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Summer may feel like it is just getting started, but the CHFA Team is in full swing gearing up for their fall trade show, CHFA Connect, returning to virtual one last time.

We sat down with Judy Sharpe, VP of Events and Member Engagement at CHFA, for a quick Q&A on what to expect for this latest show.

Q: The world is opening back up. Why did you decide to stay virtual?

A: It wasn’t an easy decision but recognizing that it takes months of planning to prepare for the show and, given the uncertainty around crowd size for indoor events, it really is the right decision. But it’s not just the logistics of running the event. The health and safety of our team and our exhibitors is always top of mind. We have a viable solution with our virtual platform, so it feels right to complete 2021 in this format and then come back to live in the spring when we have more certainty on the ability to do so safely.

Q: Have there been any changes to the virtual tradeshow experience?

A: After five virtual events and lots of feedback from attendees and exhibitors, we are confident in our ability to really level up for this show. We’re excited to introduce some great new features that make it easier to connect with people, including a more powerful search capability so that retailers can quickly identify the exhibitors they need to seek out and the products they are most interested in learning about.  

Q: A big draw for CHFA shows is always the conference content. Can you give us a sneak-peek into any of the topics?

A: This conference may be our best yet with two full days of content that deliver on our theme Unleashing Possibility. Johnny Cupcakes, named America's number one entrepreneur by Business Week, is presenting the opening keynote. I highly recommend this as a not-to-be-missed session! We also have a full line-up of French language speakers, including Jean David, pioneer of Cirque du Soleil (who will open day two of the conference). And to celebrate Organic Week (happening the same week), you can take in a full line-up of organic-focused education.

I can’t forget to mention our very popular Launch Pad competition which has quickly become a favourite for retailers to learn about the most innovative brands in natural health, specialty foods and organics. If you do nothing else, attend this session!

CHFA Connect runs September 14-15, 2021. If you are interested in exhibiting, contact us at [email protected].

Attendee registration opens on August 3, 2021. If you want to be the first to know when tickets are available, head to

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