CHFA NOW · Toronto 2024



Show Dates: September 19–22, 2024

CHFA NOW · Toronto 2024



Show Dates: September 19–22, 2024


 Preregistration is required

 Additional fees apply

nhprs logo CHFA Members & Associates only

 Retailer Attendees only

Thursday, September 19, 2024

  • Pre-registration is required
  • Members and Associates Only - $149 online / $199 onsite
  • Lunch will be provided.

Our Regulatory Affairs and Government Relations team has been incredibly busy this year advocating on behalf of the natural, organic and wellness industry. We are eager to welcome our CHFA Members to our regulatory forum this year where we’ll hear from the government as well as host important panel discussions on advocacy and building government relationships.

Lunch Sponsored by:   
Friday, September 20, 2024

Moderated by Naomi Uy
Bookie Adekanye
Agri-Food Program Officer at Yspace
Jannine Rane
Co-founder & CEO at Zing Pantry Shortcuts

We’re kicking off the CHFA NOW Toronto Conference with our inaugural Rise & Unite breakfast series where we’ll feature diverse voices and leaders in our community who are championing and advocating for diversity, equity and inclusion (DE&I) within their organizations.

Sponsored by:  

Naomi Uy is founder of Naomi Uy Consulting Inc, a boutique consulting firm that specializing in Diversity, Equity & Inclusion (DEI) program advisory, coaching and training. Naomi is passionate about supporting organizations to move beyond performative DEI activities; and ultimately empowering them to live and breathe the principles of equity, inclusion and belonging.

She has 15 years of business and program management experience in the government, public, and corporate sectors. Naomi has her BSc in Occupational Therapy from the University of Toronto, and has certificates in: Change Management (Prosci Certified), Lean/Six Sigma (Green Belt), Diversity & Inclusion (eCornell University), Business Analysis

Bookie Adekanye is the Agri-Food Program Officer at YSpace and Black Entrepreneurship Alliance where she supports diverse and underrepresented founders in the food & beverage space.

In addition to her work in the entrepreneurship space, Bookie wears the hat of Writer, Author, and Writing Coach. She wrote the book "Before You Arrive In Canada", commissioned by the Bank of Montreal. Bookie also won the 2023 Writer of Colour Award from The Word Guild Canada. She currently sits on the board of the Immigrant Writers Association.

Jannine Rane is the co-founder & CEO of Zing Pantry Shortcuts — a Canadian brand bringing diverse, third-culture flavours to home cooks. She is a Canadian youth entrepreneurship delegate for the G20, and an entrepreneur-in-residence at York University, mentoring startups in their YSpace food accelerator program. Jannine brings nearly a decade of experience advising Fortune 500 and fast-growing, venture-backed start-ups on their brands, reputations, and go-to-market strategy to her role at Zing.

Lee Jeyes
Acclaimed Business Futurist, Innovation Strategist, Former Head of Innovation at Walmart Canada

As Walmart Canada’s most recent Head of Innovation, Lee knows all about the strategies and innovations changing the face of business. Ranging from algorithms and social media to robotics and AI, Lee dives deep into the latest tech and innovations that will affect your business.

In this hyper-informative talk, Lee takes on our current business environment and reveals why the prevailing strategies for innovation and disruption aren’t enough.

Lee’s insights help audiences navigate the challenges of emerging technologies and current business practices and search for the opportunities that can be harnessed in the midst of chaos.

In our rapidly evolving business landscape, Lee Jayes equips leaders with the tools and strategies needed to face these changes head-on and thrive.

As the most recent Head of Innovation at Walmart Canada, Lee led a team of researchers, creators, strategists and developers that continuously challenged the status quo.

Lee was the youngest store manager in both the UK and Canada for the world’s largest retailer and was part of the launch of Walmart Canada’s online grocery business which drove over $500 million in business value in a two-year period.

His contributions to the industry have been recognized in publications such as the Progressive Grocer’s Industry’s Best and Brightest Under 40 in 2021. Spearheading the launch and leading Walmart Canada’s first innovation incubator – Blue Labs – Lee’s primary role was to discover, intake and create solutions for the most complex challenges that customers and leaders are facing today.

In his spare time, you can find him in Toronto walking along the water with his Great Dane, Wall or making music in his plant-filled loft.

