Thrive Cannabis’s on-location storefront prepares to be Ontario’s first farm-gate store, set to open this month in Simcoe, Ontario Tuesday, April 13, 2021. THE CANADIAN PRESS/Tara Walton

Thrive Cannabis’s on-location storefront prepares to be Ontario’s first farm-gate store, set to open this month in Simcoe, Ontario Tuesday, April 13, 2021. THE CANADIAN PRESS/Tara Walton

Farm-gate cannabis sales allow customers to buy pot straight from the farm

B.C. is on track for a 2022 launch for farm-gate cannabis

When customers roll up to Thrive Cannabis’ 184-acre farm in Simcoe. Ont, they’ll find three shipping containers fashioned into a pot shop and a colourful crew making history.

That crew is led by Thrive’s vice president of business development and ethos Bubba Nicholson, who jokes he has the facial hair to match his company’s Greybeard brand, and founder Art Bluhm, who is as spirited about pot as he is about the brisket sandwiches he sometimes surprises farm visitors with.

“We’re not just some boardroom brand that’s out there,” said Nicholson, over a video call made from his parked car during a business trip to Vancouver. “We call it a team of misfits.”

But until recently few knew the misfits behind the brand or how their products were made. That all changed on April 21, when Thrive became Ontario’s first licensed producer to sell cannabis products at the site where they’re made.

The arrangement, which is being piloted or considered by several provinces, is called farm-gate cannabis because it involves taking pot from “seed-to-sale” all at one site and uniting customers with people like Nicholson and Bluhm, who were deeply involved in the journey.

According to the Saskatchewan Liquor and Gaming Authority, farm-gate sales are allowed in the province, but there are currently no retail stores located at production sites.

B.C. is on track for a 2022 launch and several companies are hoping to join Thrive by offering farm-gate in Ontario later this year.

In order to begin farm-gate sales in Ontario, companies must have a retail operator license, a retail store authorization for a proposed location and pass several inspections.

The Alcohol and Gaming Commission of Ontario said in mid-April that it had received 14 retail operator license applications for farm-gate sales and approved six from Thrive, Tweed Inc., Dykstra Greenhouses, Medz Cannabis Inc., Muskoka Grown Ltd. and Level Up Infusions.

It had received nine retail store applications for farm-gate and has so far issued approvals to Thrive and Medz.

Canopy Growth Corp., whose Tweed Inc. brand wanted to start farm-gate at its Smiths Falls, Ont. factory, said it has put its plan on hold until later this year.

However, many are still forging ahead because they believe farm-gate programs help consumers get their hands on fresher cannabis faster, especially in rural areas where the closest pot shop can be a considerable distance away.

With farm-gate, shoppers will learn how their favourite products are grown and processed directly from the people who made them, building relationships, trust, transparency and brand recognition.

The opportunity to build brand loyalty and educate customers confused about products is a huge opportunity for pot businesses, said Denis Gertler, senior regulatory adviser at consulting firm CannDelta.

These businesses have been hindered by laws that heavily restrict their marketing opportunities and the COVID-19 pandemic, which has forced many stores to operate through curbside pickup with few chances for brands to meet shoppers.

A June 2020 survey of 3,000 Canadian cannabis consumers from the Brightfield Group research firm suggested these factors have weighed on brand recognition. The survey found most pot brands were only recognized by between one and 15 per cent of those questioned and no brand had a recognition rate above 41 per cent.

Farm-gate can tackle this problem because “it’s an opportunity for a savvy company to build a brand” like craft brewers and distillers have, but the model is not without challenges, Gertler said.

“Distilleries are often in these kinds of areas too and many of them have factory stores, which are essentially farm-gate, but there isn’t the same kind of stigma around alcohol, as there is around cannabis,” he said.

However, Robyn Rabinovich, Thrive’s vice-president of strategic initiatives, is confident the company can build a following with farm-gate similar to what wineries experience.

“They come home with a case and they are the biggest champions of those brands because of that experience that they got through learning the process,” she said.

“We’re really excited to have people wear that Greybeard badge of honour.”

Customers who visit will get access to 12 Thrive products and about 10 from other brands, though they’ll have to settle for buying them through curbside pickup until the pandemic subsides.

Williams Lake First Nation (WFLN) is watching the situation closely.

The community located six hours outside Vancouver started building a growing facility and farm-gate store under the Sugar Cane Cannabis name earlier this year, after it signed an agreement with the B.C. government to allow farm-gate sales of its craft pot products.

