Western Grocer Serving the industry since 1916
A New Destination for Retail Discovery
By: Lynsey Walker, VP Marketing & Communications, CHFA
Retailers come to CHFA NOW Toronto for one reason above all: product discovery. It’s where new trends emerge, innovative products launch, and the founders shaping the future of natural, organic, and wellness (NOW) take their first big steps into the market. This year, CHFA is making that experience even more powerful with the debut of The Greenhouse—a reimagined, expanded destination on the trade show floor designed to spotlight what’s new, next, and noteworthy.
Retailers may remember Incubator Alley from past shows—The Greenhouse is the next evolution of that well-known space. CHFA builds on its success by expanding the footprint, creating more room for founders to grow and giving retailers more space to discover innovation.
At its core, The Greenhouse is about connection—connecting retailers with founders, stories, and products that are just beginning to shape the Canadian NOW landscape. Within the space, retailers will find a thoughtful mix of Seed-Stage brands, those in the earliest phases of launch, and Scale-Stage brands, which are gaining traction and ready to expand into new markets. This combination offers a unique opportunity: discover hidden gems before they break out, while also identifying emerging brands that are primed for retail shelves.
What we’re most excited about? Only Canadian brands are eligible to exhibit in this space, reinforcing CHFA’s commitment to strengthening the domestic ecosystem. By elevating homegrown entrepreneurs, CHFA is not only supporting individual businesses—it’s fostering a more resilient, connected, and competitive industry across the country.
This focus matters. Canadian consumers continue to prioritize shopping local, with 41% actively looking for “locally made” claims—the top claim identified in CHFA’s Trust, Transparency and Tradeoff study followed by natural ingredients and “free from” claims. For retailers, sourcing Canadian brands supports stronger storytelling, more agile partnerships, and a deeper connection with customers. The Greenhouse makes it easier to tap into that opportunity.
Beyond product discovery, The Greenhouse is designed to spark meaningful connection. Retailers meet founders face-to-face, hear the inspiration behind their brands, and build lasting relationships that extend beyond the show floor.
The Greenhouse makes its debut at CHFA NOW Toronto at Exhibition Place from September 25–27, 2026. As Canada’s leading trade show for the natural, organic, and wellness industry, CHFA NOW continues to be where innovation comes to life—and where retailers discover what’s next. We look forward to welcoming retailers to The Greenhouse to discover the next generation of Canadian brands shaping the future of wellness.
Head to chfanow.ca/Toronto to learn more.
