CHFA Announces New President

The Board of the Directors of the Canadian Health Food Association is pleased to announce the recruitment of Valerie Bell as the President of the CHFA effective May 10, 2004.

Valerie’s most recent venture was as a senior consultant specializing in conducting confidential due diligence reviews and providing strategic advice and counsel to clients on the management, operations, and global sales and marketing potential of new biotechnologies, functional foods and nutraceuticals. Her work has been featured in the new Principles of Marketing textbook by Philip Kottler, Gary Armstrong and Peggy Cunningham currently used in many Canadian University marketing programs.

Prior to this Valerie launched H.J. Heinz’s prepared baby foods in China to the number one market position against 13 major domestic and international competitors. While in the Asia Pacific region, she also consulted on a wide range of marketing issues and joint venture projects with area, regional and local teams in China, Taiwan and Thailand. Earlier, she led Heinz Canada’s infant feeding business to 100% market share and won a successful dumping case against her competition. In 1998, she successfully launched Earth’s Best Organic Baby Food in Canada and drove it to an 8% share of the infant feeding market in less than one year. She chaired H.J. Heinz’s global nutraceutical and functional food committee and was also a member of their global infant feeding steering committee.

Valerie has extensive experience in strategic and market planning, market research and managing large sales and marketing teams both domestically and internationally for several other Fortune 500 firms such as Kellogg’s, Coca-Cola Ltd., and Mars Inc.

Her broad experience also includes such achievements as:

Leveraging the relationships between the nutritional content of foods and related medical conditions such as diabetes, cardiovascular health and obesity to create a wide range of innovative new or revitalized products, each of which has captured significant market shares both domestically and internationally.

Developing topical medical symposia, and new approaches to patient and physician advertising and patient communication materials (eg. Becel Heart Health and Kellogg’s Cereals) which significantly increased awareness, sales and profits for the brands involved.

Managing corporate compliance on nutritional labeling, and the development of fibre legislation.

Valerie has been an active board and executive member of numerous national health professional, trade and not for profit associations across Canada and is a frequent speaker at conferences and meeting. She has also been featured in the first Who’s Who of Canadian Women in Business Directory.

Valerie studied dietetics and biology at Acadia University and the University of Manitoba and is currently enrolled part time in the Postgraduate Diploma Program in Food Industry Management and Marketing at the Imperial College of Science, Technology and Medicine, University of London.

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