Inside CHFA’s 2026 Trade Mission to China
The trade mission brought CHFA to Hangzhou and Shanghai, combining market learning, relationship-building and participation in the China International Natural Health & Nutrition Expo (NHNE).
Getting to know China’s e-commerce market
We started in Hangzhou, a global hub for e-commerce and digital innovation. We met with several companies and service partners, including Alibaba Group, to learn more about how Canadian brands can enter and grow in China. These conversations gave us a closer look at China’s fast-moving retail landscape and reinforced the importance of having the right local partners.
Showcasing Canadian innovation at NHNE
Next, we travelled to NHNE, one of China’s leading natural health and nutrition exhibitions. The scale of the show was incredible, and the floor was full of energy.
Approximately 32 brands participated in the Canada Pavilion. In partnership with Chow Time, CHFA supported three Canadian food brands at the show: Healthy Crunch, Love Good Fats Protein and Mode Chocolate. iLevel also showcased products from CHFA members, including ITL Health and St. Francis Herb Farm. Through our agri-marketing funding program, we were able to reduce some of the barriers to participate and make it easier for Canadian brands to explore the Chinese market.
Sharing Canada’s story on an international stage
One of the highlights of the trip was taking the stage at NHNE to introduce Canada’s natural, organic and wellness industry. There was strong interest in Canadian natural health products and food. We were proud to share what makes Canadian products stand out, including our trusted regulatory system, high quality standards and innovative brands.
A starting point for exploring China
For brands that are new to China, NHNE can be a great place to start. Because the show is focused primarily on industry professionals, it offers a valuable opportunity to meet distributors, make connections and see how the market responds to your products. This trip gave us a better understanding of what Canadian businesses need to explore opportunities in China. The insights and relationships we brought home will help CHFA continue connecting members with the right resources, partners and international markets.
Thinking about taking your business to a new market? Explore CHFA’s Export Support resources to see how we can help you prepare, connect and grow.
