure across the podcast and LinkedIn channels, coverage in the Insights & Learnings retailer publication distributed to 1,000+ Canadian natural health retailers, and a custom RISE interactive landing page designed to help retailers discover the brand, learn about its products, and find purchasing information.
- Promotion across CHFA’s newsletter and social media
- A booth at our next CHFA NOW trade show
- Complimentary CHFA membership for one year
- Press release promoting Launch Pad finalists and the winner
- More prizes to be announced
Prize to be accepted as awarded, no substitutions.
How CHFA Launch Pad Works
8 Finalists.
2 Minute Pitches.
1 Big Opportunity.
Pitch your product live at CHFA Launch Pad in whatever way feels most authentic to your brand — whether that’s a polished video, a dynamic slideshow, a product demo, or simply you telling your story on stage.
After each pitch, finalists will answer questions for 4 minutes from an expert judging panel about their product, brand, and what makes their innovation stand out.
One brand will take home the CHFA Most Innovative Product of the Show Award and the ultimate prize package.
Ready to take the stage?
Where Emerging Wellness Brands Get Noticed
Past finalists and winners have gone on to secure retail listings and grow their brands across Canada.
EarthSuds
Magic Scoop
Thrive Provisions
The Pleasure Pods Company
Dream Pops
Aeryon Wellness
Sperri
Save Da Sea Foods
Nuts for Cheese
Level Up Superfoods
LOOP Mission
The Green Beaver Company
Partake Brewing
EarthSuds
Magic Scoop
Thrive Provisions
The Pleasure Pods Company
Dream Pops
Aeryon Wellness
Sperri
Save Da Sea Foods
Nuts for Cheese
Level Up Superfoods
LOOP Mission
The Green Beaver Company
Partake Brewing
EarthSuds
Magic Scoop
Thrive Provisions
The Pleasure Pods Company
Dream Pops
Aeryon Wellness
Sperri
Save Da Sea Foods
Nuts for Cheese
Level Up Superfoods
LOOP Mission
The Green Beaver Company
Partake Brewing
EarthSuds
Magic Scoop
Thrive Provisions
The Pleasure Pods Company
Dream Pops
Aeryon Wellness
Sperri
Save Da Sea Foods
Nuts for Cheese
Level Up Superfoods
LOOP Mission
The Green Beaver Company
Partake Brewing
EarthSuds
Magic Scoop
Thrive Provisions
The Pleasure Pods Company
Dream Pops
Aeryon Wellness
Sperri
Save Da Sea Foods
Nuts for Cheese
Level Up Superfoods
LOOP Mission
The Green Beaver Company
Partake Brewing
EarthSuds
Magic Scoop
Thrive Provisions
The Pleasure Pods Company
Dream Pops
Aeryon Wellness
Sperri
Save Da Sea Foods
Nuts for Cheese
Level Up Superfoods
LOOP Mission
The Green Beaver Company
Partake Brewing
EarthSuds
Magic Scoop
Thrive Provisions
The Pleasure Pods Company
Dream Pops
Aeryon Wellness
Sperri
Save Da Sea Foods
Nuts for Cheese
Level Up Superfoods
LOOP Mission
The Green Beaver Company
Partake Brewing
EarthSuds
Magic Scoop
Thrive Provisions
"The support helped us expand our retail opportunities and introduce our dissolvable shampoo tablets to more Canadians.”
- Daniel Moll | Founder of EarthSuds
"It generated retailer interest immediately and helped accelerate new listings and growth opportunities.”
- Adam Assadkhan | CEO of Magic Scoop
FAQs
CHFA Launch Pad is open to emerging natural, organic, and wellness brands launching innovative products in the Canadian market.
Products should be newly launched or preparing to launch within the Canadian wellness industry. Additional eligibility details will be provided in the application form.
Yes, only CHFA NOW exhibitors are eligible to compete in Launch Pad. If you haven’t booked your booth yet, you can do so here.
Judges evaluate finalists based on innovation, market potential, brand story, presentation, and overall product differentiation.
Finalists receive the opportunity to pitch live at CHFA Launch Pad hosted at CHFA NOW Toronto in front of retailers, buyers, distributors, media, and industry leaders from across Canada.
Founders are encouraged to pitch in the format that best represents their brand — whether that’s a slideshow, video, product demo, or live presentation.
The winning brand will receive the title of CHFA’s Most Innovative Product of the Show along with a prize package designed to support business growth and industry exposure.
Applications close July 20, 2026.
Thank You to Our Sponsors!
