What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
One of the biggest challenges facing the cannabis industry right now particularly in mature markets like Canada is oversupply and market saturation, compounded by regulatory and pricing pressures. This has led to a race to the bottom on pricing, margin compression, and widespread closures and consolidations among licensed producers and retailers.
My company is addressing it through:
Regulatory Engagement
The federal and provincial regulatory framework has not evolved as quickly as market realities. Many industry players are engaging more actively with Health Canada and provincial distributors (like the OCS) to advocate for changes such as higher THC limits, reduced excise tax burdens, or more flexible packaging rules. Navigating and influencing these discussions is a major part of my work with clients.
Diversification & Global Market Expansion
With stagnation in the Canadian market, companies are looking abroad especially to Germany, Australia, the UK, and Israel for medical cannabis exports and strategic partnerships. I assist companies with understanding regulatory frameworks in these jurisdictions and structuring compliant entry strategies.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
The most exciting opportunities for growth and innovation in cannabis right now lie at the intersection of medical science, global markets, and novel delivery formats.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
Treat cannabis like any other highly regulated, global industry because it is.
Many people enter the cannabis space attracted by the culture or the hype, but the most successful professionals treat it with the same seriousness as pharmaceuticals, alcohol/tobacco, or CPG.
What is the most important thing you have learned from your experiences in the cannabis industry?
The most important thing I’ve learned is this: In the cannabis industry, adaptability is not optional it’s essential!
This is a sector where regulations shift overnight, capital markets fluctuate wildly, and success often depends on your ability to respond quickly to forces beyond your control be it policy changes, public perception, or global trade dynamics.
What do you want your legacy to be as it relates to the cannabis industry?
I want my legacy in the cannabis industry to be defined by bridging complex systems regulatory, commercial, and cultural to build something lasting and responsible. If I’m remembered as someone who helped others navigate those intersections with integrity and insight, I’ll consider that a legacy worth leaving.
At its best, cannabis has the potential to shift systems from healthcare to justice to economic inclusion. My goal is to be part of that shift in a way that’s smart, fair, and future-facing.