Marketing/Branding
How advertising restrictions are fostering creativity
Women in Cannabis
An in-depth look at the women that are changing the industry
Canna-Tourism
Is Planet 13 the future of cannabis tourism and entertainment?
Cannabis Prospect Magazine
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Vol. 1, Issue 2, April 2019
THE WOMEN OF CANNABIS ISSUE
Table of Contents/
April 2019
CBD WELLNESS
20
CBD as an isolate will not be regulated under the Cannabis Act. Cannabis is added to Schedule II of the Natural Health Product Regulations.
ACCESSORIES
22
In our April accessories article Derek Champoux of Green Tank Technologies provides insights as to why the vape trend is here to stay.
SUSTAINABILITY
TRAINING
36
Organizations operating in the cannabis industry have a distinct need for clear communication across multiple departments and sophisticated ways of training new employees.
42
We talk with the team at Rafterra, the company behind the aquaponic systems at Green Relief, and what other sustainable technologies licensed producers are utilizing.
ON THE COVER REGULARS
11
With the implementation of Bill C-45 comes a host of regulations. In this issue we look at some of the ways companies and agencies are working within those guidelines.
24
This issue of Cannabis Prospect Magazine profiles a number of women who are changing the cannabis industry in new and innovative ways.
44
4 6 8 34 38 47 50 54
From the Editor Events News Product Showcase Provincial Updates Appointments Retail Directory List of Advertisers
We sit down with the head of marketing for Planet 13, a cannabis cultivator that is changing the way consumers look at cannabis, tourism and entertainment.
April 2019 | Cannabis Prospect Magazine
3
Editor’s Letter/
Getting the Green Light
At first blush, readers might think the title of this editor’s letter is a fun pun on money, as we’re seeing deals of unprecedented magnitude and volume take place on a weekly (sometimes daily) basis. Or, conversely, they might think it relates to green sustainable technologies--and you wouldn’t be wrong. In this April issue we have a great piece by the team at Rafterra, which is responsible for the aquaponics program at Green Relief and other licensed producers. For the purposes of this letter the green refers to cannabis, plain and simple. April marks the month where the first handful of retail cannabis stores will be open and operating in Ontario and, while I don’t wish to dwell on Ontario specifically, the rocky road to brick-and-mortar shops goes to highlight the confusion and volatility of this industry. The initial plan was to open 40 Ontario Cannabis Stores (OSC) across the province under the auspices of the Liquor Control Board of Ontario (LCBO) similar to other provinces that have followed since legalization including Nova Scotia, New Brunswick and Quebec. When Doug Ford’s Conservative government swept into power (ousting the Liberals) action was swift with Ford immediately announcing a private model for cannabis retail would be adopted, with cannabis being available for purchase at the OSC online. This was followed with the promise of ‘limitless potential’ for the number of sales licenses to be distributed in the months leading to April, often citing Alberta as an example. Last December that promise dwindled to 25 available sales licenses due to rampant supply shortages nationwide. ‘Lottery’ was an apt term for it because of the nearly 17,000 applicants only 0.00147% were selected if my math is correct. It’s not that dissimilar from a regular lottery only the cost to play included a $6,000 application fee and a 4
Cannabis Prospect Magazine | April 2019
$50,000 letter of credit. And looking at this whole process in hindsight I can’t help but ask was it fair for private entrepreneurs and business owners, who paid upwards of thousands of dollars just to be considered for such licenses, to be chosen solely based on chance and not by any sense of business acumen or experience? This was further compounded by two factors. Firstly, that Ontario municipalities had the opportunity to opt out entirely out of private cannabis retailing at the brick-and-mortar level and secondly, illegal dispensaries currently operating had to close down prior to legalization in order to be able to apply for new retail sales licenses just to have the potential to sell cannabis in a legally privately-held store come April. My point is simply this. Despite the protocols and regulations laid out in the Cannabis Act and the bylaws therein at the provincial, and even municipal levels of government, the cannabis retail landscape is still very much like the Wild West, and just because cannabis is legal doesn’t mean we’re out of the woods yet with respect to ever-changing legal frameworks, supply shortages and all sorts of government bureaucracy. The situation is very much fluid and the harsh truth is it may be a few years before we have everything working like the welloiled machine initially promised to us by the Trudeau government all those years ago.... But it’s still a good start!
David Halpert
President / CEO, Straight Dope Media Inc. @cannabispromag
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Cannabis Prospect Magazine CANNABIS PROSPECT MAGAZINE VOL. 1, ISSUE 2 SUBSCRIPTION SERVICES For subscription services visit www.cannabisproonline.com or email david@cannabisproonline.com. For change of address, please include the old address and new address, along with an address label from a recent issue, if possible. If an address is not updated when the magazine is mailed, we are not responsible for delivery of your magazine. If the Post Office alerts us that your magazine is undeliverable, we will suspend our subscription until a correct address is received. 6
EDITORIAL For editorial submission requests or article ideas please email media@cannabisproonline.com Cannabis Prospect Magazine assumes no responsibility for any claims or representations contained in the magazine or in any advertisement. All materials contained are for educational purposes and intended for the legal marijuana business. Cannabis Prospect does not encourage the illegal use of any of the products contained within. ISSN 2562-1033. CANADIAN PUBLICATIONS MAIL PRODUCT AND SALES AGREEMENT NO. 43596516
Cannabis Prospect Magazine | April 2019
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News/
Great-West Life expands optional medical cannabis coverage and enters into an agreement with Shoppers Drug Mart Inc. for Medical Cannabis Coaching Program With more than 300,000 Canadians choosing cannabis for medical treatment and that number only expected to grow, Great-West Life announced today it has expanded its coverage of medical cannabis, including a new agreement with Shoppers Drug Mart Inc. to deliver its Medical Cannabis Coaching Program. Since medical cannabis is not available in retail pharmacies, Currie says the program will coordinate delivery to the plan member’s home and offer case management support via check-ins, counselling, education and support by phone and e-mail. The expansion also allows for eligible plan members in Ontario to have their claim submitted by the Medical Cannabis Coaching Program using their PayDirect Drug cards.
Tilray Aphria Signs Worldwide License Agreement with Manna Molecular Science to Develop Stateof-the-art Cannabis Transdermal Patches Aphria Inc. announced a worldwide license agreement with Manna Molecular Science, producers of state-of-the-art cannabis transdermal patches. Leveraging Manna’s established formulations, equipment and processes, Aphria will produce and sell patches containing cannabis oils for its established suite of medical and adult-use brands. “As we continue to expand its use from product to ingredient, we are excited to offer innovative new ways for consumers to interact with cannabis,” said Jakob Ripshtein, President of Aphria. “As a company at the forefront of cannabis innovation, Manna Molecular Science will be an important strategic partner for Aphria. Like us, they are committed to making safe, high-quality cannabis products available to a wide array of global consumers.” Under the agreement, Manna grants Aphria exclusive preferred vendor status for a period of five years, and an exclusive license to produce, market, distribute, promote and sell Manna patches containing cannabis oil as an active ingredient. Origin House Acquires Major Online and Retail Canadian Vape Operator, 180 Smoke Origin House, a North American cannabis products and brands company, announced 8
that it has completed the previously announced acquisition of 180 Smoke and its affiliates. Commenting on the announcement, Afzal Hasan, President of Origin House, said, “The close of this Acquisition marks a major milestone in the Origin House story, and sets the foundation for a strategic, accretive expansion into the Canadian market, with plans to leverage 180 Smoke’s expertise in other global markets in the future. Given the lack of compelling products and brands on-offer for consumers in Canada, including those expected to come to market one year post-legalization, the market is ripe for disruption. We are confident that the combination of 180 Smoke’s proven ability to build a highmargin, branded consumables product portfolio in an extremely fragmented market, along with Origin House’s portfolio of consumer-led brands emanating from the most dynamic legal cannabis market in the world today, will translate into rapid growth as the Canadian market continues to evolve.” Choom Completes Buildout of E-Commerce Platform Choom, through a licensed enterpriselevel platform, has completed the buildout of a top tier e-commerce retail solution. This online storefront will provide a customized shopping experience that’s integrated with Choom’s retail stores and capable of scaling to $500M+ annually. Choom has ensured the platform’s flexibility to compliantly handle both B2C and B2B sales to service and sell to any
Cannabis Prospect Magazine | April 2019
type of buyer in the cannabis industry. Chris Bogart, President & CEO, stated, “For the last 6 months we have been building out our e-commerce capabilities in parallel with our brick-and-mortar footprint. As part of building a cannabis brand presence across the country, we want to ensure Choom is positioned to reach all consumers through all available retail channels. We’ve invested strategically in our e-commerce capabilities and look forward to providing an industry-leading online storefront for consumers to connect with our brand”. Harvest One Cannabis Signs Validation Testing Program Agreement with BLOCKStrain Technology BLOCKStrain Technology Corp., creator of the first Blockchain-secured, fullyintegrated IP tracking platform for the cannabis industry, announced that Harvest One Cannabis Inc., a Canadian licensed producer of medical cannabis, will employ BLOCKStrain’s proprietary genome tracking software to collect and register its cannabis plant DNA and strains. By incorporating BLOCKStrain’s cannabis strain authenticity and tracking platform – the Master Genome Strain and Clone Registration Program – into its sales program, Harvest One is expected to be able to confirm its medical cannabis strains are as labelled, providing its consumers with increased transparency and confidence about its products. Upon completion of the collection and registration of its strains, an initial
Duallok Child-resistant Packaging Wins PAC Global Packaging Award 2019 for Best Packaging Innovation The PAC Global Leadership awards have recognised Duallok as a trailblazer in packaging innovation with their patented child-resistant packaging solution for Theory Wellness legalised cannabis range, in partnership with brand agency Hippo Premium Packaging. Announced on 26 Feb at the ONEOF100SUMMIT in New York, Duallok was awarded Best in Class in the “Packaging Innovation/Technical Innovation” category. Reviewed by 66 judges including representatives from Coca-cola, Tetrapak, Westrock, Nestle, and Pearlfisher; experts joined forces from around the world to determine the best in packaging across the industry. A leader in experiential packaging design, the Duallok was first developed by the talented structural engineers at Burgopak in central London, UK, before launching in late 2018.
30 Harvest One products will carry BLOCKStrain’s Seal of Authenticity, guaranteeing their origin and providing quality assurance. True Leaf Unveils New Brand Identity and Product Innovations True Leaf Medicine International Ltd., a leading global cannabis and hemp wellness brand for pets, announced the launch of a new brand identity, redesigned logo and product innovations that reflect its commitment to be the most trusted cannabis-for-pets brand. The new brand identity features a logo with the True Leaf name in a simple, clear scripted typeface accented with an elegant leaf, highlighting the natural plant goodness of True Leaf’s products. The logo will be featured on all the Company’s products, uniting them under a single banner, and reflecting True Leaf’s emergence as a global leader in cannabis and hemp wellness for pets. Leafly and Anandia Laboratories Inc. Announce Lab Data & Research Partnership in Canada Leafly and Vancouver-based Anandia Laboratories Inc., an industry-leading cannabis testing services provider, announced their partnership that will bring new sources of objective cannabis strain information, including cannabinoid and terpene profiles, to Leafly, attesting to its position as the world’s most trusted cannabis resource. “As an established and authoritative source, working with Anandia reinforces Leafly’s mission to help consumers find
cannabis that meets their unique needs and assists with intelligently curating consistent experiences by providing information that’s based on data,” added Jo Vos, Managing Director, Leafly Canada. “Working together, Anandia and Leafly will bring trustworthy information to the forefront of the consumer shopping experience by producing unparalleled visibility into the chemical makeup of their favourite strains.” Fire & Flower and Lift & Co. to Commence Strategic Initiatives Fire & Flower Holdings Corp., an independent licensed cannabis retailer, announced an agreement with Lift & Co., an independent emerging leader in cannabis marketing, data and insights, and the trusted forum for cannabis consumers to share product reviews and experiences. This agreement, which takes effect April 1, 2019, brings together Fire & Flower’s industry-leading, education-focused retail expertise with Lift & Co.’s extensive database of product reviews and partner benefits. Fire & Flower has engaged Lift & Co. for a series of initiatives, including listing Fire & Flower as a premium retailer on the Lift & Co. platform in Alberta, Saskatchewan and Ontario. Lift & Co. members will be able to share their Fire & Flower cannabis experiences in both product and business reviews, which earn Lift Points that may be redeemed within the Lift & Co. platform for gift cards, exclusive promotions and invite-only industry events.
Aurora Completes Whistler Medical Acquisition Aurora Cannabis Inc. announced that the company has completed the acquisition of all the issued and outstanding shares of privately held Whistler Medical Marijuana Corporation, in an all-share transaction, pursuant to the terms of an amalgamation agreement dated January 31, 2019 among Whistler, Aurora, and a wholly owned subsidiary of Aurora. Whistler has developed one of Canada’s most iconic cannabis brands, built on quality, award-winning, organic certified BC bud. The transaction provides Aurora with a premium and differentiated organic certified product suite, expanding both its medical and consumer offerings, and reinforcing Aurora’s presence in the wellestablished west coast cannabis market. Correction: In the February ‘19 issue of Cannabis Prospect Magazine the images for Across International’s Accutemp Vacuum Ovens and the GreenBroz Sorter were incorrectly placed with their respective descriptions. Both products have been correctly sorted on this issue’s Product Showcase and Straight Dope Media Inc. apologizes for the error.
