4 Black Canadian Cannabis Switchers You Need To Meet
*Plus, her advice for BIPOC entrepreneurs on space
The recreational cannabis space in Canada has had its fair share of ups and downs since legalization nearly two and a half years ago.
At this point, most of the brands and industry leaders we’ve come to know and love have settled in for the long haul, but there remains one unspoken problem with the room: It’s truly white.
According to the 2020 Center on Drug Policy Evaluation and University of Toronto report, only 1% of individuals in C-suite positions in Canada’s cannabis sector are Black, with 84% being White, of which 86% are male.
Other underrepresented minorities are South Asians (6%), East and Southeast Asians (3%), Indigenous (2%), Arab (2%) and Latinx (1%).
There is still a long way to go before the BIPOC communities are more evenly represented in the cannabis space, but the 1% of black business leaders who are choosing the industry are making incredible waves.
Here are four Black Canadian cannabis modifiers you should know about.
Ashley Athill, HRVSTR
WHO: Ashley Athill
What: Co-founder of HRVSTR
Why you should meet them:
Ashley and her brother Michael are defying the old adage “Don’t do business with family” with HRVSTR, a premier grow facility that supplies craft cannabis to the Ontario Cannabis Store.
How the room feels, in her own words:
“The cannabis industry is evolving rapidly and we are very grateful to be part of the current ecosystem of licensees. HRVSTR is always looking for opportunities to expand our cultivation, processing capacity and brand.
Farmgate (a government regulated direct sales platform) is currently one of the few options that allows small to medium sized growers and processors to add another layer of uniqueness to their offering.
It is exciting! While many things are within our control, better opportunities will arise through coordinated lobbying with Health Canada.
I have recently become a Director of C3 (Cannabis Council of Canada) and am so proud to be part of this group actively working to create a better cannabis industry in Canada.
It will take a lot of effort and dedication, but I look forward to changes in lounges, cannabis tourism and an increase in BIPOC inclusivity.”
Her advice for BIPOC entrepreneurs considering the Canadian cannabis space:
1. Find your niche and don’t forget to connect with your happiness.
2. Do your homework.
3. Connect and understand the cannabis landscape in Canada.
4. Explore nonprofits like the SEED initiative for additional support and resources.
Drew Henderson, TOQi
WHO: Drew Henderson
What: Founder of TOQi
Why you should meet them:
Drew took his background in design and economics and applied it to the cannabis space to launch TOQi, the first-ever wireless charging vaporizer compatible with Qi charging.
How the room feels, in her own words:
“From an industry perspective, I’m excited to see more women of color in leadership positions.
In the design community there is a severe under-representation of designers who identify with women and unfortunately that’s the same situation in the cannabis community, WOC in particular, so I’m looking forward to that improving as it needs to .
From a consumer perspective, I’m excited to see this current generation of technology being deployed and showcased in upcoming new products. I’m inspired by the creativity of designers in the cannabis space and the collaborative ethos I’ve experienced, so I can’t wait to see what everyone has been working on.
Cannabis is becoming more sophisticated and sophisticated, and methods of consumption need to keep up, so we should bring a lot of cool, interesting new technology products to market.”
Her advice for BIPOC entrepreneurs considering the Canadian cannabis space:
“I’d ask them how they feel about being 2% of the industry, and then I’d ask them, ‘What makes you want to do that?’ I advise them to think about this question and its answer before entering the industry because they will face this question every day.
Be aware that there will be many people who don’t see you as a talented entrepreneur, but instead question your credibility for being in this industry.
The best way to counteract this is to be able to articulate and navigate independently of the space you’re in. Most importantly, learn why the cannabis industry is a science, not a hobby.”
Vivianne Wilson, GreenPort Global
WHO: Viviane Wilson
What: Founder of GreenPort Global
Why you should meet them:
Vivianne is the first black woman to open an independent cannabis retail store in Canada. Their GreenPort store is located in Toronto’s Little Italy neighborhood on College Street.
How the cannabis room feels, in their own words:
“I was drawn to the cannabis sector because it was a brand new industry with the potential to create new opportunities and revitalize culture and communities across the country.
But four years later we are nowhere near what I had envisioned or what others had fought for before me. In fact, we are moving further away from culture and community every day.
However, what always fascinates me about this sector is the people I meet who are still passionate about what they do. I have people on my team and in my network who are really inspirational.
They have a vision for themselves and the industry that they continue to pursue. They’re still literally dancing to their own soundtrack. These are the people, I think, who will leave a legacy of the legal cannabis industry that people will talk about and tourists will see in droves.”
Her advice for BIPOC entrepreneurs considering the Canadian cannabis space:
“Work hard to create your own niche. Make something to be proud of and unique to you. All you really have to do is create something, no matter how small it is.
These last two years have taught me that sometimes I have to find my own way to get where I need to be. Even in these challenging times, I found the path I had taken to be much more fulfilling.
Furthermore, when entering the cannabis realm, no interaction with the plant is required. One of the “easiest” ways to get started is to transition your current role/business to providing an add-on service.
For example, someone with a background in marketing, engineering, or education can apply these skills to the cannabis industry by taking the time to understand the intricacies and limitations.
Finally, don’t look at the top players and think you need millions of dollars to get started – you don’t. Many of these top players have spent billions and lost billions.”
Keenan Pascal, Token Naturals
WHO: Keenan Pascal
What: CEO of Token Naturals
Why you should meet them:
Keenan is the brains behind Token Naturals, an Edmonton-based, federally licensed company that develops and manufactures white label cannabis products for a number of licensed producers and their own brands.
How the cannabis room feels, in their own words:
“The expansion of brands in 2.0 products means new options are filling the category offering for beverages, edibles, topicals, etc. As the industry evolves and improves, smaller brands should find it easier to enter the market.
That’s one of our main goals as manufacturers: lowering the barriers to entry and making it easier for manufacturers of all sizes to get their products on the shelves.”
Her advice for BIPOC entrepreneurs considering the Canadian cannabis space:
“Don’t be afraid to ask for a seat at the table. It is very valuable for a company to bring different thoughts, backgrounds and experiences to the table. The world is realizing just how true this is, but you don’t have to wait on the sidelines to be invited.
There are many people waiting in the wings who would like to know how best to support and sponsor. Ask for help; it is not a sign of weakness. The team you build around you through peers, mentorship, co-workers and friends – it will all pay off when you are willing to show yourself in the community.”
Lisa Feleptchuk
Lisa Felepchuk is an experienced lifestyle editor, writer and digital nomad based in beautiful Vancouver, British Columbia.
Check out Lisa Felepchuk’s articles
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