ROILTY REIGNS SUPREME

A look at Roilty, the Canadian LP making the best concentrates in all the land.

Inspired by the legacy market, Roilty was born of the once medical focused cannabis company, CannMart, now specializing in a state-of-the-art butane hash oil extraction facility. Ignited with the latest innovation and a variety of product offerings, CannMart’s in-house concentrate brand, Roilty, deserves a spotlight. KIND caught up with CannMart’s Brand Director, Bella Mitchell, for insight into their brand and a glance-behind-the-curtain.

KIND: It feels like we knew CannMart’s Roilty brand would totally blow up. Take us behind the scenes of your launch.

Bella Mitchell: CannMart Inc. was its own beast when I joined the team in 2021, having established the first medical marketplace in Canada. CannMart expanded on their success to create a butane hash oil extraction facility, and Roilty was nothing more than a name. I immediately went to work and began fleshing out the Roil Kingdom—building the brand from

KIND: It’s dope that in such little time you’ve emerged as a leader in the concentrate category.

BM: Thank you. Yeah, this isn’t a brand built by corporate executives. It was built by legacy hearts and hands and born from a great deal of autonomy and trust from my management team; they provided the trust and space to build Roilty as a legacy inspired brand, and that has been monumental to its growth and success.

KIND: What makes Roilty worth rolling with?

BM: The concentrate segment has a lot of masculine skewing brands, however the fastest growing consumer demographic in cannabis is women across all age groups, in all categories. It felt like an opportunity to provide a brand that was inclusive in such a male dominated industry.

KIND: I didn’t know that.

BM: Women are flocking to weed in record of the brand’s ethos.

KIND: Besides fun, what is the Roilty ethos?

BM: High-quality concentrates at prices that don’t lean on a brand premium. We think quality should be a prerequisite in the extract category. Our state-of-the-art BHO lab, and learnings from the legacy market seem to speak for themselves.

KIND: And it’s paying off.

BM: It is. Instead of frequently changing strains, which from a product listing perspective can be difficult, we’ve been growing the breadth of our category offerings, including live resin, shatter, sugar wax, vapes (both distillate and BHO), and most recently, diamonds.

KIND: Why lean into this many categories?

BM: The concentrate consumer values variety and