CHFA Industry Achievement Awards

The CHFA Industry Achievement Awards are presented to companies in the natural health and organic products industry for outstanding achievements. These awards are presented at each of our trade shows, CHFA East, CHFA West, and CHFA Quebec. Nominations are submitted and votes are cast by CHFA Members in good standing.

To learn more about our awards process, click here.

  • Matthew James

    Matthew James

    Matthew James has 20 years of experience in the natural health products industry. Beginning as a sales representative, he then moved into marketing and was involved in everything from brand management, new product development, to public relations, and Vice President of Sales and Marketing at Purity Life Health Products, Matthew is currently President/CEO and Co-Owner of Purity Life. Matthew has extensive experience in all aspects of the supply chain of the natural products industry through his current role as President and CEO of Purity Life where he is responsible for all aspects of the supply chain, including sourcing, manufacturing, marketing, sales and distribution, as well as all the supporting functions that make all this possible (HR, IT, QC/QA, Accounting and Operations). With his extensive knowledge of the natural products industry, conducted through the Health Food, Mass and Practitioner channels, Matthew has a balanced perspective of all the various issues in each channel. In addition, he has the unique vantage point of seeing the issues from both a brand marketing perspective and a distribution perspective, given Purity’s dual role in the industry. Matthew’s depth of experience and hands-on knowledge of all aspects of the natural health products business make him a great advocate for other manufacturers, distributors, vendors and retailers in Canada. As a user and advocate of natural health products, Matthew can easily relate to all CHFA members. With his extensive management experience in every aspect of running a business and his solutions-based approach Matthew is able to tackle any issue and work toward a win-win solution.

  • Bruce Cole

    Bruce Cole

    Bruce Cole started his career as a writer in 1975, when he was accepted into the Humber College School of Journalism in Toronto. Over the next 15 years, his career alternated between stops at community newspapers and in the communications and marketing departments of several large corporations. In 1992, he joined the Southam Publishing Group as editor of Heating, Plumbing and Air Conditioning Magazine, but after three years, was looking for something different. It was then that he accepted a job with CHFA as trade show and communications manager, working there until 1997, when he and his wife Donna co-founded Canadian Natural Health Retailer (CNHR) Magazine. Their goal was simple – to help natural health retailers improve all aspects of their business. During his time in the industry, Bruce has featured hundreds of health food stores in CNHR and has helped organize and promote business seminars for retailers across the country. He has served as an editor for many industry authors, and two years ago, he wrote his first book, “Mighty Magnesium: The Unlikely Health Hero.”

  • Stewart Brown

    Stewart Brown

    Stewart’s passion for Natural Health started early in life when like so many people, he suffered with health issues and found his solutions in Natural Health. At the heart of what is driving Stewart is his commitment to original research, validation and credibility for this industry. Products that help people are the cornerstone of what Stewart and Genuine Health stands for.

  • Alicja Wojewnik

    Alicja Wojewnik

    Alicja established Dicentra – a leading global regulatory consultancy that helps companies of all sizes develop and market health products in North American marketplaces. Alicja and her Dicentra team provide sought-after advice that has helped hundreds of companies establish a leading role in Canada and the United States.

  • William Gall

    William Gall

    As owner of Burlington Health Foods, William (Bill) has often been characterized as the “strong, silent type.” Bill has over 40 years of industry experience, consistently and successfully adapting in a dynamic and ever-changing environment which he’s helped shape. Health food stores across the country have benefited from his experience and many individuals have gone on to excel thanks to Bill’s guidance.

  • Deborah Callbreath

    Deborah Callbreath

    As General Manager of Prairie Naturals for over 15 years, Deborah is dedicated to excellence in corporate structure, systems, quality control, product development, marketing, sales and in creating a friendly, efficient workplace for everyone. View the Video