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March-April 2020
Canada’s business magazine for
traditional natural health retailers
Leading
Why
with the
Quarter Master
Natural Foods
focuses on the
“why” of its
business to
provide superior
customer service
Tim MacMillan, Owner
Quarter Master Natural Foods
London, ON
FINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:37 PM Page 2
ORGANIC • NON-GMO • SUST
S A
AINABLE
FINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:38 PM Page 3
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March-April 2020
Contents
Departments
6 Editorial
8 Trade Talk
30 Product Profiles
Features
8 A quick wrap-up and a
few photos from the 22 Deane Parkes explains
who the real competition
24
recent Guelph Organic is for health food stores.
8
Conference. Page 10: Vita Health Fresh Market was one
of the winners at the CHFA West awards.
Nicole Klimek shares
Carolee Colter is leading thoughts on how to put
26
a retailer seminar in food waste to good use.
10
Calgary on April 22.
Carolee Colter tells you
Our industry’s “best of the how to best staff your
best” honoured during POS function.
27
CHFA West in Vancouver.
13
Dave Fuller says to use
Elly Boersema Health your brain to achieve the
Foods celebrates 50 things you really want.
14 28
years in business. Page 13: Elly Boersema Health Foods
Alain Roy interviews celebrates 50 years in business this year.
Ady Floyd shares her Organika’s Aaron Chin in
thoughts on the future the “Win-Win” series.
20 32
of retailing.
Quarter Master Natural
A brief visit to a few Foods: customers buy
21
stores in the west GTA. your “why,” and not
your “what.”
CHFA president Helen
Long given a warm
farewell at CHFA West.
Page 32: Quarter Master Natural Foods:
customers buy your “why,” not your “what.”
Adv ertisers Index
Assured Natural Distribution Page 7 Puresource Page 11 puresource.ca
customercare@assurednatural.com Terry Naturally CANADA Page 5 www.TerryNaturally.ca
Body Plus Page 21 888/788-3396 Purity Life Page 12,13 puritylife.com
Canprev Page 23 canprev.ca Purity Life Page 29 puritylife.com
CHFA Page 9 chfa.ca Smart Solutions by Lorna Vanderhaeghe
Daiya Page 35 daiyafoods.com Page 25 smartsolutiions.com
Emuaid Page 31 emuaid.com UNFI Page 36 unfi.ca
Joy of the Mountains Page 15 joyofthemountains.com Vita Health Fresh Market “Congratulations” Page 18, 19
Natural Factors Page 2 naturalfactors.com (Alive Publishing, Body Plus, Canprev, Assured Natural Dis-
Natural Factors Page 3 naturalfactors.com tribution, Fromagerie L’Ancetre, Natural Factors, Sisu, Terry
Organika Page 17 organika.com Naturally Canada, A. Vogel, UNFI)
4 CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 WWW.CNHR.CA
FINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:38 PM Page 5
®
Te
erry Na
aturally CANADA:
C
A Ric
ch, Healthy
y History
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store’s
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Window Cling
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Shelf Cards
Anti-Inf lammatory*
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curcuminoids! curcuminoids!
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ical
cal Glutathione ™
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errific Zzzz
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ep*
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/ *Distributed in Canada by Teerry Naturally CANADA, a Canadian company. *To be sure these products are right for you, always read and follow the labels.
*Turmeric is used in Herbal Medicine as an anti-inflammatory to help relieve joint pain. *Tuurmeric is (traditionally) used in Herbal Medicine as an anti-inflammatory to help relieve joint pain.
® ©2019_CAN_CP05
A
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AT
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*Turmeric is (traditionally) used in Herbal Medicine as an anti-inflammatory to help relieve joint pain.
*Traditionally used in Ayurveda to relieve pain and inflammation.
*TTurmeric
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Counter Displays
FINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-05 11:05 AM Page 6
Editorial
Recognizing Helen and
I
Deane at CHFA West
March-April 2020
by Bruce W. Cole Volume 24, Number 2
Issue 138
n the wake of CHFA West, two mem- saying goes, “they left it all on the field.”
Canadian Natural Health Retailer is a trade
orable things come to mind. The first That describes Helen. We at CNHR wish
is a wonderful tribute to Helen Long, her the best of luck in her new challenge. magazine focusing on the business of natural
who stepped down as CHFA president As for my good pal and podcast co- health product retailing in Canada.
on March 13 after nine-plus years. host “Parkesey,” it was also a special 5707 Forgets Rd., RR #1
The second is the induction of Deane night. Family, friends, co-workers and Wyebridge, ON, L0K 2E0
Parkes into the CHFA Hall of Fame. It is industry colleagues gathered to see the General inquiries: donna@cnhr.ca
Editor/Publisher
kind of the icing on a 45+ year career curly headed lad join a most-exclusive
cake in the natural health industry. club, made up of the women and men Bruce W. Cole: 705/529-4738
Helen – who has moved on to a new who have pioneered and been leaders of Email: bruce@cnhr.ca
Associate Editor
position with a charity organization that our industry over the years.
