Our Staff

Our Staff

CHFA’s dedicated and professional staff works to serve our membership and move our industry forward.


Helen Long, President

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.





David Clark, Vice President


David is a key leadership team member, and is responsible for managing key business files including finance and membership. He works closely with Helen and the Board of Directors in determining strategic direction and supporting the Board’s objectives. He brings his experience and entrepreneurial spirit to CHFA as we continue to support our members and promote the growth of the industry.







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.





Fatima Motala, Regulatory Affairs Specialist

Working with the Regulatory Affairs team, Fatima is responsible for reporting on regulatory issues pertaining to the natural health and food products industries in Canada. Fatima also reviews and issues CHFA’s international trade certificates, develops member communications, maintains up-to-date regulatory content and provides guidance to members on the regulatory initiatives underway in Canada.





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.



Catherine O'Neil

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.






Holly MacCannell

Holly MacCannell, 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.







Lori Goncalves

Lori Goncalves, Bilingual Membership Services Specialist

As a dedicated membership professional, Lori will serve as a frontline for the membership. Handling membership renewals, education and benefits, as well as membership growth and retention, she also oversees the Certified Natural Product Advisor (CNPA) program. Lori will be managing events for our members, including the annual golf tournament, industry awards at each tradeshow, and the annual hockey game. Be sure to look for her at the next CHFA event and say hello.




Hina Amir

Hina Amir, Office Coordinator

Hina is in charge of providing an outstanding customer service experience as well as handling all front-end communications between CHFA members and staff. Hina also supports the Membership team with renewals, education and benefits, co-ordinates the distribution of member mailings and helps support the growth and retention of memberships.



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.






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.






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.







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.



Michelle Book

Michelle W. Book, Director, Communications (maternity leave)

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.





Janessa Gazmen

Janessa Gazmen, Digital Media Manager

Janessa supports the communications team with a focus on digital content development, including the CHFA website and various social media platforms. Janessa also monitors and remains current on new trends, ideas, technologies and approaches in web and social media, and incorporates as appropriate to increase engagement and content effectiveness.



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.






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.