NOW and Then

Canada’s natural, organic and wellness industry is no longer a niche—it’s a major economic force. CHFA President and CEO Aaron Skelton joins Lynsey to unpack new data revealing the sector’s $26 billion in annual sales, its growing export potential and the policy conditions needed to help Canadian companies compete globally.

They also explore what Kirin’s proposed acquisition of Jamieson Wellness signals about the value of Canadian wellness and look ahead to the emerging brands, connections and momentum coming to CHFA NOW Toronto.

This month, we’re unpacking the policy shifts, retail strategies and product trends shaping Canada’s natural, organic and wellness industry. CHFA’s Sonia Parmar explains the new Red Tape Reduction campaign, while Jules Gorham explores a Quebec funding opportunity supporting healthier food innovation and reformulation.

Plus, we share what stood out at the Summer Fancy Food Show, examine Costco’s carefully curated approach to premium beauty, discuss the potential impact of new U.S. tariffs and explore why CFIA’s plant-based egg guidance could have implications far beyond the category.

Consumer expectations are changing—and the wellness industry is evolving alongside them. In this episode, Lynsey Walker and Ashley Cornell explore what the conversation around packaging and microplastics means for brands, why ultra-processed foods are becoming impossible to ignore, and the consumer trends shaping product innovation—including the surprising rise of sardines. They also preview key conversations coming to CHFA NOW Toronto and what they mean for the future of Canada's natural, organic and wellness industry.

What separates a CPG brand that scales from one that stalls?

In this special edition of NOW & Then, Lynsey is joined by industry leaders from across the Canadian natural, organic, and wellness CPG industry to introduce CHFA's new Greenhouse Growth Sessions—an interactive learning series designed specifically for emerging brands.

From preparing for buyer meetings and navigating product claims to maximizing trade show opportunities and knowing when it's time to engage brokers or distributors, this conversation explores some of the biggest decisions founders face as they grow their businesses.

Get a preview of the practical advice, real-world experience, and candid conversations founders can expect from the Greenhouse Growth Sessions—and learn how The Greenhouse is helping emerging brands build stronger foundations for long-term success.

🌱 Registration for the Greenhouse Growth Sessions is now open at CHFA.ca.

In this episode, Lynsey and Ashley are joined by CHFA’s Senior Director of Regulatory Affairs and Quebec Relations, Jules Gorham, to chat about the biggest trends and conversations emerging from SIAL Montreal and the Plant-Based Foods Conference. Together, they explore the rise of gut health, evolving plant-based preferences, affordability-driven consumer behaviour, and the growing demand for functional foods and beverages.

The conversation also unpacks the regulatory developments shaping innovation in Canada, including Health Canada’s new prebiotics monograph, increasing scrutiny around “clean” and “natural” marketing claims, and growing attention on GLP-1-related marketing language.

This episode explores the shifts redefining food and wellness—from the rise of GLP-1s and changing consumer habits to evolving school food policy and a broader view of food safety. What does it all mean for the future of the industry?

Wellness isn’t going away—but it is being redefined.

In this episode of NOW & Then, Ashley and Lynsey explore the “wellness reset” and how uncertainty is reshaping consumer behaviour. From the shift away from “maxxing” toward essentials, to rising expectations around trust, value, and efficacy, they break down what matters most right now—and what it means for brands and retailers.

Plus, key regulatory signals from the EU and U.S. and what they could mean for Canada.

Learn more about ⁠CHFA NOW⁠

Find out more about industry our ⁠events⁠

Follow us on ⁠LinkedIn⁠ and ⁠Instagram⁠

For Regulatory links email us at ⁠[email protected]

• U.S. glyphosate executive order / policy signal
• Competition Bureau Canada report on shared kitchens / food hubs
• Ottawa by-law update on home-based food businesses
• EU plant-based naming restrictions (⁠summary article⁠)
• UK Oatly ⁠case⁠ on “Post Milk Generation” or ⁠BBC article⁠

In this February episode of NOW & Then, Lynsey and Ashley recap CHFA NOW Vancouver and unpack the forces shaping the natural, organic and wellness industry in 2026.

From wellness fatigue and shifting consumer value expectations to a regulatory pathway for CBD products hitting a dead end, the conversation connects what’s happening at shelf with what’s unfolding in policy. They also cover updates on organic standards, labelling changes, non-alcoholic claims, and red tape reduction efforts — and what it all means for brands and retailers navigating the year ahead.

If you’re looking for clarity on both consumer mindset and regulatory direction, this episode sets the context for what’s next.

Learn more about CHFA NOW

Find out more about industry our events

Follow us on LinkedIn and Instagram

For Regulatory links email us at [email protected]

The first NOW & Then episode of the year is here. We dive into fresh consumer research, key themes ahead of CHFA NOW Vancouver, and early signals across retail, regulation, and wellness trends, so if you’re navigating trust, claims, certifications, or what’s next for the industry, this episode sets the stage for 2026. Tune in now!

Links:

• Find out more about CHFA NOW Vancouver
• Discover conference sessions like Trust, Transparency & Tradeoff and How Shopper Will Buy Wellness in 2026.
• Check out the CHFA Launch Pad finalists
• Small & Local Brands Stand Out at Grocery Stores (Food Dive)
• The 6 Trends You Need to Know From Winter FancyFaire (The Food Institute)
• NHP GMP Compliance & Inspection Readiness Workshop
• NHPRS Webinar: High-Performance Thin Layer Chromatography (HPTLC)
• Questions or comments? Learn more at chfa.ca or get in touch [email protected]

In our final NOW & Then episode of the year, we rewind 2025 and revisit the stories that shaped the natural, organic and wellness industry. From evolving consumer mindsets and new wellness segments to red tape reduction, non-GMO labeling momentum, women’s health insights, and front-of-pack enforcement, Lynsey and Ashley break down what mattered, and why. We also share an exclusive sneak peek at CHFA’s first major consumer study of 2026, hinting at a topic that will define the year ahead, so listen now for the top lessons from 2025 and what’s coming next as we head into 2026.