Jules Gorham
Director, Regulatory Affairs & Policy at CHFA
Sonia Parmar
VP, Government Relations & Regulatory Affairs at CHFA

Join our live SOS Campaign Update session to gain insights into our ongoing campaign, learn how you can get involved, and discover how we can collectively work towards safeguarding the availability of natural health products.

This is your chance to connect with us live and ask us any questions regarding the campaign or the changing regulations. Don’t miss out on hearing from out special guest speaker. Together, let's make a difference and #SaveOurSupplements.

Laura Huang
Professor, Northeastern University, Faculty Director, Women’s Entrepreneurship Initiative, Author
  • CHFA Member - $25 | CHFA Member Group (8) - $175
  • Non-Members - $50 | Non-Member Group (8) - $350
  • Lunch will be provided.

There’s a common narrative that “disruptive innovation” is best when launching products, unveiling strategies, and mobilizing resources. But what does “disruption” mean for an organization and its people, and how can we engage in disruptive work without it actually *being disruptive* to what we are trying to build? In this talk, Laura Huang discusses how “disruptors” who think about themselves as “builders” can unlock and create the most value for their organizations.

Laura Huang is an acclaimed business professor at Harvard Business School and author of Edge: Turning Adversity into Advantage. Laura teaches us how to use everything—even our perceived flaws and the systemic biases that hold us back—to our advantage.

Julie Daniluk
TV Host and Nutritionist
Lucy Sharratt
Coordinator of the Canadian Biotechnology Action Network

Food is medicine - but what happens when our food is genetically modified? There could be more and more genetically modified organisms (GMOs) in our food system because of CRISPR and other gene editing techniques. Join holistic nutritionist Julie Daniluk and GMO watchdog Lucy Sharratt to discuss the value of your brand commitment to non-GMO as consumers seek nourishment and healing from health food products.

Julie is a Registered Nutritionist and highly-sought-after anti-inflammatory expert and speaker. She is an award-winning author of 4 bestselling books, including the #1 National bestsellers, Slimming Meals That Heal, Hot Detox and Becoming Sugar-free. Her award winning international best seller Meals that Heal Inflammation, 2024 Revised Edition will be released on December 31, 2024 (Penguin Random House).

After graduating from the Canadian School of Natural Nutrition and the Institute for the Psychology of Eating, she studied culinary arts at George Brown College, herbalism at Emerson Herbal College, and life coaching with Tony Robbins. Julie's passion is to speak in venues across North America where she blends her skills and experience in fun and positive ways to provide breakthrough results with her audiences.

Julie has appeared on hundreds of TV programs including The Dr. Oz Show, Evolve with John Edward, CTV News, Global TV, The Social, Canada AM, and CBC Radio. You may know her best as the resident nutrition expert for the #1 Canadian Daytime TV show, The Marilyn Denis Show for 13 years.

Lucy Sharratt works in Halifax as the Coordinator of the Canadian Biotechnology Action Network, also known as CBAN. CBAN brings together 15 groups to research, monitor and raise awareness about issues relating to genetic engineering in food and farming. CBAN members include farmer associations, environmental and social justice organizations, and regional coalitions of grassroots groups. Lucy previously worked as a campaigner and researcher on this issue at the Sierra Club of Canada and the Polaris Institute in Ottawa. Lucy also coordinated the International Ban Terminator Campaign which secured a strengthened global moratorium on genetically engineered sterile seed technology.

Julie Drapeau
Vice-President of Sales at Purity Life Health Products LP
Erin Macklin,
Trade Marketing Manager at Purity Life Health Products LP
Brand School
Presented by:   

Session details coming soon!

As Purity Life’s resident expert on the natural personal care category and Vice President of Sales, Julie Drapeau loves to share her passion and 29 years of experience in the Natural Health industry. Winner of CHFA NOW Toronto 2022 Woman of Influence Award which celebrates female leaders who play a vital role in building a better and more prosperous business and industry. When Julie is not working you will be finding her doing CrossFit, bodybuilding or focused on being a healthier and stronger version of herself to help motivate and inspire others to do the same.

Erin managed Independent Health Food Retail for more than 6 years before joining Purity Life. Over the last decade she has fulfilled a variety of different roles with Purity Life, expanding her knowledge of natural wellness and currently heads up the marketing team. Erin currently holds a seat on the CHFA Supplier Advisory Council. Erin loves innovation, health, and anything new and exciting.

Sofia Constantinou
Associate Director of Business & Member Development at Health First Network
Brand School
Presented by:  

Independent retailers only.

