Inside organic’s next chapter
CHFA NOW Vancouver 2026 panelists explore how storytelling and certification are shaping the category’s future
Hosted by Lisa Rodrigues, national sales manager at Riverside Natural Foods, the panel opened with a clear statement: “We want natural as the norm, not the niche.”
Panelists Nathan Froese of Community Natural Foods, Tia Loftsgard of Canada Organic Trade Association, Alain Ménard of Green Beaver, and Paul Rivett-Carnac of St Francis Herb Farm began by addressing shifting consumer motivations when it comes to buying organic. Tia noted that younger shoppers are increasingly buying organic—not only for its health benefits, but for the reduced environmental impact as well.
Nathan explained that how merchandisable a product is—including its packaging and how it sits physically on the shelf—often determines whether it earns placement. For customers, however, storytelling plays a key role in purchase decisions—with organic certification serving as the narrative itself. “Organic can be the differentiator when customers understand where their money is going and the impact of their purchase is easy to see through design, labelling, or information shared,” he said.
Panelists also addressed the stringent standards of gaining an organic certification. Alain noted that audits even include the glue used on product labels. Paul echoed this experience, describing certification as a rigorous, day-long event. “We work hard for the certification right through our supply chain, from our farmers to our processing facilities.”
Looking ahead, panelists pointed to major room for growth. While Europe is aiming for 25 percent organic agricultural area by 2030, only 3 percent of Canada’s agricultural area was organic as of 2021. Tia emphasized that demand ultimately drives supply, underscoring that retailers—through stronger connections across the supply chain and tools to support transparency such as a public organic directory—are uniquely positioned to lead a new chapter of organic growth.