The next gen­er­a­tion in cannabis in­no­va­tion has touched down in Bramp­ton

National Post (Latest Edition) - - FINANCIAL POST - DENISE DEVEAU

While Cana­dian cannabis com­pa­nies, mu­nic­i­pal­i­ties and law­mak­ers are still fig­ur­ing out how lo­cal le­gal mar­kets will shake out, one com­pany is al­ready pre­par­ing for the next bold hori­zon.

Based in Bramp­ton, Ont., Pure Global Cannabis Inc. (“PURE”) and its wholly owned sub­sidiary, PureSinse Inc., are work­ing hard to un­der­stand the big pic­ture when it comes to the cannabis mar­ket at home and abroad.

PURE’s stated mis­sion is to pro­duce the high­est qual­ity, con­sis­tently pure cannabis prod­ucts while be­com­ing the most trusted brand glob­ally. Com­prised of pharma in­dus­try ex­perts, Pure Global brings a very ex­pe­ri­enced team look­ing to cre­ate world-class, in­no­va­tive cannabis prod­ucts that will strengthen its po­si­tion in both the med­i­cal and adult-use mar­kets. Its wholly owned sub­sidiary, PureSinse Inc., is a li­censed pro­ducer (LP), pro­ces­sor and in­no­va­tor of med­i­cal and well­ness-fo­cused cannabis prod­ucts, to be man­u­fac­tured in a state-of-the-art pro­duc­tion and pro­cess­ing hub in Bramp­ton.

Malay Pan­chal, founder and CEO, says PURE has a num­ber of crit­i­cal pieces in place to achieve its goals in the cannabis sec­tor, first na­tion­ally and then in­ter­na­tion­ally.

“We have a solid team of hor­ti­cul­tural, phar­ma­ceu­ti­cal, mar­ket­ing, IT and busi­ness pro­fes­sion­als who are bring­ing best prac­tices from their re­spec­tive in­dus­tries into the cannabis sec­tor, in­clud­ing ex­pe­ri­ence in run­ning large-scale com­mer­cial fa­cil­i­ties,” he ex­plains. “We also have a strong port­fo­lio of pro­pri­etary prod­ucts and a bold brand development strat­egy for med­i­cal and adul­tuse mar­kets.”

One of PURE’s most com­pelling propo­si­tions is the com­pany’s patent-pend­ing, multi-tiered “mul­ti­ponic” grow­ing sys­tem. This unique ver­ti­cal-farm­ing sys­tem fea­tures tightly con­trolled growth en­vi­ron­ments to achieve con­sis­tent higher-qual­ity yields with­out the use of pes­ti­cides or her­bi­cides.

De­vel­oped by a worldlead­ing spe­cial­ist in plant ge­net­ics and com­mer­cialscale in­door/green­house horticulture, the com­pany’s ground­break­ing sys­tem in­cor­po­rates bub­ble-pon­ics, aero-pon­ics and other hy­dro­ponic meth­ods into a sin­gle au­to­mated sys­tem. This in­no­va­tion al­lows PURE to grow many more, smaller plants at a quicker rate – re­sult­ing in bet­ter qual­ity flower with re­duced waste.

Pro­duc­tion is only a small part of the plan. PURE is us­ing a mul­ti­pronged ap­proach that will also en­com­pass pro­cess­ing and pack­ag­ing ser­vices for other LPs, dis­tri­bu­tion, new prod­uct development and the large-scale com­mer­cial­iza­tion for trusted med­i­cal and le­gal adult-use cannabis prod­ucts.

“We are us­ing a fully in­te­grated ver­ti­cal busi­ness model that in­cludes both a med­i­cal and a re­tail as­pect,” Pan­chal ex­plains. “We also want to tap into the in­ter­na­tional mar­ket to meet grow­ing de­mand in Eu­rope.”

Cur­rently PURE, through PureSinse, has an 18,000-square-foot pro­duc­tion, pro­cess­ing and dis­tri­bu­tion hub in Bramp­ton that will be fully op­er­a­tional to pro­duce and process over 5,000 kg of prod­uct by the end of 2018. The com­pany is also in the process of ac­quir­ing an ad­di­tional 23,000 square feet of ad­ja­cent prop­erty, which will more than dou­ble pro­duc­tion and pro­cess­ing ca­pac­ity, slated to be op­er­a­tional in early 2019.

As for the com­pany’s own prod­uct development, Pan­chal says PURE will look to pro­duce “niche prod­ucts” along with those of high­est con­sumer de­mand. “We will start with flower, ex­trac­tions, oils and cap­sules to gen­er­ate rev­enues very quickly. The plan is to cre­ate a more com­pre­hen­sive port­fo­lio of in-house brands that will in­clude ev­ery­thing from dried flow­ers, seedlings, and oils, to soft gel cap­sules, top­i­cals, patches, bev­er­ages, and well­ness prod­ucts – all us­ing eco-friendly, sus­tain­able pack­ag­ing.”

“Ex­port is an­other im­por­tant cor­ner­stone in PURE’s strate­gic plan”, Pan­chal con­tin­ues. “Thir­ty­five coun­tries have le­gal­ized med­i­cal cannabis and more are ex­pected to fol­low. We are act­ing ag­gres­sively to be at the fore­front of this world­wide rev­o­lu­tion.”

With the le­gal adul­tuse mar­ket set to take off, Pan­chal be­lieves PURE is well po­si­tioned to ride a wave of suc­cess. “Our tim­ing lines up very well with the new mar­ket op­por­tu­ni­ties com­ing avail­able,” he says.

Where PURE re­ally stands out from its com­peti­tors is through its ver­ti­cally in­te­grated ap­proach. “Our profit-fo­cused strat­egy will en­able rev­enue gen­er­a­tion ca­pa­bil­i­ties with less cap­i­tal expenditure than oth­ers,” Pan­chal elab­o­rates. “And our strate­gi­cally planned ex­pan­sion and in­no­va­tion goals set us apart from our peers.”

PHOTO BY MATTHEW BRODEUR ON UNSPLASH

PURE’s ground­break­ing grow­ing sys­tem in­cor­po­rate a range of hy­dro­ponic meth­ods into a sin­gle au­to­mated process.

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