CBD OIL

Established in 2019, Kelab Analitica is the first laboratory in Colombia to specialize in cannabis and pharmaceutical testing. In March of 2020, the lab began operating and serving the cannabis market in the South American country.

Then in December of 2020, Kelab Analitica obtained ISO/IEC 17025:2017 through Perry Johnson Laboratory Accreditation, making it the very first cannabis testing lab in Colombia to attain accreditation. The lab was also certified shortly after in Good Laboratory Practices by Colombian health authorities for analysis of pharmaceutical products.

The lab has found that ISO 17025 accreditation has helped with their marketing strategy. “As the industry grows, more producers are beginning to understand the importance of working with an accredited laboratory for quality and consistency of results and to comply with international requirements,” says a team member at Kelab Analitica.

In the future, they plan to expand their reach locally in Colombia and look for opportunities to expand in Latin America. They are also engaged in research in chromatography and instrumentation to develop new cannabis testing methods.

In this “Flower-Side Chats” series of articles, Green interviews integrated cannabis companies and flower brands that are bringing unique business models to the industry. Particular attention is focused on how these businesses integrate innovative practices in order to navigate a rapidly changing landscape of regulatory, supply chain and consumer demand.

The Michigan cannabis market is making pace with big time cannabis players like California (#1) and Colorado (#2). For the first quarter of 2021, combined cannabis sales in Michigan were nearly $360 million. At that pace, Michigan could see combined sales of $1.4 billion — well outpacing 2020 sales of $984 million.

Gage is the exclusive cultivator and retailer of world-leading cannabis brands including Cookies, Lemonnade, Runtz, Grandiflora, SLANG Worldwide, OG Raskal, and its own proprietary Gage brand portfolio in Michigan. The company recently secured a $50M investment in an oversubscribed round which included a $20M investment from JW Asset Management.

We spoke with Fabian Monaco, CEO of Gage Cannabis. Fabian started Gage in 2017 after meeting his operating partners in Michigan. Prior to Gage, Fabian worked as an investment banker racking up a number of firsts in cannabis industry financing and M&A transactions.

Aaron Green: Tell me how you got involved in the cannabis industry.

Fabian Monaco: My background is in investment banking – specifically 10 years of capital market experience. I was fortunate enough to be part of the initial team that brought Tweed, now Canopy Growth public. In fact, I worked on a lot of firsts in the industry: the first acquisition, the first $100 million financing, the first IPO in the space. Shortly after that, I went to XIB Financial, which co-founded Canopy Rivers with Canopy Growth. I was working on that when I encountered these two phenomenal operators. At the time, I had visited over 100 of these cultivation facilities and these were some of the best operators in the business. So that led me to start Gage in 2017.

Green: Where is Gage currently operating?

Monaco: In the U.S., we are purely operating in Michigan. We do have a licensing agreement with a small producer in Canada, so you will see the brand there.

Green: Tell me about your choice to settle the company in Michigan initially?

Monaco: If you look at Michigan as a historical cannabis market, it was the second largest cannabis market from a medical card holder standpoint for nearly a decade, only behind California. This was probably the case until 2019, where they went to adult use. So, for us, we knew this medical base was going to be a great platform to an outsized adult-use market. And already we see that April was $154 million in sales, adding up to over a $1.8 billion dollar run rate. That’s the third highest run rate in the country, only behind California and Colorado.

Green: What is it that makes Michigan different? You talked about medical cannabis already. Is there anything else about the demographics in Michigan or the consumer base that makes Michigan special in that sense?

Monaco: In Michigan, over 70% of the population is old enough to consume. So, when you take a look at how much of the population is 21-years-old plus, relative to other markets, the total addressable market in Michigan is just huge. Then when you take a look at their consumption habits, especially when it comes to flower, Michigan is consuming some of the highest amounts on a per capita basis. Those two stats set up a scenario where we foresaw the potential of the market. To be honest, the market has exceeded our expectations. We didn’t think it would be this strong this quickly. Right now, the state is looking to be a $3 billion market by 2024 – and it could easily surpass that.

Green: Any plans for expansion beyond Michigan?

