Healthy Planet is launching a $1-million media grant aimed at helping emerging Canadian health and wellness brands increase their exposure through the retailer’s stores and e-commerce channel.
The Homegrown Grant will provide selected brands with Healthy Planet media value through visibility and promotional programs, with the company saying the initiative is intended to help smaller Canadian businesses reach more consumers.
Grant targets emerging brands
The program is being announced ahead of CHFA NOW Toronto, an event that brings together health, wellness and organic brands from across Canada. The company says the grant is focused on brands that are Canadian-owned and headquartered, family-owned or founder-led, and new to its shelves.
Rather than accepting applications, Healthy Planet will use its own sales data and selection criteria to shortlist eligible brands. The company said shortlisted businesses will be contacted directly with information about the program and next steps.
“We have been a Canadian family business since 1995, and we remember what it took to get noticed,” said Muhammad Mohamedy, General Manager at Healthy Planet. “Today we meet founders with wonderful products who are up against global brands whose marketing budgets they will never match. Visibility is the one thing we can give them that they would otherwise have to buy. When a shopper discovers a homegrown brand and comes back for it, that brand gets to hire someone, add a product, and stay on the shelf. That is the impact we are after.”
The $1 million in media value will be divided among the selected brands and used to provide additional exposure through Healthy Planet’s retail locations and e-commerce operation.
Increased consumer interest in Buy Canadian
Healthy Planet says the initiative reflects its position as a Canadian-owned, family-run business and its experience working with local brands. The company said it sees increased interest among consumers in buying Canadian and supporting local businesses as an opportunity to help emerging brands gain visibility.
The grant is specifically aimed at companies early in their development that have not previously been carried by Healthy Planet. The retailer will determine which businesses receive support rather than using an open application process.
Healthy Planet says the selected brands will receive further information directly as the program moves forward.
