Inclusion: One Table, Every Seat Counts
image taken from Mitsoh website.
The natural, organic and wellness (NOW) industry is built around the idea of creating healthier lives and stronger communities. To accomplish this goal, what if we asked ourselves one question: Who has a seat at the table?
We hear variations of this phrase at events, in training and in conversations about what diversity, equity, inclusion and belonging (DEI&B) mean. In the NOW industry, we want inclusion to mean more than representation on a shelf. It should mean giving underrepresented businesses and entrepreneurs meaningful opportunities to participate, grow and lead.
As we approach the National Day for Truth and Reconciliation, it is especially important to consider what that responsibility means in our relationships with Indigenous entrepreneurs and communities. While inclusion is part of this work, reconciliation also requires respect for Indigenous rights, self-determination and the distinct identities and experiences of First Nations, Inuit and Métis peoples.
The Truth and Reconciliation Commission of Canada’s Calls to Action outline ways organizations and institutions can contribute to reconciliation with Indigenous Peoples.
For companies across the NOW community, this work can take many forms: creating retail opportunities for Indigenous entrepreneurs, developing equitable partnerships, investing in Indigenous businesses and supporting Indigenous-led community initiatives.
When businesses use their influence and resources to create these opportunities, they are not simply adding another seat to the table. They are helping create a table where every seat has value, every voice can be heard, and everyone has an opportunity to contribute to the future of the NOW industry.
A great example is CHFA member DAVIDsTEA’s partnership with Tea Horse, an Indigenous-owned artisanal tea company, to create a series of Manoomin teas. Ten per cent of the proceeds were donated to the Native Women’s Association of Canada (NWAC).
This kind of partnership has a twofold impact: creating an opportunity to highlight an Indigenous artisanal tea company, Tea Horse, while also supporting an organization committed to protecting the well-being of Indigenous women and girls and their respective communities.
Initiatives like these show that inclusion is more than a performative checkmark. When businesses use their resources, platforms and partnerships intentionally, they can create meaningful opportunities and lasting impact for Indigenous communities.
At our upcoming CHFA NOW Toronto trade show, we are building on our land acknowledgement by partnering with our member Mitsoh to open the event with an Indigenous cultural ceremony. The ceremony will be led by Ian Gladue, founder of Mitsoh and a proud member of Bigstone Cree Nation, alongside Indigenous dancers.
The name Mitsoh means “eat” in Cree. Mitsoh was founded around the connections among Indigenous food, community and history. Its pemmican and dried meat snacks draw on longstanding Indigenous food traditions, including the preparation of portable, nourishing foods that could be preserved for extended periods.
As we open the trade show, the ceremony will invite attendees to pause and acknowledge the traditional lands on which we are grateful to gather. We hope it creates a meaningful way to honour the cultures and traditions of Indigenous Peoples and begin the event with respect and gratitude.
“Having an Indigenous Cultural Opening ceremony at CHFA NOW is incredibly meaningful because it creates space for our culture to be seen, heard and respected in an industry where Indigenous representation is still growing,” says Ian Gladue. “Our traditions and stories have been here for generations, and having the opportunity to share them with the industry is really powerful. For us, it’s about more than business or representation. It’s about people experiencing the culture, understanding where we come from and creating more space for Indigenous entrepreneurs and communities to be part of these conversations moving forward. We’re grateful to CHFA for recognizing the importance of creating that space.”
Across the NOW industry, we are seeing encouraging examples of what meaningful inclusion can look like—while recognizing that there is still much more work to do. Reconciliation is not achieved through a single ceremony, partnership or day of reflection. It is built through sustained relationships, honest learning and opportunities for Indigenous businesses and communities to lead. Our responsibility is not simply to invite more people to the table, but to help build one where every seat has value and every voice carries weight.
