He became director of global product development for Canopy’s Beverages & Edibles division, overseeing 30-plus product launches from brands such as Houseplant, Quatreau and Martha Stewart CBD.
Cam brings a balance of consumer passion, CPG business acumen, and entrepreneurial spirit to the cannabis industry.
I love working on the forefront of innovation in this space, and in my first six months in role, I’ve been fascinated at the advances that technology can offer this rapidly evolving industry.
It might not be a miracle cure, but the pandemic has allowed us all to explore new routines that may not have fit into our former lifestyles—and I think cannabis is going to benefit hugely from this experimentation.
A lot of cannabis marketing is incredibly cringe-worthy, but in my opinion, Kolab is sleek, purposeful and worth checking out.
For others, they purposely loosen the claims, tiptoeing around the connection, like “designed for fast onset” or “part of a bedtime routine.” We’re now finally starting to see media coverage to call out the lack of science, which is a step in the right direction.
No level of celebrity branding or deep price discounts can offset the feeling that comes from opening a sticky gummy or a dusty bag of popcorn buds.
It’s important to see many American jurisdictions build and mandate social impact programs into infrastructure and policy—it’s essential that it’s addressed at the onset of legislation.
It’s also one of the best-tasting CBD beverages we’ve ever tried, so we knew how important it was to control any unpleasant taste notes from the CBD.
The store opened with at least a dozen other competitive locations within a few blocks’ radius, in the middle of Toronto winter, and still had a lineup around the block outside in freezing temperatures.
They’re operating in a small segment of the market against big players and usually still finding ways to outpace, outsmart and outperform.
Higher Calling is a weekly series, publishing on Thursdays, where we chat with folks in the cannabis industry about their personal history and taste in cannabis and the future of cannabis marketing.