While it is true that much of the old stigma surrounding marijuana has gradually faded as the industry has grown, there are still some residuals that need to be eliminated in order to provide a positive continuity to the market in various regions of the world. Several countries, such as Canada, and certain US states have opted to legalize marijuana and this has caused the nascent industry to begin to take a more consolidated course. There is still a negative stigma associated with consumption, though, and Tilray’s CEO wants to change that.
One of the most important recent moves in the cannabis world was the merger of Tilray and Aphria, forging a global cannabis powerhouse, and now considered the leading supplier of medical cannabis in the old continent. Irwin Simon, who is now CEO of the combined company that continues to operate under the Tilray name, plans to bring the formula of packaged products to the cannabis market, but not before making it clear that negative thoughts about the plant should be in the past.
The global reach that this company has, and most likely will have, suggests that Simon’s strategy to convince new users is magnificent. Not only because of the quality that will be provided through the products but also because of the great benefits that people can obtain through them. Simon’s idea is to be able to grow the market share in adult use, medical cannabis, and the so-called cannabis 2.0 based edibles and beverages. But for this, it is clear that people who still have a negative mindset towards marijuana, start to really see the benefits it has behind it.
“Think of it like alcohol: vodka is not just vodka. There are different levels of alcohol and ways to consume it, differences in how it tastes, and how it goes down. It’s the same with cannabis. It’s about how it’s grown, the potency, what the flower is like. My opinion is that I don’t sell marijuana. I don’t sell grass. I sell a cannabis product.”
Maybe the current problem is that people haven’t fully developed that understanding around cannabis, and Simon’s goal is to be able to get them to understand that that’s what he’s trying to do. “We have to educate consumers that cannabis is okay. It gives you a good feeling, it doesn’t leave you with a hangover and there is no real science showing negative medical effects,” he added.