Delia Carnide: 519/829-2733
she called “close to her heart” – received Deane is hall-worthy simply because
an amazing and heartfelt farewell from he has been the unparalleled leader in Email: delia@cnhr.ca
New Product Editor
those in attendance at the CHFA Awards teaching and training of retailers for so
Mary Walsh: 416/244-5881
event. Warm words of tribute were long. No one does what he does: he is
Email: mary@cnhr.ca
spoken of her and much of that is singularly unique in what he offers in the
summed up on Page 21 of this issue. natural health business-to-business
Helen took on the position of president General Manager (Administration)
Donna Lundrigan: 705/527-1118
realm. When I met Deane in early 1997,
Email: donna@cnhr.ca
in 2011, best described as a very literally weeks before the first issue of
contentious time, when the industry was CNHR went to press, I could not have
almost equally divided in their thoughts imagined the influence he would have on Advertising Account Managers:
and feelings about the proposed legisla- me, on the magazine and on thousands Katherine Stevens: Tel: 647/975-3370
tion of our products. In my opinion, she of health food store owners and staff. Email: kstevens@cnhr.ca
did a masterful job of pulling together The first time we sat down together, he Celange Potocki: Tel: 905/869-4870
people from all camps to work in unison offered many ideas for stories in CNHR, Email: celange@cnhr.ca
Candace Sicari: Tel: 705/209-9280
and get things done. Those closest to basically providing an editorial path for
her – current and former board mem- us to follow. All his suggestions were Email: candace@cnhr.ca
bers, along with CHFA staff members – aimed at helping our stores become Printed in Canada. All rights reserved.
have nothing but praise for her passion stronger, more savvy and more success- The contents may not be reproduced, in any format, in whole or
in part, without the express written consent of the Publisher. Not
and her accomplishments. ful. He introduced key retailer issues and responsible for print claims of advertisers. Readers requesting
confidentiality of subscription information, please notify publisher
In sports, you want to be known as a areas that needed to be strengthened. in writing.
competitor who gave it their all, or as the Deane has been addressing the busi- Production: Wye Design, Drayton, ON
ness of natural health retailing via his Penny Francis: wyedesign1@gmail.com
CNHR column for over 23 years. Addi- Printing/Distribution:
Retailers... tionally, he has held countless retailer Premier Printing, Winnipeg, MB.
training seminars in every province,
something he continues to do today as CNHR is printed with
vegetable based inks.
Start receiving the
CNHR e-newsletter an ambassador for Natural Factors and
Assured Natural Distribution. He coun-
Contributors Kelly Lyons
for free every month. sels retailers on a one-to-one basis. He
sends out a regular e-newsletter with Carolee Colter Deane Parkes
Email Donna
at donna@cnhr.ca business tips. He is relentless! Ady Floyd Susan Ratz
If the CHFA Hall of Fame exists to Dave Fuller Alain Roy
NEXT ISSUE MAY-JUNE 2020 recognize our industry pioneers and Nicole Klimek Alex Royer
NEXT ISSUE MAY-JUNE 2020 leaders, “Parkesey" is a worthy member.
Suppliers: Reach thousands of Thanks for all you have done for me, for ideas and what your biggest concerns
natural health retailers in Canada CNHR, and for this industry’s many nat- are. How about some survey topic
with your sales message. ural health retailers, Deane! ideas? Share your news about your in-
Advertising rates from $450. store events, amazing displays, contests
Dear readers, I would love to hear from
For more details, please contact:
you’ve held, or recognition you received
Katherine Stevens
you more often. I’d like to know what from your community.
more CNHR can do to help you. Please
kstevens@cnhr.ca
We founded CNHR as the magazine
send me topics you’d like to see cov- for Canada’s natural health retailers –
Celange Potocki
ered. Tell me things you’ve tried recently your “community newspaper” – so
celange@cnhr.ca that has been successful. Let me know please embrace it and make it yours.
where you are getting your new business Please email me at: bruce@cnhr.ca. •
6 CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 WWW.CNHR.CA
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Trade Talk
Carolee Colter leading
retailer workshop
in Calgary April 22
Carolee Colter, who has been contribut-
ing articles to CNHR Magazine for many
years, is co-leading
a retailer workshop
in Calgary in April.
This CHFA Cal-
gary workshop, ti-
tled Retaining Your
Best People, is
ABOVE LEFT: Founder Shelby Taylor (right) and marketing being led by ac-
manager Stephanie Nairn of Chickapea sampled its pasta. claimed Rising Stars
ABOVE RIGHT: Drew McIver (left), founder and principal of
seminar leaders
Emerald Grasslands, Clarkburg, ON, tempted Guelph Organic Carolee Colter and Carolee Colter
Conference manager Tomas Nimmo with a sample of his Mark Mulcahy.
grass-fed, organic Jersey butter. It was the 39th year for the “Staff turnover is at
conference. Tomas has been actively involved for 32 years. an all-time high,”
BOTTOM RIGHT: Paul Irwin displayed Pure Music Garlic says Carolee.
Products, from Boars Rock Farm, Meaford, ON. In an interactive
seminar with audi-
ence involvement at
every step, Carolee
39th Guelph Organic Conference and Mark will ex-
plore strategies for
features seeds, samples and seminars engaging, growing Mark Mulcahy
and keeping your
The 39th annual Guelph Organic Conference & Trade Show was held January 23 to best staff. Participants will learn from
26 at the University of Guelph. Trade show attendees enjoyed organic food samples, each other’s experience by working in
a wide variety of organic garden seeds, a book room and more. Workshop topics such small groups based on store size and
as weed management, cover crops, sustainable beekeeping, community permaculture leadership style.
and orchard management were popular. Highlights included fresh carrot juice samples This one day course for retailers is tak-
at the Pfenning’s Organic Farm booth, and Cullen’s Foods launch of its 100 per cent ing place Wednesday, April 22 at The
Ontario grown, Ontario-packed 540ml black beans and kidney beans in a can. Westin Calgary. It will be followed by a
To see over 75 more photos from the conference, visit www.guelphorganicconf.ca.• reception. For more information, contact
CHFA at info@chfa.ca. •
CNHR welcomes Celange Potocki to the team
CNHR Media is pleased to welcome Celange Potocki to the sales
team as national account manager. In this role, Celange will work
with natural health manufacturers, distributors, brokers and other
suppliers to get their news and sales message into the hands of
natural health retailers across Canada via CNHR Magazine and
CNHR’s digital options.
