Leading At The Forefront Of The Wellness Movement

As president and CEO of one of Canada’s top influencers of health policy—the Canadian Health Food Association—Aaron Skelton is dedicated to all things natural, organic and wellness.

“Our mission has always been clear: to support the brands, brokers, distributors and retailers dedicated to making healthier living accessible to more Canadians,” says Skelton. “But beyond fostering industry growth, our role is to protect and advocate for it at the highest levels of government.”

It’s a hot market for natural products, with consumers increasingly prioritizing health and wellness. Skelton shares his own leadership journey, some of CHFA’s recent advocacy wins and what’s expected for the coming year.

Tell us about some of the association’s most notable successes.

Last year, CHFA proudly celebrated 60 years of championing the natural, organic and wellness (NOW) industry in Canada. Our mission has always been clear: to support the brands, brokers, distributors and retailers dedicated to making healthier living accessible to more Canadians. But beyond fostering industry growth, our role is to protect and advocate for it at the highest levels of government.

Most recently, we faced one of the biggest challenges to our industry: sweeping regulatory changes that put natural health products at risk. These changes threatened everything from everyday vitamins and minerals to toothpaste, creating unnecessary barriers for businesses and limiting consumer choice. In response, we launched Save Our Supplements, one of the largest national grassroots advocacy campaigns in Canadian history.

Our efforts earned CHFA recognition as one of the top influencers shaping health policy on Parliament Hill by The Hill Times. We were invited to testify before both the Senate and the House of Commons Standing Committee on Health, ensuring the voice of our industry was heard at the highest levels.

These moments—standing before decision-makers, driving real policy discussions and advocating for the millions of Canadians who rely on natural health products daily—represent some of CHFA’s proudest achievements.

As we look ahead, our commitment remains unwavering. We will continue to lead, advocate and ensure that the natural, organic and wellness industry has the support and protection it needs to thrive for the next 60 years and beyond.

What are some current issues that you’re focusing on?

While our Save Our Supplements campaign has been a defining advocacy effort for the past three years, the work is far from over. It is critical that we engage with all parties and candidates to ensure incoming leadership understands the value of our industry and the risks posed by overregulation. The policies being proposed not only threaten Canadian businesses but could also create an uneven playing field in the face of growing international competition.

At the same time, U.S.-Canada trade relations remain a top priority. [Trade disputes] could put Canadian businesses at a further disadvantage, making it even more essential that we fight for fair policies that protect our members and the broader industry.

Our focus remains clear: to ensure that the Canadian NOW industry stays resilient, competitive and positioned for long-term growth. We are committed to protecting the businesses that fuel this industry and the millions of Canadians who rely on these products every day.

What are some of the latest trends in your industry?

CHFA NOW, Canada’s largest trade show dedicated to the NOW industry, is where brands unveil the next wave of innovations set to shape consumer habits and retail shelves. Held twice a year in Vancouver and Toronto, CHFA NOW is more than a trade show, it’s a pulse check on where the industry is headed.

At the most recent shows, three major categories stood out:

Women’s health. From incontinence products to targeted probiotics, brands are finally addressing the unique health needs of women at every stage of life. With perimenopause and menopause affecting more than half of Canadian women, the demand for natural solutions—whether vitamins, supplements or functional foods—is only growing.

Hydration. Sports drinks, electrolyte powders and functional beverages are having a moment. Rising temperatures and shifting consumer preferences are driving demand for smarter hydration solutions, making this category one to watch. Nutrition Business Journal expects hydration and sports energy drinks to be equivalent in size to the entire supplement market by 2027.

Sustainability is a non-negotiable. Sustainable packaging, eco-friendly home products and conscious ingredient sourcing are no longer nice-to-haves—they’re expectations. Consumers are actively seeking brands that align with their values, and the numbers back it up: 66 percent of Canadians prioritize sustainability when making purchasing decisions.

CHFA recently conducted a study, “The Trends Shaping the NOW Industry,” and found climate change and sexual health are among the biggest concerns for Canadian consumers. Seventy percent worry about climate change’s impact on their health, while nearly half of men and women believe using “green” and “natural” products during pregnancy is essential.

It’s exciting to see the natural and organic industry evolving alongside consumers, meeting them where they are and anticipating where they’re going. I look forward to the next CHFA NOW this September in Toronto to see what’s next.

Though you exited in 2019, you co-founded GreenSpace Brands, a natural food brands company. Tell us about that and how it’s grown.

When I co-founded GreenSpace Brands in 2014, it was driven by a simple but powerful idea: There had to be a better way to help emerging food and beverage brands succeed. After spending a decade at [supermarket chain] Loblaw working closely with entrepreneurs, I saw firsthand the challenges they faced and GreenSpace Brands was built to change that.

From day one, we embraced a fast, scrappy and entrepreneurial mindset, launching three brands in our first year on an extremely tight budget. With just five employees working out of a basement in downtown Toronto, we hustled to gain exposure, secure retail listings and prove that a nimble, high-growth approach could work.

By year two, we took the company public, scaling rapidly through acquisitions, brand expansions and international growth. Over six years, we built a portfolio of brands, expanded into the U.S. and global markets and drove the business to $100 million in revenue. At our peak, we employed more than 100 people, and in 2018, Maclean’s Growth 500 recognized GreenSpace Brands as the 16th fastest-growing company in Canada.

What does the future hold for this industry?

The data is clear: Consumers are prioritizing their health and wellness more than ever before, and that creates enormous opportunity for the NOW industry. This is an industry driven by entrepreneurs, innovation and a commitment to improving the health and well-being of Canadians. As demand continues to grow, so does the potential for brands that are willing to adapt, evolve and lead.

At CHFA, we see a future where this industry doesn’t just grow, it thrives. We are committed to supporting the businesses, leaders and innovators who are shaping what’s next, ensuring that Canada remains at the forefront of the global health and wellness movement. The momentum is undeniable, and we couldn’t be more excited to help drive this industry forward.