CHFA NOW 2026 Toronto

Quebec Session: French Pitch Session for Quebec-Based Brands

Friday, September 25th | 3:45pm – 4:45pm | Room 206A (Automotive Building)

Hosted by CHFA and MAPAQ

A unique opportunity to connect directly with one of Canada’s most dynamic food regions. Presented in partnership with the Quebec Ministry of Agriculture, Fisheries and Food (MAPAQ) and the Quebec Office in Toronto, this French-language session puts Quebec-based brands face-to-face with retail and distribution buyers, ready to pitch their products and grow their business.

The session opens with Quebec’s Food DNA: A Competitive Advantage Across Canada, presented by Guillaume Mathieu (ILOT) and Francis Parisien (NielsenIQ). Quebec is more than a distinct society, it’s a distinct food culture, and this fast-paced session reveals the cultural and consumer forces, including French heritage, Latin joie de vivre, Nordic resilience, North American ambition, and Canada’s wellness mindset, that made Quebec one of North America’s most dynamic hubs for food innovation. Discover why products developed here resonate far beyond the province, and how Quebec brands can turn their distinct identity into a real competitive advantage across Ontario and the rest of Canada.

From there, the energy continues with a series of brand presentations, followed by a networking session designed to spark new connections and real business conversations.

Whether you’re a buyer looking to discover standout Quebec-based suppliers or a brand ready to expand your reach, this is a can’t-miss forum for learning, networking, and relationship building within Canada’s natural, organic, and wellness industry.

Quebec brands interested in pitching, and buyers interested in attending, are encouraged to contact jgorham@chfa.ca

Meet the Experts

Is Wellness Recession-Proof? How AI, Technology, and Changing Consumer Priorities Are Reshaping Wellness

Friday, September 25th | 4:15pm – 5:00pm | Room 200B

Economic uncertainty has traditionally led consumers to pull back on health-focused spending. Today, that relationship is changing. Driven by advances in technology, the rise of GLP-1 medications, evolving regulations, and a broader cultural shift toward proactive well-being, wellness is becoming a non-negotiable priority for many consumers. Even as households juggle rising costs, affordability concerns, and ongoing financial pressure, many are finding ways to keep health and wellness at the center of their purchasing decisions. This presentation explores the forces reshaping health-conscious behavior and why wellness continues to gain momentum, even in challenging economic conditions.

Meet the Expert

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