Have a news release? Send it to us. Forward to media@cannabisproonline.com
April 2019 | Cannabis Prospect Magazine
9
Five Key Elements in a Cannabis Business Plan By Wanda Halpert The cannabis industry is booming and with thousands of new companies being formed, the race is on to develop the best business plan in order to obtain funding. However, not all business plans do the job, and management teams would do well to understand the elements that help to ensure their success. Here is a list of five key things to look for in a business plan: Company Overview: You need to introduce your company. Be precise in the description about what you do. Example: Cannabis Ventures is a Vancouver Island-based cannabis cultivator and producer of organic, craft cannabis products, including top-shelf dried flower and connoisseur concentrates. Cannabis Ventures is also a bulk cannabis oil producer intended for B2B sales to Licensed Producers (LPs) across Canada. Vision: What is the vision and the core values of your company? Example: The co-founders of Cannabis Ventures share a vision of building out a farm operation that becomes Ontario’s leading craft producer of high-quality organic cannabis products and a processing hub for the region’s micro/craft cultivators – doing so in a manner that strategically benefits and strengthens the local communities Cannabis Ventures serves. Market Research: It is important to use statistics from a credible source. Note that BMO, ArcView, Deloitte and StatsCan were used to gather the following market information. Example: In the wake of scientific breakthroughs, legislative developments and substantial market traction, the global cannabis industry climbed in value to reach C$16.14 billion in 2018, according to a report by ArcView Market Research. The research company anticipates the market to reach C$22.35 billion in 2019, growing by an exceptional 39% growth rate. In Canada, the cannabis market was officially estimated at $5.9 billion in 2018 with a prognosis to reach $7.2 billion in 2019. Within the next decade, it is anticipated that the Canadian cannabis market will surpass $20 billion and rival that of alcohol and tobacco sales that are now $22 billion and $16.2 billion respectively. The Bank of Montreal estimates of the potential size of the
global legal cannabis market to become $256 billion by 2025. Management Profiles: Your management team may have strong industry experience and it is good to show this adequately. Example: John Smith is a long-time cannabis cultivator; a dispensary and extract company founder; and an advocate for small businesses operating in the cannabis market. He is the co-founder and cultivation specialist for Grow Solutions, a consulting company specializing in organic cultivation as well as an instructor of cannabis cultivation at Centennial College in Ontario. John Smith is also a founding director of the Independent Cannabis Association, an organization that advocates for the inclusion of small-scale craft producers in a regulated environment, and a registered lobbyist in his home province of Ontario. Competitive Advantage: With a plethora of market entrants, it is important to differentiate your company by showing your strengths. Example: Cannabis Ventures will be the first to market high-quality concentrates on Vancouver Island. With the invaluable assistance of a cultivation specialist with a proven track record, the Company will be able to produce a premium product and, by extension, a strong brand presence. Cannabis Ventures is working on building and establishing its presence now to ensure the product continues to hold value in 3-5 years when current cannabis shortages are resolved. Furthermore, Cannabis Ventures is well-positioned to take advantage of the shortages with a large, internal supply of organic cannabis combined with a state-of-the-art extraction facility. Cannabis Ventures will employ a network of organic growers, providing low-cost organic biomass that can be processed easily with the Company’s excess extraction capacity. Of course there are many other parts to a business plan with chapter headings such as the Product, Marketing, Operations and the all-important Financial Projections with the Ask (the amount of money you need) and the Use of Proceeds (how you will spend that money). By diligently applying structure and these key points, your business plan could be the one thing that helps you to raise the millions you need to build a successful cannabis operation.
Wanda Halpert is the President of Concord Business Plans 10
Cannabis Prospect Magazine | April 2019
Marketing, Branding & Communications In this issue of Cannabis Prospect Magazine we take an in-depth look at how today’s leading agencies are navigating the ever-changing cannabis landscape.
Marketing & Branding/
How to Carve Your Own Path in the Canadian Cannabis Market By Corey Herscu
C
anada’s emerging adult-use cannabis market has created a white space for brands to play in. In these early days, consumers have yet to demonstrate a strong brand preference, and with companies getting licensed and regulations being written, we continue to see new players and new opportunities in the space. Cannabis is a unique product because it intersects with health, recreation, economy, environment and social justice. Given the plant’s broad reach, companies have the opportunity to create a message that stands for something beyond profit. Under Health Canada’s guidelines, brands may feel constrained by marketing regulations that borrow more from tobacco and pharmaceuticals than from alcohol. With heavy regulations come big penalties, and traditional means of advertising and exposure have left brands with much to be desired. The seemingly oppressive marketing restrictions force companies to reach beyond the hype and build a brand that matters. In an age where brands are more than a name, cannabis companies can reach their audience by implementing a few key strategies. Quality is King If you’re in the business of selling products or services, quality needs to be a top priority. According to Health Canada’s National Cannabis Survey (fourth quarter, 2018), quality and safety were ranked by consumers as their top priority when choosing where to make their purchases. Quality cannabis, as well as supply, have been ongoing issues in the legal market since the implementation of the Cannabis Act in October 2018. A surefire way brands can stand out in this landscape is by producing and creating great products that consumers can trust and rely on. “In 10-20 years, we want to be proud of what we built from the inception of our company,” says Lisa Harun, co-founder and CMO of Vapium Inc., a company that produces medical-grade vaporizers. She says that a lot of money went into research and development for Vapium in order to create a high-quality product that adheres to self-imposed medical standards, as the industry does not currently require products to meet that level of quality. “We want to make sure that we’re building lifetime value,” continues Harun, who also notes that if consumers have a positive experience with a
12
Cannabis Prospect Magazine | April 2019
product, they will be more likely to try other offerings from that company. Dan Sutton, CEO of Tantalus Labs, a BC-based licensed producer (LP) says quality cannabis is his company’s primary differentiator. “Fine cannabis sustainably cultivated is probably a pretty good synopsis of our core value proposition.” With the legal market suffering from an adequate supply of quality product, Sutton says that Tantalus is able to reach an audience by offering cannabis with “interesting chemistry, beautiful flavours, that is meticulously grown.” Know Your Audience Create a brand message that will resonate with your audience. Consumers gravitate towards companies that speak to them and will not be receptive to brands that deviate from their core values or interests. Take the time to know your audience and gear your message towards their interests. Actively engage and respond to feedback. Adapt to your audience and create and proliferate a meaningful message. Robert Galarza, CEO of BLOCKStrain, a cannabis tracking and inventory system, speaks to his audience by aptly defining the company’s value proposition to the end consumer. “We have a very specific B2B model,” says Galarza. While producers are looking for ways to communicate with their audience, BLOCKStrain offers an additional way to reach the consumer market. “It’s a non-marketing specific engagement tool. BLOCKStrain puts tools behind batch testing that empowers that information into an opportunity to speak to consumers when they are making choices.” Vapium designs products targeting medical consumers, and as such, have taken a patient-centric approach to its designs. “We want to be known for building exceptionally solid products, standing behind those products, and em-
powering patients,” continues Harun. “That spills over into rec users who see that we’re building safe products.” Live Your Message Pushing a brand message that your company doesn’t embody lacks authenticity. Creating a brand identity should fit with your corporate culture and both you and your employees should live the message that the brand delivers. Being an ambassador for your brand’s messages will allow your audience to more readily interact with your brand and create a genuine connection. “In our case, Tantalus Labs saw brand as an opportunity to create not just an external but also this internal compass,” says Sutton, stating that this theory of a compass is at the forefront of the company’s brand strategy. “Whether it’s a brand message that’s used to rally our team or rally our customers we find that a deeper connection beyond just a love of fine cannabis – which we also all enjoy – that sustainability and agriculture innovation message seems to carry really well with the audience that are interested in pursuing our product.” “Ultimately we have to care. It’s not just about building your bottom line but it’s about building your community and being loyal to that community,” says Harun, “Patient empowerment needs to be woven throughout the entire ethos of every aspect of what we do. Level the Curve New and seasoned consumers require some cannabis education and that learning curve is steep. One way to reach your audience is to provide educational opportunities for them to learn more about the plant, and ultimately, your brand. “Marketing is not a dangerous word, marketing is communication,” says Galarza, who believes that providing April 2019 | Cannabis Prospect Magazine
13
consumers with education facilitates their power of choice. “For a lot of consumers out there, there is still a bit of learning curve in terms of differentiation of products. For a lot of folks who have been buying recreationally for years, they haven’t necessarily learned all the subtle nuances and difference between products on the market, and part of that stems from the fact that there’s been no consistency of product.” Legalization offers consumers the opportunity to further their cannabis education and appreciate products in the same way we’ve come to interact with wine and fine spirits. Building from a cannabis 101 platform and layering information for those who are, or want to become, connoisseurs allows your brand to tell more than a story. You are providing valuable information that will inevitably help drive a purchase decision. Tantulus relies on its blog and educational events to inform consumers about cannabis. It also creates educational materials that enable potential consumers to interact with the plant in a way that retains the brand’s overall messaging. “There’s been this weird disconnect between agriculture and cannabis and we want to bring that story back especially in the context of home gardening,” says Sutton. As a way to connect with an audience, Tantalus published a design portfolio on a concept called SunLab Nano, which allows homegrowers to cultivate cannabis in a sungrown environment while also maintaining environmental control, based on Tantalus’s growing methods. Pick Your Partners As cannabis re-brands and comes out of the black market shadows there are plenty of opportunities to partner with mainstream companies that align with your company’s message. This is a particularly great opportunity to partner with companies who can facilitate your educational efforts. “We’re at a time in history where people and brands who have been interested in cannabis but have felt closeted about it, can now come out and start to talk about it in a real and material way,” says Sutton. This is a great way to reach new audiences who may not be cannabis-savvy and expand into new markets. However, Galarza cautions companies about trying to overextend themselves. “A lot of these big companies that the stock market wants to call ‘behemoths of industry’ are still young and have yet to really prove themselves and showcase that they have the real resources with which to grow and support this market,” says Galarza. “So what we’re finding is a lot of companies chasing after every opportunity.” Galarza advises that companies perfect their core product before chasing opportunities, which will inevitably help in choosing partners that strongly align with a brand’s messaging and help reach target markets. Corey Herscu is the founder and CEO of RNMKR Editor’s note: Vapium and BLOCKStrain are clients of RNMKR Agency.
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Cannabis Prospect Magazine | April 2019
Marketing & Branding/
How to Heighten Your Cannabis Brand in a Highly Regulated Industry By Alison Joutsi
Q
T
What are some of the do’s and dont’s when it comes to marketing your brand under The Cannabis Act?
here are over 100 cannabis licensed producers in Canada, and that doesn’t include the number of cannabis-infused beverage companies, edible lines and other CBD products, such as cosmetics and pet food brands that are beginning to emerge. It is a crowded space, with stringent rules around marketing and communications. So, how do cannabis companies break through the noise and communicate their value proposition to consumers? Three strategies work. These include the execution of a thought leadership calendar, a proactive media strategy and the creation of strategic partnerships. Although this article is not to be taken as legal advice, it provides some context and inspiration for what cannabis companies can and cannot do. The first piece of advice for any cannabis company or industry player is to familiarize themselves with The Cannabis Act. It is a piece of federal legislation that identifies what activities are deemed legal and covers everything from distribution, selling, importing, advertising and labelling. What is relevant to most marketing and communication professionals in this space is outlined in Subdivision A of the Act – promoting cannabis or other related services. Cannabis companies are unable to promote their brand in the traditional sense, and this includes any promotion that would be considered appealing to young people, promotion through sponsorship, testimonials or endorsements, or displaying any brand elements in a facility used for a sport or cultural event.
However, if the nature of the communication activity is educational, and no considerations or monetary exchange takes place, then differentiation becomes possible provided this informational promotion takes place in a setting where individuals under the age of 18 are not allowed. Many traditional tactics are restricted, but differentiation is possible with the combination of strong counsel and a little creativity. First, it is important for the communication strategy to focus on business goals. When advising companies, I always make sure the campaign objective directly supports the business goal in order to determine realistic key performance indicators. A content calendar that segments different stakeholder groups (e.g. insurance companies, business and industry, health and pharmaceutical) can be determined through stakeholder mapping. Once audiences are identified, then event venues targeting each can be determined. PI work with popular venues such as TEDx and ideacity and these venues provide companies with additional assets, such as a video of their talk, that can be used to generate additional reach once the event is complete. I also advise companies to implement both a proactive and reactive media strategy each quarter in order to be seen as an expert in a given field and to ensure that the company remains top of mind. I am increasingly working with cannabis companies on the development of unbranded content and unbranded campaigns. Unbranded content includes microsites, which contain no brand elements, yet can be used as an educational vehicle when communicating with stakeholders. In addition to unbranded content, forming strong partnerships is important. The Cannabis Act restricts companies from directing ads to individuals under the age of 18. In addition to age-gated native ads and websites, cannabis companies are increasingly forming partnerships with venues that collect audiences over the age of 18. Once you bring individuals together who are of a certain age, such as VIP movie theatres for recreational brands, or nursing homes for medicinal cannabis companies, the opportunities to directly communicate and market your cannabis brand to these consumers become possible. Alison Joutsi is a senior consultant at NATIONAL Capital Markets
April 2019 | Cannabis Prospect Magazine
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Compliant Marketing and PR Opportunities for Cannabis Brands PostLegalization
By Garrett Repski
O
Integrated Marketing Campaigns comprised of PR tactics, content marketing, native advertising and more, create a seamless brand experience for consumers.
n October 17th, Bill C-45 (The Cannabis Act) came into force. The Cannabis Act regulates the promotion and packaging of cannabis and cannabis accessories. For the average marketer, this creates giant roadblocks in the development and execution of effective marketing campaigns for their cannabis clients. But, for the exceptional marketer, The Cannabis Act presents opportunities to implement innovative brand building tactics that rely on more authentic engagement, consumer connection and reputation building in order for their brand to rise above the rest. The stringent rules outlined in the Act are there to protect underage individuals from gaining access to the cannabis market and to destroy the illegal and grey trade of cannabis. If some traditional methods of advertising are not complicit with regulations, how does a cannabis brand advertise and effectively build its brand name in order to differentiate itself from their competitors? Three words - integrated marketing campaigns! Integrated marketing attempts to blend together all aspects of marketing and communications; consisting of functions such as public relations, direct-to-consumer marketing and social media. With the steady influx of new cannabis companies in the market, it is paramount that cannabis companies develop strong branding and strategic communications to stand out in the crowd. Implementing a mix of the following functions into your integrated marketing campaign
is the recipe for success when it comes to marketing cannabis companies post legalization: »» »» »» »»
»»
PR Initiatives – Issuing press releases for noteworthy milestones and to enhance SEO. Content Marketing – This includes video and blogs. Become an active contributor in the industry, build out your site and drive interest to your products. Native Advertising - This is an article that you write (or pay someone to write for you) and publish on a website or in a publication such as a magazine or newspaper. Social Media – Engage with your audience in real-time and be consistent. This is a big opportunity to demonstrate customer service and engagement with the community. Email Marketing - Building a list of customer emails and data is crucial to successful communication because it will give you the ability for direct communication with your customers about events, promotions or other newsworthy information. Just don’t SPAM them!
Integrated marketing campaigns can’t adopt a cookie-cutter approach. Agencies begin developing integrated marketing campaigns by carefully selecting various marketing functions and meshing them together into a campaign that helps deliver a seamless brand experience for customers.
