From CHFA NOW to Store Shelves: How Local Brands Scale with the Right Connections
During a recent trip to Calgary for CHFA Industry Night Out, I spent time with Sobeys’ Gary Hughes touring a couple of Safeway locations.
Walking the aisles together, we talked about how local brands move from early discovery to earning their place on shelf.
Where Discovery Happens at Scale
Trade shows often get framed as transactional. But in reality, they’re one of the few places where meaningful, in-person connections happen at scale. When asking Gary about CHFA NOW, he said,
“I can have 100 conversations in two days. Where else can you do that?”
For buyers like Gary, that face time matters:
“It’s not just transactional. Our local brand success is built through relationships.”
What “Local” Really Means
In Western Canada, “local” isn’t one-size-fits-all.
It’s layered:
- City first
- Then provincial
- Then regional
- Then national
And critically, Sobeys empowers stores to act on that.
“Store level empowerment allows each location to cater to their local customer base.”
This flexibility gives emerging brands a real opportunity to find their footing — and their audience.
Case Study: Tuk Tuk Sodas
One example is Tuk Tuk Sodas, who first appeared in Incubator Alley at CHFA NOW Vancouver this year. After Gary connected with the team at Tuk Tuk sodas in person, the relationship progressed—and the brand is now beginning to roll out in select Safeway locations.
What stood out?
- A strong local Calgary identity
- Unique, low-sugar formulations
- Eye-catching packaging
- A compelling founder story
From Listing to Winning
Getting listed isn’t the finish line — it’s the starting point. Execution in-store is what drives results.
Gary’s advice to new brands:
1. Be strategic with demos
Think like your customer. When do they shop? Show up then.
2. Choose the right brand ambassador
“The person doing your demos should be your best customer.”
3. Focus your efforts
“Worry about crushing it at a few stores first.”
Prove demand. Then scale.
The Bigger Opportunity: Community
Beyond the show floor, success comes from participation in the ecosystem.
“Engulf yourself in the community. Learn from others. Show up.”
Because in this industry:
“We may not have the time to go — but we don’t have the time not to go.”
For emerging brands looking to scale, the path is clearer than ever: show up, connect, and prove your product where it matters most.
