Our Approach

Bringing MOMENTUM to leading health food and natural industry brands.

We meet our clients where they are in their product cycle and add momentum to their growth.


- Launching new health food and natural brands
- Growing sales and distribution networks
- Maximizing sales and market share of mature brands


As a boutique broker, we differ from large broker companies in some significant ways. Managing a small number of selected brands, we stay in close communication and feedback loop with our clients. The companies we work with often feel that we are a direct extension of their sales and marketing team.

With 100% focus on each brand, MBA level planning, the effective use of 80/20 rule and applying the six core momentum strategies, we have a strong record of achieving 50-345% growth for our brands over 1-3 years.

Meet the Team


Elena Andriyashyna

Founder & CEO

With 12+ years of experience and established relationships in the Health and Natural Products Industry in Canada, Elena has a strong record of delivering breakthrough results. She has developed the natural channel expertise driving sales at ONFC, a leading Ontario health food distributor. Seeing the market need for boutique heath food brokers,  Elena launched Momentum Natural Brands in 2017.  Before joining the health food industry, Elena completed an MBA degree in International Business and has gained strong corporate sales experience with international companies such as Hilti, IDC and Procter & Gamble. She is highly effective in managing sales teams, marketing strategy, launching and developing brands. 


Dini Cohen

Marketing Manager


With more than 15 years in the Natural Health and Food Industry, Dini has thrived in both corporate, start-ups, and in brokerage roles. Her expertise ranges from strategic account management to promotional planning, bolstered by her ability to empower teams through comprehensive training and inspiring wellness talks. She has a background in Psychology, ESL and Nutrition. Dini has extensive experience and expertise managing complex trade spend, demo and promotional strategies with 100+ key accounts in grocery and health food channels across Canada.


Sheri Machado

Inside Sales Manager

Sheri joins Momentum with a passion for health and wellness and exceptional Customer Service skills. She brings to the team a B.A in Psychology, post grad Human Resources Management certificate and her extensive experience in Customer Service and Human Resources, including 9 years with Ontario Natural Food Co-op (ONFC). It is at ONFC where Sheri acquired an in-depth knowledge of the health food and natural products industry. She brings her enthusiasm for natural health food products into her position at Momentum Natural Brands, covering 200+ inside sales accounts nationally and consistently producing high ROI on sales campaigns and new launches.


Sylvain Marchand

Outside Sales Quebec


Sylvain has extensive expertise in the Health and Natural channel in Quebec. With over 20 years of experience in the industry, he has a long track record of success working in several roles including Purchasing Manager at La Coopératives Des Alentours as well as with some of the leading grocery and health food players in Quebec such as Provigo, Marches Tau and Avril. Sylvain uses his industry expertise, experience and the established relationships with buyers to secure new placements and drive sales with the top Quebec grocery and natural products retailers.

Sean Crockett

Business Development Consultant

Sean Crockett has 20+ years of experience in health food and natural products industry.  During his career Sean has held high-level sales positions such as Retail General Manager, Regional Sales Manager and National Sales Manager. He also worked as an independent health food broker launching and growing 40+ brands in the Canadian market including Lundberg, Bob’s Red Mill, O.N.E Coconut water, Thai Kitchen, Badger Balm, Coconut Bliss, Foods for Life, Sukin and others.  His years of experience have allowed him to become well versed in the grocery, natural and specialty food channels.

Start your MOMENTUM!

Tell us about your products and current business needs to determine how we can best support your sales growth in Canada