Episode Details

#86 If you're heading to CHFA, this episode gives you the exact questions to ask so you leave with requirements, next steps, and follow-ups—not just samples and business cards.

This episode covers CHFA trade show strategy for better-for-you CPG founders, including retailer conversations, co-manufacturer vetting, shelf life documentation, labeling compliance, and retail readiness.

In this episode, Jacinta covers:

• How to approach retailers at CHFA without pitching too soon (collect requirements first)
• The most important questions to ask about shelf life expectations + documentation
• What to ask ingredient suppliers so scaling doesn't break your product (specs, CoAs, variability, substitutions)
• What to ask co-manufacturers so you don't sign a "yes" that falls apart later (allergens, documentation, MOQs, onboarding)
• A simple 48-hour follow-up system to turn CHFA conversations into real momentum

• Don't pitch for validation—collect requirements.
• One conversation = one requirement + one next step + one follow-up date.
• Retailers move faster when you make follow-up easy to evaluate.

• Get Your ETS Stage (Free Scale Up & Retail Ready Quiz): {Take the Quiz here}
• Apply to the Retail Readiness Program (Deadline: Sept 30): {Apply Here}
• Companion episode: Inside CHFA Now Toronto: {Listen to the Episode here}
• Download the CHFA Retail Readiness Checklist (Pocket + Worksheet): {Download Checklist & Worksheet here}
• For Weekly Tips and Strategies while building Subscribe to the Emerging Food Business Newsletter

• What does a "yes" look like in this category right now?
• What's the #1 reason you pass on emerging brands?
• What proof matters most before you bring a new product in?
• What are your shelf life expectations—and what documentation do you want?
• What is your new item process + timeline (and who decides)?

• Listen Now