Brand Launch & Regulatory Strategy — Canada
From concept to shelf.
I do the heavy lifting.
Manufacturer sourcing. Formulation. NPN filings. Launch coordination. You build the brand - I'll handle the rest.
Manufacturer sourcing. Formulation. NPN filings. Launch coordination. You build the brand - I'll handle the rest.
Canada's NHP space has real regulatory requirements — and most new brands don't know where to start. I do.
You have a product concept, a target market, and a vision. What you need is someone who knows how Health Canada works, how to source the right manufacturer, and how to get you to launch without costly missteps.
Manufacturer sourcing, NDA execution, formulation development, NPN filing, production management, packaging guidance, and launch coordination — handled under one roof so nothing falls through the cracks.
Health Canada's requirements around formulation, labelling, licensing, and manufacturing are specific and non-negotiable. Generic brand consultants don't know this space. I do — and that difference matters every step of the way from concept to shelf.
I've built brands from nothing and run regulated production floors. That means I understand every stage of the process — and I handle the complexity so you can focus on building something you're proud of.
Whether you're launching a brand or running a licensed facility, I scope engagements tightly with defined deliverables. You'll know exactly what success looks like before we start.
New to Canada's NHP space? I handle the complexity end-to-end so you can focus on building your brand.
Finding the right manufacturing partner for your product — vetting capabilities, capacity, and GMP compliance so you start the relationship on solid ground.
Protecting your formulation and intellectual property before you share it with any manufacturing partner. Done properly before any conversations begin.
Developing product formulations within Health Canada's regulatory framework — balancing efficacy, compliance, and manufacturability from day one.
Coordinating the R&D process between you and your manufacturer — managing sample rounds, feedback loops, and formulation refinement to hit your spec.
Managing the Natural Product Number application process with Health Canada — from product licence strategy through submission and follow-up.
Managing the production process so your first run goes smoothly — timelines, quality checkpoints, and communication between you and your manufacturer.
Ensuring your packaging and labels meet Health Canada requirements — NPN display, claim language, bilingual requirements, and format specs.
Getting your product from production to shelves or online stores — coordinating the final steps so your launch goes to plan.
Licensed NHP facility? I provide the compliance and regulatory expertise your operation needs — without the overhead of a full-time hire.
GMP v4 is now in force
Health Canada updated its Good Manufacturing Practices requirements and published notice via a bulletin — no direct communication to licensed sites. Many operations remain unaware their documentation is now out of compliance. Inspectors are actively conducting audits against the new GMP v4 framework, and the standard has changed materially. A failed inspection is a matter of public record, accessible to your competitors and your clients. If your SOPs and quality documentation haven't been reviewed against GMP v4, that work needs to happen before your next audit.
Managing product licence applications and amendments with Health Canada — strategy, submission, and follow-through.
Preparing your facility, team, and documentation for Health Canada inspections or third-party audits. Focused on making the operation stronger, not just polishing paperwork.
Rewriting or rebuilding SOPs, batch records, and workflows so they reflect how production actually runs — and hold up under scrutiny.
An outsourced QA and compliance resource on retainer or project basis. Remote-first with on-site as needed. Serious expertise without a full-time hire.
There are consultants in this space who know the regulations. Fewer have actually built what you're building. Here's the difference.
I've sourced manufacturers, negotiated NDAs, developed formulations, managed sample rounds, built GMP systems from scratch, and executed a full Health Canada site licence package — as the person responsible, not as an outside advisor reviewing someone else's work. That experience changes what I'm able to see and what I'm able to prevent.
I know what brands need and I know how manufacturers think. Most consultants sit on one side. Having operated both means I can translate between them, anticipate friction before it surfaces, and negotiate on your behalf with real credibility — not just talking points.
Early-stage founders get overwhelmed by everything they're told is urgent. Some of it is. A lot of it isn't. I've been in that position. I can give you an honest read on what to prioritize now versus what to build later — and that clarity is worth more than a comprehensive deliverable list that takes six months to get through.
When you engage Baseline Co., every call, every deliverable, and every decision goes through me. No handoffs, no junior consultants, no account managers. You get the full picture — brand strategy, regulatory knowledge, and production experience — applied directly to your situation.
I've built the thing I now help others build.
I spent nearly a decade on the regulatory side at TD Bank — building compliance controls, ensuring audit readiness, and keeping an entire online channel accountable under scrutiny. That's where I learned what it actually means to construct systems that hold up when it counts.
From there I co-founded Tenfed, a national social enterprise that put over half a million meals on the table for children in need. Building something from nothing — with purpose driving every decision and no safety net — shapes how you think about brand decisions at every stage.
Then I moved into the functional edible space and did everything: sourced and purchased manufacturing equipment, designed the facility, developed product formulations, and executed a full Health Canada site licence package and GMP system from scratch. I lived the exact journey my clients are about to take.
I've been where you are. I know what matters in the early stages and what can wait. I know how to move quickly without cutting corners that will cost you later.
Regulatory Affairs Natural Health Products — AAPS | CAPRA Member
Whether you're launching a new brand or running a licensed facility, start with a conversation. I'll ask the right questions and tell you exactly how I can help.