The Canadian Health Food Association has launched a new program aimed at helping emerging natural, organic and wellness brands gain access to trade opportunities and industry connections as they expand their businesses.
The Greenhouse will make its debut at CHFA NOW in Toronto on Sept. 26 and 27, giving participating companies a presence on the trade show floor at an event focused on the natural, organic and wellness products sector.
The program is intended to support brands at different stages of growth by providing a lower-cost path to exhibiting at CHFA NOW and connecting them with retailers, distributors and other industry stakeholders. It includes two participation levels: Seed, for brands beginning their wholesale journey, and Scale, for companies expanding distribution and increasing buyer engagement.
“CHFA is mission-driven to play a direct role in supporting the growth of small Canadian brands that will shape the future of wellness,” said Aaron Skelton, President and CEO, CHFA. “We are proud to provide solutions to common obstacles faced by up-and-coming brands and accelerate the pathway to shelf, connecting them with leading retailers, distributors, and industry decision-makers.”
The association said brands accepted into The Greenhouse will receive access to CHFA NOW conference sessions, the CHFA Industry Achievement Awards, as well as educational resources and networking opportunities available throughout the year.
Companies participating through the Scale tier will also be eligible to apply for CHFA Launch Pad and take part in The Greenhouse Pitch Breakfast. The event will feature 15 randomly selected brands presenting their stories to a group of retailers.
The Greenhouse is the next evolution of its predecessor, Incubatory Alley, which included notable participants such as Beck’s Broth, Blume, Comeback Snacks, Guests on Earth, and LOOP. As CHFA aims to support the growth of small Canadian brands, The Greenhouse will be an intentionally curated program rooted in visibility, credibility, connection, and education.
CHFA said the new program is structured around visibility, credibility, connection and education as the organization works to support smaller Canadian brands seeking to grow.
Participation in The Greenhouse requires an application and approval process. CHFA will assess applications and determine the appropriate program tier based on a business’s stage of development and other factors.
The Canadian Health Food Association is a national not-for-profit trade association representing manufacturers, retailers, wholesalers, distributors and importers involved in natural, organic and wellness products.
In an interview with Retail Insider, Skelton spoke about CHFA NOW and The Greenhouse.
Question: Why did CHFA decide to evolve Incubator Alley into The Greenhouse, and what gaps in the market or feedback from emerging brands drove this change?
Answer: Canada’s natural, organic and wellness industry is growing, creating exciting opportunities for entrepreneurs. But bringing an innovative product to market—and turning it into a successful business—is becoming increasingly complex.
We recognized that many emerging brands needed more than a place to exhibit. They needed more time to grow and practical support to answer the questions every founder faces: How do I approach retailers? When am I ready for a broker or distributor? How do I navigate regulatory requirements as my business grows?
That’s why we evolved Incubator Alley into The Greenhouse. It’s not just an exhibit space—it’s a growth platform that combines education, expert guidance and industry connections with opportunities to showcase products at CHFA NOW.
At CHFA, our role is to strengthen Canada’s natural, organic and wellness ecosystem. The Greenhouse is our investment in the next generation of Canadian entrepreneurs and the future of our industry.
Q: Many early-stage consumer brands struggle to secure retail listings—how does The Greenhouse materially improve their chances of getting onto store shelves beyond simply providing exhibit space?
A: Getting onto a retailer’s shelf starts long before the buyer meeting. Founders need to understand retailer expectations, navigate regulatory requirements, and clearly communicate what makes their product and business stand out.
That’s why The Greenhouse combines education with opportunity. Founders gain practical knowledge through Growth Sessions and expert resources, then put that learning into action at CHFA NOW through initiatives like CHFA Launch Pad, the Greenhouse Pitch Breakfast and dedicated retailer preview opportunities.
We’re not just helping founders get onto store shelves—we’re helping them build businesses that are positioned for long-term growth.
Q: What criteria does CHFA use to determine whether a brand qualifies for the Seed or Scale pathway, and what characteristics do you look for in applicants?
A: Every emerging brand is at a different stage of its journey, so we designed The Greenhouse to meet founders where they are.
Seed supports brands entering wholesale and looking to build awareness and retailer relationships. Scale is for businesses that have gained traction and are ready to expand distribution and engage buyers more strategically.
It’s not about creating two different programs—it’s about making sure founders receive the right support at the right stage of their business.
Q: From a retailer’s perspective, why should buyers make time to visit The Greenhouse, and what kinds of innovation or trends do you expect they’ll discover there?
A: Retailers come to CHFA NOW to understand where the natural, organic and wellness industry is heading, and The Greenhouse offers an early look at the entrepreneurs and innovations shaping that future.
This year, we’re seeing innovation across categories—from clean sun care and supplemented gum, reflecting growing interest in oral health, to new flavours in supplemented beverages. These are the kinds of products that signal where consumer demand is heading and give retailers an opportunity to discover emerging brands early.
We also recognize that buyers have limited time. That’s why our Retailer Breakfasts and our dedicated buyer hour is an important place to be for an early look at the trends shaping the industry and the emerging brands leading them.
Q: Looking ahead, how will CHFA measure the success of The Greenhouse, and what outcomes would demonstrate that the program is making a meaningful impact on Canada’s emerging wellness brands?
A: Of course, we’ll measure success by strong participation. The Greenhouse sold out months before the show and continues to have a growing waitlist, which tells us there’s a real need for this kind of program.
But the real measure of success comes after the show. We want to see these brands grow—expanding their retail distribution, building lasting relationships with buyers and eventually graduating from The Greenhouse to exhibit independently at CHFA NOW. Seeing brands that started in The Greenhouse on retail shelves across Canada will be one of the clearest indicators that the program is doing what it was designed to do.
At the end of the day, if we’re helping Canadian entrepreneurs build stronger businesses and bringing more innovative natural, organic and wellness products to consumers, then The Greenhouse is achieving exactly what we set out to accomplish.
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