Garrett Repski is a Project Manager at Marigold Marketing & PR 16
Cannabis Prospect Magazine | April 2019
How Cannabis Brands Can Utilize Social Media and Other Non-Traditional Channels
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By Jeffrey Harris
ust like alcohol and tobacco, the cannabis industry has been restricted when it comes to advertising and marketing. The government dictates what and how brands can advertise. This means you’re unlikely to see a targeted sponsored Facebook ad for your favorite cannabis products. Even blogs, news sites and influencers have been censored just for talking about the plant and the industry at large. This has encouraged the advent of new channels, as well as a rethinking of how to build customer loyalty in the modern era. As the main consumer-facing operators in the space,cannabis retailers are feeling the wrath of the restrictions and regulations that are imposed on the industry and finding creative ways around them. Similar to any other small business or big brand, retailers are creating Instagram, Twitter and Facebook accounts to build a presence among consumers. Unfortunately, there is a major problem with the way these platforms police drugrelated content, and it affects the industry in a big way. No matter how popular they are or how beautiful their photo grids, companies risk their accounts getting shut down and losing all their followers if they post the wrong thing. Facebook and Instagram’s terms of service state that accounts cannot promote the use or sale of illegal drugs and the platforms don’t offer any leeway based on a brand’s state-legal status. Faced with tight restrictions on all social media platforms, many cannabis brands are learning that it’s flat-out irresponsible to put marketing spend into traditional social media channels. Without them, however, there are no easy ways for brands to scale marketing campaigns, track ROI or analyze audience demographics. For these brands, the key marketing motive is to transform latent audiences into new customers and then again into returning customers. To accomplish this, they use many tools, some familiar and some totally unique to the cannabis space. Smart cannabis retailers know that the key to getting a foot in the door is fostering customer loyalty. That being said, the smartphone is the ultimate tool that cannabis brands need to look at. Sending friendly updates and product photos via text message is a quick and totally compliant way to push content
directly to customers and stay top-of-mind among a sea of competitors. Plus, companies who use direct SMS services can record responses and retarget campaigns based on their most loyal customers and their unique shopping preferences. Find a More Unique Route Unlike social platforms, which prohibit paid cannabis media, SMS services allow marketers to track the performance of each text message campaign. Click rates, redemptions and, most importantly, resulting store visits are all vital data points that cannabis companies can’t get anywhere else. Direct SMS marketing also allows for dispensaries to acquire new customers, even outside the confines of the store environment, via web forms or text-to-join keywords. Dispensaries can easily advertise a call to action for people to send a quick text to their sign-up line, engaging customers while collecting their information for future campaigns. Connect Through Traditional Channels Though it won’t be the most effective form of cannabis marketing, building a basic, bare-minimum presence on the traditional channels is still important. Consumers live on social media and like to be in direct contact with brands they are interested in. Instagram direct messages are a hotbed of authentic conversations in the cannabis industry, both B2B and consumer. Chatbots, like those introduced to the Facebook Messenger platform recently, may also hold a lot of promise for cannabis brands. These automated responders provide an instant personalized interaction, which is vital in capturing the attention of and educating the cannabis-curious individual. Though your brand may not be allowed to push a sponsored Facebook ad, you can be there to answer questions ondemand. The cannabis industry is under immense regulatory pressure and that high pressure is creating figurative diamonds in the world of marketing technology. Don’t feel discouraged if your brand is facing obstacles—simply find a new solution. Jeffrey Harris is the Co-founder and CEO of SpringBig
April 2019 | Cannabis Prospect Magazine
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Article/Security
The Anatomy of a Security System By Kristen Marini
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annabis facilities are a prime target for theft and vandalism and are vulnerable to attacks. A robust system is not only beneficial to ensure security of your premises, including personnel, equipment and inventory, but it also provides a foundation for efficient and effective operations management. This is achieved with a fully-integrated solution that incorporates various aspects of your business. Surveillance Cameras There are a variety of cameras available on the market which are specialized depending on your application. It is not as simple as going in with a one-camera-fits-all mentality. It is important to understand the conditions of your environment to ensure the right camera models are selected. This includes identifying some key points: »» What is the area that needs to be covered? »» Do you need to recognize or identify a person or object? »» Will your security be proactive or reactive in their investigations? These may seem like simple questions however they are important in determining the lens, resolution and storage requirements to suit your needs. Surveillance cameras can go one step further in allowing you to see inside a control room without risking the integrity of the space. This ensures that crops within a controlled area are not compromised from doors constantly being opened and potentially contaminating the space.
Smart Senors Smart Sensors allow us to monitor an area with real-time push notifications when levels exceed the set control limits at your premises. Sensors can be programmed to detect over 40 different parameters including: »» Temperature, Humidity & Moisture »» Position, Motion & Velocity »» Electrical & Magnetic »» Acoustic, Sound & Vibration »» Acceleration & Tilt »» Chemical & Gas
fy day-to-day operations. Access control has fast become a completely integrated solution to include not only door access, but also time & attendance, visitor management, intrusion control, lighting and HVAC systems, guard tour, locker management and much more. It may sound complex, but if you are working with a highly certified team these components are easily configured with just a few clicks. All of this is available in one user-friendly command centre for easy on-site and remote management.
Perimeter Security What if I told you that we can stop an intrusion before a suspect even crosses your fence, allowing you to eliminate the security threat before any damage or loss? Yes, such technology exists, and it is highly sought after in various industries to ensure maximum security. Gallagher, a specialized manufacturer in perimeter security, has been in operation as far back as 1938, deploying their systems globally through their network of business partners. There are many considerations when deciding on the right perimeter defense for your site including where the point of deterrence will commence. From there, security firms can determine if they should proceed with fencing (electrified or non-electrified), PTZ cameras with radar detection and/or motion-activated strobe lights as well as sirens.
Audio The next big thing in IP security is audio systems. With the ability to use speakers for a magnitude of applications it is no wonder that many clients are adding this as a security requirement at their facilities. Speakers are not just for ambient music. They can be utilized as a PA system, security deterrent to warn perpetrators but also scheduled announcements can be programmed based on events triggered by cameras in the area. Network audio devices are easily scalable and manageable making it a future-proof investment with its open platform and integration capabilities. When coming up with a comprehensive security package it’s important to think of the sum of its parts rather than the whole. Ensure that you have a team of dedicated project managers and engineers with you every step of the way.
Access Control & Building Management Securing your premises with access control allows you to automate processes to simpli-
Kristen Marini is a Business Development Manager at iMotion Security
Forecast/
Canada’s Next Big Natural Health Product: CBD? By Michael Ciardullo
CBD as an isolate will not be regulated under the Cannabis Act. Cannabis is added to Schedule II of the Natural Health Product Regulations.
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ith the legalization now in Canada, there has been a lot of news circulating regarding cannabis and the many compounds that are produced by the cannabis plant. Interestingly, the cannabis plant is capable of producing more than 400 different chemical compounds. Not all of these compounds are produced only by cannabis, however. There are a number of special compounds, including CBD, that the plant produces that are unique to the plant genus cannabis¹. These compounds are known collectively as phytocanabinoids, and include what was hoped to become Canada’s next biggest natural health product: CBD. Phytocanabinoids are the chemical compounds secreted by the cannabis flower that are intended to provide relief to a number of different symptoms and conditions such as pain, nausea, anxiety and inflammation². Although the cannabis plant produces a number of different phytocanabinoids, the two compounds that are most often talked about and sought after are tetrahydrocannabinol (also known as THC) and cannabidiol (also known as CBD). THC is the principal psychoactive compound (a substance that has an effect on brain function) that produces the sensation of feeling “high”. CBD on the other hand, is not psychoactive and does not produce the same sensation of feeling “high” that THC does. Although CBD does not produce the “high” that recreational cannabis users are often looking for, this phytocanabinoid is highly sought after because of its therapeutic potential. A simple Google search for CBD yields a number of therapeutic benefits 20
that this cannabinoid are suggested to provide its users. These therapeutic benefits play a large role in why CBD is often used illicitly by those seeking relief from a number of ailments they may be suffering from. In December of 2017, the World Health Organization’s (WHO) Expert Committee on Drug Dependence (ECDD) released a report from an initial review it conducted on the use of naturally occurring CBD³. To summarize, the ECDD concluded in its report that “In humans, CBD exhibits no effects indicative of any abuse or dependence potential”, that “CBD has been demonstrated as an effective treatment of epilepsy in several clinical trials”, and that “CBD is generally well tolerated with a good safety profile.”⁴ Furthermore, the ECDD also noted that “To date, there is no evidence of recreational use of CBD or any public health related problems associated with the use of pure CBD.” Knowing this, it is difficult to imagine Health Canada’s categorization of CBD as a drug and not as a natural health product (NHP). Will CBD be Categorized as a Natural Health Product (NHP)? Knowing what we know about CBD to date, one could speculate that since CBD does not have the same “high” causing effects that THC does when it is consumed (e.g. smoked, ingested, vaporized) that the individuals seeking to
Cannabis Prospect Magazine | April 2019
use it would be doing so because of its therapeutic potential. It has been speculated (and hoped by many currently in industry) that CBD would be regulated as an natural health product (NHP) in Canada. With the amount of research currently being undertaken on CBD and a number of other different phytocanabinoids as documented by the Canadian Consortium for the Investigation of Cannabinoids, along with legalization of cannabis and the removal of cannabis and its preparations and derivatives from Schedule II of the Controlled Drugs and Substances Act (CDSA), it was common to assume Canada’s next biggest NHP may be taking over the shelves of health food stores by the end of last year. However, since the Cannabis Act has received Royal Assent it has been communicated that Health Canada intends to add cannabis phytocanabinoids such as CBD to the prescription drug list ending the speculation, that for the time being at least, this ingredient will not be a Natural Health Product. Selling CBD in Canada With this in mind, it is important to note what would be required for you to sell
3 WHO recommends the most stringent level of international control for synthetic opioid carfentanil (https://www.who.int/medicines/news/2017/WHO-recommendsmost-stringent-level-int-control/en/) 4 CANNABIDIOL (CBD) Pre-Review Report Agenda Item 5.2 (https://www.who.int/ medicines/access/controlled-substances/5.2_CBD.pdf) 5 Site Licensing Guidance Document (https://www.canada.ca/en/health-canada/ services/drugs-health-products/natural-non-prescription/legislation-guidelines/ guidance-documents/site-licensing-guidance-document.html) Michael Ciardullo is the Cannabis Licensing Lead - Regulatory Affairs/Quality Assurance Associate at dicentra Inc.
any CBD-containing products (if CBD ends up being regulated as a NHP and not as a drug in Canada). First and foremost, a product licence application (PLA) would need to be submitted and reviewed by Health Canada for approval. Once your product is approved, a natural product number (NPN) is assigned and your product license is issued. In addition to having an NPN and product licence however, it is important to know that you will also require a site license. According to the NHP Regulations, “a site licence is required for the physical site in Canada where any persons (business or individual) wish to manufacture, package, label and/or import a NHP for sale.”⁵ In order to be issued a site license, it is also important to know that you will be required to demonstrate GMP compliance as per Part 3 of the NHP Regulations. 1 What is CBD (Cannabidiol) And What Does It Do? (https://hightimes.com/ health/cannabidiol-cbd/) 2 Cannabinoids 101: What Makes Cannabis Medicine? (https://www.who.int/ medicines/access/controlled-substances/5.2_CBD.pdf)
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www.durhamcollege.ca/cannabis | 905.721.3052 April 2019 | Cannabis Prospect Magazine
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Why the Vape Trend is Here to Stay
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aporizers are the fastest growing product in the legal cannabis market. Experts agree that this trend is here to stay, predicting the vaporizer market will exceed $43 billion by 2023. Green Tank Technologies takes a look at why retailers can trust that vaporizers are a good investment for their business. Growth to Date The cannabis concentrates market is the fastest growing segment in the emerging legal marijuana market. The Big Three categories in legal cannabis are: »» »» »»
Flower Edibles Concentrates
Almost every year, according to BDS Analytics, concentrates dominate the biggest growth category. Inside this category, vape pens are one of the fastest growing categories. Each year people are discovering the benefits of vaporizers and the advantages of disposable vape pens. From health reasons to improved cannabis experiences, vapes are becoming the new normal. Cannabis oil producers and retailers are always looking for the best vape pens to distribute their product. Vape Pens Co-Opt the Health Trend In the 2000s the world transitioned into a new era of health and fitness. The health and supplement industry is booming, fitness apparel is exploding in the textiles industry and strength athletics are entering the world of mainstream sports. For the cannabis industry, this health trend is creating a growing demand for vaporizers. Vape pens are a healthier alternative to traditional methods of smoking cannabis. The vape pen does a more complete burn of the cannabis, resulting in a vapor that is significantly less harmful than inhaling smoke. In fact, people are even using vape pens to quit smoking.
Vaping is Proven to Help Quit Smoking Smokers have a hard time quitting, so any tool that can help can literally be a lifesaver. 70% of American smokers want to quit, but 95% of quitting attempts fail without help. Vape pens are helping to increase the number of successful quitters. Studies have shown that cannabis can curb cigarette cravings. People are using CBD oil, a non-psychoactive cannabis extract, to this end. CBD can be introduced through a variety of methods like topical or oral ingestion, but the preferred method is vaping. Active smokers who vape CBD oil have shown signs of reduced cravings, withdrawal symptoms, and smoking cues. The result is a promising 40% reduction in smoking rates in preliminary research. With over 46 million smokers in America alone the market for vape pens as a tool to quit smoking is huge. Improving Technology The vaporizer industry is undergoing a complete overhaul. Much of what is currently on the market are essentially versions of cheap electronic cigarettes. However, the opportunity in the cannabis industry has lead to rapid improvements in vape pen technology. Vapes have become safer, reliable, and better designed. There is a wide range of vape pen products available. Ranging from small, discreet vape pens to handheld electronic dab rigs as well as interchangeable pod systems. Seize the Opportunity: Entering the Vaporizer Market Those getting involved in the vaporizer market today have a rare opportunity. The legal cannabis industry is already a success, and it is poised for rapid growth. Derek Champoux is the Director of Brand Development for Green Tank Technologies
Special Report
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2019
Women in Cannabis
Cannabis Prospect Magazine | April 2019
Steel Marigolds “We’re going to see people pushing to the edges,” remarks Bridget Hoffer in response to marketing guidelines outlined in the Cannabis Act (otherwise known as Bill C-45), “If you just take the rules for what they are you will have untold stories.” The road to legalized cannabis was not a straight one. It was a windy path filled with cracks, potholes and speed-bumps that still exist even now in postlegalization. Navigating these roads is no easy task, especially with stringent protocols set forth by the Canadian government in how licensed producers, retailers and cannabis companies market their goods. Despite this Bridget Hoffer and Katie Pringle have turned their burgeoning communications firm into one of the leading full-service agencies in the cannabis space within a few short years. Both first met through a chance encounter at a volunteer charity group in Oakville and soon discovered they’re combined decades in communications complemented each other well. Bridget had developed and managed the branding and marketing for CBC English Services, while Katie had extensive experience over the years in branding through newer forms digitally and through social media, with a penchant for branding specifically to women (most notably with the launch of the Oprah Winfrey Network in Canada). After opening MarigoldPR in 2015 they found themselves with their first cannabis client, a small head-shop franchise, although it wasn’t long before they recognized an underserved subset of cannabis consumers not being addressed: women. “We wanted to look at women’s attitudes towards cannabis, not just as a group but across the board (seniors, Boomers, millennials, etc.),” begins Katie when outlining their agency’s mandate, “What we discovered was that while many women wanted a certain degree of discretion with their cannabis lifestyles there was also a strong sense
Katie Pringle & Bridget Hoffer Founders - Marigold Marketing & PR of community there as well. There was also an untapped segment of female consumers that had never tried cannabis but wanted to.” Their recent venture, Canndora, is an online subscription box service “for elevated women” providing the anonymity to pursue the cannabis lifestyle as they see fit, but inclusive enough to attract new users. Its website garners an impressive 125,000 monthly impressions and doesn’t show any signs of slowly down anytime soon. When asked what we can expect from the cannabis industry in the near future, Bridget concluded with the following, “I think what we’re going to see is three-fold. First, an incredible movement in the cannabis space in Canada on the global stage, whether that be jobs domestically, abroad or partnerships between companies; second is an uptick in the amount of women executives in what has been a largely male-dominated industry, whether than means more women forging the brands behind cannabis companies or starting their own companies in this space, and finally, a much more rapid acceptance of cannabis in a post-legalization world.”
