CONFERENCE PROGRAM
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THURSDAY APRIL 14, 2011
Expo West Organic Bus Tour
Brought to you by COTA and CHFA
8:30 am Bus Departs Convention Centre
4:00 pm Bus Returns to Convention Centre
For many, a good cup of coffee is part of every morning ritual, so what better way to begin the day than with a GREAT cup of coffee? Ethical Bean, a fair trade, organic, environmentally-aware company will be our first stop of the day. Their aim is to make the best coffee on the planet and we get to see just how they do it!
Next, we make our way to Left Coast Naturals. Founded as Skeet & Ike’s, this company has been selected as one of the Fastest Growing Businesses in BC (by Business in Vancouver Magazine) for several years and has also been selected for PROFIT Magazines 100 fastest growing companies in Canada. We’ll learn all about their philosophy and successes and have an opportunity to sample some of their unique products.
Lunch Time – Nature’s Path is our host for lunch, providing an organic meal for all to enjoy. Nature’s Path Richmond location boasts an on-site organic garden, some really big compost bins, a rooftop garden and a rainwater harvesting system.
Olympic Dairy is our final destination. A Canadian owned and operated manufacturer and distributor of premium natural cultured dairy, organic and soy products. producing the highest quality of natural and organic products, at affordable prices, for our customers. A commitment to product value, quality and innovation is matched by their commitment to consumers health and the health of our environment.
Thank you to all our members who make this day possible:
Members $45 / Non Members $65
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FRIDAY APRIL 15, 2011
Opening Keynote – Consumers: What really makes them buy?
9:00 am – 10:00 am
Rick Kroetsch B.A., B.Comm.
We face many challenges in business today including customers who want more and more from the companies they deal with. As we see changes in products, trends, and technology we also see increasing demands and costs. The landscape is changing and can be confusing.
By understanding what motivates consumers in today’s Natural Health environment we can make informed decisions and develop plans that maximize the customer’s experience and your company’s sales and profitability.
Integrating the latest research on the industry and natural health, this keynote will discuss the customer of today and your customer of the future. Understanding what triggers their buying and adapting your company to meet their needs has tremendous long term benefits.
You’ll learn about:
- Consumer attitudes
- Buying trends
- Internal and external influencers
- Enhancing the customer experience
- Mastering the Intangibles
- Making policy and regulations work for you
- Integrating social marketing
- Knowledge, beliefs, and perception
Members $10 / Non Members $25
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Advance Your Business Through Sustainability
10:15 am – 11:00 am
How do you grow your business and stay true to your sustainability mission?
This facilitated panel discussion dives into the first-hand experiences of four leading progressive natural food businesses that use collaboration as a tool to advance their companies. Learn how to maximize efforts, integrate sustainability and make decisions that matter from these companies’ innovative initiatives and learned lessons.
This session will be rich with anecdotes and dialogue to give you tangible time and money saving ideas you can implement when you return to your business on Monday morning. You will leave with a new understanding of collaboration and what it can do for your business.
Panel:
Stewart Brown - CEO and Founder of Genuine Health
Charles Chang - CEO and Founder of Sequel Naturals
Bruce Martin - General Manager of Community Natural Foods
Ian Walker - CEO and Co-founder of Left Coast Naturals
Facilitators:
Miriam Karell – Managing Partner of Spiral Table™ and Founder of Three Point Vision
Rob Sinclair - Managing Partner of Spiral Table™ and Founder of Conscious Brands™
Registration for this session is free for all registered participants of CHFA Expo West, courtesy of: Spiral Table™
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Canada’s Organic Brand Strategy
1:00 pm – 2:30 pm
The Organic Value Chain Roundtable has developed a brand strategy to promote the Canadian Organic Sector and differentiate it from competitors. The brand strategy is comprised of branding elements, a sector vision and mission and a 3 – 5 year implementation plan which is to be finalized through further consultation with the organic community. The brand strategy is intended to support all segments of the organic sector – from small to large farmers and processors, to distributors, retailers, restaurateurs etc. Gunta Vitins, Chair of the Market Development Work Group that initiated the project on behalf of the Roundtable, will present the brand strategy and progress to date and solicit further input from the Organic community.
