Canadian CANNAINVESTOR Magazine June 2019 | Page 192

I agree – to a point. The draft regulations published by Health Canada propose eliminating additives like caffeine and alcohol to edible products containing cannabis. This would certainly serve to amplify the ‘health and wellness’ narrative employed by some prospective operators. However, the majority of our members’ products are intended to be sold in provincially licensed outlets and to be consumed for recreational use by persons of legal age. As such, the products cannot make health claims. The Alliance’s commitment to compliance is inconsistent with communicating health claims that may or may not be proven on products intended for recreational use.

That being said, I personally agree with your view that the industry as a whole is shifting more towards the wellness space. The prime example being established wellness brands like Greenhouse Juice Company executing a financing agreement with Canopy Rivers to produce infused products. I suspect we will see similar announcements in the months and years to come.

and colours … and towards beverages that are more closely aligned to being consistent with health and wellness – would you agree?

On the “crop” hypothesis referenced above … let’s just play “what if that is true”. Do you see mainstream beverage companies adding those cannabinoids that are not restricted (such as derived from hemp – remember, this is a future “what if”) … much like those artificial fruit beverages that advertise “Vitamin C Added”?

From a business perspective, I think it’s dependent on whether the companies in question are multi-national in scope or not. Many organizations with operations in jurisdictions with less permissive cannabis regulations remain very bullish on entering the cannabis space, and with good reason.

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