World Cannabis Congress targets branding as major issue ahead of legalization

Global leaders in the marijuana industry are meeting in Saint John today to solve branding challenge of marketing legal weed against flashier illicit brands.

450 cannabis industry leaders are meeting in Saint John on Monday and Tuesday

Anne McLellan, former federal justice minister, is among the global leaders in the cannabis industry who are meeting in Saint John on Monday. (Rachel Cave/CBC)

Global leaders in the marijuana industry are gathering in New Brunswick today to discuss how to market cannabis
in a competitive legal marketplace.

The World Cannabis Congress is hosting 450 industry titans in Saint John to talk about that and other issues raised by the dawn of government-run weed.

Topping the agenda is the branding challenge since Health Canada is requiring marijuana packages to be a single, uniform colour without images or graphics other than the logo and a health warning.

Ray Gracewood of Organigram says the legal market needs to be able to target responsible adults and combat the illicit market where brands and flashy packaging do exist.

Marijuana industry leaders are meeting to discuss how to brand legal cannabis to compete with flashy illicit brands after Health Canada requires simple uniform packaging with only a logo and a warning label. (CBC)

Gracewood says unless producers are able to be competitive within the regulations, they will be forced to look for loopholes.

Organigram recently announced a number of brands, including Trailer Park Buds, through a partnership with the people responsible for the "Trailer Park Boys" television show.