By Jon Hiltz

 

It has always been difficult to predict how the future of cannabis will unfold. Perhaps the most effective way to see where the industry is headed would be to attend the many events that support its continued emergence.

One of those important occasions is the brand new O Cannabiz Conference that just had its first year in Toronto. It was there, amongst row upon row of sponsors, that a strong reflection of Canada’s upcoming legalization appeared.

Upon first glance, the show lays out as a corporate event. But after meandering through the walkways, examining the list of speakers, and reading the show material, you quickly realize that the event has a soul.

This was evident in the show guide opening address, where the President of O Cannabiz, Neill Dixon, discussed the significance of Canada’s legalization. He ended his prologue by stating that “the fear mongering is over and the future is here” in a reference to the upcoming death of prohibition in Canada.

The exhibitors at the event were also a perfect indication of the prosperous times ahead. The companies represented of a laundry list of different industries, which acted as a reminder of just how many people will benefit from cannabis legalization, whether they enjoy marijuana or not.

Those industries included do-it-yourself hydroponics, lighting, soil nutrient companies, and of course, many burgeoning media outlets dedicated to marijuana.

Most of all there were the licensed producers (LPs) who proudly displayed their packaging and product lists for curious attendees to examine. Among the LPs was of course Canopy Growth Corporation, whose brand Tweed is arguably in the best position to embrace the upcoming legal industry. They were on-hand to explain their “Tweed Main St.” concept.

“Tweed Main St. is an existing brand and [consists] of community engagement centres that we have,” said Communications Director Jordan Sinclair in an interview with Marijuana.com. Sinclair described their engagement centres as a place where interested people can come and learn about marijuana and its uses. “It’s a place where people can go in and get face-to-face customer service, they can get questions answered, orders placed, and help with their paperwork.”

The engagement centres currently cover a lot of ground for Tweed, all except a very important one which is directly selling cannabis to the customer. Something that is not yet legal in Canada. Despite that fact, Canopy Growth was clearly looking for potential franchisees to expand their national footprint. “We are looking at ways that we can have a physical presence in other places.”

Assuming the legal framework supports it, these centres could one day function as dispensaries, although Sinclair admits that his company has not thought that far ahead just yet.

It wasn’t just the exhibitors who were the stars of the show, the invited guest speakers were a Who’s Who of the marijuana industry. They included singer-songwriter turned marijuana entrepreneur Melissa Etheridge, CEO of Canopy Growth Bruce Linton, Activist Jodie Emery, and others.

O Cannabiz marked the first of many upcoming cannabis events this summer in Canada. Once legalization occurs, there is no way of knowing if all of these shows will survive. For now, this event and others like it are helping breathe life into an industry that has only recently been given the opportunity to emerge.