Media Centre

As the voice of the natural health and organic products industry, the Canadian Health Food Association (CHFA) participates in various media interviews throughout the year, covering a range of topics. Our goal is to educate Canadians about the benefits of safe, effective, and high-quality natural health and organic products, and to speak for all CHFA Members on matters relating to industry regulations.

Download our press kit.

Recent Media Appearances

Watch clips of recent media appearances we have conducted with our spokesperson, Michelle W. Book, on some of Canada’s most popular programs, including Breakfast Television, CTV Morning Live, Global News, Rogers Daytime, and more. As CHFA’s in-house Holistic Nutritionist, Michelle has covered topics such as workplace wellness, digestive health, natural skin care, and current trends in the natural health and organic products industry.

Below you will find a selection of recent coverage CHFA content has received. For official CHFA press releases, click here.

Meet the Canadian Health Food Association, The GOED Current, 6 February 2017
CHFA President Helen Long spoke to GOED (the Global Organization for EPA and DHA Omega-3s) about CHFA’s role in the natural health and organics products industry, and what the upcoming challenges to omega-3s will be in the near future, specifically the self-care products proposal in Canada.

Living the year ‘naturally’: The top natural health trends of 2017, What She Said Radio, 1 February 2017
If you’re feeling stressed at work, you’re not alone. The Canadian Health Food Association (CHFA) conducted a national study and found that about 60 per cent of Canadians said they are stressed at work. “This stress is unfortunately negatively affecting their health and other areas of their lives,” CHFA nutritionist Michelle Book said. Click on the link below to watch Michelle’s interview on Global Winnipeg from yesterday, as part of our workplace wellness media tour.

Why we all need beauty sleep, Among Men, 26 January 2017
“Getting the right amount of sleep is crucial to cell growth and hormone regulation in our bodies, which is tied to health and beauty benefits,” affirms Michelle W. Book, an in-house holistic nutritionist for the Canadian Health Food Association. “So simply put, if you don’t get enough sleep, you may not look or feel your best.” Here’s what you need to know.

What health foods will your customers be fawning over?, Canadian Grocer, 5 January 2017
The new year can be a time to acquire a taste for healthy items trend watchers see on the horizon, such as turmeric, sprouts, seaweed, mushrooms and sardines. Experiment to see what works for you, suggests Michelle W. Book, holistic nutritionist with the Canadian Health Food Association.

Stress at Work: Why Bragging About Being Busy is Killing You, Brazen Woman, 13 June 2016
Let’s face it, being “ultra busy” may be the new norm, but the stress that it causes is nothing to brag about. In case you haven’t noticed, that busy lifestyle you’re so proud of is having a negative impact on your health and happiness. In fact, a recent national survey conducted by the Canadian Health Food Association (CHFA) and Leger revealed that more than two-thirds of Canadians admit to living with workplace stress.

The Canadian Health Food Association (CHFA) is Canada’s largest trade association dedicated to the natural health and organic products industry.

Formed in 1964 from a grassroots community of health food pioneers, CHFA now represents over 1,000 member businesses across Canada, including manufacturers, retailers, wholesalers, distributors, and importers of natural health and organic products. These can include foods, vitamin and mineral supplements, herbal products, homeopathic products, sports nutrition products, health and beauty aids and more.

CHFA produces three trade shows in Canada — CHFA East, CHFA West, and CHFA Québec — showcasing the latest trends and products in the natural health and organic products industry. As industry-only events, CHFA’s trade shows are not open to the public. For media enquiries or registration, please contact


CHFA East, hosted at the Metro Toronto Convention Centre, is Canada’s largest conference and trade show dedicated to the natural health and organic products industry. With more than 800 exhibits, including the industry’s top manufacturers, distributors and brokers, CHFA East is the year’s biggest showcase of innovative new products and educational seminars.


CHFA West is the largest trade event and conference for the natural health and organic products industry in Western Canada, and the second largest in the country. More than 650 industry-leading exhibitors take over 65,000 square feet of the Vancouver Convention Centre for four days of educational seminars and product showcases. This event is the launching grounds for many new, innovative products and companies in Canada’s natural health and organic products industry each year, and give attendees a great opportunity to network, learn, and grow their business.

CHFA Québec

Tailored for the Quebec market, CHFA Québec is held biennially at the Palais des congrès de Montréal in the heart of Montreal. This event is host to 120 exhibitors representing the natural health and organic products industry, including manufacturers, distributors and brokers. CHFA Québec is a gateway to the natural health and organic products market in French Canada.

Helen LongHelen Long, President

With over 25 years of experience in not-for-profit, including 14 years with CHFA, Helen has led the Association as president and industry thought leader since 2010.

In her role, Helen represents CHFA and the natural health and organic products industry by working with government decision-makers to create a regulatory environment in which all Canadians can benefit from safe, effective, and high quality natural health products.

Judy SharpeJudy Sharpe, Director, Trade Shows & Conferences

Judy oversees the strategy, marketing and budget responsibilities for CHFA’s innovative trade shows and conferences: CHFA East, CHFA West, and CHFA Québec.

With over 20 years of experience, Judy has been instrumental in the growth of CHFA’s trade events, which give the natural health and organic products industry an ever-expanding place to showcase new products and innovative companies.

Michelle W. BookMichelle W. Book, Director, Communications

Michelle develops, implements and leads an integrated communications strategy to support the strategic priorities of the Association, including internal and external communications, public relations, marketing, advertising and member communications.

Michelle also acts as CHFA’s spokesperson and in-house holistic nutritionist, producing and delivering educational content to help Canadians make simple lifestyle changes that will have a lasting effect on good health. Michelle has appeared on media outlets across Canada to deliver educational content, including CTV Morning Live, Breakfast Television, Global News, and many more.

Krista JajkoKrista Jajko, Acting Director, Regulatory Affairs & Policy Development

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.

To arrange for interviews with or request comments from our leadership team, please send your inquiry to

Our experienced senior team is available to discuss topics relevant to the natural health and organic products industry in Canada, including:

  • State of the industry
  • News and trends in the industry
  • CHFA trade shows, including CHFA East, CHFA West, and CHFA Quebec
  • The regulatory landscape and development of the industry
  • The benefits of natural health and organic products
  • Natural and holistic health tips
  • NHP Week
  • Organic Week

The natural health and organic products industry by the numbers:

  • 79 per cent of Canadians use natural health products (NHPs) on a regular basis.
  • 45 per cent of Canadians use NHPs daily.
  • 85 per cent of NHP consumers use these products to maintain or improve their health
  • The NHP industry contributes an average of $3 billion to the Canadian economy, annually.
  • There are roughly 11,000 establishments in Canada directly involved in the sale of natural health and organic products.
  • The natural health and organic products industry employs about 34,000 people in Canada.
  • Canada’s organic market is worth $3.7 billion per year.
  • The value of the organic market in Canada has grown threefold since 2006.
  • There are nearly 5,000 certified organic farms, processors, and handlers in Canada.
  • More than 20 million Canadians buy organic products weekly.
  • There are 900,000 hectares of organic farmland across Canada.


High-resolution photos of our logos, trade show logos and leadership team are available here. Official CHFA images and assets are subject to our graphic standards and guidelines, which can be downloaded here.