5 years after the legalization of cannabis, 5 facts about the future of the industry
As the recreational cannabis industry prepares to celebrate the fifth anniversary of legalization, our team looks to the future. Is the market on the verge of maturity? What are the underlying trends to watch? Which curveballs will producers have to avoid in order to succeed?
Now more than ever, quality is the top priority
Growers know that it’s no longer enough to simply grow a plant—they must also cultivate a product of ever-increasing quality. Is it that consumers’ tastes have become more refined, or is it the market’s increasingly competitive product offering that’s driving master growers to constantly push back the boundaries of what’s possible? Probably a bit of both.
In any case, the industry is becoming more professional, and factory staff are developing the technical expertise to cultivate a stable product that delivers the expected effects every time.
Technology and research at the heart of the operations
Like all emerging industries, our sector is booming. In the factory, cultivation techniques are being refined, borrowing from agriculture the most promising processes for increasing crop yields: fertirrigation, automation, and optimized plant nutrition. In the laboratory, the plant’s properties and full potential are put under the microscope. Far from running out of steam, these technological advances are expected to accelerate in the coming years. In fact, Origine Nature is proud to be one of the pioneering producers contributing to the advancement of cannabis science, including through research on the effects of terpenes.
Growing responsibly
How can we realize our full commercial potential with minimal impact on the environment? You’d be hard-pressed to find an industry that isn’t trying to answer this important, thorny question. Responsible cultivation is starting to become a preoccupation for growers across the country. How can we reuse the waste generated by production in a circular economy perspective? How can we grow plants while making responsible use of natural resources such as water? What measures can be taken to increase the energy efficiency of operations? These questions, which were not on the agenda in 2018, are now part of the conversation.
Taking the industry to the next level
The industry is becoming increasingly professional. So it’s only natural that the players in the Canadian ecosystem should come together, organize themselves and join forces for the industry’s development. While five years ago, cannabis companies were busy positioning themselves in a nascent market, they’re now at a different stage. In Quebec, the Association québécoise de l’industrie du cannabis (AQIC) now has over a hundred members. Conferences, trade shows, official competitions, and certifications are multiplying across Canada—a sure sign that the industry is maturing, just like any other regulated product market.
Mentalities are changing
Since the legalization of cannabis, the stigma associated with its use has been declining. Perceptions are changing—once an illicit substance, cannabis is now seen as a legitimate recreational and medicinal product. As aficionados from all walks of life talk openly about their use, prejudices are disappearing one by one. Weed culture is transforming! Although certain preconceived notions persist, promoting responsible consumption helps to change perceptions and encourages a nuanced conversation on the subject.