HELP
FOR HEALTH
FOOD STORES
Some of you will remember Celange from her years as an ac-
count manager for Natural Factors, looking after health food deaneparkes.com covers
stores in Ontario’s Niagara and Golden Horseshoe regions, as important business topics,
Celange Potocki
including leadership, sales,
well as serving the stores in the Maritime territory. She worked
marketing, management
with retailers in implementing promotions, initiating marketing and personal
programs, advertising and improving their branding. development.
Most recently, Celange spent 10 years managing a small start-
up family business. She was responsible for many facets of the Deane Parkes shares his 45 years of
company’s operations, including marketing and operations. You experience in the natural health industry.
can reach Celange by phone at 905/869-4870 or by email at
celange@cnhr.ca. deaneparkes.com
Celange steps into the role most recently occupied by Candace
Sicari. Candace has a new title: business development man-
ager, and her duties will be wide-ranging, including being in-
Candace Sicari
volved in almost every aspect of CNHR. You can reach Candace
at candace@cnhr.ca. •
8 CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 WWW.CNHR.CA
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CHFA is pleased to launch the new
and improved Certified Natural
Products Advisor (CNPA) Course.
Now available online.
If you work in a health food store this is the course for you. Designed by the Canadian College of
Naturopathic Medicine exclusively for CHFA, it’s the most current and complete science-based course
of its kind in Canada.
This affordable course will improve your knowledge about natural health products, increase your ability
to critically assess new products on the market and communicate their benefits to your customers.
Graduates of this program will receive a Certified Natural Products Advisor designation, which you can
easily get as you study from the comfort of your own home or on the go with the new mobile version.
Find out more or register online at chfa.ca/CNPA
Certified Natural Products Advisor
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CHFA West 2020 Industry Achievement Awards
Mat Holtmann and his team from Vita Health Fresh Market accepted the For the sixth time, Purity Life Health Products took home the CHFA
CHFA Brock Elliott Memorial Award for Excellence in Retailing. Supplier of Excellence Award.
Dee Wiens of Purity Life won the Excellence in Field Deane Parkes won the CHFA Willie The CHFA Organic Achievement Award went to
Sales Award, presented by Matt LeBeau. Pelzer Memorial Hall of Fame Award. Dwayne Smith of Grainworks, Inc.
Gordon Storie Memorial Bursary
Kaitlin Sylvester, Good ‘N Natural
Excellence in Retail Sales Award
Bonnie Elendiuk, The Vitamin Shop.
Excellence in Field Sales Award
Dee Wiens, Purity Life Health Products
Brock Elliott Retailing Excellence Award
Vita Health Fresh Market, Winnipeg.
Supplier of Excellence Award
Purity Life Health Products
Organic Achievement Award
Dwayne Smith, Grainworks Inc.
Willie Pelzer Memorial Hall of Fame
Award: Deane Parkes
CHFA West Best Booth Awards
Small: Fatso Peanut Butter
Medium: Living Alchemy Large: Vega
CHFA Sustainability Award
Nature’s Path - Que Pasa.
The CHFA Award for Excellence in Retail Sales Kaitlin Sylvester of Good ‘N Natural was the CHFA West 2020 Launch Pad winner
went to Bonnie Elendiuk of The Vitamin Shop. recipient of the Gordon Storie Memorial Bursary. Level Up Superfoods Inc.
10 CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 WWW.CNHR.CAFINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:39 PM Page 11
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New OneRoot Honey and Cosmetics
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Trade Talk
Earthwise Witch Hazel Distillate
Elly Boersema Health
Foods turns 50 Over 99.8% pure and alcohol-free. Earthwise
by Delia Carnide
Witch Hazel Distillate is a pure and natural as-
tringent that will tone, soothe and treat your
sensitive skin. Benefits include: toner, blemish
control, skin irritations, sunburn, after-shave,
As our industry matures, it is important to recognize our earli-
insect bites, varicose veins and more! Try it
est pioneers. Elly Boersema is one such pioneer. This year,
today – your skin will thank you.
earthwisenaturals.com
her store – Elly Boersema Health Foods, just outside of
Strathroy, ON – will be celebrating 50 years. While Elly is no
longer with us, the legacy she has left behind lives on.
Elly’s story in natural health began
A Balanced Immune System
in the Netherlands where she was
is a Healthy Immune System
born as one of nine children. Elly ran
into some medical issues in her
teens when she became lame on
one side of her body. After many A healthy immune system helps to protect
months of failed treatments, her fa- you from cold and flu viruses, as well as
ther turned away from the medical allergies and even some autoimmune dis-
establishment and towards a home- orders. The blend of plant sterols and
opath. With a prescription of rest, a sterolins in Moducare are clinically proven
whole foods diet and natural reme- to help keep your immune system in bal-
dies, Elly was able to make a com- ance. For optimal immune health, take
plete recovery. It was in that Moducare daily. Now available in a con-
moment that her passion for natural venient, one per day wax tab formula.
health began.