Exclusivity can be a powerful tool in increasing loyalty and profitability. It can help differentiate your store from competitors while attracting customers and staff looking for unique and high-quality health products.

Health First offers numerous benefits to enrich your retail operations, increase profitability, and improve customer satisfaction. From enhanced buying power and exclusive products to marketing support and professional development, we provide comprehensive support that can help your business thrive in a competitive market.

Learn how we can support your retail business in becoming the first and most trusted choice for natural, holistic health in your community.

Sofia Constantinou is a notable figure within HFN, known for her extensive experience and dedication. As a key executive, she plays a pivotal role in guiding the network's strategic initiatives and ensuring continued growth and success. Her expertise spans various domains including sales, marketing, retail management and customer relations, making her a versatile leader. She believes in the power of collaboration and strives to create an environment where Members can share knowledge and grow together.

Ingrid Deon
CEO of word-craft
Brand School
Presented by:  

Social media isn’t just about posting consistently about your product, it’s about making meaningful connections and sparking conversations with your customers. You could cross your fingers and hope that people engage with your posts, or you could have a strategy that’s guaranteed to boost your company’s impact on social media. Ingrid Deon from word-craft will give you loads of tips on how to create social media content that racks up plenty of comments, likes, clicks and shares without spending money on paid ads.

Ingrid Deon, Founder and CEO of word-craft, specializes in creating engaging organic social media content for clients in the food and beverage industries. She believes that social media should be social, and loves the challenge of creating posts that generate loads of likes, comments and shares. word-craft's current clients include Nestlé Canada, Fatso, King Cole Tea and Covered Bridge. Ingrid and her team, work out of a very cute office in downtown Yarmouth, Nova Scotia.

Ryan Reisman
Marketing Communications Manager at Himalaya
Brand School
Presented by:   

The centuries-old art of Ayurveda taught us that "anger, fear and desire" were at the heart of so many of our maladies. Today, we call those things by the single word "stress." Join longtime Himalaya educator Ryan Reisman for an exploration of the link between mental and emotional stress, and our physical ailments – a closely connected link that Ayurveda believed in 5,000 years ago, but something that Western medicine only embraced fully in the past century. Along the way, learn some new, fun facts about Ashwagandha and Holy Basil, two of Ayurveda's favorite plants for helping you relax, regroup, and unwind.

Ryan Reisman has been in the natural products industry for over 35 years, Ryan worked for Himalaya for the past 26 and now serves as their Marketing Communications Manager. He’s a former health food store manager and radio host, and for many years, served as Himalaya’s lead national educator, traveling all over the US and Canada, teaching consumers and store employees about Ayurveda, eastern herbalism, and the scientifically validated products that make up the heart and soul of the Himalaya line.

Christina Barrett, DHom
Registered Ontario Homeopath
Brand School
Presented by:  

Do you sell homeopathic products in your store? Have you ever wanted to understand more about potency, dosage, and the science of homeopathy for kids?

Join Christina Barrett DHom as she teaches us about homeopathic history, potency, and the science to help remove some of the mystery of homeopathy.

Christina Barrett Hom DHom is a registered Ontario Homeopath. In her private practice, she works in a small community with a clinical focus on women’s health, kids health, sleep issues, stress and PTSD. She has been teaching and lecturing for over 20 years.

Justice Goddard
Sparks Marketing Communications
Crystal Carter
Sparks Marketing Communications
Brand School
Presented by:  

Session details coming soon!

Justice Goddard is an expert, digital strategist with 15 years of marketing experience. With a passion for the health & wellness space, and an interest in scaling brands online, Justice has planned and executed expansion strategies for brands of all sizes.

Rebecca Edwards
Director of Education at Activated Probiotics
Brand School
Presented by:   

As research is continually confirming the importance of the microbiome in homeostasis, it is no surprise that healthcare practitioners are increasingly looking at probiotics as powerful interventions. Gone are the days when fermented foods were seen as the best way to obtain beneficial bacteria: we now know that the future of probiotic science is strain specific, condition specific, and evidence based. Join Rebecca Edwards, Director of Education at Activated Probiotics, for an exploration of the world of precision probiotics: clinically trialed strains and formulations for specific outcomes. The future is microbial!

Rebecca Edwards, Director of Education at Activated Probiotics, is a speaker, writer, educator, and qualified naturopath. She has twenty years of experience educating on all aspects of complementary and integrative health. A passionate and inspiring speaker, Rebecca has lectured to undergraduate students in Australia, New Zealand, the UK, and the US, and delivered naturopathic education to healthcare practitioners around the world.

