Our Staff

Our Staff

President's Office

President of the CHFA, Helen Long

Helen Long


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.

Regulatory Affairs

Vice President of Government Relations and Regulatory Affairs, Dan Demers

Dan Demers

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.

A portrait of the Manager of Regulatory Affairs, Krista Jajko

Krista Jajko

Manager, 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 and Policy Associate, Jasmine Lee

Jasmine Lee

Regulatory and Policy Associate

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.

Manager of Regulatory Affairs, Krista Jajko

Kira Tryon

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.


Director of Membership, Catherine O'Neill

Catherine O'Neill

Director, Membership

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.

Membership Coordinator, Holly MacCannell

Holly MacCannell (Maternity Leave)

Membership Coordinator

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.

Trade Show

Director of Trade Shows & Conferences, Judy Sharpe

Judy Sharpe

Director, Trade Shows & Conferences

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.

Event & Sponsorship Manager, Janel Matheson

Janel Matheson

Event & Sponsorship Manager

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.

Event Coordinator, Irina Costachescu

Irina Costachescu

Event Coordinator

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.

Event Planning Coordinator, Sashane Biggs

Sashane Biggs

Event Planning Coordinator

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.

Marketing Communications

Vice President of MarCom, Sachin Deshpandé

Sachin Deshpandé

Vice President, Marketing Communications

Sachin leads the marketing 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.

Director of Communications, Michelle Book

Michelle Book

Director, Communications

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 overseeing the integrated communications strategy including both internal and external communications, the management of all public relations, marketing, advertising and member communications.

Marketing & Communications Coordinator, Cindy Luu

Cindy Luu

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.

Web Developer, Moin Gani

Moin Gani

Web Developer

Moin is responsible for the maintenance and configuration of the CHFA website. 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 of Finance and HR, Glenda Costa

Glenda Costa

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.

Accounting Coordinator, Boris Sherb

Boris Sherb

Accounting Coordinator

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.