Industry pioneer Get the full story: www.moducare.com
Elly Boersema
Started with one product
In 1951, she immigrated to Canada and settled on a 25 acre Most Researched Garlic in the World
farm four miles outside of Strathroy, Ontario. But it wasn’t until
her husband died in a tragic construction accident that Elly
truly became immersed in natural health retail. To supplement Get reacquainted with the Kyolic Aged
her income and feed her children, Elly decided to start selling Garlic Extract (A.G.E.) family of prod-
natural products. It all started in a tiny office in her garage ucts.
with one product: Flora Kindervital. Back then, information • Most researched garlic in the world
was scarce with more than 750 scientific studies.
and health • Everyday support, heart health, cho-
lesterol control and natural wellness.
For more information, visit kyolic.ca or
stores were
rare, but
through call 1-800-265-2615.
word of
Splendor Garden Organic
mouth, Elly’s
business
Gluten-Free Oat Products
began to
grow and
she began to
add more
and more
products.
Today, there are three employees and her daughter-in-law
Susan Boersema has been managing the store for 20 years.
The store has remained in the same location, although the
original store could no longer hold all the inventory, so a new
1,200 sq. ft. space was built and attached to her home. It is
where Elly and her family lived and now it is where Susan and • 100% Canadian oats • Organic
her family lives. • Gluten-free • Proudly Canadian
Elly officially retired at the age of 84, but she continued to • Splendor Garden has an organic, gluten-free line of
share her knowledge and passion wherever she went. She oats and whole oat flour available in different sizes
was inducted into the CHFA Hall of Fame in 2004 and today, • High fibre, heart healthy • 100% whole grains
that store she opened with one single product many years ago • Kosher splendorgarden.com
continues to thrive, making Elly’s legacy stronger every year.•
WWW.CNHR.CA CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 13FINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:39 PM Page 14
The Future of Retailing
Ady Floyd is a futurist and director of client success at Trend- CEOs, including Coca-Cola, Adidas, Victoria’s Secret, IBM,
Hunter.com. She works with over 40 brands every day to curate Cisco, Microsoft and NASA. Our head office is based in Toronto,
and customize research that helps her clients find their next big and we are fueled by a global network of 200,000 contributors
idea, and stay ahead of the competitive market. She specializes and 3,000,000 fans. Trend Hunter is currently studying more than
in spotting data-driven opportunities arising from Trend Hunter’s 350,000 cutting edge ideas using over three billion choices from
Big Data platform in order to deliver her clients the best trends 150,000,000 people.”
and insights. Ady was the lunch keynote speaker at CHFA West in Vancou-
“With 20,000,000 monthly views, TrendHunter.com is the ver. Her presentation – The Future of Retail – delved into the
world’s largest, most popular trend community,” explains Ady. motivations behind consumers’ purchasing behaviours, and what
“Behind the scenes, we leverage big data, human researchers it means to offer a purposeful retail experience. CNHR asked Ady
and AI to identify consumer insights and deep dive opportunities a couple of questions regarding the radical changes to the cur-
for the world’s most innovative companies. Our research and rent retail space and what retailers can do to focus more on cus-
workshops empower more than 500 brands, billionaires and tomers.
CNHR: What is the most drastic sifying their points of engagement, by partnership between Alibaba and Ford
change we have seen in retail over the implementing omnichannel strategies to Motors.
past couple of years? better reach today’s consumer. Om-
nichannel (a term that retailers either love CNHR: In your presentation, you in-
Ady: Retail – like every industry – is con- or hate) refers to creating a seamless spected the motivations behind con-
stantly changing and adapting to new shopping journey for a customer; seam- sumers’ purchasing behaviours. Can
consumer needs. The biggest changes less in the sense that the customer can you please explain some of the things
are rooted in the platforms that brands use an app, go into a store, use a web- retailers can do to become more cus-
are using – as much as the platforms that site, voice-activated shopping, etc. But tomer-centric?
customers prefer. What I mean is that the catch is that consumers want to be
terms like “the retail apocalypse” have able to switch between these platforms Ady: Absolutely, my Future of Retail
been tossed around a bit too lightly, and and use them interchangeably – not ex- keynote focuses on the modern con-
this term (retail apocalypse) specifically clusively. Customers today expect sumer desires, which are rooted in three
speaks to the platform of brick-and-mor- brands to recognize them and be able to of Trend Hunter’s megatrends: naturality,
tar – not retail as an industry. cater to them in an individualistic way. curation and technology (Artificial Intelli-
What retailers need to consider is diver- The perfect example of this is seen in the gence). To break these down individu-
14 CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 WWW.CNHR.CAFINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:39 PM Page 15
ally, we know that naturality tells us that
“What retailers need to consider
social-minded consumers seek connec-
is diversifying their points of
tions to experiences and products that
connect them to bigger, more important
engagement, by implementing
things. So to align with this value, brands
omnichannel strategies to better
need to focus on eco-friendly business
models (like Revamped Consignment),
reach today’s consumer.”
aligning to the circular economy (such as
TerraCycle’s service, Loop) and making
Ady Floyd
bigger stances (like Ketel One’s sustain-
able pop-up bars).