Getting to that point involved negotiations between the solicitor general, who was resistant because of the industry’s nascence, and WFLN, which wanted Indigenous rights to be respected, recalled Kirk Dressler, the community’s director of legal and corporate services.

Eventually, the province softened when it saw how serious WFLN was about farm-gate.

“I think that they saw it as a real opportunity, a way for people who are operating smaller operations, who want to transition into the white marketto make it viable,” Dressler said.

WFLN recently submitted its Health Canada applications for its growing facility and hopes to open it by July, but the retail store may not ready until several months after, Dressler said.

Chief Willie Sellers is already anticipating it will create jobs, boost tourism and share a secret: Sugar Cane is experimenting with music to enhance the growing process.

He hopes visitors will delight in tidbits like that and feel a deeper connection between the community, its cannabis and the process it took to get farm-gate going.

“Everybody that comes into our store is going to be able to hear about this journey that we went on and how we are growing our cannabis,” he said.

“It’s exciting and it’s fun to think about this cutting edge stuff.”

Tara Deschamps, The Canadian Press

cannabis

Just Posted

Langley’s Danielle Lawrie will play for Canada again. Final roster for the Olympic team was announced Wednesday, May 11. (Black Press Media file photo)
VIDEO: Langley’s Danielle Lawrie to pitch for Canada at the Olympics

Champion thanked her children for allowing ‘mommy to live out a cool dfream’

Aldergrove Community Secondary. (Undated Google maps photo)
23 Langley schools on COVID exposure list after latest alerts

Five independent schools are on Fraser Health’s exposure list

Heavily armed police officers responded to a call on 203rd Street near Fraser Highway. (Dan Ferguson/Langley Advance Times)
Update: Police swarm Langley City dollar store after report of man with gun

Weapon turned out to be Airsoft pistol, police said

Insp. Adrian Marsden will be promoted to superintendent and taking over as officer in charge of the Langley RCMP. (RCMP/Special to the Langley Advance Times)
New top cop chosen to head up Langley RCMP

The incoming head has worked with border security and in organized crime investigation

B.C. Labour Minister Harry Bains in the B.C. legislature, May 13, 2019. (Hansard TV)
VIDEO: B.C. to provide 3 days of sick pay for COVID-19 absences

Province will support employers on cost, labour minister says

BC Housing minister David Eby. (THE CANADIAN PRESS/Chad Hipolito)
Eby jabs back against Penticton mayor’s ad urging BC Premier to intervene in shelter dispute

Eby writes that Penticton’s ‘serious’ social issues won’t improve under leadership of the mayor

Provincial health officer Dr. Bonnie Henry updates B.C.’s COVID-19 situation at the B.C. legislature, April 29, 2021. (B.C. government)
B.C.’s COVID-19 rate creeps up again, 600 new cases Wednesday

One more death, 423 people in hospital with virus

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

B.C. Agriculture Minister Lana Popham takes questions in the B.C. legislature in 2017. (Hansard TV)
UPDATE: B.C. will fund another year of fresh fruit, vegetables, milk in schools

John Horgan government working on school meal program

Surrey RCMP is releasing sketches of a suspect in an “indecent act” at the Coyote Creek Elementary playground on April 30, 2021. Police said the suspect was clean-shaven “during some interactions” and on “other occasions had stubble outlining a goatee and mustache.” (Images: Surrey RCMP handout)
Vancouver mayor-elect Kennedy Stewart addresses supporters in Vancouver on Sunday, Oct. 21, 2018. THE CANADIAN PRESS/Darryl Dyck
Vancouver mayor says there’s no time to redo details of drug decriminalization plan

Kennedy Stewart says a federal election could see the small window of opportunity close on the city’s bid for an exemption from criminal provisions on simple possession of small amounts of drugs

Premier Mike Horgan received his first dose of a COVID-19 vaccine. (Facebook/John Horgan)
More than 50% of people eligible in B.C. have received 1st vaccine dose

‘We’ve made extraordinary progress together over the past few weeks,’ says Premier Horgan

Erik Christian Oun, who worked for the Coquitlam school district, has had his teaching licence suspended for half a year. (Pixabay)
Coquitlam teacher suspended after messaging students online, calling them ‘cutie’ and ‘sweetheart’

Erik Oun’s licence has been suspended for half a year, a decision made by the B.C. Commissioner for Teacher Regulation

Most Read