In April, CHFA announced the evolution of trade show-favourite initiative Incubator Alley into The Greenhouse, debuting at CHFA NOW Toronto 2026.
Since its launch in 2018, Incubator Alley has supported the growth of emerging wellness brands across Canada by providing a platform to introduce their products to the market and expand their connections, at CHFA NOW—Canada’s largest trade show dedicated to natural, organic and wellness products. Building on that success, The Greenhouse is the next evolution of the program: a reimagined destination designed to help Canada's newest and most promising brands grow.
For emerging brands, whether they’re testing a new market, building momentum or preparing to scale, The Greenhouse offers the visibility, credibility and connections needed to take the next step.
To support businesses at different stages of growth, The Greenhouse offers two booth options—Seed Stage and Scale Stage—making it easier than ever for emerging CPG brands to showcase their products where retailers, distributors and industry partners come to discover what's next in natural, organic and wellness.
Expanding Success Stories
The impact of Incubator Alley can be seen in the hundreds of brands that have used the platform to introduce themselves to the industry and accelerate their growth. Over the years, the Alley has welcomed brands including Nuts For Cheese, Partake Brewing, Magic Scoop, Aeryon Wellness, Beck's Broth, Fromage Protein Pops and Earth Suds—to name just a few.
Another recent example is Ariana Naturals, whose Incubator Alley journey began in 2023.
Reflecting on his Incubator Alley experience, Alessio Monterosso, founder of Ariana Naturals, largely credits Incubator Alley for their growth journey. Since his first time exhibiting in the Alley, the company has grown to now be on shelves in over 150 stores in just over a year.
As The Greenhouse launches at CHFA NOW Toronto 2026, it builds on this legacy by creating even more opportunities for emerging brands to connect with buyers, gain market exposure and establish themselves within the NOW community.
More Than a Trade Show Destination
The Greenhouse is more than a place on the show floor. As part of the expanded initiative, CHFA is launching educational tools to help emerging brands navigate the decisions that matter most.
The Greenhouse Growth Sessions will feature five live, expert-led sessions covering the topics founders need most, including product claims, retail readiness, distribution strategies and scaling for growth.
Each session will deliver practical insights and actionable takeaways, while giving attendees the opportunity to engage directly with our industry experts through live Q&A and hear from fellow industry colleagues.
CHFA is also introducing The Greenhouse: Interactive Growth Tools—practical resources designed to help early-stage Canadian brands navigate key business and regulatory decisions with confidence.
Each tool is built around a real founder milestone, such as preparing product packaging, getting retail-ready, or getting ready for their first trade show, breaking complex requirements into clear, actionable next steps.
Four Tools will launch in 2026:
- Claims & Compliance Guide for Food Brands
- Claims & Compliance Guide for Personal Care & Cosmetic Brands
- Trade Show Success Playbook
- Retail Readiness Checklist
A Comprehensive Growth Ecosystem
By combining education with the visibility and networking opportunities available on the show floor at CHFA NOW, The Greenhouse creates a more comprehensive support system for emerging brands—supporting entrepreneurs every step of the way in their growth journey.
No matter your role, or business size, all CHFA NOW attendees, can look forward to discovering exciting NEW brands and products in The Greenhouse at CHFA NOW Toronto 2026. Whether you're searching for the next standout product, exploring emerging trends or looking to build new partnerships, this dedicated space offers a first look at the future of the industry.
