CHFA, VANCOUVER CONVENTION CENTRE, HELEN SIWAK, HEALTH FOODS, YVR, PORTFOLIOYVR

CHFA Launch Pad: Spotlighting Canada’s Most Innovative Wellness Brands in Vancouver

Canada’s natural, organic, and wellness sector will turn its attention to Vancouver on Friday, February 20, as the Canadian Health Food Association (CHFA) hosts its highly anticipated CHFA Launch Pad competition ahead of CHFA NOW Vancouver, the industry’s leading trade show for natural, organic, and wellness products.

Positioned as a springboard for emerging consumer packaged goods brands, CHFA Launch Pad has earned a reputation as one of the most influential pitch stages in the country’s health-focused CPG ecosystem. Each year, founders compete for the title of Most Innovative Product and a prize package valued at more than $50,000, designed to accelerate growth through exposure, mentorship, data, and strategic support.

This year’s top finalists represent a cross-section of innovation across food, beverages, supplements, and beauty. From functional hydration to protein-enhanced pantry staples and plant-based wellness solutions, the competition reflects the evolving demands of Canadian consumers seeking cleaner labels, purposeful ingredients, and performance-driven products.

Each finalist will have two minutes to deliver a focused, high-impact pitch before a panel of industry leaders, followed by a four-minute Q and A designed to test market viability, scalability, and brand differentiation. The judging panel includes Ellen Wheeler of Alive Publishing Group and CNHR Magazine, Matthew Penner of Community Natural Foods, Gary Hughes of Sobeys, and past Launch Pad winner Aeryon Ashlie of Aeryon Wellness. The format ensures that innovation is matched with operational readiness, retail strategy, and long-term growth potential.

CHFA, VANCOUVER CONVENTION CENTRE, HELEN SIWAK, HEALTH FOODS, YVR, PORTFOLIOYVR

Among the finalists are Origen Sea Water Electrolytes by Functional Alchemy Beverages Inc., delivering ocean-sourced electrolytes with over 92 minerals in a ready-to-drink format; Smart Sip Cream Co., offering a coconut oil-based powdered creamer with fibre and no added sugar or fillers; Ariana Naturals with Superfood Saffron Tea Blends that support focus, energy, and rest through botanical formulations; and SUKU Vitamins with Kids Greens Multi Plus, a sugar-free plant-based gummy designed for busy families.

CHFA, VANCOUVER CONVENTION CENTRE, HELEN SIWAK, HEALTH FOODS, YVR, PORTFOLIOYVR

Crumblz reimagines rice with a protein-forward pantry staple made in Canada, Dodjivi blends Arabica coffee with functional mushrooms for sustained focus, and Vintage Noon enters the beauty category with a two-in-one redness recovery overnight mask and moisturizer formulated for sensitive, dehydrated, and barrier-compromised skin.

CHFA, VANCOUVER CONVENTION CENTRE, HELEN SIWAK, HEALTH FOODS, YVR, PORTFOLIOYVR

The stakes extend well beyond recognition. The grand prize package is structured to provide tangible business acceleration and includes:

• A $5,000 cash prize and $10,000 in advertising from presenting partner Alive Publishing Group
• A $10,000 consulting and data package from NielsenIQ
• $10,000 in custom brand consulting from Brand Natural
• $10,000 Product Strategy, Quality, and Regulatory Roadmap Package from Salix Sciences
• A booth at the next CHFA NOW tradeshow
• A complimentary one-year CHFA membership

For early-stage brands navigating retail expansion, regulatory compliance, and consumer awareness, this combination of financial support and strategic guidance can mark a pivotal inflection point.

CHFA Launch Pad takes place just ahead of CHFA NOW Vancouver, a weekend trade show that convenes manufacturers, retailers, distributors, and industry professionals from across the country. Together, the events underscore Vancouver’s role as a key hub for Canada’s natural and wellness economy.

As Canada’s largest trade association dedicated to natural, organic, and wellness products, CHFA continues to champion innovation, entrepreneurship, and access to healthier living products nationwide. Through initiatives like Launch Pad, the association not only spotlights emerging brands but also strengthens the pipeline of Canadian innovation entering retail shelves across the country.

For entrepreneurs, retailers, and investors alike, February 20 offers more than a pitch competition. It represents a preview of the next wave of growth within Canada’s wellness-driven CPG market.

Learn more about the CHFA Launch Pad here: https://www.chfanow.ca/vancouver/launch-pad/

Author Profile

Helen Siwak, EIC & Publisher: Helen Siwak is the founder and publisher of Portfolio.YVR Business & Entrepreneurs Magazine, a digital-first publication dedicated to sharing the stories of British Columbia’s most dynamic entrepreneurs. Through Portfolio.YVR, she highlights innovation, creativity, and business leadership across the province, offering an authentic look into the people shaping its economic and cultural future. As the founder of EcoLuxLuv Marketing & Communications Inc. and with a background in strategic communications and digital brand development, she collaborates with small to mid-sized businesses, and global heritage houses to strengthen their storytelling and digital presence. Always focused on growth and connection, Helen continues to expand Portfolio.YVR as a platform for meaningful entrepreneurial storytelling.