When it comes to curation, we know
today’s market is wildly oversaturated
across the board. Consumers are seek-
ing hyper-targeted offerings, services, mall of temporary stores. Showfields voice-shopping and visual search
subscriptions and recommendations to helps brands to create immersive pop- tools/engines can be key. Even incorpo-
simplify their lives. To meet this demand, ups that have touch, taste, sound, scent rating AR and VR is becoming common-
brands can focus on reducing their offer- in addition to tutorials, workshops and place. An example like Shopify’s at-home
ings. One way to achieve this is through more. AR/VR assistance is the perfect tool for
subscription boxes like Green Chef. consumers.
Brands also need to think more locally, Technology Lastly, it’s crucial to take advantage of
possibly taking cues from Nike’s store Technology is everywhere in the retail smart technology like facial recognition.
that targets LA consumers living in a spe- world, and our Megatrend AI states that A leader in this space when it comes to
cific neighbourhood or geographical lo- we are entering a transformative new era, brick-and-mortar innovations is Sniffy,
cation. And brands can also turn to denoted by an exponential growth in that created a scent-informed retail expe-
curating experiences by creating more data, robotics and intelligence. Retailers rience. Even though these strategies
engaging immersions. It’s no longer can rely on technological advancements might not be completely perfected, the
enough to offer an Instagram-worthy wall. to cater to consumers by offering them future success of today’s retailers will de-
Retail brands should think along the lines value in exchange for personal data. pend on it. •
of Showfields, a cost-effective, interactive Having an active role on various plat- To learn more about retail trends, please visit
pop-up shop gallery – or basically, a mini forms from websites to in-store and even trendhunter.com.
joyofthemountains.com 1-866-547-0268 Available in health food stores, select grocery stores and pharmacies.
WWW.CNHR.CA CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 15FINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:39 PM Page 16
Trade Talk
People
New look and name for Lorna V. products
Purity Life Health
Lorna Vanderhaeghe Health Solutions natural solutions to their health concerns, Products has re-
has announced a transition to a new look including hormone imbalances, stress, cently hired Sabrina
and name; Smart Solutions, by Lorna weight loss, sleep issues and nutrient de- Koleoglou. She
Vanderhaeghe. In a press release, Smart ficiencies. brings experience
Solutions said, “This iconic line of “We are excited to continue providing from her time at Pil-
Canadian women with lars of Wellness.
effective health solu- Sabrina has a bach-
tions, and the same for- elor of health sci-
ences in kinesiology
and health promo- Sabrina Koleoglou
mulas that created an
empowered community
of women looking to bet- tion from Sheridan
ter their health will now College and a
women’s health supplements was have a fresh new look. This is an exciting diploma in applied
founded by women’s health expert Lorna new chapter for Smart Solutions and we holistic nutrition.
Vanderhaeghe over 10 years ago, with look forward to continue supporting you She will be respon-
the mission of providing women effective, and your customers.” • sible for the Kitch-
ener, Waterloo,
Cambridge territory.
Three new products to Canada Former retailer shares his Purity Life Health
Thayers has launched three new prod- Products has re- Miranda Fowle
ucts: unscented facial toner, unscented experiences via new book cently hired Miranda
trial size and cucumber trial size. Fowle. She gradu-
Long-time natural
Two new lines from Blume
ated from Nipissing
health retailer and University with an
Blume has launched a new superfood former CHFA honours bachelor of
line, in addition to a new blend that com- board member Vito business adminis-
bines reishi and hot cacao. This new Pirri has written a tration, marketing.
blend helps support the immune system book: The Boy Miranda comes to
and fight off the blues. With The Scar. Purity Life from Lindt
Vito shares his life
New moisturizer bar
& Sprungli Canada
experiences, with where she worked Tanya Pennington
EMUAID’s newly available Moisture Bar a heavy focus on as a territory man-
cleanses, soothes, eliminates flaking and his business ca- ager. She will be re-
moisturizes fragile, dry skin. Retailers can reer. “Retailers sponsible for the
purchase through Purity Life Distributors. can get a lot out of Golden Horseshoe
reading The Boy With The Scar,” says
Monnol purchased
territory.
Vito, “starting with inspiration, marketing,
Homeocan has purchased Monnol, a no fear, lessons learned, encouragement NOW/Puresource
Canadian company established in 1992, and more.” welcomes Tanya
and has launched a new line of natural The book is available from Freisen Press Pennington in the
and organic baby care, Le Petit Prince. on the website theboywiththescar.com, newly established
as well as at Barnes & Nobles,
Ontario distribution for dessert company region sales man- Omar Jundi
position of western
Indigo/Chapters, Amazon and E-Read. •
The Paleo Palate Café, a home grown ager. With a focus specifically on B.C.
brand of healthy and paleo compliant and Alberta, Tanya will increase the
desserts, has announced a partnership
with NJ Bread Co. for the distribution of
Melfort store wins contest strategic leadership and top-level sup-
port specifically for western Canada.
its products across the Ontario region. Assured Natural account manager
palatecafe.ca
Tanya has spent several years in our in-
Amanda Zayonce reports the Nutter’s dustry, leading western Canada sales ef-
Everyday Naturals store in Melfort, SK forts and teams. Her experience with
Two new incense scents has won the Biosil Nutter’s Sales Im- retailers gives her an excellent perspec-
Shoyeido has introduced two new popu- provement contest. The store improved tive for helping with the challenges retail-
lar scents in its Overtones incense line: its average monthly sales results during ers face today and into the future.
