LEGITIMACY NOT LOOPHOLES: WE’RE NOT HERE TO TRICK OUR CUSTOMERS

LEGITIMACY NOT LOOPHOLES: WE’RE NOT HERE TO TRICK OUR CUSTOMERS

An important conversation has surfaced, one that we stand behind whole heartedly at Pure Sunfarms because it circles a topic that affects consumers of cannabis across Canada in accessing transparent information about the potency of their cannabis products. 

If you haven’t already, I encourage you to read the BNN Bloomberg article that was published yesterday, which discusses the discrepancies that exist in the interpretation of Health Canada’s potency labelling regulations among licensed producers.  

Here’s the Coles Notes version for you. 

According to Health Canada’s Cannabis Regulations, cannabis companies are required to label the potency level found in your dried flower. Since potencies vary between batches, each batch of labels is different – potencies are customized, individually printed, and applied to each batch of final product. This is referred to as a dynamic approach to labelling, an approach that we believe provides consumers with complete clarity – they know exactly what they are getting with every purchase.  

It recently came to our attention that some producers apply a different interpretation to potency labelling, one where a mid-point is taken from test results across batches. One potency label is pre-printed and applied across many batches which fall within a pre-determined range to save on costs. We call this approach static labelling. Knowing very well that potency is one of the top criteria that cannabis consumers look for in making their purchase decisions, we believe this approach to labelling misleads consumers by creating a false impression about the potency of their dried flower. That does not sit well with us.  

At Pure Sunfarms, we want to tell our customers the truth about the potencies in their packs rather than finding loopholes in the regulations to hide behind. People are still getting acquainted with the cannabis industry in Canada. This level of transparency is vital as we keep the legitimacy behind legalization alive, so that we can forge ahead and provide consumers with safe, quality product that they can understand and trust.  

Health Canada has been quick to confirm that, “the THC and CBD content values displayed on the label must be the values calculated when testing for the levels of phytocannabinoids for that particular lot or batch of product.” That sounds pretty clear to me – we need to be putting exact potencies on our packs of dried flower. 

What now? 

We need to ask ourselves where we stand on this. If you’re an LP using dynamic labelling, are you lending your voice to this issue? If you’re a retailer, do you feel like it’s the right thing to do to sell products with static labels to your customers? If you’re buying dried flower, are you feeling confident about the potency in your pack?  

It’s important that we take action or risk losing consumer confidence in all regulated product. At a time when this industry is doing so much to try to combat the illicit market, why are we pulling back in the shadows? 

If you agree with us, say something.  

This is not about looking for loopholes. It’s about starting a dialogue to protect the integrity of the regulated cannabis industry and standing up for what’s right for our consumers. Because at Pure Sunfarms we’re going to put plants and people first, always.  

Farrell A. Miller

Cannabis Commercialization & Communications Advisor | Juris Doctor (J.D)

3y

Well said. Thank you for penning your thoughts on this issue. You are leading by example and have set the bar for other producers. Pink Kush large format bags continue to be a top selling product in my stores so keep up the amazing work!

Eric Burton Martin - this is a refreshingly open conversation.

Amanda Wright

Key Account Manager @ Cannmart (Roilty & Zest) - Director of Communications @ Pineapple Victoria

3y

I knew I loved you guys for more than great cannabis! Thank you!

Scott Walker

Advisor to a number of Cannabis clients in Canada, US and 17 other countries. Focus is on Business Development and Global Marketing. Founder and Director of MapleGlobal Medical Supply -Mapleglobal.ca- Global,

3y

Thank you Mandesh for shining a light of transparency on this most important issue. You are 100% correct in your statements in my view. This issue goes much further into the downstream Extracts and Cannabis 2.0 products also. Consumers, Retailers and Distributors need to be confident that they are getting accurate information for many reasons- most importantly Dosing- I think. Thanks for your Leadership!

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Neal Claassen

Retail Interior Industry veteran and ski coach

3y

I'm glad you are bringing this the attention it deserves Mandesh. Some will feel that you are criticizing your competitor Canopy Growth, but I don't think you are. This is a Health Canada issue. We should be open to review policies on a regular basis, and anything that affects consumer confidence is of paramount importance. At the end of the day, it is all our responsibility to hold Health Canada accountable. The industry, producers, consumers and retailers alike, must demand that accurate and pertinent information is provided with all cannabis products. It's the key to beating the black market.

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