The Greenhouse debuts at CHFA NOW Toronto 2026
Where retailers discover the next generation of NOW Brands
Submitted by Lynsey Walker, VP of marketing & communications at CHFA
Welcome to The Greenhouse
CHFA NOW Toronto returns in 2026 with a brand-new program designed to help retailers discover the newest in natural, organic, and wellness (NOW). Launching for the first time, this new show floor destination spotlights emerging Canadian brands ready to earn a place on tomorrow’s shelves.
Hosted at Exhibition Place in Toronto, ON, from September 25 to 27, 2026, CHFA NOW Toronto continues to be Canada’s premier tradeshow event for the NOW industry, bringing retailers, brands, and distributors together for meaningful connection and business-building opportunities.
The Greenhouse is the evolution of the former Incubator Alley, reimagined to better reflect how retailers source products and help new brands grow. Designed to streamline discovery and improve the buying experience, The Greenhouse offers retailers a curated environment to efficiently explore innovative products, connect directly with founders, and identify brands aligned with evolving consumer demand.
Sorted by readiness
The program features two booth options: Early-Stage booths showcasing small-scale companies in their launch phase and larger Emerging Brands booths highlighting companies ready to scale, expand distribution to new markets, and support retail growth. By organizing brands according to readiness, The Greenhouse makes it easier for retailers to identify partners that fit their assortment strategy, margins, and growth goals.
By creating a dedicated, high-visibility space on the show floor, The Greenhouse makes it easier for retailers to have focused conversations and genuine sourcing opportunities, saving you time while increasing the opportunity for brand discovery across the show floor. From innovative formulations to fresh takes on wellness categories, this is where retailers can spot trends early and build relationships before products go mainstream.
As CHFA NOW Toronto returns for another impactful year, The Greenhouse will serve as the go-to destination for retailers looking to find the next great product and stay ahead of what’s next in NOW. Whether you’re scouting for emerging talent or planning future shelf resets, this is where the next generation of NOW brands takes root.
Registration opens in June. Visit chfanow.ca/toronto/ to discover what’s coming to CHFA NOW Toronto 2026.