‘Bud­cay­geon?’

Trag­i­cally Hip strikes part­ner­ship with med­i­cal mar­i­juana com­pany

Cape Breton Post - - News | Business - BY MICHAEL OLIVEIRA

A soon-to-be pub­licly traded medic­i­nal mar­i­juana pro­ducer has part­nered with the Trag­i­cally Hip in an­tic­i­pa­tion of the drug’s le­gal­iza­tion and a bur­geon­ing recre­ational mar­ket.

New­strike, which will be­gin trad­ing on the TSX Ven­ture Ex­change on Thurs­day un­der the sym­bol HIP, said Tues­day that it “be­lieves we are de­vel­op­ing the brand that adult con­sumers who choose to use cannabis will turn to.”

While fans were quick to dream up names for pos­si­ble Hip-re­lated mar­i­juana prod­ucts - some so­cial me­dia users sug­gested “Trag­i­cally Hemp” or “Chron­i­cally Hip,” or plays on song ti­tles like “Bud­cay­geon” or “Weed Kings” - com­pany CEO Jay Wil­gar said that’s not the plan right now.

“This part­ner­ship with the band is not a mar­ket­ing part­ner­ship, this is a busi­ness part­ner­ship, the band are share­hold­ers in the com­pany,” Wil­gar said.

“So when we talk about cre­at­ing strains and any­thing like that, right now we have ab­so­lutely no in­ten­tion of cre­at­ing strains or do­ing any­thing di­rectly as­so­ci­ated with the Trag­i­cally Hip, at this point.”

The pro­posed Cannabis Act un­veiled by the fed­eral govern­ment in April out­laws “any pro­mo­tion, pack­ag­ing and la­belling of cannabis that could be ap­peal­ing to young per­sons or en­cour­age its con­sump­tion.”

The pro­posed law also pro­hibits “a tes­ti­mo­nial or en­dorse­ment, how­ever dis­played or com­mu­ni­cated” and “a de­pic­tion of a per­son, char­ac­ter or an­i­mal, whether real or fic­tional.”

The band de­clined an in­ter­view re­quest. In a re­lease, the group said it would be “con­tribut­ing cre­atively” to the com­pany and called the govern­ment’s le­gal­iza­tion plans “com­mon­sense-pol­icy” and “a change for the best.”

The band said it likes New­strike be­cause “they’ve hired pre­em­i­nent sci­en­tists and grow­ers, de­vel­oped large, well-struc­tured sites and have the where­withal and ex­per­tise to take this on.”

The Hip pre­vi­ously part­nered with the Vineland, Ont.-based Stoney Ridge Es­tate Win­ery for wines named af­ter its al­bum “Fully Com­pletely” and the song “Ahead by a Cen­tury.”

New­strike would not com­ment on whether its part­ner­ship with the Hip was at all in­flu­enced by lead singer Gord Downie’s di­ag­no­sis with ter­mi­nal brain cancer.

“We want to re­spect Gord’s pri­vacy in the fight of his life,” said Al­lan Re­wak, direc­tor of com­mu­ni­ca­tions and stake­holder re­la­tions.

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