April 2019 | Cannabis Prospect Magazine
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Women in Cannabis/
Cannabis Amnesty: The Ambition of Justice in the Cannabis Space
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By: Annamaria Enenajor
he Campaign for Cannabis Amnesty is dedicated to making sure that historical wrongs from decades of cannabis prohibition are made right. We began as a group of lawyers, activists, academics and social entrepreneurs who believed that while Canada was doing the right thing by taking the bold step of legalizing cannabis, it was doing so in a way that left many behind. Decades of cannabis prohibition have saddled hundreds of thousands of Canadians with criminal convictions for non-violent, minor cannabis offenses. A conviction for cannabis possession can limit employment prospects and volunteer opportunities. It can impact child custody proceedings and can be relied on to show parents are unfit in child protection hearings. In cities like Ottawa where police services offer what are called “Crime-Free Multi-Housing” Programs, a cannabis conviction can screen you out of qualifying to live in certain neighbourhoods. In recent years, the sentences imposed by Canadian courts on those convicted of the crime for simple possession of cannabis have decreased in length. This downward trajectory reflects the fact that our courts—like our public—have come to recognize that the direct harms caused by this former offence are virtually non-existent. Irrespective of how short a person’s actual sentence is, once convicted of the crime of simple cannabis possession, the continued existence of a criminal record imposes a de facto life sentence of fear, shame and uncertainty long after an individual’s so-called “debt to society” has been paid. Keeping a person’s criminal record for something that is no longer a crime serves no purpose other than to impose unnecessary hardship on Canadians. Yet when the Canadian government proposed legalizing cannabis, it did not propose doing anything to help these individuals.
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Cannabis Prospect Magazine | April 2019
Women in Cannabis/
In response to the public outcry, on March 1, 2019, the federal government tabled Bill C-93, an act to provide nocost, expedited record suspensions for simple possession of cannabis. If passed, this bill would amend the Criminal Records Act to allow persons who have been convicted under the previous cannabis prohibition legislation to apply for a record suspension without being subject to a waiting period currently required by the Criminal Records Act or to the fee that is otherwise payable in applying for such a suspension. The applicant, however, must have been convicted only of simple possession of cannabis. While the Campaign for Cannabis Amnesty applauds the government’s willingness to recognize the disproportionate stigma and burden that results from unpardoned simple cannabis possession offences, we believe that pardons – or record suspensions as they are legally called – do not go far enough. We believe that the appropriate remedy is the expungement of criminal records in relation to these offences. You see, it is not simply the spectre of continued punishment that drove the founders of the Campaign for Cannabis Amnesty into action. Our concern runs deeper than that. As engaged citizens, we were acutely aware that cannabis prohibition laws began as an exercise of xenophobia and racism. As advocates we cannot ignore the fact that cannabis possession offences were unequally enforced across the country, disadvantaging racialized and Indigenous Canadians for decades. As Minister Bill Blair himself acknowledged, “One of the great injustices in this country is the disparity and the disproportionality of the enforcement of these laws and the impact it has on minority communities, Aboriginal communities and those in our most vulnerable neighbourhoods.” Simple possession of cannabis was never an offence disproportionately
committed by Black and Indigenous Canadians. In fact, prior to legalization, 1 in 10 Canadians admitted to having possessed cannabis. But not all of them were punished for it. The statistics are sobering: • In Vancouver, Indigenous people are nearly seven times more likely than white people to be arrested for cannabis possession. • In Regina, Indigenous and black people are arrested seven and five times more often than white people. • In Halifax, black people are four times more likely to be arrested than white people. During a town hall discussion hosted by Vice Canada on April 24, 2017, our Prime Minister acknowledged that his late brother, Michel, was once charged with marijuana possession – and that their father’s resources and connections helped make the charge “go away”. Trudeau, himself, also admitted to having smoked, even while he was a sitting member of parliament; despite this confession, he has never been arrested for the crime. Given the serious consequences of a cannabis conviction, the unequal enforcement of these offences in Canada cries out for redress. People with simple possession records should be put in the same position as those people who did the exact same thing, but—because of factors that have no bearing on their degree of responsibility, such as family connections and privilege—were never convicted. Only expungements can accomplish this. Our government, however, appears intent on sticking with a records suspension despite this wellknown and well-documented reality of historical injustice. While we continue to lobby the government to adopt an expungement model of cannabis amnesty, the campaign is continuing to prepare for the
future. Our private sector partners—Aurora, DOJA, and others—give us hope that where the government has fallen short, industry, with a sincere commitment to righting history’s wrongs, will step up. Our organization is looking for support in providing pardon clinics that would be able to help people with only a simple cannabis conviction apply for record suspensions or expungement, depending on what framework the government ultimately adopts; we are exploring programming for marginalized, historically overpoliced and priority neighbourhoods that develops market-ready skills, encourages civic pride and fosters self-determination; we are collaborating with corporate social responsibility teams to develop a framework for collecting data for evidence-based policy-making in the future. We believe that Canada’s cannabis industry not only has the capacity to right history’s wrongs but can also become a world leader in making sure that those who were disadvantaged the most by cannabis prohibition have an opportunity to flourish with legalization. In the “green” gold rush, people hurt by the system can also be winners. For more information or to support the cause go to www.cannabisamnesty.ca
Annamaria Enenajor is a partner with Ruby, Shiller, Enenajor & DiGiuseppe, Barristers
April 2019 | Cannabis Prospect Magazine
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It’s Not Easy Being Green Melanie Pearson Aquaponics Manager Green Relief
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reen Relief’s fish-fuelled growing process may have lured Melanie Pearson into the cannabis field, however, it’s the industry’s supportive culture that’s got her hooked. In 2016, Pearson joined Green Relief to oversee the company’s innovative aquaponics program, which combines aquaculture (raising fish) with hydroponics (growing plants in water). It’s a unique role that’s earned Pearson a playful nickname among her colleagues. “After years of schooling, I never thought I’d be called ‘fish mom’ at work,” laughs Pearson, who can sometimes be caught singing to her fish. The moniker is fitting. Pearson completed her graduate studies in environmental science. Today, she draws on this expertise to ensure an optimal ecosystem for fish to symbiotically thrive alongside cannabis. “First and foremost, aquaponics is dedicated to promoting a healthy environment for our fish,” Pearson says. “We always say, ‘If our fish are happy, our plants will be happy, too.” In an aquaponics ecosystem, fish produce waste that microbes convert into plant food. In absorbing these nutrients, the plants purify the water, returning it to the fish tanks. As a result, aquaponics uses 90 per cent less water than conventional agriculture, while producing 10 times the crop yield per hectare, and an end product free from synthetic fertilizers and pesticides. Plus, once the fish reach market size, they’re donated to a food rescue service to feed those in need. “It’s all part of Green Relief’s sustainable business model,” Pearson says. “Aquaponics is able to meet an increasing demand for product while also being environmentally and socially responsible, which is why I love what I do.” 28
Cannabis Prospect Magazine | April 2019
Having spent the better part of her post-secondary education mastering the science behind aquaponics, Pearson is, without a doubt, the right woman for her position. “There weren’t many aquaponics-based courses while I was in university – the field was new,” Pearson explains. “Because aquaponics is where I wanted to be, I made the stepping stones to get here, and it’s quickly become a rewarding career.” To realize her role, Pearson took courses in nutrientcycling, food webs, botany and other specialties that support a viable aquaponics ecosystem. She supplemented her studies with hands-on experience at a small-scale producer of aquaponically-grown vegetables. When asked what inspires her daily, Pearson says, “I love being surrounded by positivity and passion. Everyone at Green Relief has the same values – wanting to produce quality products while giving back to the environment and community.” It’s a workplace culture she believes is not unique to Green Relief, but characteristic of the industry. “Even with competition among licensed producers, there’s a cohesive excitement about the progress we’re making. Every company’s success, every step forward, is an achievement the entire industry celebrates.” Pearson’s advice to other women wanting to rise within the industry’s ranks? “Be confident in yourself, and what you bring to the table. Take the opportunity to learn from what you don’t know, and always support others doing the same. People are more successful when they encourage one another – regardless of gender.”
Women in Cannabis/
A CANNABIS WORK IN PROGRESS
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Alison McMahon - Founder - Cannabis at Work
n 2015, Alison saw the potential for the legal cannabis industry. She was in the process of wrapping up a technology start-up she had co-founded and was looking for her next big project. As she researched cannabis she saw a massive business opportunity that led her to create Cannabis At Work, a company that leverages her expertise in the field of HR as well as her experience in consulting, facilitation and training. At that time, years ahead of legalization, there was some risk in starting a company focused on the cannabis industry. She often jokes about being viewed as “that crazy HR weed lady”. Yet Alison is no stranger to risk. Having launched two companies previously, she understood both the upside potential and the downside risk. True to her entrepreneurial spirit, she decided the trade-off made sense. It was a wise bet. Since its inception, Cannabis At Work has been on a wild growth trajectory. The company was originally focused on educa-
tion, conferences and consulting, but has since evolved to add recruitment services for the cannabis industry. It has significant experience working in the regulated cannabis sector with licensed producers, applicants, ancillary businesses and the retail sector. The company has developed a large database of qualified candidates for cannabis specific roles such as quality assurance, cultivation, laboratory personnel, security personnel and people with RPIC status. Cannabis At Work is often referred as the “go-to” source to quickly find qualified cannabis industry professionals. The company recruits coast-to-coast with the team based in Edmonton and Toronto. Alison’s commitment and support of the nascent cannabis industry itself was evident from the start. She founded a local Women Grow chapter and networking group, Cannexions, as a way to start a professional conversation about cannabis in Edmonton. That philosophy continues today. In con-
junction with Cannabis At Work, she has recently launched the first network for HR professionals in the cannabis industry – the Cannabis Industry HR Network, another opportunity for the community to learn and grow together. As an industry veteran, Alison is an internationally sought-after speaker, commentator and panelist. She’s been featured in the Globe & Mail, Huffington Post, Financial Post, CBC, Business News Network (BNN), Leafly, an upcoming Vice documentary just to name a few. She serves on the Board of Directors for Canadians for Fair Access to Medical Marijuana (CFAMM) and is a mentor for the Leaf Forward cannabis incubator. Although she’s one of the busiest people in the industry, it’s not all work all the time for Alison. She can often be found on the slopes of Whistler, on her snowboard or relaxing in the outdoors on her acreage just outside of Edmonton.
April 2019 | Cannabis Prospect Magazine
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Women in Cannabis/
True Grit Genevieve Roch-Decter & Nicole Marchand - Co-CEOs - Grit Capital
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n 2016, Genevieve and Nicole teamed up as Co-CEO’s to form the edgy investor relations company – Grit Capital. Genevieve was stuck on a Bloomberg terminal eight hours a day as a portfolio manager at the money management firm LDIC Inc. Nicole started grinding it out in investment banking, learning the ropes of modelling and PowerPoints. She then went on to equity sales where Genevieve was her client and ultimately started an investor relations firm. As their career paths collided, they created a groundwork of principles that defied the industry norm, focusing on emerging upcoming markets–egaming, cannabis, consumer products fintech–and made thinking outside-of-the-box a daily necessity. Being no strangers to taking risks, the two leveraged both their networks and expertise to fill a void in the financial markets; creating the dynamic full-service investor relations company Grit Capital. They agreed on the mission to make finance fun and constantly push the boundaries in order to maximize exposure in the crowded cannabis space. Since its inception, Grit Capital has 30
worked with dozens of clients, hosted interactive events and conferences in Bahamas, Toronto, Muskoka, New York, Las Vegas and Miami, launched an investment segment on SiriusXM, created an impressive online community with +25k followers across social media. Years prior to the Canadian legalization of cannabis in October of 2018, Grit Capital’s clients were strategically selected to diversify across the cannabis value chain. “It’s important to look at all aspects of an emerging market. You never want to have all your eggs in one basket. In the case of cannabis, we felt it was a necessity to look at cultivation, extraction, pharmaceuticals, and international opportunities”. In the international landscape, Khiron Life Sciences (TSXV: KHRN) was emerging to be the leader in Latin America with approximately 680 million potential patients. Since its IPO, Khiron’s share price went from C$1 (in May 2018) to C$3.31 (March 2019). On the extraction side, Grit Capital’s client MediPharm Labs (TSXV: LABS), based in Barrie, Ontario, is a leader in cannabis extraction and purification. Likewise, the share price has seen impres-
Cannabis Prospect Magazine | April 2019
sive growth since their RTO financing at C$0.85 (in February2018) to C$3.32 at the time of this writing. Finally, to continue the diversified portfolio of the cannabis value chain, Grit Capital recently launched an IR engagement with Cardiol Therapeutics (TSX: CRDL). Cardiol is launching synthetic pharma-grade CBD into the marketplace this year al CBD products, adding emphasis on the importance of diversification. It displays Grit Capital’s core strategic belief to always “skate where the puck is going!” As established industry professionals, Genevieve and Nicole have been featured on a wide variety of media outlets including CNN, Business News Network (BNN), The Globe and Mail, The National Post, Vice Media, and SiriusXM. Grit Capital’s culture promotes the importance of creativity, even if it means playing the devil’s advocate - because at the end of day change happens when you think outside-of-the-box!