Patchouli and Palo Santo. Available at the contest period between September
soulscents.ca. 1, 2019 and January 31, 2020. Body Plus has welcomed Omar Jundi to
A draw was held among the staff at the the team as account manager for the
New probiotic body oils Melfort store who helped contribute to Vancouver, Burnaby and Tri-Cities re-
Earth Oil has just launched a line of pro- these sales improvements, and the win- gion. Omar has over 10 years of experi-
biotic body oils including a magnesium ner was Darlene Cairns. Darlene won a ence in the health and fitness industry, as
and vitamin D oil. For product informa- $4,000 travel voucher from Flight Center well as experience in field sales. You can
tion, go to earthconnectionoil.com. • to go anywhere she wants. • reach him at ojundi@bodyplus.ca.
16 CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 WWW.CNHR.CAFINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:39 PM Page 17
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Trade Talk
John Holtmann Golf event takes
place June 11 in Brampton, ON
The 2020 version of the CHFA
John Holtmann Memorial Golf
Tournament will feature a few new
things. “For the ninth annual tour- Congratulations to the whole
nament, we have made some ex-
citing changes,” said event Vita Health Fresh Market team!
planning coordinator Sashane
Biggs, “including a new location We are proud to be your partner!
and a new format.” Scheduled
for June 11, the tournament has
moved to the Brampton Golf Club
– a private course located in
Brampton – after many years at
the Royal Ontario Golf Club in
Hornby, ON. The new format will
include a 10 AM tee-off time, food
stations located throughout the It’s always a fun day at the
John Holtmann Memorial
Golf Tournament.
course and an end-of-day recep-
tion, along with a prize raffle.
The tournament is open to all industry members, whether Congratulations to our valued customer
you’re a seasoned golfer, a beginner or somewhere in the Vita Health, on your recent achievement of the
middle. Form a foursome or register as a single. It’s a fun Brock Elliott Retailer of Excellence Award at
day in the sunshine, a great opportunity to network with your
peers and – at the same time – raise money for a worthwhile CHFA West! We are proud to be your
charity. Since the tournament was founded, players and partner and wish you continued success.
sponsors have raised more than $150,000 in charitable do-
nations. CHFA is hoping to surpass last year’s donation with
your help. Watch for updates on the tournament from CHFA
or visit chfa.ca for more information. •
UNFI retailer event happens May 13
UNFI is holding its Innovation Showcase on May 13 at the Uni-
versal Event Space in Vaughan, ON and retailers are invited
to attend.
Retailers can expect more than150 vendors in attendance,
and you will have the opportunity to sample some of the new
products and ask questions at this exclusive event, dedicated Congratulations Vita Health, from all of us
to UNFI’s retailer and vendor partners. at CanPrev! We’re honoured to work with
Six finalists will compete head to head in UNFI’s 2nd Annual
Pitch Slam Showdown. Six guest judges will get to ask ques- your enthusiastic and dedicated team.
tions directly to the finalist. Attendees will get to vote for their
favourite pitch. Be the first to see new innovation that’s getting
ready to launch in Canada.
There will be lots of new line extensions. Retailers are invited
to stop by the Innovation Display Showcase and take some
photos of your favourite new innovations. There will be loads
of samples to take home and show deals offered to retailer at-
tendees.
On Tuesday May 12, the evening prior to the event, there
will be a cocktail party for all registered exhibitors and atten- Congratulations to the team at Vita Health in
dees from 5PM to 7PM in the Event Space lobby. And for the Winnipeg from everyone here at Assured Natural!
first time, there will be vendor awards.
We are proud to partner with you and wish
Retailer registration opens at 8:30 AM. The doors to the
Pitch Slam Showdown open at 9AM. The show floor opens at you continued success in your commitment
10 AM, a lunch buffet will be served at noon and the show to promoting healthy lifestyles and
officially closes at 4 PM. the natural health industry in Canada.
Retailers can pre-register at eventscanada@unfi.com. For
more information, please visit unfi.ca. •
18 CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 WWW.CNHR.CAFINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-04 8:54 AM Page 19
Congratulations!
Winner: CHFA Brock Elliott
Memorial Award for Excellence in From left: Asta Carvalho, Ryan Labonte, Mat Holtmann and
Kelly Lyons with the Brock Elliott Award at CHFA West 2020.
Retailing CHFA West 2020
Congratulations to
everyone at Vita Health
Fresh Market. We are
honoured to be your
business partner as you
Everyone at Fromagerie empower others to lead Congratulations to
L'Ancetre would like to healthier lives! Vita Health on
congratulate Vita Health on this wonderful
winning the Brock Elliott
recognition!
Memorial Award for Excellence
in Retailing. We are proud to be We are proud to
your business partner. partner with you
Congratulations to your great and wish you
success and achievement and continued success in
may 2020 bring you more
the years to come.
prosperity. Always in Health!
Congratulations
to the team at
Vita Health.
You deserve the
recognition for your
innovation, creativity
and hard work.
Congratulations to
Vita Health Fresh Market Huge congratulations to
on winning the Mat and the team at
Brock Elliott Award for Vita Health!
Excellence in Retailing. From your partners at
Sisu is proud to be a alive Publishing Group.
partner in your success!
WWW.CNHR.CA CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 19Pop-In!
FINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:40 PM Page 20
Trade Talk
CNHR editor Bruce W. Cole popped in on some members
of our natural health community during a recent road trip
in the western part of the Greater Toronto Area.