Speakers:
Gunta Vitins has been spearheading innovative agri-food initiatives in the public and private sectors over the past 25 years, focusing on the organic sector since 1990. Her experience spans government, agricultural production, processing, sales, marketing and distribution, and she has held progressively responsible positions at Pro Organics, Canada’s leading distributor of organic produce, and SunOpta, the world’s largest organic ingredient supplier. Over the past several years, Gunta served as VP Marketing for Pro Organics and Director of Public Relations for SunOpta. She is now running a consulting business.
Gunta’s commitment to the organic sector extends well beyond the marketplace through her involvement with Canada’s Organic Value Chain Roundtable and the Canada Organic Trade Association, and her past involvement with the Canadian Health Food Association, the Certified Organic Associations of BC, and the Pacific Agricultural Certification Society. Gunta received the COABC Founders Award in 2005 and the CHFA’s Organic Achievement Award in 2007 in recognition of her dedication to the organic sector.
Frank Sarro has worked with Community Natural Foods in Calgary since 1998. He is currently on the Senior Management team and holds the position of Purchasing Manger. He is also a member of the national Organic Value Chain Round Table and recently joined the CHFA, Organic Advisory Council. In April 2009 Frank received the Organic Achievement Award from the Canadian Health Food Association.
Members FREE / Non Member $15
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CHFA Member Forum
2:00 pm – 4:00 pm
Join your fellow CHFA Members on Friday afternoon for a round table discussion on key developments, opportunities and concerns in the regulatory and government relations arena. Created by and for the members of CHFA, this forum is your opportunity to help guide the direction of CHFA initiatives and activities.
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An Update On The Organic Market
2:45 pm – 4:00 pm
This session will cover the important topics of the day as it relates to the organic sector. You will learn the latest developments on:
-The status of the equivalency agreement and foreign countries
-Update on the stream of commerce policy
-Information on the plans for a public awareness campaign
Speaker – To be confirmed
Members FREE / Non Member $15
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Expo West Welcome Reception
5:30 pm - 6:30 pm
Join the staff and Board of Directors for an informal get together. This is a great place to meet up with fellow attendees to share your plans for the weekend.
Open to all registered participants of Expo West
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SATURDAY APRIL 16, 2011
CHFA’s Annual General Meeting (Members Only)
7:30 am – 9:00 am
7:30 am – 8 :00 am – Breakfast Done Right: Organic!
8:00 am – 9:00 am – Annual General Meeting
Join the CHFA Board of Directors, staff and members from across the country for a very energizing AGM. You will:
- Meet the team working hard on your behalf
- Review the audited 2010 financials
- Take a look at the year ahead
- Cast your vote for the CHFA Board of Directors (voting members only)
Be informed and involved as a CHFA member. Together, we can build an even stronger and more vibrant association.
Do you have questions regarding the AGM? Please contact board@chfa.ca and let us help you.
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CHFA People of Excellence Awards Presentations
5:30 pm – 6:30 pm
Room 302
Open to all participants of Expo West, the CHFA People of Excellence Awards gives us the opportunity to recognize the people who have made a difference to our businesses and our industry. A short reception will be held prior to the presentations and we encourage everyone to come out and cheer on the nominees.
Free for all Expo West participants
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Expo West Awards Dinner & Dance
7:00 pm - Midnight
Join us for an outstanding buffet dinner and presentation of the CHFA Organics Achievement Award at this year’s Expo West Awards Dinner & Dance. You know the food will be great, but this year’s event promises many surprises including who will be the winner of the 2011 Hall of Fame Award and who will be on stage entertaining the crowd after the dinner?
The Bruce Lee Band, led by Bruce Cole, Publisher of CNHR Magazine, will have you up on the dance floor with tunes everyone knows including classics from the 1950s to the present. The band be bolstered by the addition of gifted musicians from the health food industry, including Dr. James (The Rockin’ Doc) Meschino, and Deane “Parkesey” Parkes, and others. Bruce Lee encourages participation from the audience, and will often set up an extra microphone so aspiring musicians can take part in the fun. This is sure to be a memorable evening so put on your party clothes and come on out!
Members $95 / Non Members $120
Pre-registration for this event is required. Be sure to register early as seats are limited.