As of October 17, 2018 Canada is one of the first countries in the world to legalize non-medical pot at the federal level. That day put Canada on the map as being the first G7 country in the world to legalize non-medical pot federally.
After walking around the Metro Toronto Convention Centre on both days during the Expo, I was surrounded by anything BUT a bunch of smokers (they weren’t allowed in the building anyway!) I was introduced to topics surrounding Cannabis use as related to medicare, food, body pain and CBD oil based products for pets and beauty! All panel discussions talked candidly about how to normalize public engagement and all leaders within the industry spoke on their perspectives.
One of the first questions I asked was…..Soooo what about Jamaica? One of the major questions I asked Lift and Co’s CMO about the country with the strongest advocacy for cannabis’ medicinal and health benefits (for many generations.) An official announcement was released late May 2018 after theshineprjct.com’s interview confirming that Jamaica will be the sole exporter of Marijuana to Canada.
As of May 27 of this year, JMCC has just announced agreements to provide medical cannabis to Canadian LPs, pending Health Canada’s approval. JMCC operates a collective in Jamaica that is owned 51% by local farmers and 49% by JMCC Canada.(Jamaican Medical Cannabis Collective)
CEO Diane Scott and Jamaican Minister for Science, Energy and Technology, Hon. Andrew Wheatley gave a joint presentation entitled “When Countries Collaborate” on the final days at the LIFT Conference shedding some light on this decision.
Other things to note:
- JMCC is well on track to produce volumes equivalent to the large Canadian producers.
- JMCC is already under contract to provide Jamaican cannabis to three Canadian LPs, pending Health Canada approval.
- It has signed a three-way supply agreement with a developer of cutting-edge medical and health cannabis products, and an LP that remains confidential.
- It has received signed letters of intent to purchase from another seven LPs, and is in discussions with another half-dozen in Canada and Europe.
The Jamaican government is focusing on Canada as a major market for its legal medical cannabis and has been very supportive of the industry. Furthermore, it fully supports JMCC.
Folks,meet Kerri-Lynn McAllister (Chief Marketing Officer, Lift & Co) She describes the trepidation she had after being vetted by Lift and Co as their now Chief Marketing Officer! ‘I was head hunted from a tech space. I wasn’t too keen on working in the weed business at first but once I saw it’s potential and investigated some more-I found my role was exciting. IT was an opportunity to shape an industry’.
How has the discussion about Cannabis changed since she joined Lift and Co? In six months she reports that plenty of people want to come out of the woodwork to talk about stocks/investments or how it’s helped them or family members. She was not aware of the discussions people were having prior to joining the organization. So it’s been interesting to see who was or wasn’t interested in the topic. It also shows that there is still some hesitancy to discuss topics on how to change public perception.
Do you see a difference in the getting this together-organizing it, running it? The size and scale in Vancouver is smaller but the vibe is incredible. Our events team is on the ball and have created an amazing event. Vancouver was a little more challenging to set up the event. There’s only one venue. January is the only time we were offered and January isn’t the best time for an Expo but we still have very successful attendance. From the dispensary perspective and the prevalence of cannabis businesses in the recreational market it seems Vancouver is more progressive but Toronto is way more open.
This year’s expo seems heavily focused on every avenue of the cannabis industry-it seems as though there’s an opportunity everywhere where does it start? End? Many insulary services and external products for women and particularly exciting beauty products. She noticed that Sephora was starting to carry CBD products. It’s a huge market. Food, Machinery,Textiles is all here. We don’t allow you to sell anything while exhibiting. Everything has to be above-board. We welcome various segments of the industry. We feel that there are so many auxiliary products that can serve the industry. The real focus at this Expo are the licensed producers and the niche companies.
Canada as the Cannabis leader: Setting World standards How? So the Netherlands now gets mentioned for the first time in the whole discussion. Cannabis isn’t legal there but the by-law is re-translated to include all substances. So Canada would be the first country behind Uruguay to legalize it. And second, the first UN country to legalize it for recreational use at the Federal level. Canada is also considered a pioneer of medical cannabis use. Germany and Australia are nations observing Canada’s process in order to monitor recreational use over there!
A thought: As Canada is attempting to build a profitable Cannabis industry,one would hope that foundations like Lift and Co could join in the fight to remove charges and laws protecting those accused of profiting from Cannabis illegally. McAllister agrees that it’s not fair. We both agreed that it is a topic to be re-visited once details are ironed out from the retail point of view. Many aren’t talking about how to connect lawmakers and big businesses about deep changes that must be made to criminal legislation at a local and federal level. No organizations have come forward to discuss…..So many issues that were called into question spur a whole new set of questions. What does it look like for other provinces? What does it look like internationally? How will the cannabis industry look come October 2019?
Am I staunch Cannabis supporter? Yes and No
Do I recommend it to minors? NOPE.