Here is Dave Darichuck, Nature’s Nicole Gaymer is the assistant
Organic Garage opened in 2006. Today, there are five stores. On a visit Treasure, Fortinos Appleby Line, manager at Nature’s Signature,
to the original Organic Garage on Oakville’s Kerr St., we met (from left) Burlington. Fortinos opened its on Appleby Line, Burlington.
cashier supervisor Aliyah Allen, produce manager Gibson Elek, grocery first Nature’s Treasure department This is one of 11 Nature’s Sig-
manager Carson Ash and grocery specialist Blanche McCoy. in 1996 at its Plains Road store in nature stores in the greater
Burlington. Toronto area.
The Health First Network (HFN) represents more than 130 independent
health food stores across Canada. The stores are supported by a head
office group, based in Burlington, ON. In the photo on the left, you’ll find
most of the head office team: from left: Shari Niles, Steven Parker, Sil-
vana Guirguis, Chris Schutz, Susy Nagaki-Koc, Davide Viola, Abigail Bai-
ley, Johnny Larocque, Evan
Gerber, Sofia Constantinou,
Sian Benoit, Heather Canham,
Callie Farrell and Katie Taylor.
Missing from photo: Kathy Mi-
callef, Johanne Bernardi, Maher
Hanna, Elizabeth Kim and Mike
Rowe. To the right is the Health
First Network warehouse crew,
from left to right: Jason Parker,
Vivien Gergovich, Steve Rouse
and Adam O’Brien.
The Assured Natural Distribution team is all settled in their
new home in Milton, ON. Front row from left: Leah Fendley,
The original Hooper’s Pharmacy and Vitamin Shop opened in Wendy DeLangley, Heidi Heinz, Lynn Zions, Denise Goodfel-
1924. Today, there are four locations in the GTA. During a low, Shelagh Bailey. Back row from left: Jennifer Dudley,
visit to Hooper’s on Upper Middle Rd. Oakville location, Sisu’s Karen Gasbarino, Carolyn Adema, Mark Kemp, Sam Truax,
Bruce Chapman and Tracy Creighton (right) were meeting Jasper van Meurs and Kathy Frith. (Missing: Janet Merritt.)
with store manager Sabrina, Diana, Nirmin and Miriam.
20 CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 WWW.CNHR.CAFINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:40 PM Page 21
Heartfelt farewell at CHFA West
for outgoing president Helen Long
Helen Long received a worthy and heartfelt farewell at the con-
clusion of the CHFA West awards ceremony in Vancouver Feb-
ruary 22. Helen resigned from her position as president of the
Canadian Health Food Association February 10, and officially
stepped down Friday, March 13, 2020.
“I want to thank Helen for her 20+ years of contribution to
CHFA and the natural products industry in Canada,” expressed
CHFA board chair Mike Fata of Manitoba Harvest. “In my last
four years working directly with her as a CHFA board member
and chairman, I can say that Helen’s work ethic and commit-
ment to the industry is nothing short of the gold standard.”
Deep respect and admiration
Former CHFA board chair Deborah Callbreath of Prairie Nat-
urals spoke about her deep respect and admiration for Helen’s
professionalism and her service to the CHFA. “In the early
years of our work together, we were trying to navigate NHP li-
censing and enforcement. We had Bill-C51 going on and a
YOU
somewhat fractured membership. Through
all of that, Helen was providing behind the
scenes support to members, to the board
and to the CHFA leadership and staff.
Helen, for 10 years, you have worked tire-
lessly for all of us. Your leadership has
strengthened the association. You have
done the job brilliantly and you have estab-
lished this team of amazing people that will
continue to build the association and help
Helen Long members to flourish. Helen, for all you have
done for the CHFA members, thank-you.”
Former CHFA board chair Robert Assaf of Kardish Health
Food Centre, Ottawa, said “I have worked with Helen as a
board member with the CHFA for almost six years. She has
been such a great leader. Helen is a real force in everything
she takes on. Her expert knowledge in the regulatory field has
been a critical strength for the CHFA over the past number of
years. I know everyone is sad she is leaving; she has had such
a positive impact on everyone whose path she has crossed.”
Decisive, determined We think you’re incredible. If yo
ou’re
Sebastian Wong of Ki Nature Santé in Montreal served on the
CHFA board with Helen. “She became president of CHFA at a on a wellne
ess journey, we’re herre to
time when the association needed stability and leadership. She
was exactly what we were looking for. She was decisive and
help you unlock
nlock more of what makakes
determined. She was instrumental in bringing together the in- you awesomme. Exceptional nutritional
dustry and government. It was under her watch we ushered in
the regulations that have given our businesses an opportunity support can
n help bring your best self
to thrive. More importantly, Helen was passionate and dedi-
cated to the industry. She cared about the members and the
to each day
ay — because the w world
consumers that we serve. She had a unifying quality, able to needs MOR E YOU.
rally the masses behind a common cause.”
CHFA’s board vice-chair Adam Martin of Community Natural
Foods, Calgary, said,“Helen’s contribution to the health food in-
dustry will be felt for years to come. Her leadership of the CHFA
was critical to the industry during a time of unprecedented
growth and maturing. Leading the industry through the adop-
tion of a new NHP regulatory framework successfully will always PRO G RESSIVEN U T RI T I O NAL . CO
C M
be an important success for us to attribute to her leadership.
But more importantly to me is the rapid growth the industry ex-
perienced while she acted as president.” •
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Your REAL Competition
by Deane Parkes
I
f you believe the online market is where
your main competition is, you would be
incorrect. According to a recent survey
from New Hope Communications, 44 per
cent of consumers are shopping in the
mass market for their natural health prod-
ucts. This means at the current market
share, for every one per cent of our shop-
pers we lose to the mass market, that
translates to $655M in lost sales from tra-
ditional health store sales.
