General Assembly Bringing Elevated Frozen Pizza Experience to CHFA NOW

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Fast-growing CPG brand to join leading natural foods players at Canadian Health Food Association’s flagship industry event

TORONTO – General Assembly Holdings Limited (the “Company“Or”GA Pizza”) (TSXV: GA), an innovative, premium consumer packaged goodsCPG”) Brand dedicated to making delicious pizzas available to everyone, everywhere, is excited to showcase its naturally leavened, clean-ingredient frozen pizzas to leading players in the natural foods space as an exhibitor at the Canadian Health Food Association (CHFA) ​​NOW (Natural .Organic. Wellness) conference and trade show (“CHFA NOW”).

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The CHFA NOW event takes place in Vancouver from April 21 through 24, bringing together premier manufacturers, retailers, wholesalers, distributors and wholesalers to make connections, share knowledge and discover products. At the event’s Trade Show — which takes place April 23 and 24 — GA Pizza will offer delegates piping-hot samples of its premium frozen pizza from Booth # 649.

“CHFA NOW is all about showcasing quality, and so is GA Pizza,” he said Ali Khan Lalani, GA Pizza’s Founder and CEO. “From our start as a premium fast-casual restaurant more than four years ago to our current growth in the premium frozen-foods space as a CPG brand, we’ve never compromised on what we do: our pizza crusts are always made of sourdough that ferments for 48 hours, and are always topped with clean ingredients. We know this is what tastes best, and we know what health-minded Canadians want. ”

GA Pizza will exhibit alongside national retail broker Propel Natural Brands, which has been working with the Company since mid-2021 to facilitate growth in the high-promise retail space. Since January, GA Pizza has more than doubled the retail doors in which its frozen pizzas are sold. Since March, the Company announced new retail deals with Sobeys, Whole Foods Market and 53 midsized local Western Canadian grocers. GA Pizza expects to be in more than 400 retail doors by the end of 2022.

“We’ve seen such powerful growth in our existing wholesale and retail partnerships, and — as a hospitality-first brand — we’ve fired up to connect face-to-face with buyers and other like-minded, better-made brands to forge new ones, ”he said Brendan Beamish, Director of Sales at GA Pizza. “We’re excited to introduce hundreds of decision-makers in the industry to the best frozen pizza in the country.”

Details: GA Pizza at CHFA NOW

  • Who: GA Pizza
  • What: The CHFA NOW Trade Show
  • When: April 23 and 24, 2022
  • Where: Booth # 649, Vancouver Convention Center
  • Why: For the love of pizza!

About GA Pizza
GA Pizza began its life as a fast-casual pizza restaurant in the heart of Toronto. Four years later, we also offer a freezer-to-table consumer packaged goods line and a revolutionary direct-to-consumer eCommerce experience — not to mention a pizza box with more than one pizza in it. Our ambition? Make delicious pizzas available to everyone, everywhere. We’re always working to take pizza to new heights — from showing the world that better pizza is possible, to finding new spaces and places to deliver unrivaled pizza experiences. Find us in your freezer or visit for more information.

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Visit or for more information.

Cautionary Notice

Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.

Forward-Looking Information

This press release contains statements which constitute “forward-looking information” or “forward-looking information” (together “forward-looking information”) within the meaning of applicable securities laws, including statements regarding plans, intentions, beliefs, and current expectations. of the Company with respect to future business activities and operating performance. Forward-looking information is often identified by the words “may”, “would”, “could”, “should”, “will”, “intend”, “plan”, “anticipate”, “believe”, “estimate”, “Expect” or similar expressions and includes information regarding anticipated increases to the Company’s production capacity at the master facility and the Company’s growth strategy.

Investors are cautioned that forward-looking information is not based on historical facts but instead reflect the Company’s management’s expectations, estimates or projections concerning future results or events based on the opinions, assumptions and estimates of management considered reasonable at the date the statements are made. Although the Company believes that the expectations reflected in such forward-looking information are reasonable, such information involves risks and uncertainties, and undue reliance should not be placed on such information, as unknown or unpredictable factors could have material adverse effects on future results, performance , or achievements of the combined company. Among the key factors and risks that could cause actual results to differ materially from those projected in the forward-looking information may include, without limitation, the following: there being no market for the securities of the Company; the Company’s limited operating history; global economic risk; COVID-19’s impact on the Company; the general economic environment; cybersecurity risks; financial projections may prove materially inaccurate or incorrect; the Company may experience difficulties to forecast sales; general competition in the industry from other companies; management of growth-related risks; reliance on management; risks relating to insurance; changes in food and supply costs could adversely affect profitability and ultimately our results of operations; our business could be adversely affected by increased labor costs or difficulties in finding suitable employees; changes in customer tastes and preferences, spending patterns and demographic trends could cause sales to decline; changes in nutrition and food regulation; failure to establish our master production facility; failure to expand production capacity; disruption at our facilities; government regulation of the food industry creating risks and challenges; risk associated with food safety and consumer health; changes in internet and social media search algorithms; risks associated with leasing commercial and retail space; third party reliance for shipping and payment processing; environmental laws; we may not persuade customers of the benefits of paying our prices for higher-quality food; our marketing and advertising strategies may not be successful, which could adversely impact our business; requirements for further financing; the Company may prioritize customer growth and engagement and the customer experience over short-term financial results. This forward-looking information may be affected by risks and uncertainties in the Company’s business and market conditions.

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Should one or more of these risks or uncertainties materialize, or should assumptions underlying the forward-looking information prove incorrect, actual results may vary materially from those described herein as intended, planned, anticipated, believed, estimated, or expected. Although the Company has attempted to identify important risks, uncertainties and factors which could cause actual results to differ materially, there may be others that cause results not to be as anticipated, estimated or intended. The Company does not intend, and does not assume any obligation, to update this forward-looking information except as otherwise required by applicable law.

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Investor Relations
Eric Balshin, Sophic Capital
(647) 559-7557

Ali Khan Lalani, Chief Executive Officer & Founder
(416) 583-5571




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