We arrived at the Canadian Health Food Association’s Expo East shortly after 9am with the assumption that we’d breeze through the trade show in a couple of hours. Even when we hit the floor and realized just how many exhibitors there were, we were still optimistic. Four hours later, we stumbled from the Toronto Convention Centre, laden down with bags of brochures, samples and assorted giveaway items. We had wondered why so many people were showing up with empty rolling suitcases – it was to carry home their swag. And we only looked at the food – fully a third of the exhibitors were there promoting either various forms of protein powders and energy bars or other health food items such as cosmetics.