Women in Cannabis/
ANALYZE THIS
V
ividata’s position as Canada’s leading consumer research provider means that Tosha works closely with many of the largest advertisers and media companies in the country. While she brings more than 15 years experience in the research industry, she first stepped into the cannabis space in early 2018. “As Canada prepared to legalize recreational cannabis use, the Vividata team realized that while the cannabis industry was exploding, no one was asking the consumer – both current users and non-users – what they thought about the pending changes, or about the products they wanted. Would they consume? How? Where did they plan to buy? How much would they pay?” No one was better positioned to find these answers than Vividata. In its Survey of the Canadian Consumer, Vividata surveys over 40,000 Canadians each year, and hundreds of companies leverage this data to meet their research needs. The company’s cannabis study asked 5,000 Canadians, aged 19+, to share their views and consumption habits for both recreational and medicinal use. Results from its study were projected to reflect Stats Canada figures for a full view of the population. Vividata’s findings from the study show how Canadians’ views differ across the country, with both BC and Atlantic Canada strongly supportive of legalization, while opposition is strong in Quebec at 49% of the population. The potential user market skews older, with a clear preference toward products that can be consumed, and not smoked. Twenty per cent of this group prefer to purchase at a licensed store, compared to 8% that would prefer to buy online, as they want detailed information about the product. All of these details are key considerations when developing products and marketing brands, as they tell the what and why of current and potential cannabis users. Tosha has been involved in presenting Vividata’s cannabis research at numerous conferences in Canada and Europe, “It’s been wonderful to see the respect with which other countries view the work being done here in Canada.” In 2019 she will represent Vividata’s research in the cannabis space at several other conferences, including the upcoming
Tosha Kirk Vice President, Client Services Vividata Cannabis Business France session this April. “I’m excited to continue the evolution of our cannabis research in the consumer space. The more I meet with cannabis brands, and even brands that are not in the cannabis space (yet), I see their need for accurate, relevant data on the cannabis consumer to inform strategy.” Vividata’s post-legalization study research has just been completed and will be released in late spring. For this updated study on the cannabis consumer, the company connected with industry leaders to get their opinions on the most relevant questions to ask in a post-legalization environment. Medical use, along with changes in consumption post-legalisation, and consumer perception around cannabis product brands are the core tenets of this study. These findings on cannabis consumers are then tied back to Vividata’s larger consumer study of over 40,000 Canadians for an in-depth analysis with media, lifestyle habits and events, as well as product and brand affinity in hundreds of consumer categories. “My goal, and that of the team at Vividata, is to share world class research about opportunities in the cannabis space based on the perspective of a group that should always come first – the consumer.” One thing Tosha learned early on – conversations about cannabis are polarizing and passionate! And in some cases, preferences and motivations around cannabis use are driven by basic demographics. For example, women are more likely than males to be motivated to use cannabis to reduce stress, and for health/medical reasons. Those who identify as users align with strong feelings around the benefits cannabis and cannabis products. This sentiment will be the subject of additional questions within Vividata’s upcoming research on cannabis for medicinal use and the compliance around it. “Vividata operates as a not-for-profit, and so the work we do is truly to benefit the industry and the agencies that serve it. Offering an impartial source of information, along with many years experience in research, to this rapidly evolving industry has ignited a new passion, both for me personally and for the rest of the team.”
April 2019 | Cannabis Prospect Magazine
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Blinding You With Science Dr. Natasha Ryz, PhD, MSc, BSc Chief Science Officer Zenabis What is your job? As Chief Science Officer at Zenabis Global Inc. I oversee cannabis analytics, extraction and product development teams, which allows me to directly shape the user experience of both recreational and medical cannabis brands. It’s all about keeping cannabis safe and consistent while delivering on customer expectations with top-quality products. What does your job entail? Coast to coast, Zenabis teams are designing and building three analytical labs, three extraction facilities and production lines for multiple products. Analytical testing is essential for ensuring product safety and maximizing product quality. Extraction and processing capabilities allow us to make concentrates, distillates and THC and CBD isolates, which are necessary to make cannabis oils, sprays, gel caps, topicals, vape pens and all cannabis-infused food & beverage products. To achieve these goals, my job involves lots of travel, hiring top talent, team-building and coordinating multiple departments, from compliance and quality, to operations, security, and construction. I get to live a scientist’s dream! Build multiple labs with the best equipment, build a team of top talent to work with and learn from, create new products and do cutting edge research. How did you end up in cannabis? My husband David, who is the Director of Cultivation at Zenabis, was part of the early MMAR medical cannabis program 32
Cannabis Prospect Magazine | April 2019
in Canada and he had a license to grow cannabis for personal use to treat his chronic pain. He was the first example I saw of cannabis being used as medicine, and as his caregiver, I was able to legally develop topicals and edible formulas to treat his pain. In 2013 I attended the International Cannabinoid Research Society meeting in Vancouver, where I connected with prominent cannabis researchers and medical doctors. It opened my eyes to cannabis research and I wanted to participate. I was fortunate to make connections with people such as Dr. Ethan Russo, Dr. Jon McPartland, Dr. Jonathan Page and Dr. Mark Ware, who gave me opportunities to work in the cannabis space. What education/experiences have you had that prepare you for this job? My journey so far has been driven by my unique educational background. I am a Vanier Scholar with a PhD in Experimental Medicine from the University of British Columbia with both a Masters and Bachelor of Science specializing in food and nutrition. I am also cofounder of Ryz Rémi Skincare & Therapeutics, and I create topical products for pain and inflammatory conditions as well as beauty. My education, combined with more than 15 years of experience as a health and nutrition researcher, speaker and product formulator, makes it easy to see why I find it so exciting to be on the frontlines of cannabis research and product development.
Women in Cannabis/
A License To Grow
As the head of licensing and communications at Zenabis, May is responsible for putting together all licensing applications for new sites, facility expansions (both regulatory and amendments), and taking care of the license management for Zenabis’ existing facilities. This includes the development of its craft grow program. She’s proud to help bring highquality cannabis products to both medical patients and recreational consumers across Canada. She currently works directly with Health Canada to ensure that Zenabis as licensed producers are operating all levels of business within the Act and its regulations. In addition, she liaises with all levels of government to ensure Zenabis continues to make a positive impact in the communities it serves. “It is exciting to work for one of the largest licensed producers of medical and recreational cannabis in Canada, and I am up for the challenge,” says May when discussing her experiences at the LP, “I am passionate about helping people, which is extremely rewarding.” With a strong background in economic development and strategic growth, May is a proven leader with experience in building government and business relations, regulatory affairs, organizational change management, public relations and communications. She’s also proud of her work as a dedicated volunteer on several local and provincial not-for-profit boards and charitable organizations. “I never thought I would pursue a career in this industry, in fact it wasn’t even on my radar until news of Zenabis purchasing a warehouse in Atholville came to light,” she continues, “I’m a naturally curious person, so I started my own research into the industry. At the time I was managing a YMCA in Campbellton where I was responsible for compli-
May Nazair Head of Licensing and Communications Zenabis ance, new program development and fund-raising. This was a project that I initiated and was looking to pass on the torch to another person as my passion lies in working on complex and challenging projects.” As Zenabis was in the initial stages of development, she found the whole industry very interesting from a business perspective, and after applying for a position May soon found herself in a team of four, each wearing many hats at any given point. This gave her the opportunity to learn all about the business and how she could fit in this new evolving industry. “Another reason I love working for Zenabis is because it’s a growing company and there’s so much room to grow and learn. Living in a small community offers its own challenges when it comes to career development so my involvement with the company allows me the opportunity to advance my career and challenge myself.” Her logical, analytical approach to project development coupled with her educational background and experience made her naturally drawn to the regulatory side of the industry, presenting new challenges and learning opportunities abound. April 2019 | Cannabis Prospect Magazine
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Product Showcase/
Automated Pipetting Robot for Sensitive Samples The Liquid Handling Station flow (LHS flow) is BRAND’s pipetting robot for applications where samples must be protected from particles and microorganisms. The integrated FlowBox directs the filtered air flow in laminar, horizontal layers across the consumables on the worktable. With the door closed, the air volume inside the cabinet is replaced 260 times per hour and exits through openings in the front door. The BRAND LHS flow is an extremely compact benchtop instrument that has 7 working positions and 5 available liquid ends in single channel volumes up to 1000 µL and multichannel volumes up to 300 µL. With a wide variety of accessories, this flexible system moves liquids between reservoirs, tubes and plates; and is ideal for cell culture, PCR setup, cherry picking, and more.
Across International’s AccuTemp Vaccuum Ovens
UL (Underwriters Laboratories) is an important safety certification for products sold in the United States, while CSA (Canadian Standards Association) covers Canada. These are recognized industry-wide as a pedigree, signaling the dependability and safety of products and equipment, many operating under some of the harshest conditions. Due to this, Across International has just announced UL and CSA certifications will now come standard with our award-winning AccuTemp series vacuum ovens. This is also available for a small additional fee for our Elite series ovens as well.
GreenBroz Sorter
Easy to load, operate and clean, the Sorter is a must-have for medium- to large-scale cultivator who want to improve the efficiency of their harvest without sacrificing the flower quality for which their brand is known. The GreenBroz Sorter is constructed entirely of food-grade materials and will sort your flower in up to six adjustable size variations at a time. Simply load your flower into the feeding hooper, lock the dividers to your desired sizes, and turn on your belts to get sorting at a rate of 10-15 pounds every 10 minutes. The use of a conveyor system fosters an exponentially more gentle handling process than a vibration system, preserving your flower and maintaining quality throughout the process. The Sorter’s simple to use control panel allows you to adjust the speed of the round belts, which carry your flower along the top of the machine before falling through at the appropriate sizing area. This panel also controls your main power source, lower conveyor belt, and an emergency stop switch that allows you to maintain full control of the machine.
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Cannabis Prospect Magazine | April 2019
Kartner, Carton Forming and Container Inserting Machine
EndFlex is pleased to introduce its new automatic carton forming machine and container inserter, the Boxxer Kartnr. Commonly used for cosmetics, medicinals, pharmaceuticals and many every day consumer products, the Kartnr is engineered to form auto-lock or pop-open cartons, automatically insert a rigid container and close the lid. This compact system can package up to 60 container’s per minute as well as offer the ability to glue or tuck the bottom/top of the carton. Standard features include a heavy-duty welded frame, tool-less adjustable change over, integrated carton infeed conveyor, PLC, colour HMI and interlocked safety doors.
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Artificial Intelligence, Learning and Explosive Growth in Cannabis By Rob Ayre
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t’s a new and exciting time for the cannabis industry. The growth has been explosive for many companies in the industry and with new business opportunities opening every day, that growth is unlikely to change any time soon. Organizations operating in the industry have a distinct need for clear communication across multiple departments and sophisticated ways of training new employees quickly to ensure compliance, efficiency and more. Companies looking to grow and capitalize need to be agile and have the ability to train employees on the latest information necessary for success. The reality is, competition is about to get heavy when it comes to attracting (and retaining) talent. As evidence, cannabis-related job searches on the job board Indeed increased four times over from July 2017 to July 2018. Top positions on the job board include quality assurance professionals, production assistants and maintenance technicians--roles where training is critical to long-term success, employee satisfaction and organizational growth for both customer and partner satisfaction. Learning & Development During this Time of Growth The Learning and Development (L&D) industry has been 36
Cannabis Prospect Magazine | April 2019
stagnating technologically, resting on their laurels since the advent of the learning management system. Recently however this has started to change thanks to the introduction of new and exciting technologies. Artificial Intelligence (AI) is making waves across industries and, when it comes to enterprise learning, has incredible potential to increase engagement and knowledge retention while dramatically improving the lives of L&D admins by automating various menial administrative tasks. The impact will be most felt in areas including content discoverability, categorization, content creation and more. However, there are also many ways that have yet to be seen or considered that will begin to make an impact once AI has time to crawl more and derive more data related to learning platforms and the activities of the learners within it. Oftentimes AI is discussed in abstract, theoretical terms, so it’s important to provide concrete examples of how the technology is put to use practically. Take, for example, the idea of a virtual coach. Through algorithms developed via a finely-tuned combination of machine learning, natural language processing and deep search, learners will soon be able to ask their learning platform to suggest courses that will improve their learning path. The Virtual Coach will
then analyze their progress, understand areas in which that person may need to improve and recommend courses they should take based on their individual learning objectives. Eventually the Virtual Coach could even consider areas along the learning path that can be skipped if the content is unnecessary or repetitive, optimizing and deepening the personalization of learning even further. Given enough time, an AI-fueled learning platform will know the learners better than they know themselves. The ability to recommend the exact courses learners need, at the exact time they need them serves to optimize career growth opportunities with learning while ensuring their organization has the best talent. Doing so improves an employer’s likelihood of improving engagement rates with learning, which ultimately improves knowledge retention, employee performance and helps organizations keep top talent around longer.
It will come as no surprise that millennials and Gen-Zers are flocking to the cannabis industry and are looking to capitalize on the explosive growth, but with that comes specific training needs that must be considered to ensure organizations are successful in managing the careers of the demographics. Artificial Intelligence Delivers Automated and Personalized Learning (at Scale) Personalization in a corporate environment was once unheard of. Employees were just a drop in the sea of an organization’s workforce and “one-size-fits-all” was the mantra. Now AI is changing the rules entirely - and for the better. The lines between our personal and professional lives are becoming blurred thanks to smart technology, which is shifting expectations towards more personalized experiences. Think about how we now shop or watch TV online. It only makes sense that these same principles could be translated into applications within business systems. In the enterprise learning space, this is a major topic of conversation and L&D leaders have a distinct appetite to make their learning activities increasingly automated and personalized. Artificial intelligence, which combines data collection and technologies such as machine learning, bring automated and personalized learning to life by being truly responsive to individual learner needs. With AI powering your learning platform, you can take advantage of a system that adapts intelligently to users’ requests and allows them to take control of their own learning. As an admin, there are significant opportunities to automate and eliminate tedious tasks such as course enrollment, content categorization and answering learner queries.
