With over 25 years of experience in not-for-profit, retailer and supplier roles including 14 years at CHFA, Helen has led CHFA since January 1, 2010. Working with other members of the leadership team, Helen ensures that the annual operating plan responds to the strategic priorities set by the Board of Directors. She works hard to consistently serve CHFA Members and to ensure the growth and advancement of the industry.
Vice President, Government Relations and Regulatory Affairs
Dan is a highly effective and experienced executive who has worked closely with leaders in government and business over the past 25 years. He specializes in government relations and advocacy, public policy as well as health and innovation.
Director, Regulatory Affairs
Krista plays a lead role in planning government relations activities including the logistics associated with NHP Awareness Day and other advocacy events. Krista also manages the day-to-day work within the department, responds to member regulatory queries and gathers member input on regulatory issues during stakeholder consultation processes.
Regulatory Affairs and Policy Specialist
With a focus on food regulation and policy, Jasmine provides support to the Regulatory Affairs team by monitoring for new regulatory and policy developments, communicating changes to members, gathering member input during consultations and answering member regulatory questions.
Regulatory Affairs Coordinator
Kira supports the Regulatory Affairs team by communicating to members any important updates and changes from the Canadian Government that pertain to natural health product and organic regulations. She is also responsible for coordinating and administering the review and processing of the International Trade Certificate program.
Member Events & Engagement
Vice President, Events & Member Engagement
With over 20 years of experience, Judy oversees the strategy, marketing and budget responsibilities for the Associations trade shows and conferences. Since joining CHFA in 2005, Judy has been instrumental in the growth and success of CHFA East, West and Québec.
Manager, Events & Education
As Event Coordinator for CHFA, Irina is responsible for all on-site logistics for our conferences and networking events. She manages our registration programs and also leads the production of the CHFA East, West and Québec show guides.
Director, Member Care
Catherine brings incredible passion for the industry and over 17 years of direct membership and marketing expertise to the team. She is responsible for the ongoing development and execution of CHFA’s membership strategy.
Sashane serves as the frontline information contact for exhibitors. She assists with the administration of exhibit sales and the gathering of various exhibitor details required for the production of the trade shows. Sashane is also instrumental in updating exhibitor details on the show websites and mobile phone apps.
Holly MacCannell (Maternity Leave)
Holly plays a hands-on role in membership procedures such as handling membership renewals, education and benefits, as well as, membership growth and retention. Holly also manages the CHFA Member database.
Vice President, Sales
Sandra is responsible for the creation of the national sales strategy with the mandate of increasing our national presence. Sandra is a senior sales and trade marketing professional, focused on delivering an integrated approach to the development and execution of go to market strategies.
Manager, Event & Sponsorship
Janel manages all aspects of the production of the trade shows. She is responsible for exhibit and sponsorship sales, show services and onsite logistics. As the primary contact for our exhibitors, Janel ensures that our members have the information and tools they need to succeed at our trade shows.
Marketing & Communications
Vice President, Marketing & Communications
Sachin leads the marketing and communications team in helping achieve CHFA’s strategic priorities. The MarCom team constantly strives to ensure our members get the best value and to raise awareness of the natural living sector. Sachin brings over 25 years of international marketing experience in the public, private and non-profit sectors.
As part of the senior leadership team, Michelle develops implements and leads communication initiatives that support the strategic priorities of the Association. She is responsible for both internal and external communications, all public relations, marketing, advertising and member communications. Michelle is also the in-house holistic nutritionist and spokesperson for Healthier by Nature.
Marketing & Communications Coordinator
Cindy supports the marketing and communications team with a focus on digital content development for social media platforms, email marketing campaigns, and the CHFA website. Using the latest digital marketing trends, Cindy is amplifying CHFA's brand with the goal of educating and engaging the public on the latest trends in the natural health and organic products industry.
Moin is responsible for the maintenance and configuration of the CHFA website and trade show mobile application. He supports the MarCom team by ensuring that all website content and email communications are deployed in a user-friendly and accessible manner, and are in adherence to the latest web best practices.
Director, Finance and HR
An experienced accounting professional, Glenda oversees the Accounting Department and is responsible for managing and executing all aspects of CHFA’s day-to-day, month-end and year-end financial matters. Her area of focus also includes the coordinating of the Association’s payroll and employee benefit plan.
Boris is responsible for accounts receivable and payable for all departments and maintains the capital asset inventory of the Association. He works closely with the accounting manager to produce month-end financial reports and the year-end audit.