New leadership in the Canadian cannabis industry is paving the way for changing tides in the space, according to one expert market watcher. 


The Investing News Network (INN) had the chance to catch up with Monica Chadha, EY Canada’s national cannabis leader, to discuss the current cannabis landscape in Canada.

EY’s cannabis team is intricately attached to the Canadian sector, serving as a business advisor that engages with the players in the market and follows the steps taken by the entire cannabis ecosystem.

Chadha said Canadian marijuana companies are moving forward with themes of globalization as the worldwide cannabis play continues to expand.

“With the … changing of the guard and getting new executive leadership teams in, it’s certainly inviting individuals into the organization who do have that global experience and who can run a public multinational organization as international expansion occurs,” the EY researcher told INN.

While 2019 offered the first round of rotations for the Canadian cannabis market at large, the trend has continued into 2020; recently Aurora Cannabis (NYSE:ACB,TSX:ACB) joined Aphria (NASDAQ:APHA,TSX:APHA) and Canopy Growth (NYSE:CGC,TSX:WEED) in confirming a new CEO.

Near the end of 2019, following a dip in sentiment surrounding the Canadian market, Chadha wrote that in 2018, EY had done EBITDA projections for the 25 largest companies trading on Canadian exchanges. The reality eventually fell short of the projections made by EY.

When asked about the growth of brands and brand appeal with Canadian consumers, Chadha confirmed what the data has been showing: Cannabis brands in Canada have not made a significant impact yet.

“A lot of the branding and brands that percolate up to the top in terms of SKUs that gain popularity amongst consumers, it really is at this particular day and age through social media or through direct or indirect lines of communication happening in the general populous,” the EY expert said. “I think that’s what you can expect to see in the near term. It really is just based on what they’re hearing through these public forums, but less so through direct forums of what could be perceived as marketing or advertising.”

Branding in the country has faced multiple challenges given the tight regulations on promoting products and experiences related to the drug. In fact, a survey conducted this past summer found that Canadian consumers are largely ignoring branding efforts. In total, no brand was found to have recognition of over 41 percent among the 3,000 Canadian consumers surveyed.

“When product options increase and brand awareness remains low, consumers get confused. They can get decision fatigue when they do not see a product that aligns with their complex purchasing decisions,” the Brightfield Group explained in its findings. “This has led to a significant gap between consumers aware of Canadian brands and those that report purchasing them.”

Watch the video above to hear all of the comments from Chadha. And click here if you want to check out a conversation between two fund managers about the state of cannabis investments.

Don’t forget to follow us @INN_Cannabis for real-time updates!

Securities Disclosure: I, Bryan Mc Govern, hold no direct investment interest in any company mentioned in this article.

Editorial Disclosure: The Investing News Network does not guarantee the accuracy or thoroughness of the information reported in the interviews it conducts. The opinions expressed in these interviews do not reflect the opinions of the Investing News Network and do not constitute investment advice. All readers are encouraged to perform their own due diligence.

Cresco Labs (CSE:CL) (OTCQX:CRLBF) (“Cresco” or the “Company”), one of the largest vertically integrated multistate cannabis operators in the United States, announced today its participation in the following investor conferences:

  • Needham 2nd Annual Virtual Cannabis Conference – March 3 rd , 2021 – Management will participate in virtual one-on-one meetings.
  • 33rd Annual Roth Conference – March 15 th -17 th , 2021 – Charlie Bachtell, CEO and Co-Founder, will participate in a Fireside Chat and management will later participate in virtual one-on-one meetings on April 7 th .
  • Stifel Multi-Sector Conference – April 21 st , 2021 – Management will participate in virtual one-on-one meetings.

About Cresco Labs

Keep reading... Show less

Green Thumb Industries, a leading cannabis consumer packaged goods company and owner of Rise™ Dispensaries, is expanding key partnerships and creating scholarships earmarked for those from communities most impacted by the war on drugs as part of its corporate social responsibility program. The scholarships will be granted to a total of four students for programs at the Cleveland School of Cannabis in Ohio and Olive-Harvey College in Illinois. Additionally, Green Thumb will continue its support of Cabrini Green Legal Aid and partner with the North Lawndale Employment Network in Chicago as part of ongoing collaborations that include financial support, volunteerism and awareness initiatives.

Building on the foundation of Green Thumb’s LEAP initiative, which provided pro-bono support for social equity license applicants in Illinois and which will soon offer business incubator resources to newly awarded social equity entrepreneurs, these impactful partnerships mark a critical next step in prioritizing diversity, equity, and inclusion in the cannabis industry.

Keep reading... Show less

All five flavours of the Company’s KOIOS™ nootropic beverage product are now being carried by Jensen’s, a regional supermarket chain operating in the San Diego, Los Angeles, and Palm Springs areas of Southern California. This placement of KOIOS™ follows several other recent placements of the Company’s beverage products in regional supermarket chains across the United States as part of a strategy to passively build market share in specific geographical areas.

Koios Beverage Corp. (CSE: KBEV; OTC: KBEVF) (the “Company” or “Koios”) is pleased to announce that the full range of five flavours of its KOIOS ™ nootropic beverages can now be purchased at all grocery stores operated by Jensen’s Foods (“Jensen’s”), a long-established family-owned grocery chain operating in the San Diego, Los Angeles, and Palm Springs areas of Southern California. In a press release dated February 19, 2021 the Company announced another chain-wide placement of KOIOS ™ nootropic beverages on the west coast of the United States with Market of Choice in Oregon. With this placement of KOIOS ™ in Jensen’s supermarkets, the Company’s beverage products are now carried in approximately 180 retail stores on the west coast, out of a total of more than 4,000 retail stores nationwide.

Keep reading... Show less

 Lobe Sciences Ltd. (CSE: LOBE) (OTC Pink: GTSIF) (“Lobe” or the “Company”) announces that Philip Young, CEO and Director, and Maghsoud Dariani, Chief Science Officer will be presenting on Thursday, February 25th, 2021 at 5:45 pm EST at “The Gold Standard in Psychedelic Investment, Psychedelic Capital Virtual Investment Conference”, a platform showcasing the top companies, latest IPOs, newest opportunities, and deepest industry insights.

As a presenting sponsor, the Company will connect directly with some of the earliest moving investors in the psychedelic industry and reach an audience of 2,000+ investors. Presentations are 30 minutes in length, with 10 minutes allocated to a one-on-one Q&A session with the audience.

Keep reading... Show less

As Canadian operators race to strengthen their positions in the cannabis landscape, are international pursuits outside North America still top of mind?

The role that mergers and acquisitions (M&A) have played in the expansion of Canadian companies across the globe has been monumental for the growth of the cannabis industry. Now the space has reached a critical point as the demands of the US market increase.

Keep reading... Show less