The Age of the Millennial and Gen Z Workforce It will come as no surprise that millennials and Gen-Zers are flocking to the cannabis industry and are looking to capitalize on the explosive growth, but with that comes specific training needs that must be considered to ensure organizations are successful in managing the careers of the demographics. As a cohort, both millennials and Gen-Zers come with unique challenges, and in competitive job landscape one of the most pressing issues comes with retention. In fact, 21% of millennials say they’ve changed jobs within the past year-more than three times the number of non-millennials. So how do you fight that trend and give both generations what they want? It could very well all start with proper training. With 35% of millennials indicating a strong training and development program as the most desirable quality in a workplace, it’s safe to assume that millennial employee turnover rates are directly related to their employer’s ability to meet their needs when it comes to learning and development. Additionally, organizations need to provide training through platforms that younger demographics are most likely to engage with and that fit most naturally into their daily lives without being overly intrusive. A study by Wikia reveals that 76% of Gen-Zers believe technology will help them reach their goals, while more than two-thirds think it will empower them to do anything they so please career-wise. Both of these demographic groups are mobile-first and if you can’t provide your training via a mobile device, they will be much harder to engage in training activities as it will be difficult to build training into the flow of work. They’re also entrepreneurial, especially as it relates to content creation. From a social media perspective, Gen-Z is the fuel powering the engines of industry heavyweights such as Instagram and Snapchat. Millennials and Gen-Zers powered the generational switch that has enabled YouTube to overtake traditional television and create real-world, selfmade stars through its platform. A study from Wikia and Ipsos MediaCT revealed that more than 60% of Gen-Zers share knowledge online in the form of YouTube videos, blog entries, or Medium articles, a blogging platform that can be used by anyone to publish blogs. Again, this is the result of an incredible appetite for collaboration and continuous improvement. Cannabis organizations clearly need to provide training, but even more so they need to provide the training in ways that work with the demographic expectations and easily facilitate mobile learning. Other considerations include the knowledge sharing for the learner, robust reporting, skills gap analysis and whether the admin experience is simple and efficient. All of this needs to be powered by artificial intelligence to ensure learner data isn’t being thrown away and wasted but instead is being actively used by the organization to increase knowledge capital, train employees more efficiently and help to drive overall company growth in a highly-competitive, complex and chaotic market. Rob Ayre is the Communications Manager at Docebo Canada Inc. April 2019 | Cannabis Prospect Magazine
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Provincial Updates/
Ontario
In April 2019, 25 recreational cannabis stores were opened in Ontario. The aforementioned 25 licensees (originally 90) were chosen by lottery as a result of the low cannabis supply. Jurisdictions in Ontario were given the opportunity to opt-out of the selling of recreational cannabis (Vaughan, Richmond and Mississauga have opted out just to name a few). Recreational cannabis can also be purchased online through the Ontario Cannabis Store (OCS).
Manitoba
Proposed amendments to The Liquor, Gaming and Cannabis Control Act have established the legislative foundation for the Manitoba government to create a social responsibility fee for cannabis to strengthen health and safety initiatives, Justice Minister Cliff Cullen announced. As of January 2019, all retail cannabis stores in Manitoba are be subject to the payment of a social responsibility fee. The fee is initially based on six per cent of the retailer’s gross revenue from the sale of non-medical cannabis.
Alberta
Additional licenses will be issued to the first 10 applicants that have met all licensing conditions after the decision was made to stop issuing licenses. Alberta Gaming and Liquor Commission’s (AGLC) supply levels have seen modest improvement, they are not stable enough to fully open the licensing process or accept new retail cannabis applications. AGLC is in discussions with an additional 12 licensed producers from across Canada to secure additional product.
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Cannabis Prospect Magazine | April 2019
Quebec
In its first three months of business, the Société québécoise du cannabis (SQDC) completed more than 860,000 transactions, selling 5.7 tonnes of cannabis and generating around $40 million in revenues. Also, Health Canada figures indicate that the number of kilograms of cannabis distributed by the SQDC in November was equivalent to 35% of all non-medical cannabis sold in Canada.
Saskatchewan
Statistics Canada said sales at Saskatchewan pot shops have had the slowest sales of all provinces since recreational cannabis was legalized. Just under $2.5 million was sold from cannabis stores in the province from Oct. 17 to Dec. 31, 2018. That ranks behind Prince Edward Island, which saw over $3 million in sales, despite having a population of just 150,000 people. Over that period, more than $151 million of cannabis was legally sold across Canada.
British Columbia
As of February 1, the Liquor Distribution Branch (LDB) has received municipal approval to open BC Cannabis Stores in Campbell River, Williams Lake, Cranbrook, Terrace, Salmon Arm and Fort St. John. The City of Kamloops has also approved applications for two stores to be established in Kamloops, in addition to the BC Cannabis Store. At this time the LDB cannot say when additional stores might open, as lease negotiations are ongoing. Once a lease has been signed, it can take up to seven months to develop the site to suit the LDB’s needs and complete the store fit out.
Prince Edward Island
The provincial government will support 32 new jobs at Dosecann, a cannabis oil extraction company in the Biocommons Industrial Park in Charlottetown. To assist the company and support 32 new jobs, the provincial government is providing labour rebates worth a maximum of $716,000 over two years. The province is also providing $60,000 to assist the company with rental costs.
Newfoundland & Labrador
Puff Puff Pass Headshop, in Clarenville, NFLD, was the province’s first private weed store casualty since recreational marijuana was legalized in October. It is one of just six private, regulated cannabis retailers in Newfoundland and Labrador, and shut its doors in late February. Business manager Tina Greening cited supply shortages as retailers in Newfoundland and Labrador are only allowed to purchase from seven licensed producers, picked by the province’s liquor commission.
Nova Scotia
For the quarter October 1 - December 31, 2019, recreational cannabis for the Nova Scotia Liquor Corporation (NSLC) sales totaled $17.4 million during the first two and a half months of legalization. Sales of cannabis produced in Nova Scotia were $1 million or 5.9 per cent of total cannabis sales in the quarter.
New Brunswick
Cannabis NB released its unaudited results for the quarter ending December 23, 2018. Total sales since the launch of legal cannabis beginning on October 17th, 2018 were $8.6 million. Key sales trends for the quarter were: online sales revenue were $0.4 million, in-store sales revenue were $8.2 million, dry flower sales representing 87% of sales at $ 7.5 million, oils and capsule sales represented 9% of sales were at $0.8 million, and accessories sales represented 4% of sales were at $0.3 million.
Yukon / Northwest Territories / Nunavut The Government of Yukon has appointed five members to form Yukon’s first Cannabis Licensing Board. The Cannabis Control and Regulations Act provides the board with the sole authority to approve licences, determine licensing conditions, and hold hearings related to a licence application. The five Cannabis Licensing Board members are: David Sloan, chair; Mieke Leonard, vice-chair; Shari Borgford, member; John Farynowski, member; and James Lindsay, member. / In the first quarter, overall sales of cannabis products in the NWT totalled $687,955.08.During this period, only dried cannabis and cannabis oil were available for sale in the NWT, with dried cannabis products accounting for the majority of sales (approximately 80%). During the same period, the majority of products were sold in Yellowknife ($403,218 or approximately 60% of all NWT sales). Online sales of cannabis products accounted for $33,223.71 (approximately 5% of all sales).
April 2019 | Cannabis Prospect Magazine
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Retail/
Safeguard Your Retail Cannabis Business by Selling Responsibly By Alyssa Hanson
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e’re now more than six months into the legal use and sale of recreational cannabis in Canada. While legalization spans coast to coast, the rules and regulations are different in each province and territory. In some cases, two cities within the same province may abide by a different set of rules. For example, within Ontario nearly 20% of municipalities have opted out of having physical storefronts altogether, but in Nunavut, outright prohibition (or “dry” communities) will not be permitted. While cannabis has been available through government-operated online stores across the country since October 17, 2018, not all provinces and territories have introduced physical stores yet. One of the last two remaining provinces, Ontario, will see its first retail store open its doors on April 1, 2019. Federally, the Cannabis Act outlines the basic rules for adults who are 18 years of age or older, but these are subject to provincial or territorial restrictions. This act sets the rules around how cannabis can be sold, where stores may be located and how stores must be operated. Further to this, individual provinces and territories are given the flexibility to set added restrictions, like lowering possession limits, increasing the minimum age, restricting where cannabis may be used in public and setting added requirements on personal cultivation. Although the rules may vary from one side of the country to the other, the onus is on individual retailers to follow the laws
that apply to them. That’s why it’s so critical that cannabis retailers familiarize themselves with those laws and take appropriate measures to enforce them. This is especially important in provinces that allow privately licensed stores. A great place to start is by visiting the Government of Canada’s comprehensive online resources, designed to help retailers navigate regulations province by province. Just as it is the store owner’s duty to be aware of the law, it is their responsibility to ensure that their employees act in accordance with the law, and that adequate training and tools are provided. Employees who are properly trained are less likely to encounter dangerous situations like misuse or underage consumption—thereby mitigating legal risk and potential fines associated with improper sales. Licensing boards indicate that retail shop employees must complete a designated training course, which varies depending on province or territory. Some provinces require that retail staff be certified through a training program. Additionally, some private organizations have begun rolling out training programs, which can be licensed and sold to other provinces or territories that don’t yet have their own programs in place. Each province and territory is responsible for licensing and inspecting cannabis stores. There are a number of ways cannabis retailers can responsibly sell marijuana, ensuring compliance to cannabis sales laws and regulations. A cannabis compliance mystery shopping program is an excellent
way for retailers to protect their business and customers from potential legal issues, or even dangerous situations. A compliance program aims to validate sales and service standards by monitoring store operations and employee training, including staff knowledge, safe product handling and familiarity with legal amounts. This also helps improve employee accountability by enforcing age verification to prevent the sale of cannabis to minors. The minimum age in Canada is either 18 or 19, depending on the province or territory, and no one under that age can legally enter a retail store. Mystery shopping can be used as a way to verify the age of all customers before serving them or even allowing them in the store, ensuring staff can distinguish between valid and forged pieces of identification. This topic is going to become even more relevant as the industry grows, and more licenses are eventually distributed. As retail chains begin opening multiple locations, maintaining brand standards will become even more of a priority. A compliance program helps remotely monitor store operations and ensures consistency across all locations. Another way to ensure adherence to operational standards is through technology like mobile forms software. Using online checklists helps front-line staff focus on daily tasks and processes, saves time and increases the accuracy of information. This ensures that daily standards are being met at all locations and reduces the risk of non-compliance. Mobile forms also ensure any issues are resolved quickly and efficiently, because all information is being collected and analyzed in real-time across multiple locations. Any compliance issues can be automatically flagged and brought to the attention of managers or district managers. While still a relatively new, the recreational cannabis industry is evolving quickly, with more changes expected in the coming years. That’s why it’s critical that retail cannabis business owners put the proper processes in place early. Alyssa Hanson is the Marketing Manager at Intouch Insight.
Agri-Tech/
A Blooming Industry By Brandon Hebor
More and more licensed producers are finding new innovative ways to become more sustainable. For many aquaponics might just be the perfect solution the cannabis industry has been looking for.
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ith the global cannabis market forecasted to grow over USD 29 Billion by 20231, there is no doubt that Canada is at the forefront of a global opportunity. Over the course of 2018, we watched as cannabis blew up the Canadian stock market and acquisitions became daily news. By the time October 17 rolled around, the diversity of luxury and recreational cannabis brands was impressive and featured just about every marketing trick in the book to persuade connoisseurs that their product is top-shelf quality. Beyond all the flair and chic of brands, packaging, merchandise and paraphernalia, it is safe to say that the future of all these companies will not remain a utopia. Competitive COGS and an engaged consumer base will make companies the most resilient as cannabis becomes a commodity in Canada and eventually around the world. The Rise of Agri-Tech Maintaining highly-competitive COGS is the foundation on which commercial farms operate around the world, whether it is on a field, in a greenhouse or more recently within completely controlled indoor environments. For centuries, the commercialization of agricultural practices has been driven by both cultivation technology and bio-based innovations, the most infamous products being pesticides and herbicides. Over the past decade we have seen the integration of mechanics, technology and most recently artificial intelligence into agricultural practices. Drone surveying, GPS-driven tractors, robotic vegetable pickers, LED lighting and vertical farming are some of the most innovative technologies available to farmers in 2019. The widespread adoption of new, revolutionary innovations is dependent on cost, efficacy and lifespan-all of which are very difficult to prove as smart-technology continues to evolve. In the emerging vertical farming industry, the widespread adoption of hydroponics cultivation methodology works alongside LED spectrum specific lighting to grow large volumes of fresh greens, herbs and vegetables. The use of hydroponics as a growing technique allows plant growth to occur in a completely soilless environment fueled by powdered or liquid fertilizers,maximizing the control over a plant’s nutrition throughout its lifecycle. Since the growing environment is completely manageable and soil is not required to grow plants, innovations from mechanical equipment, monitoring equipment, nutrient dispensary algorithms and automated
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Cannabis Prospect Magazine | April 2019
production systems have become commonplace. Although hydroponics might be an age-old technology to veteran cannabis growers, the transition of the industry to a legal, federally-regulated and heavily financed business environment has resulted in constant testing and integration of new technologies to improve the bottom line of big business. The Innovation Imperative Senior executives understand that innovation is a driving force to the successful, long-term growth of their companies. Innovation is a very broad term that defines a change in the approach of a current practice with the anticipation of improved results at either the front or back end of business operations. Traditionally, start-up enterprises enter the market with a minimum viable product and continuously test, validate and improve new products and processes on their path to commercialization and beyond. The term for this class of innovation is ‘Sustained Innovation’. Sustained innovation is described as the small, incremental changes made to improve products, processes and sales. Imagine a staircase beginning at 60% efficiency and ending at 100%, where each step represents 5% improvement. Expanding beyond sustained innovation is ‘Disruptive Innovation’, the term for an innovation that creates a new market or value network that eventually disrupts an existing value network. Disruptive innovation is very powerful in the business world because it radically changes the way that value is presented or realized by a business and its customers. Uber and AirBnB are two popular, similar cases of disruptive innovation that used technology and a unique business model to outpace regional taxi and hotel operations around the world. In the North American cannabis industry, it is hard to find anything truly disruptive about growing a plant that has been around for millennia. At least that is what we thought until hearing about a cannabis company that has donated over 50,000 meals to lower-income families, even better, the fish that are donated were once used to grow exquisite buds! Introducing: Green Relief Green Relief is a licensed producer, currently operating out of