Mass is the culprit
It was not long ago that traditional re-
tailers had the majority of the NHP busi-
ness in the community. According to this
survey, 38 per cent of consumers cur-
rently buy in natural health stores. It is
the mass market who is taking the
biggest chunk of the business in our
communities, as conventional grocery,
drug and big box stores have taken over.
The online market accounts for only product (NHP) category and that is ex- to boomers who buy the majority of
four per cent of the entire natural health pected to rise to five per cent in the next NHPs. Fourteen per cent or 14 of 100
two years. Meanwhile, mail orders ac- consumers in your community shop only
count for three per cent; MLM (multi-level on price. As the old story goes, ‘They’ll
marketing) for seven per cent and prac- spend $10 on gas to save a dollar.’
Consumer Purchases titioners account for four per cent of NHP I am not yet convinced online is an im-
sales. mediate threat or will ever be a big threat
by Women I understand that for the most part mass to NHP retailers, but I see mass market
sells commodities like fish oil, vitamin D, as a direct threat, taking aim at the tradi-
Women account for 85 per cent vitamin C and multis. However, this is the tional health food store customer in the
of all consumer purchases fastest growing category in conventional community, offering identical products,
retail, and mass has really raised itsame. supported with regular promotions and
• 80 per cent of health care Recently, I read in a grocery magazine impulse merchandising in-store.
decisions are made by women. how this is becoming a challenge for I suggest you need to study how to
• Everything matters to a woman. conventional grocers, as staff must now compete against the mass market retail-
become health gurus to keep up with the ers. There is a lot of information available
• Appeal to their senses.
consumer demand for keto, vegan, but I believe the number one way to com-
• A very clean retail environment gluten-free, collagen, etc. pete against the mass market is to posi-
is number one. tion yourself as an advisor!
• The emotional connection of the Convenience is “number one” Happy sales! •
As mass market stores line their
Deane Parkes is an advisor, ed-
store management with store staff
ucator and creator of consumer
is the emotional connection the shelves with more of the top sellers, it is
demand to the natural product
only natural that consumers will change
woman consumer will feel while
industry. Sign up for Deane
their buying habits due to convenience.
Parkes’ weekly news at
shopping the store. It is not that they do not like you anymore
www.deaneparkes.com. Keep
• Build a relationship with good value or appreciate the service given in the
and you will have a customer for past, but convenience is still number one up with trends, business tips, in-
to a consumer. dustry events, regulations,
GMOs and more.
life!
And online is not convenient, especially
22 CANADIAN NATURAL HEALTH RETAILER MARCH-APRIL 2020 WWW.CNHR.CAFINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:40 PM Page 23
FINAL CNHR MARCH-APRIL 2020 .qxp_Layout 1 2020-03-03 8:40 PM Page 24
food waste?
What to do about
by Nicole Klimek
I
n the natural food industry, food waste
is often in our daily conversations; what
does your store do with its food waste?
I can’t compost in my city; how can I
lessen my food waste? Of course, I send
over ripe produce to the deli!
The Commission for Environmental Co-
operation estimates that Canadian
households waste 85 kg of food per per-
son, every year. That’s only slightly below
our American neighbours, who waste on
average 95 kg annually. To give some
more perspective, that’s enough food
waste to feed one person for six months
straight. Crazy! But what can we do
about it?
Upcycling our food
It’s not just a home and fashion term -
the idea of upcycling is becoming a huge
thing in Canada. So, what can you do
with your produce destined for a landfill?
1. Make protein powders. all the way to the dump. Now, each Some companies are starting to collect
2. You can dehydrate just about province and city are going to have their food waste for use as fertilizers. Some
anything, even the ugly ones. own legal requirements, but you can eas- tech companies are creating apps like
3. Bone broth, pickled chard stems ily call your local waste collector and ask Neighbourly that help distribute food
and a whole other slew of culinary where you can bring your scraps of food. waste to those who can use it. There are
possibilities. Some even offer free pick up! new companies emerging every day with
the hopes that we can lower our food
With a little planning and google savvi- Food tech reimagined waste and be better inhabitants of our
ness, you can easily reduce some of the Ok, these are by far the most exciting planet.
waste your store produces and even turn things for food waste savers like me. With a little R&D, your store can be a
it into profit. That’s a win-win! Ready for it? Waste collection trucks that big player in the food waste economy
are run on food waste!! Toronto is doing and make a difference that will last. •
Feed the hungry creatures
Nicole is obsessed about local
it! The ‘green bib’ food scraps that are
economic sustainability and is fo-
I’m sure all of us donate to the local collected once a week are going to be
food banks and give to as many home- taken to facilities with large anaerobic di- cused on food co-ops and inde-
less shelters as much as possible. But gesters so the waste can be turned into pendent natural food stores. She
did you know you can also donate to help gas - normally burned off - and refined has worked on over 250 projects
and combines store planning and
design, interior design, marketing
feed animals? I mean, farmers have been into renewable natural gas. That renew-
and branding to create unique
doing this for centuries! It’s often less ex- able natural gas makes the perfect re-
pensive and less time consuming to feed placement for fossil fuels and helps lower shopping experiences and efficient operations.
scraps to local animals than to haul them our carbon emissions. Neat! nicolek@sevenrootsgroup.com
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