Canadian CANNAINVESTOR Magazine July / August 2019 | Page 180

Despite the Federal classification of cannabis in the US, healthy industry exists in several individual states and at different stages of maturity depending on which State. We have seen the commoditization of the plant in some states. Do you see a need for cannabis (and for that matter, hemp) to become a crop in time?

I introduced this hypothesis in last month’s issue. Wild Mustard for example yields six different vegetables: brussels sprouts, cabbage, kale, broccoli, cauliflower, and kohlrabi.

Marketing of course embraces branding and the concept of premiumization (eg: preference for Bayer Aspirin over lower cost generic … even reaching for an ice cold Coke over a lower a cost white labeled store brand). How will marketing contribute to ongoing success of Vireo Health?

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is the assurance of precision pinpoint accuracy of the formulation. The end result is that an Aspirin made by Bayer is identical no matter where it is purchased.

We know that cannot be said in the cannabis industry because it remains rooted in using the source plant. Even more challenging for consumers is that strains with identical names have shown to be genetically dissimilar from dispensary to dispensary.

With that backdrop, as oversimplified as it is, do you see a migration of cannabis towards biosynthesis to ensure that pinpoint accuracy of cannabinoid and other component profiling … perhaps more so in medical streams and applications?

This speaks directly to one of Vireo’s clear market advantages. While many other companies are focused on marketing new strain names or other claims that are difficult to support or maintain, Vireo is focused on creating products that have the highest purity and consistency. Instead of strains, we label our products with far more representative THC:CBD ratios that are 100% consistent and repeatable from batch to batch and dispensary to dispensary.

We utilize the “Vireo Spectrum™” to assure patients they are getting the same dosage and can expect the effect every time they use a Vireo product.

Vireo’s Spectrum is 6 colors that represent a range from THC-dominant to CBD-dominant (ranging from 19:1 to 1:1 to 1:19 THC:CBD). No matter what application a patient prefers – vape cartridges, oral solutions, gel capsules etc. - the Vireo color they prefer will always have the same ratio. This assures patients they will know what to expect and how to dose every time – just like they would when taking an Aspirin!

Now, in the future, my team will build brands with unique consumer benefits, which will drive even more importance of the different cannabinoid combinations.