a 33,000ft2 earth-sheltered building in Hamilton, Ontario. In 2013, cofounders Warren & Lyn Bravo and Steve LeBlanc turned a shared vision into reality when they designed and built the largest aquaponics cannabis operation in the world. For nearly three years the Green Relief team conducted research to maximize the production of cannabis plants in their closed-loop, controlled environment system. The overall sustainability of aquaponics and production-specific proprietary makes Green Relief a contender as a disruptive innovator in the cannabis industry. With the proven ability to produce top-shelf buds without anything but fish, feed and bacteria, the company is paving the way for a cleaner product and pushing the industry to consider the sustainability of their practices. Fish poop becomes disruptive when understanding that around 25% of a hydroponic grower’s bottom line is the purchase, use and disposal of mined and manufactured mineral solutions. Green Relief donates its fish to a non-profit organization which feeds low-income individuals and families throughout the GTA, in exchange, the company receives a tax credit which makes its fertilizer costs nearly net-zero. How Does Aquaponics Work? Aquaponics is a sustainable form of agriculture that combines aquaculture
(raising fish) and hydroponics (soilless cultivation of plants) to create a closed loop and balanced ecosystem. The recirculating loop embodies a symbiotic relationship between the fish being raised and the plants. In this balanced ecosystem, microbes convert ammonia from the fish waste into nitrates, which provide an organic food source for the growing plants. The plants, in turn, uptake these nutrients and stabilize the water that is returned to the fish and recirculated throughout the system. Tilapia are the most commonly used freshwater species of fish in aquaponics and have proven both resilient and lucrative for farmers and hobbyists alike. The most successful aquaponics farms are designed with specific chemical, biological and technical factors specific to crop diversity, engineering design, regional climate and the scale of an operation. Triple Bottom Line People, planet, profit - or - social, environmental, economic; however you put it, the triple bottom line is becoming extremely important for companies to report on in this day and age. In addition to radical innovation, conscious consumerism is a powerful force in the retail market and has led to the success and failure of numerous brands and companies that fail to recognize any value beyond profitability. Of course,
maintaining profitability is imperative for business however, the creation of shared value has proven to be a game-changer for some businesses in both established and emerging markets. As an industry, cannabis producers, manufacturers and retailers are dealing with the human consumption of a grown and manufactured medicine, or therapeutic vice. With this consumption comes the direct impact on human - and inevitably - environmental health as a result of a company’s product. With many consumers of cannabis regarding the plant as a naturopathic medicine for their mind and body, it is predictable that they will find an alignment and connection to the values of a company and become long-term loyal patients/ customers. In the coming years, the overall quality of cannabis products will increase and the price will dive, leaving those without competitive COGS or a compelling story in the proverbial dust. Brandon Hebor is a Director at Rafterra Global Sources:
1 https://globenewswire.com/news-release/2018/12/03/1660633/0/en/ Global-Cannabis-Market-Forecast-to2023-Declining-Prices-as-Products-Gets-Commoditized-A-Major-Market-Challenge.html
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Canna-Tourism/
Viva Las Vegas
How Planet 13 is changing the way people think about cannabis, tourism and entertainment
We sit down with David Farris, head of marketing for Planet 13, a cannabis cultivator changing the way consumers look at cannabis, tourism and entertainment. Give us a sense of where Planet 13 was as a company before this idea of a superstore came to fruition. Before Planet 13 opened, it was the very successful and popular fully integrated cannabis company and dispensary called Medizin. It was located farther from the Vegas strip (Medizin website). Medizin had a huge following of loyal customers many of whom live and work in Vegas. When the opportunity came up to relocate the dispensary license in the biggest facility closest to the Vegas strip, the new dispensary was launched as Planet 13. The major difference being the massive size of the new superstore facility, the very close proximity to the heart of the Vegas Strip… and because of that location a new focus on tourist and visitor customers. While there continues to be a big number of local Vegas customers the majority of sales will now come from the 55-million annual visitors to Vegas. This Las Vegas superstore you’ve developed is a massive undertaking, tell us where the idea came from and what we can expect once its finished? 44
Because of its proximity to the heart of the strip and the millions of Vegas visitors, the co-founders of Planet 13 decided it was time to out-Vegas Vegas, and go big. Since opening Nov. 1, 2018, it has been a huge hit with an estimated 2000 customers a day. The first phase is a spectacular 40,000 square feet with entertainment features (highlighted above under question #1). There is room to at 72,000 sq-ft and plans include a high-end Vegas style lounge/club when local regulations permit. It’s safe to say that tourism is a much more prevalent industry for Las Vegas than many cities and states in the US, do you see a correlation between tourism and states where cannabis is legal? There are 55-million annual visitors to Vegas and this crowd of tourists comes to the city to have fun, celebrate and spend money of things they enjoy. We expect Planet 13 to become a must-see destination on the Vegas to-do list of many tourists. We think Vegas will be the most robust city in terms of a direct correlation between tourists and the
Cannabis Prospect Magazine | April 2019
cannabis industry. It has already become a very competitive market as many dispensaries are opening to cater to Vegas tourists. We feel Planet 13 has an advantage because of proximity to the strip and our spectacular facility and the experience and customer service we provide. With recreational legalization coming to Canada, do you think tourism will increase as a result of cannabis from the US? Globally? It’s difficult for us to predict what will happen in Canada, but we can say we are experiencing a massive influx of tourists visiting our superstore who are excited to browse and shop - being in a jurisdiction where recreational cannabis is legal. We would assume there will be similar enthusiasm from visitors to Canada as the rec cannabis market matures with national legality. One of the reasons Starbucks is so successful is that it’s managed to change people’s perceptions of coffee (in that it’s turned the brand
into a very personal experience for the consumer), do you hope to do something similar for cannabis? Definitely. We feel the cannabis shopping and buying experience should be like going to a high-end favorite restaurant, or to an elite clothing store, or your favorite coffee shop – our brand is to create a memorable experience. Early feedback
from customers is that this is exactly what we are creating. One recent customer who is an NFL fan said the feeling he got when he walked into Planet 13 was similar to the feeling and incredible sensory experience he felt when he first walked into the most modern and biggest NFL stadium (Cowboys AT&T stadium). Where do you see Planet 13 (and canna-tourism) a decade from now?
We feel it will grow to be one of the major entertainment options. Similar to going to a popular club or a great restaurant or a glamorous casino – Planet 13 will be one of those destinations that people love to go to when they travel to fun cities like Vegas. David Farris is the head of marketing for Planet 13
April 2019 | Cannabis Prospect Magazine
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Bright Lights, Big City Publicly-traded Planet 13 is home to the world’s biggest cannabis dispensary entertainment complex that opened on Nov. 1, 2018. Located beside the Vegas Strip (within sight of 65,000 hotel rooms, catering to the 55-million annual Vegas visitors), Planet 13’s cannabis dispensary superstore is currently utilizing 40,000 sq.-ft. with room to expand another 72,000 sq.-ft. After Vegas, Planet 13 will branch out with locations in major cities in legal recreational cannabis jurisdictions across North America. It’s a destination loaded with interactive entertainment features - beyond the dispensary itself, including: • • • • • •
3D PROJECTION VISUAL EXPERIENCE - Guests are mesmerized by the 3D Projection Visual Experience where numerous giant 3D visuals are projected onto the ceiling walls (e.g. 3D blue whales swimming by) LED LOTUS FLOWERS – As guest approach the complex they are greeted by 13, 15-foot tall LED lotus flowers on the roof of the building. Made of acrylic leaves and metal stems, the lotus flowers can be controlled by visitors, making them interactive pieces of art, as they can change colours, sequences and patterns). INTERACTIVE LASER GRAFFITI – Outside the facility, visitors can experience interactive laser graffiti where they can leave their mark with unique writing and drawings on a giant wall - great for selfies. OUTDOOR WATER FEATURE – The sophisticated outdoor water feature is a glowing beacon on the exterior of the building. Vibrant LED lights with fog create a glowing effect seen from the distance – it’s also nice on a hot Vegas night because it produces a cool mist. LED INTERACTIVE FLOOR – Visitors will experience the sensory-activated LED flooring that creates an interactive show while guests walk on it. Each step leads to a digital reaction (for example, a koi pond where water ripples with each step and the fish bolt when you step near them). AERIAL ORB SHOW – The attractions continue once guests move inside the main portion of the complex where they’ll view a glowing aerial orb show high above the dispensary sales floor. Giant indoor drone orbs perform choreographed shows.
Announcements & Appointments/
Budding Careers Fire & Flower, an independent corporate retail cannabis operator with operations in Alberta and Saskatchewan, announces Nadia Vattovaz has been appointed as Chief Financial Officer. Based out of the Toronto office, reporting to the Chief Executive Officer, Ms. Vattovaz will be responsible for managing Fire & Flower’s finances including financial planning, management of financial risk and reporting.
Agrios Global Holdings Ltd. announced the appointment of Robert Lanterman, as VP Product Development. During his early career Robert developed numerous luxury product lines for key accounts including Marshall Fields now Macy’s, Neiman Marcus, Bergdorf Goodman, Holt Renfrew and Saks 5th Avenue. Robert was responsible for P & L, critical design input, and oversight of line merchandising and budget planning.
Mike Devon joins FIGR from the Gesco Group of Companies, a long-standing Canadian private-equity backed company, where he served as its Chief Financial Officer for four years. He has more than 30 years of experience with broad experience in the consumer packaged goods industry, and has held positions at both large public and mid-sized private businesses. Devon holds a Bachelor of Commerce, Bachelor of Science and an MBA from York University.
Todd Duncan joins FIGR from Constellation Brands, the second-largest wine company in the world, where he most recently served as Director, Supply Chain. An end-to-end supply chain expert, Duncan brings more than 20 years of leadership experience in the consumer packaged goods industry, in both alcohol beverages and packaged foods. Prior to Constellation Brands, Duncan held several progressive positions at Anheuser-Busch InBev and Kellogg Canada Inc.
Beleave welcomed Amy Nederlander as a new Independent Director and to announce the appointment of an Independent Chairman of its Board. Ms. Nederlander is the CEO and Co-Founder of L!FE Leaders, Inc. which focuses on teaching skills for career success. She also built eProv Studio into a multiplatform business promoting entrepreneurship and is well known for her extensive involvement in the theater and entertainment business having produced a number of Broadway and off-Broadway productions.
SpeakEasy Cannabis Club announced the addition of David Cross as its newly appointed Chief Financial Officer. Mr. Cross is a CPA, CGA and is currently a partner at Cross Davis & Company LLP Chartered Professional Accountants which provides accounting and consulting services to publicly traded companies. Mr. Cross has over 21 years of accounting experience and has been a partner of Cross Davis for over eight years.
CannTrust Holdings Inc. has appointed Greg Guyatt, CPA CA as Chief Financial Officer (“CFO”) effective February 19, 2019, further strengthening the company’s leadership team. Greg comes to CannTrust from GreenSpace Brands Inc., a Canadian-based premium natural food product company, where he served as CFO. He brings more than 20 years of experience building high-performing finance teams from the consumer packaged goods, pharmaceutical and private equity sectors. Greg began his career with Deloitte.
FIGR, Inc., a vertically integrated legal Canadian cannabis company, announced the appointment of Zack Grossman as Director of Marketing. Grossman spent the last 10 years leading the accelerated growth of many brands, including Motrin, Splenda, Polysporin, Nicorette and Nicoderm at Johnson & Johnson, a multinational medical, pharmaceutical and CPG company. Grossman has created brand equity for household names within the strict parameters of regulated environments.
April 2019 | Cannabis Prospect Magazine
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Automatic Gates: The Misunderstood Perimeter Security Challenge
S
ecurity gates are designed to accommodate various requirements including size and type of traffic, speed of traffic and style of facility. They need to operate in all types of weather. However cannabis facilities only care about one thing regarding gates: either they did their job or they didn’t. Nobody cares if it was the gates’ fault or something else such as access controls, maintenance faults or a power flicker. Security is security and the darn gate just needs to work. Is there more you need to know about gates? Absolutely. Don’t be naïve about crime and advantages of perimeter security. Many plans are designed to meet an intent of regulations or laws governing security. These products are numerous and have tons of marketing collateral to entice the buyer, but protection of your business’ physical property is still of paramount importance. Which have the value or product features you need? How do you best control vehicles? What type of tracking and permission capabilities are you going to use? Perimeter gates are used to protect 48
By Brian Fritz
against a variety of vehicle and personnel threats. They control your entry and exit points. You should have strict visitor and employee identification and tracking protocols in place. Also, your facility will have trucking, employee and visitor traffic to contend with daily. Each is unique in the amount of vehicle flow, size of vehicles, frequency of use and the demand they place on security gates. Good vehicular control point design is important but once you make a decision you will be stuck with your decision for many years to come. While quality and operational performance are important another aspect of gate selection is following what is mandated in fire and building code, gate safety standards. Since gates are fabricated and installed uniquely to each site, ASTM F2200 addresses automatic gate construction and safety. Similarly, the gate operator is to be tested to and UL 325 Listed, which addresses the safety related each operator and accessories wired to it. Unfortunately most installers either fail to follow these standards or are simply unaware of how the standards apply to
Cannabis Prospect Magazine | April 2019
their installations. This leads to countless instances of gate damage, vehicle damage and, most importantly, pedestrian injury and death every year. These costs, security concerns and liabilities can be easily mitigated by selecting a quality product and good installers. Security does not generate revenue, it costs you money, but commoditization of security products is a common routine many fall into. That is, the indistinguishable qualities or attributes that end up becoming assumed to be common to all gates. How do you know the gate you buy will be safe, perform well in the cold or snow, won’t be a maintenance cost drain or can keep up with heavy use? One thing is clear. When a gate fails to work it can be a serious imposition or security issue for you and your facility. That’s why it’s important to choose a firm that can prevent these problems before they occur. Brian Fritz is a sales manager with AutoGate Inc.