Do I recommend it to treat ailments and diseases that pharmaceuticals should not be treating? Yes!
Personally, I have vastly changed my opinion on the matter. After seeing my best friend’s Mom fight the battle of her life for almost five years with vicious stage three abdominal/cervical cancer. Seeing one of the strongest women I know lose weight and strength…..I was alarmed with how much medication was administered to her. Her condition, her overall body pain and deteriorating health after each aggressive chemotherapy session was heartbreaking. THC and Cannabis oils were not considered an option so late in her treatment but I do often think about how much it might have alleviated her pain.
Marketing Cannabis: Challenges and Opportunities
Although there were many restrictions imposed on marijuana industries on how information should be disseminated it didn’t dampen many companies/brands from reaching the public. All organizations ran into snags but found very specific techniques wildly successful. By employing savvier techniques to promote higher distribution of info and less visible imagery (lending more to the pothead stereotype), it’s made them more advanced than other industries which is one of the most difficult images to shake-off; especially in society or groups that still see weed that way. (As a drug)
In many cases it seems like a generational roadblock combined with a competitive push (to compete) with massive pharmaceutical brands.
What happens when all standard pharmaceutical cocktails fail terminally ill patients and/or chronic pain survivors? See Pain Warriors Movie
In many cases pharma drugs are overwhelming to the system. Hurdles to overcome post-operative and/or incurable pain- includes insufficient funding, unwillingness to collaborate with Marijuana organizations from tactics like stonewalling, to the rejection of advertising and/or co-collaboration, lack of legal support, limited staff, little or no funding for startups, no bookkeeping and/or accounting services, restraints on public (social media) platforms about what can/can’t be mentioned (wording) online. The list goes on……
So where does that leave a rapidly growing and slightly forbidden industry in 2019?
One of the key answers to this ‘blazing’ question: Find the organizations that will. Cannabis organizations are savvier, they find the best in their respective lanes/industries and the right UN-biased yet open-minded companies who would like to grow with the industry. Find the companies courageous enough to overlook the stigma and see how far the movement can go. (The movement has gone so far that legislation has currently been approved at the House of Commons, and awaiting final approval) McAllister strongly suggests ‘If you’re paying attention to the space and you’re a professional services business-you’re ignoring Cannabis to your own detriment. You’re letting your political views get in the way of growing business’. (Are you?)
How Does The Growing Industry Work Around The Social Stigma? These are some VERY excellent marketing and promotional take-aways that have worked well for the industry.
- In short-harmless but necessary features such as clean & clear, unbiased branding, well-emphasized key mission statements (CULTURE, HEALTH/WELLNESS and COMMUNITY for example) emblazoned all over venues and promotional material (and actively creating those environments for the public to focus on.
- Tactile and sensory marketing to convert socially doubtful and biased (opinion) to genuinely embrace items containing secondary marijuana products with an openness that might not have been possible 10 years ago. i.e. taste,test,smell
Many online platforms (Twitter, FB, IG) have rules and regulations for promoting ‘illegal substances’ online. Certain photos, commentary and suggestive language cannot be used. Marijuana businesses often align themselves in terms of community-building, health/wellness/awareness and/or industry building. All cannabis industries ran into snags but found very specific techniques to achieve success. By employing savvier techniques (strong digital and traditional marketing) was used to promote usage and/or distribution; it’s made this sector more advanced and in many cases they have more of an advantage because they’ve created a stronger movement like what we’re seeing now. Aurora Cannabis has done a fine example of clearing away the ‘pothead’ image-which is one of the most difficult images to erase pre-legalization. i.e. Collaboration with NXNE
What are some of the opinions for and against Marijuana?
Seems to fall into 3 camps:
- Post-operative terminal illness survivors who try to live day-to-day while searching for holistic topical methods to combat pain. In most cases Dr. prescribed pharmaceuticals numb pain and makes all tasks slightly bearable. (On the fence.)
- Those who do not tolerate use as an alternative choice under any circumstances (Is that societal, cultural, generational, institutional?)
- And those who use it recreationally and accept it.
In Ontario a private retail model is set to go public April 1st this year-What this means for Ontarians is that recreational marijuana is currently sold online for recreational use and will be sold by licensed re-sellers to the public. Will this make business better? Will it change the way other countries and societies at-large view Cannabis? Only time will tell.
I truly wished I had gone a few years prior. I can’t wait until they expand even more. Jokes aside with memes depicting festival burnout, after the 6 hour flight from Toronto to Schipol Airport it was not tiring at first…… but after 48 hours………with all the excitement and party line-up-I crashed!
They push for body positive health awareness. I praise their drug education and push for ‘healthier’ usage instead of the ‘war on drugs’.
From I <3 NY to TORONTO and Everything In Between..... 
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