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Thank you very much for joining us today Alison Gordon CEO of 48North. For those that are not well informed on the 48North story could you walk us through the company and fill the readers in on how you have built one of the most differentiated brand stories we have seen in the industry?
I’ve been working in the cannabis space in both California and Canada for the past five years. During this time period I’ve seen firsthand an industry shift, grow and now move into legalization. 48North is a cannabis health and wellness company. We are future focused on next generation products that are currently not on the health landscape.
You have quite an impressive resume stemming back to your days at Rethink Breast Cancer and WeedMD. How have you applied your experience to crafting the 48North brand story and taking the helm of the firm?
I’m taking the same approach to cannabis that I took to breast cancer awareness, education and community. In both instances, there was a lot of chatter and a lot of existing opinions that were somewhat limiting and definitely not inclusive to different demographics. We’re doing the same thing here with cannabis and I’m so excited with where we’re headed.
Why have you made it 48Norths mission to focus on the female demographic? Can you explain how you plan to execute on this mission?
Yes, by keeping the female customer at the top of mind, it helps guide all of our internal decisions on how we will build our upcoming sales and brand strategy.
Congratulation on recently obtaining your sales license from Health Canada. How are you preparing to capitalize on both the medical and the adult use market?
Thank you! We worked hard to secure this milestone and I give a huge amount of credit to the DelShen facility team for this. We will be focusing on the adult rec market in Canada that will be legal on October 17.
How do you plan to integrate outdoor grows into your business strategy in light of Health Canada’s decision to allow them?
Our facility is sitting on a former tree nursery – the land is already set up for an outdoor grow. And while the summer season is short up in Northern Ontario, with 800-acres of land we have a huge opportunity to increase our yield now that Health Canada has permitted this.
Can you share with us any of the “next generation cannabis-infused products” that you are currently working on and who/what those lines will target? Also, are there plans to play in the CBD dominant space?
We are still in the planning and development phases of these cannabis-infused health and wellness products, so I can’t say too much. These will target women (primarily) as women are the largest purchasers of these type of products (and any consumer good actually).
Could you please elaborate on your partnership with the First Nations and how it impacts your business?
We have quite a few Indigenous partners that were early investors and supporters of DelShen Therapeutics (our wholly owned LP cannabis facility) which is located in Northern Ontario where we are neighbors to many First Nations communities. Currently we are working with First Nation Groups to collaboratively craft a next generation commitment that can have greater impact specific to each community’s needs and can be accessed by everyone in this region.
How will 48North’s exclusive partnership leveraging Maripharm B.V. genetics to create a superior experience for the consumer?
Being the exclusive grower of Maripharm genetics is a huge opportunity for us. We have imported several strains that we are phenotyping currently and plan to offer the market more variety and quality.
The global trend toward legal medical marijuana is impressive. How long do you think it will take other countries to catch up with Canada’s move toward recreational? What do you think about the recent trend and what do you expect to see over the next few years?
I’d love to see other countries moving away from the criminalization of cannabis and instead begin to legalize and regulate the plant for both medical and recreational purposes. I’m not sure how long it will take for other countries to start the process and I know that there are a lot of eyes on Canada right now, so we collectively need to get it right. It’s an incredibly exciting time to be working in the cannabis industry and I look forward to working with international partners in the years to come.