Retail Directory Alberta 420 Premium Market D290-9737 MacLeod Trail South Calgary, AB, T2J 0P6 Alternative Greens 12451 97 Street NW Edmonton, AB, T5G 1Z6 Beltline Cannabis Calgary 806 12 Avenue SW Calgary, AB, T2R 0J3 Canna Cabana 1065 Canyon Meadows Drive SE Calgary, AB, T2W 5V3 Canna Cabana 23 Southgate Boulevard, Unit 10 Lethbridge, AB, T1K 6S5 Canna Cabana 10828 124 Street Edmonton, AB, T5M 0H3 Canna Cabana 16 – 5115 49 Street, Box 1991 Whitecourt, AB, T7S 1P1 Cannabis House 6560 170 Avenue NW Edmonton, AB, T5Y 3X6 Co-op Cannabis 7-8720 MacLeod Trail SE Calgary, AB, T2H 0M4 Daily Blaze 1-5009 50 Street Stony Plain, AB, T7Z 1T3 Fire & Flower Cannabis Co. 9610 165 Avenue NW Edmonton, AB, T5Z 3L3 Fire & Flower Cannabis Co. 313-10451 99 Avenue Fort Saskatchewan, AB, T8L 0V6 Fire & Flower Cannabis Co. 263 Gregg Avenue Hinton, AB, T7V 2A7 Fire & Flower Cannabis Co. 380-220 Lakeland Drive Sherwood Park, AB, T8H 0N6 Fire & Flower Cannabis Co. 19 Bellerose Drive St Albert, AB, T8N 5E1 Fire & Flower Cannabis Co. 6610 50 Avenue Stettler, AB, T0C 2L2 Global Leaf 106-5401 Temple Drive NE Calgary, AB, T1Y 3R7 NewLeaf Cannabis 29-240 Midpark Way SE Calgary, AB, T2X 1N4
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NewLeaf Cannabis 18-13750 Bow Bottom Trail SE Calgary, AB, T2J 6T5
Queen of Bud 1717 10 Avenue SW Calgary, AB, T3C 0K1
Tweed/Canopy 1592 Regent Avenue Winnipeg, MB, R2C 3B4
NewLeaf Cannabis 111-13 Southland Crescent SW Calgary, AB, T2W 0K4
Rocky Mountain Collective 437 Gregg Avenue Hinton, AB, T7V 1N1
New Brunswick
NewLeaf Cannabis #110, 1935 - 37 Street SW Calgary, AB, T3E 3E4
Rocky Mountain Collective 393 Drinnan Way Hinton, AB, T7V 2A5
NewLeaf Cannabis 32nd Ave: #9, 2015 - 32 Avenue NE Calgary, AB, T2E 6Z3
Small Town Buds 102-6 Athabasca Avenue Devon, AB, T9G 1G2
NewLeaf Cannabis #9, 12 Castleridge Drive NE Calgary, AB, T3J 1V4
The Green Exchange 328 South Railway Street Medicine Hat, AB, T1A 2V4
NewLeaf Cannabis #2, 7400 Macleod Trail SE Calgary, AB, T2H 0L9
Waldo’s 420 Store 946 16 Street SW Medicine Hat, AB, T1A 8A4
NewLeaf Cannabis #30, 12981 – 50 Street Edmonton, AB, T5A 3P3
Westside Weed 914 South Railway Street SE Medicine Hat, AB, T1A 2W2
NewLeaf Cannabis 9522 Ellerslie Road Edmonton, AB, T6X 0K6
British Columbia
NewLeaf Cannabis 1328 Mayor MacGrath Drive South Lethbridge, AB, T1K 2R2 NewLeaf Cannabis #20, 338 University Drive West Lethbridge, AB, T1J 5C9 NewLeaf Cannabis #207, 2 Herbert Road St. Albert, AB, T8N 5T8 Nova Cannabis at Grove Landing 17 Nelson Drive, Unit 12 Spruce Grove, AB, T7X 3X3 Nova Cannabis at Namao 16616 95 Street NW Edmonton, AB, T5Z 3L2 Nova Cannabis at Shoppers South B-8015 104 Street NW Edmonton, AB, T6E 4E3 Nova Cannabis at Southpointe 101-9310 Southfort Drive Fort Saskatchewan, AB, T8L 0C5 Nova Cannabis at Willow Park B252-10816 MacLeod Trail SE Calgary, AB, T2J 5N8 Numo Cannabis Corp. 11733 95 Street NW Edmonton, AB, T5G 1M1 Plant Life 101-4215 80 Avenue Lloydminster, AB, T9V 0X9
Cannabis Prospect Magazine | April 2019
B.C. Liquor Distribution Branch store Columbia Place Shopping Centre 1210 Summit Drive Kamloops, BC, V2C 6M1
Manitoba Delta 9 Cannabis Store Unit 1 – 827 Dakota Street Winnipeg, MB, R2M 5M2 Hiku/Tokyo Smoke 55B Goulet Street Winnipeg, MB, R2H 0R5 Meta Cannabis Supply Co. Otineka Mall, Hwy 10 N Opaskwayak, MB, R0B 2J0 Meta Cannabis Supply Co. 79 Keeshkeemaquah Drive Portage La Prairie, MB, R1N 4B1 Meta Cannabis Supply Co. Unit 23 – 584 Pembina Highway Winnipeg, MB, R3M 2M5 Meta Cannabis Supply Co. 1881 Grant Avenue Winnipeg, MB, TBD Meta Cannabis Supply Co. 58 Cree Road Thompson, MB, R8N 0N2 Tweed/Canopy 1450 Main Street South Dauphin, MB, R7N 3H4 Tweed/Canopy 120 Osborne Street Winnipeg, MB, R3L 1Y5
Cannabis-NB 640 St. Peter Ave, Suite #PD201 Bathurst, NB, E2A 2Y7 Cannabis-NB 157 Water Street, Unit 14 Campbellton, NB, E3N 3L4 Cannabis-NB 784 Dieppe Blvd. Dieppe, NB, E1A 9G5 Cannabis-NB 575B Rue Victoria Edmunston, NB, E3V 3M9 Cannabis-NB 435 Brookside Drive, Unit A002 Fredericton, NB, E3A 8V4 Cannabis-NB 45 Woodside Lane Fredericton, NB, E3C 2R9 Cannabis-NB 2540 King George Highway Miramichi, NB, E1V 6W5 Cannabis-NB 165 Main Street, Suite 8 Moncton, NB, E1C 1B8 Cannabis-NB 40 Wyse Street Moncton, NB, E1G 2K5 Cannabis-NB 9316 Route 3 Old Ridge, NB, E3L 4W8 Cannabis-NB 16 Commerce Drive Oromocto, NB, E2V 4T4 Cannabis-NB 12F. Tribe Road Pert-Andover, NB, E7H 0A5 Cannabis-NB 16 Allee De La Cooperative Richibucto, NB, E4W 5V8 Cannabis-NB 34 Lacey Drive Rothesay, NB, E2E 3J9 Cannabis-NB 16 Wright Street Sackville, NB, E4L 4P8 Cannabis-NB 55 Lansdowne Avenue Saint John, NB, E2K 3A1 Cannabis-NB 168 Rothesay Avenue, Suite 107 Saint John, NB, E2J 2B5
Retail Directory Cannabis-NB 313-B Main Street Shediac, NB, E4P 2A8
The Natural Vibe 306 Water Street St. John’s, NFLD, A1C 1B8
Nova Scotia Liquor Corp. 3601 Joseph Howe Drive Halifax, NS, B3L 4H8
P.E.I. Cannabis 509 Main Street Montague, PEI, C0A 1R0
Cannabis-NB 138 Main Street (Gateway Mall) Sussex, NB, E4E 3E1
The Reef Cannabis Shop 386 CBS Highway Holyrood, NFLD, A0A 2R0
Nova Scotia Liquor Corp. 104a Starrs Road Yarmouth, NS, B5A 2T5
P.E.I. Cannabis 478 Main Street O’ Leary, PEI, C0B 1V0
Cannabis-NB 3524 rue Principale Tracadie, NB, E1X 1B9
Thomas H. Clarke’s Distribution 1614 Portugal Cove Road Portugal Cover, NFLD, A1M 3G3
Ontario
P.E.I. Cannabis 425 Granville Street Summerside, PEI, C1N 3C3
Newfoundland and Labrador Clarenville 258 Memorial Drive Clarenville, NFLD, A5A 1N9 C-Shop 230 Conception Bay Highway Bay Roberts, NFLD, A0A 1G0 C-Shop 5 Murphy Square Corner Brook, NFLD, A2H 1R4 C-Shop 120 Columbus Drive Carbonear, NFLD, A1Y 1B3 C-Shop 166 Conception Bay Highway Conception Bay South, NFLD, A1W 3A6 C-Shop 100 Laurell Road Gander, NFLD, A1V 2V5 C-Shop 17 Cromer Avenue Grand Falls-Windsor, NFLD, A2A 1X3 C-Shop 150 Old Placentia Road Mount Pearl, NFLD, A1N 4Y9
Tweed 62 Broadway Avenue Corner Brook, NFLD, A2H 6H4 Tweed 50 Commonwealth Ave, Unit 5 Mount Pearl, NFLD, A1N 1W8 Tweed 193 Kenmount Road Unit 4A St. John’s, NFLD, A1B 3P9 Tweed 187-189 Water Street St. John’s, NFLD, A1C 1B4
Nova Scotia Nova Scotia Liquor Corp. Amherst Mall, 126 South Albion Street Amherst, NS, B4H 2X3 Nova Scotia Liquor Corp. 151 Church Street Antigonish, NS, B2G 2E2 Nova Scotia Liquor Corp. 274 Dufferin Street Bridgewater, NS, B4V 2G7 Nova Scotia Liquor Corp. 5540 Clyde Street Halifax, NS, B3J 1E3
Ganjika House 186 Main Street South Brampton, ON, L6W 2E2
Quebec
Spiritleaf 27 Princess Street, Suite 101 Kingston, ON, K7L 1A3
Société Québécoise Du Cannabis 965 boul. St-Joseph Drummondville, QC, J2C 2G9
Central Cannabis 666 Wonderland Road, N Unit 6B Brampton, ON, L6W 2E2
Société Québécoise Du Cannabis 95 route du Président-Kennedy Lévis, QC, G6V 6C8
Fabulous Leaf 575 Laval Drive, Suite 400 Oshawa, ON, L1J 0B5
Société Québécoise Du Cannabis 172, Montée Masson Mascouche, QC, J7K 3B5
Superette 1306 Wellington Street, W Unit 100 Ottawa, ON, K1Y 3B2
Société Québécoise Du Cannabis 13421 boulevard Curé-Labelle Mirabel, QC, J7J 1G9
The Niagara Herbalist 33 Lakeshore Road, Unit 15 St. Catharines, ON, L2N 7B3
Société Québécoise Du Cannabis 9256, Boulevard de l’Acadie Montreal (L’Acadie), QC, H4N 3C5
Ameri 20 Cumberland Street Toronto, ON, M3W 1J5
Société Québécoise Du Cannabis 970, Rue Sainte-Catherine Ouest Montreal (Peel), QC, H3B 1E3
Nova Cannabis 499 Queen Street W Toronto, ON, M5V 2B4
Société Québécoise Du Cannabis 6872 St-Hubert Montreal (Rosemont-Petite-Patrie), QC, H2S 2M6
The Hunny Pot Cannabis Co. 202 Queen Street W Toronto, ON, M5V 1Z2
Northwest Territories
C-Shop 55 Stavanger Drive St. John’s, NFLD, A1A 5E8
Nova Scotia Liquor Corp. Downsview Plaza, 752 Sackville Drive, Unit 114 Lower Sackville, NS, B4C 2R2
C-Shop 260 Blackmarsh Road St. John’s, NFLD, A1E 1T2
Nova Scotia Liquor Corp. 610 East River Road New Glasgow, NS, B2H 3S1
Fort Smith Liquor Store 87 Breynat Street Fort Smith, NW, X0E 0P0
C-Shop 62 Prince Rupert Drive Stephenville, NFLD, A2N 3W7
Nova Scotia Liquor Corp. 9256 Commercial Street, Unit 230 New Minas, NS, B4N 4A9
Hay River Liquor Retailer 101- 76 Capital Drive Hay River, NW, X0E 1G2
Deer Lake Green Stop 31 Upper Nicholsville Road Deer Lake, NFLD, A8A 2G1
Nova Scotia Liquor Corp. 95 Keltic Drive Sydney River, NS, B1S 1P4
Normal Wells Liquor Agency 15 Franklin Avenue Norman Wells, NW, X0E 0V0
High North 1 Neal Drive Labrador City, NFLD, A2V 1Y5
Nova Scotia Liquor Corp. 6 Court Street Truro, NS, B2N 3H7
Yellowknife Liquor Store 100 Borden Drive Yellowknife, NW, X1A 3W6
Paradise Green Shop 1316 Topsail Road St. John’s, NFLD, A1L 1N9
Nova Scotia Liquor Corp. 650 Portland Street Dartmouth, NS, B2W 6A3
Prince Edward Island
Fort Simpson Beverages 10021 100th Street Fort Simpson, NW, X0E 0N0
P.E.I. Cannabis 85 Belvedere Avenue Charlottetown, PEI, C1A 4N8
Société Québécoise Du Cannabis 830, Rue Sainte-Catherine Est Montreal (Ville-Marie), QC, H2L 2E2 Société Québécoise Du Cannabis 670 rue Bouvier Quebec City, QC, G2J 1A7 Société Québécoise Du Cannabis 2491 chemin Sainte-Foy Quebec City, QC, G1V 1T7 Société Québécoise Du Cannabis 110-1 rue St-Germain ouest Rimouski, QC, G5L 4B5 Société Québécoise Du Cannabis 174 boulevard Saint-Luc suite 114 Sain-Jean-sur-Richelieu, QC, J2W 1C7 Société Québécoise Du Cannabis 3548 boul. des Forges Trois-Rivières, QC, G8Y 5H5
Saskatchewan Eden Cannabis Co. Hwy 46, north on Range Road 2185 RM of Edenwold, SK,
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Retail Directory Fire and Flower Inc. 302 114 Street #2 North Battleford, SK, S9A 2M6
Prairie Cannabis Ltd. 180 17th Street W Prince Albert SK, S6V 3X5
Fire and Flower Inc. 275 Broadway St E #5C Yorkton, SK, S3N 3K7
Prairie Records 100 2nd Avenue N Warman SK, S0K 4S0
5 Buds Cannabis Bay 18-19, 810 Centennial Blvd. Warman SK, S0K 4S1
Prairie Records 720 Broadway Avenue Saskatoon SK, TBD
Jimmy’s Cannabis Co. 82 B Battleford Crossing Battleford SK, S0M 0E0
Prairie Records 170-3020 Preston Avenue Saskatoon SK, TBD
Jimmy’s Cannabis Co. 4 - 421A Kensington Ave. Estevan SK, S4A 0VA
Spiritleaf 1251 Main Street N Moose Jaw SK, S6H 6M3
Jimmy’s Cannabis Co. 1 - 701 Centennial Dr. N Martensville SK, S0K 0A2
Wiid Boutique Inc. 4554 Albert Street Regina SK, S4S 6B4
Jimmy’s Cannabis Co. 506 Main Street Moosomin SK, S0G 3N0 Living Skies Cannabis 208 3rd Avenue S Saskatoon SK, S7K 1M1 New Leaf Emporium Inc. 602 Main Street Moose Jaw SK, S6H 3K4
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Cannabis Prospect Magazine
Cannabis Users
in Canada Method of Consumption
29% of Canadians have
used cannabis for medical or recreational purposes at some point.
Smoking a Joint
57%
Pipe/Bong
Edibles
20%
Vaping
12%
11%
63% of cannabis users consume on weeknds Motivation to Consume Relax Have fun Reduce stress Health/Medical* Improve the mood Make activities interesting
54% 47% 43% 32% 26% 16%
Increase creativity Connect with others Heighten the senses Help concentration Meditate Improve sex life
11% 11% 10% 8% 8% 7%
With Whom Users Consume Cannabis 45%
28%
22%
11%
4%
2%
Friend
Alone
Spouse/ partner
Family member/ relative
Co-worker
Other
Average Spending on Cannabis by Current Users $7/gram
average spend per gram on Joint or Pipe/Bong
$6/serving
average spend per serving on Edibles
$33/cartridge average spend per cartridge on Vaping
Source: Vividata’s Canadian Cannabis Study 2018 Base: Cannabis users aged 19+
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Advertiser Index Auto Gate Inc...............................................................................35 Cannabis Amnesty........................................................................18 Durham College...........................................................................21 Erb & Erb Insurance Brokers.......................................................18 iMotion Security...........................................................................55 Jupiter Research...........................................................................23 Leaf Forward................................................................................54 MJBiz Expo..................................................................................41 Mackie Research Capital Corp.....................................................2 O’ Cannabiz..................................................................................7 Odoban.........................................................................................56 Schaefer Technologies Inc...........................................................49
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Cannabis Prospect Magazine | April 2019
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