they’re neighbours. Few companies are going out of their way to focus on inclusion, diversity and equity quite like 48North. They’re leading by example, clearing a path and providing a model for other companies who are truly invested in corporate social responsibility.
Lisa Campbell, CEO of Lifford Cannabis Solutions, echoed this sentiment when she told me that to her, “Quality means integrity.” She also speaks from experience, having worked with several large producers and cannabis retail stores across Canada as well as traveling coast to coast trying every legal product on the market. She’s looking for, “Authentic companies in the space that aren’t just marketing but actually have substance.”
After I spoke with Lisa, I spoke with Patrick Moher, founder of Ethical Image, a cannabis content creation agency that puts a priority on philanthropy. He’s also one of the main organizers of UCann2019. When I asked Patrick his thoughts on quality in cannabis industry, he mentioned the importance of customer service and relationship-building. He said, “You have to have quality people in your corner.” I walked with Patrick through the library as he went to collect gear for the event. We’re walking and talking, going up and down stairs and he doesn’t skip a beat. He told me what every cannabis consumer in Canada is thinking; “You can’t buy authenticity.” Canadian cannabis consumers clearly know the difference.
From his work as a creative agency, Patrick shares with me that, “Everyone thinks a brand is a logo and a flashy colour scheme in social media, but what is a brand? A brand is a relationship with consumers; so, you can’t bullshit that, you can’t fake it and you can’t buy it.”
Next, I caught up with Mark Spear, Founder and CEO of Burnstown Farms Cannabis Company. Mark is steadfast in achieving his dream of providing sustainable, high-quality, terpene-rich cannabis extracts to the Canadian and global markets. Mark embodies exactly the kind of authenticity that Patrick was talking about. He has a story and a passion for working with cannabis. He isn’t just a brand. Burnstown is building momentum in the Ottawa Valley and I’m excited to see Mark grow.
At the end of the event, Erin Gratton from High Values and I chatted for a few minutes. They provide workplace education and human resources support. Her work addresses issues like affirmative hiring practices, sexual harassment in the workplace and helping cannabis companies maximize support for the people that support their operations.
Quality plays a big role in Erin’s work. She mentions that it shouldn’t just be an idea but a standard that companies should be striving towards. Like many of the other people I spoke with who mentioned authenticity, Erin spoke about, “Living those values.” She tells me that, “Quality of workplace gives you an opportunity to have a quality of life.” In other words, if companies want to build brands, they need people to do that work. If they’re going to produce quality work, they need to work in a quality work environment. Erin emphasized that we need to, “Create spaces that are quality for people to come and bring their best selves and give their best quality.”
The next few years will be challenging for licence holders navigating consumer’s eclectic tastes for products many have never tried before. Subreddit threads on the quality of cannabis products in Canada will continue to flourish. But where are the forums for people who want to talk about the quality of work environments and the quality of corporate social responsibility in the cannabis industry? As we consider the quality of the Canadian cannabis industry over the coming years, it’s important not to lose sight of the most valuable resource that created this industry in the first place-the people.
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