LiveWell focusing on innovation and research to become a major player in the cannabis health-care industry
LiveWell has already come a long way, and it’s just getting started.
The Gatineau-based company is developing two state-of-the-art facilities: one in Litchfield, Que., and the other in Ottawa. These facilities will serve as the backbone for the company’s ambitious plans in growing cannabis and hemp for medical and consumer health purposes.
“We’re happy with the progress we’ve made,” said LiveWell president David Rendimonti. “We’re in a frame of mind to be an imminent licensee based on the approach we’re taking to expedite our work.”
The 600,000-square-foot world-class Research and Innovation Centre in Litchfield, in the Pontiac region, serves as a great promise in the light of the impending cannabis legalization. The area has been devastated by economic downturn and was in desperate need of investment and employment. The facility could bring in excess of 500 jobs to the town, from trimmers to PhD research positions. The company is hiring through their Virtual Job Fair on their official website and usual job sites.
“We’re very proud to be located within a region where we can contribute to economic development and employment. We’re looking to grow an industry and revitalize a community, and we’ve been well received in the region,” Rendimonti said.
He explained that LiveWell’s vision for the Litchfield turnkey Research and Innovation Centre is one that not only grows cannabis, but also processes, formulates, researches and innovates. Recruitment is a critical phase of the company’s development into industry leadership. LiveWell defines itself by the study and innovation around CBD, a cannabinoid isolated from hemp and cannabis.
“Our mission is to provide predictability, safety, control and a quality experience,” he said. “You have to build those capabilities.”
The Ottawa location involves retrofitting 540,000 square feet of existing greenhouses formerly used for growing produce.
Although LiveWell’s history is one of agriculture and specialty foods — including hemp-related products — Rendimonti comes from the health-care industry, having spent over 30 years at the likes of Johnson & Johnson, Pfizer and Merck. He describes LiveWell’s management team as coming from a variety of different work backgrounds. This nascent industry has people from business, science, farming, law and politics all coming together to piece together this new puzzle. And when Rendimonti talks about growth, he’s quick to say that it means beyond Canada: the industry has global potential.
LiveWell’s path toward becoming a major player in the health-care space involves envisioning the needs of tomorrow and setting up the proper infrastructure beforehand. That means establishing their two facilities, and entering into partnerships and licensing deals with a variety of stakeholders from scientific and academic sources. Like every other company with growth ambitions these days, LiveWell is also keen to acquire as much data as possible.
“This is an important and emerging industry that can provide great benefits,” Rendimonti said. “We’re positioned well, and we’re thoughtful and passionate about our customers and the way we’re approaching the development of our business through the competency of our great people and growing within our community.
“We hope to host an innovation cluster that will support an even broader industry. That’s what we believe innovation can bring. Because it’s not just about fancy products — it’s about understanding needs and creating the right products.”
One thing that can’t really be predicted is the power of branding post-legalization. For instance, sneaker heads might lean toward Nike or Adidas for their running shoe needs, but how does a company like LiveWell develop brand recognition among adults?
At a certain point, players in the industry will not only be focused on developing the foundations and getting legalization off the ground, but also on more mundane business concerns like branding, the marketplace, consumer relations and even simply satisfying shareholders with the bottom line.
“There’s a lot of work to do in building all of this,” Rendimonti said. “The whole industry has to come along and there’s room for everyone, but specifically there’s room for people who can do a great job.”
The big question that will start to pop up among consumers, as choices emerge, will pertain to needs. Now that there is a plethora of regulated options, what type of product do you need? Rendimonti believes people will start by trying to get better educated about what’s out there in order to make a more informed decision.
“For adults who aren’t interested, we’re not trying to force people to think about it. But many adults are interested, and they want to know more and they want that information. We have a role to play in the industry, and people choosing based on their needs and wants is what’s emerging right now,” he said.
“When I worked in the pharmaceutical industry, there was the emergence of the biotech industry, a market built on science, engagement and customers. I think hemp and cannabis have a longer history as products, so this marketplace emerged organically. Now it’s an industry with science, regulators and customers with higher expectations. What we’re seeing is a foundation of needs and, as a result, there’s a creation of conditions for regulation, safety, predictability and control. A marketplace is being created and is moving forward very quickly globally.”