Matt MacDonald, MBA
National Leader, Food & Beverage Processing at MNP

Join key industry experts who will share insights on how to structure deals that can take your startup to the next level. This session is perfect for new entrepreneurs eager to learn how to navigate the complexities of deal-making and maximize their business potential.

Matt MacDonald is MNP’s National Leader of the Firm’s Food and Beverage Processing practice and a Business Advisor, Assurance and Accounting, in Mississauga. Matt proactively helps clients manage their business and set strategic goals for both their personal and professional futures. By leveraging his extensive experience working with family businesses and clients across multiple sectors, Matt helps his clients implement practical business advisory, tax, and accounting strategies, along with strong business fundamentals.

An active participant in the food and beverage processing industry and various associations across Canada, Matt brings more than 15 years of experience to his role as a trusted advisor.

Matt received an Honours Bachelor of Arts (BA) in political science and economics from McMaster University and a Master of Business Administration (MBA) in executive leadership and finance from Liberty University.

Matt has extensive board experience in both the private and not-for-profit sectors, most recently serving as a national director for Make-A-Wish Canada. He sits on the Oakville Chamber of Commerce board of directors.

Shawn Buckley
President, Natural Health Product Protection Association (NHPPA)

Constitutional lawyer and Natural Health Product Protection Association (NHPPA) President, Shawn Buckley, will address the pressing threats facing natural health product (NHP) manufacturers, retailers, and practitioners in Canada. He will delve into regulatory challenges, including heightened Health Canada oversight, increased fees, and restrictive advertising laws. Mr. Buckley will outline NHPPA's strategies to safeguard industry interests and preserve consumer access to natural health products. This lecture will provide crucial insights and actionable steps to navigate and pushback against regulatory changes and government overreach in the NHP industry.

Shawn Buckley is a Canadian constitutional lawyer with 30 years of experience and a proven track record defending more natural health companies against Health Canada than any other lawyer. Since 2008, he has been President of the Natural Health Product Protection Association (NHPPA), which is dedicated to protecting Canadians' access to natural health products.

Session details coming soon!

One of our most anticipated events, CHFA Launch Pad is where up-and-coming brands pitch our panel of judges for a chance to win a prize package worth over $50K. This year, we’ll have the People’s Choice award for who YOU think should take home the big prize. If you get excited about a little competition, this is the place to be.

Prize Sponsored by:  
Sponsored by:   
View Details

We're groovin’ to celebrate 60 years of CHFA! With a peace, love and diamonds theme, this is the bash of the weekend you don’t want to miss. Get ready to take a trip back to the swinging sixties (the year CHFA was founded) and join our groovy community as we shine a light on 60 years of growing natural, organic and wellness in Canada.

This party is dedicated to CHFA Members and Associates only.

Member Mixer Main Sponsor:
Photobooth Sponsored by:
Saturday, September 21, 2024

This retailer-exclusive breakfast will give you a sneak peek of where you can find trending products on the floor.

Get here early, the first 100 retailers are getting a gift bag!

Breakfast service ends 30 minutes after start time. Arrive early to claim your spot! Seats are first-come, first-served.

Sponsored by:

Hit the trade show floor to explore new trends, connect with the industry and discover new brands and products.

While samples abound, we understand the importance of a hearty lunch to sustain you throughout the day. Enjoy vouchers for food trucks stationed just outside the Enercare Centre entrance.

Join us to find out this year’s Industry Achievement Award winners and who won our judges over at the Launch Pad competition. Let’s celebrate our community and all the hard work and dedication it took us to get here.

Sunday, September 22, 2024

This retailer-exclusive breakfast gives a select number of exhibitors joining us in Incubator Alley a chance to provide a sixty-second pitch on what their business is all about and why you should consider bringing it to your store's shelves. You'll walk away with new brands to discover and a cheat sheet to remember where to find these new budding entrepreneurs looking to make their break in the industry.

Breakfast service ends 30 minutes after start time. Arrive early to claim your spot! Seats are first-come, first-served.

Sponsored by:   

Hit the trade show floor to explore new trends, connect with the industry and discover new brands and products.

While samples abound, we understand the importance of a hearty lunch to sustain you throughout the day. Enjoy vouchers for food trucks stationed just outside the Enercare Centre entrance.