Where Culture Meets Industry
Welcome to Travel Tuesday, a segment from Beard Bros Media Network that bridges culture and industry. Hosted by Brian Applegarth, founder of Applegarth Intelligence—a research and interpretive firm focused on cannabis, hemp travel, and destination stewardship—this episode features a thoughtful discussion on how cannabis is integrating into local economies, visitor experiences, and global trade.
Today’s guest is Dr. Brigitte Simons, CEO of Safari Flower Co., a Niagara-based craft cannabis producer operating at the nexus of science, quality assurance, agriculture, and international trade. Bridget shares insights on building a place-reflective cannabis business, Niagara’s evolving tourism landscape, and the importance of quality and regulation in global markets.
Reflecting on MJBiz Con and Industry Momentum
Simons recounts her experience at MJBiz this past December, emphasizing the industry’s maturing landscape. “It was a great year to be there, especially with the momentum in U.S. cannabis law and the sense of industry maturity,” she notes. She highlights the shift toward established, well-founded businesses, and anticipates the impact of recent U.S. federal moves to schedule cannabis as Schedule 3.
On the U.S. Rescheduling: Simons views this change as a positive for global markets, reducing restrictions on capital flow and enabling borderless trade. “It opens up more customer markets and fosters greater competition,” she explains, emphasizing that the industry’s evolution will favor companies producing high-quality products.
From Science to Cultivation: Simons’ Journey
Simons’ path into cannabis started in pharmaceutical toxicology and laboratory testing. Recognizing gaps in testing standards during legalization in Canada, she founded Safari Flower Co. with a focus on quality assurance and regulatory compliance.
“Creating a company rooted in quality systems and traceability was key,” she shares. Safari emphasizes cultivation excellence, quality management, and transparent communication with B2B customers. Her scientific background shapes the company’s approach to producing safe, consistent, and high-quality cannabis.
Niagara’s Evolving Landscape: Beyond the Falls
Simons discusses Niagara’s rich legacy in agritourism, notably its wine industry and scenic attractions like Niagara Falls. The region’s abundant farmland, greenhouses, and educational programs—such as Niagara College’s horticultural and cannabis cultivation courses—create a skilled workforce and fertile ground for cannabis industry growth.
Safari Flower Co. is situated on land historically associated with Safari Niagara Zoo, symbolizing the region’s transition from traditional tourism to new ventures like cannabis cultivation. Simons emphasizes the region’s support for land use development, tourism, and craft industries, positioning Niagara as a destination that marries natural beauty with innovative industries.
Building a Place-Based Cannabis Company
For Simons, cultivating a company reflective of its locale embodies a duty of care—a responsibility to produce high-quality, traceable products that honor the land and community. “Niagara’s history with regulated industries like wine demonstrates how high standards and stewardship can elevate a region’s reputation,” she says.
Safari Flower Co. integrates local land, talent, and regulatory standards, ensuring that its products are both rooted in place and globally competitive. She highlights the region’s infrastructure—regulatory oversight, educational programs, and tourism assets—that support this vision.
The Role of Quality in Cannabis
Simons addresses the misconception that THC percentage alone defines quality. “Quality is about process control, manufacturing standards, and traceability,” she states. She explains that consistent labelling, rigorous testing, and adherence to quality dossiers are essential for medical and international markets.
She underscores that THC is just one cannabinoid, and that true quality involves a complex profile of compounds, process integrity, and transparency. This approach aligns with global standards and builds trust with regulators and consumers alike.
Genetic Stability and Consumer Trust
Genetic stability ensures disease resistance, uniformity, and consistent cannabinoid and terpene profiles. Simons draws parallels with Niagara’s renowned wine industry, where vineyard management influences product quality. She advocates for selecting resilient genetics and showcasing this transparency to visitors—allowing them to experience the farm’s organization, cleanliness, and terroir firsthand.
Visitors can hold dried buds, smell the aroma, and see the care invested in cultivation—creating memorable, authentic experiences that digital interactions cannot replicate.
Women in Cannabis and Team Leadership
Safari Flower Co. boasts a predominantly female management team, a reflection of its diverse talent pipeline. Simons explains that her team’s composition resulted from Niagara College’s recruitment efforts and a culture of collaboration. “Women bring a collaborative approach, which benefits our operational excellence,” she notes.
She highlights Stacy Hollingworth, her master grower, whose scientific rigor, sensory expertise, and leadership exemplify the company’s commitment to quality and innovation. Stacy’s recognition as Grower of the Year 2022 underscores the company’s high standards.
Integrating Cannabis into Tourism and Medical Markets
Simons sees Niagara as a natural hub for both medical and leisure tourism. The region’s existing infrastructure—hotels, wineries, attractions—serves as a seamless backdrop for cannabis experiences.
Medical tourism benefits from Canada’s reputation for high-quality, regulated products. Visitors can explore cannabis as part of personalized medicine, with the safety and consistency assured by strict regulations. Simons notes that international visitors, especially from neighboring U.S. states and Europe, view Canadian cannabis as premium and reliable.
She envisions cannabis becoming a part of Niagara’s destination identity, akin to its wine and natural attractions, with education and responsible regulation playing vital roles.
International Trade and Global Standards
Simons emphasizes the importance of international standards for cannabis, especially in European markets where medical cannabis is gaining acceptance. She discusses the process of obtaining EU GMP accreditation, which involves rigorous inspections and demonstrates adherence to high-quality standards.
Trade with Europe and other regions fosters knowledge exchange and strengthens Niagara’s position as an international stewardship hub. She highlights the value of face-to-face inspections and visits—akin to tourism experiences—that build trust and relationships.
The Future of Niagara as a Cannabis Destination
If Niagara were to be globally recognized for cannabis as it is for wine, Simons stresses the need for ongoing education, clear regulations, and infrastructure development. She advocates for public awareness, responsible consumption, and showcasing the plant’s therapeutic properties.
She envisions a future where Niagara’s cannabis industry complements its tourism brand, demonstrating quality, place, and stewardship—a destination that visitors trust and respect.
The Power of Place and Quality
Simons concludes by emphasizing that process and duty of care are the pillars of cannabis quality. Ensuring consistent, high-quality products rooted in place not only builds consumer trust but also elevates Niagara’s reputation on the world stage.
For those interested in following Safari Flower Co.’s journey, she recommends their LinkedIn and Instagram pages, where they share updates on varieties, partnerships, and product stories.
Travel Tuesday thanks Simons for sharing her insights on responsible industry development, destination stewardship, and the future of cannabis tourism. Her work exemplifies how science, quality, and place-based values can shape a sustainable, global cannabis industry.
This episode is brought to you by Beard Bros Media Network—where culture meets industry. Subscribe to our YouTube Channel today!
