Our Staff

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


Helen Long

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

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.


Adam Gibson

Adam Gibson, Director, Policy and Regulatory Affairs

Adam has over 17 years of experience working within the Canadian government and with a number of industries, political parties and international governments. Previously Director General of the Natural and Non-prescription Health Products Directorate, and Senior Executive Director of the Food Directorate in the Health Product and Food Branch, Adam is responsible for consulting with government, members, staff and industry stakeholders to represent our members in the regulatory development of the natural health, food and organic product industries, and overseeing CHFA's Regulatory Department.

Krista Jajko

Krista Jajko, Manager, Regulatory Affairs

Krista oversees the Regulatory Department and plays a lead role in planning government relations activities including the logistics associated with NHP Awareness Day and other lobbying events. Krista also manages the regulatory-related councils, bilateral meetings, teleconferences and conferences.  She handles the oversight of the ITC program, responds to member regulatory queries and gathers member input on regulatory issues during stakeholder consultation processes.

Fatima Motala

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. She develops communications, maintains up-to-date regulatory content and provides guidance to members on the regulatory initiatives underway in Canada.

Sherry Casey

Sherry Casey, Food, Regulatory Consultant

Sherry has over 25 years of experience leading regulatory affairs and compliance assurance initiatives, complemented by roles in nutrition and food and product safety. Sherry  supports CHFA and its members on regulatory matters related to food to ensure a fair and appropriate regulatory environment for their businesses.


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. Working closely with the membership team, Catherine oversees all aspects of critical membership focus areas, including member services, growth, retention and membership promotion.

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.


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

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.

Hina Amir

Hina Amir, Event Planning Coordinator

Hina 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. Hina is also instrumental in updating exhibitor details on the show websites and mobile phone apps.

Sashane Biggs

Sashane Biggs, Event Planning Coordinator (maternity leave)

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.


Whitney Binns

Whitney Binns, Director, Communications

With over 10 years of communications management experience, Whitney is responsible for implementing and leading communication initiatives that support the strategic priorities of the Association. She oversees the strategy, including both internal and external communications, the management of PR activities, marketing, advertising and member communications. As a seasoned leader specializing in the health industry, Whitney brings a wealth of experience and knowledge.

Michelle W. 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.

Calvin Dao

Calvin Dao, Communications Coordinator

Calvin’s role is to support the communications team of CHFA with a strong focus on external communications, including website administration and updating our social media platforms. He also assists in developing and editing media materials, member communications and media monitoring.


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.