Monaco: We’ve been to eight or so different states in the past 60 or 75 days really trying to educate ourselves on the licensing structure, the markets there and the key players in those respective markets. What are some of the costs, in terms of acquisitions? We really want to branch out the Gage brand into other states across the US. The thing is, we believe in the model that Trulieve deployed. They really focus on being the number one player in a very, very big market. For instance, Trulieve is obviously one of the top players in Florida. We’re trying to mimic that strategy.

Once we have that deep market penetration, that market share, then we’ll start to get into other states. But for now, why would you want to go and rush out to another state when you’re already in the third largest market in the country?

Green: Are there any criteria you look for in a potential expansion state?

Monaco: We look at consumption habits. We want states with similar demographics to Michigan. Close proximity states also allows us to quickly go from one state to the other without having to take a multi-hour flight to get there. States we’re considering are Northeast and Midwest states, like Illinois, Pennsylvania, Ohio, New Jersey, Massachusetts and Maryland.

Green: What kind of consumer trends are you seeing in Michigan as it relates to products?

Monaco: Flower continues to dominate. In a market like Michigan, we have some of the top flower consumers in the country on a per capita basis. We specialize in flower and flower only, so this created a perfect scenario where we are able to ramp up our brand quite quickly, from a flower standpoint.

Now that we have that brand equity, that brand power, we are going to potentially delve into other categories, including extract-based products, such as carts, vapes and concentrates. You hear talk about these new beverages, but we’re not seeing that take off in this market as much as people think it would. Flower still remains at the top and that’s something we highly anticipate going after for quite some time.

Green: Can you tell me about your vertical integration strategy?

Monaco: We’re one of the larger retail portfolios in Michigan right now. We have 13 locations. Nine are operational. So, we’re really in a great spot overall in terms of how big of a platform we do have – one of the larger ones – and, frankly, in one of the larger markets in the country.

We actually have a little bit of a unique scenario on the cultivation side of things. We have our own three cultivation assets that are going to be producing, on average, about 1,000 pounds of product over the next couple of months as they fully ramp up. We’ve actually contracted out a lot of our cultivation. Cultivation is time consuming, and it’s also very, very costly to build out. Luckily for us, we’re a really well-established and strong brand. We had the opportunity to contract out our growing. So, we have 10 different contract growth partners. These are phenomenal cultivators, again, some of the best in the state. They grow Gage and Cookies branded product for us. We have a great breakdown from a financial standpoint. We share the retail revenue with them on a 50/50 basis. They pay a little bit too, for packaging and testing. So, basically for $0 we’re getting product on the shelf where we’re achieving 50% plus gross margins. It’s a phenomenal setup for us on the cultivation side where we went from two cultivation assets in the latter half of last year to now eight different cultivation assets, moving to 13 by the end of the year.

On the processing side, we’re just actually finishing our processing lab. We should have extract-based products launched in Q3. We’re really excited to have our own line of extract-based products. We plan to focus on the carts to start – a very popular category in Michigan on the retail side of things.

Green: Are those cultivations all indoor?

Monaco: Yes, we’re big proponents of indoor flower. It allows us to control the quality of our flavors and consistency in our strains when we grow indoors. From our consumers, there is a very strong demand for indoor grown high-premium, high-quality products.

Green: What sets Gage apart from other competitors in Michigan?

Monaco: I think focus. We just focused on our flower. We focus on our post-production process. We hang dry everything, we hand trim everything, and we hand package everything. That’s a little bit more time consuming. It’s a little more costly. But all that effort shows in the end product which is key.

A lot of people think you can grow great quality product, you cut it down, you dry it and put it in the pack and it’s going to be great. You really need a strong attention to detail, especially in a big consuming market like Michigan, because again, they are a refined consumer. They’re looking for the best. They’ve already been consuming some of the best quality products in the country for many years now. So for us, we put a painstaking process in place for flower production, not only from the growing standpoint, but also through the end of that post production process.

Ancillary to our cultivation process is also consistently providing new varieties of flavors on the flower side of things to the consumers. When you look at the successful brands in California, what makes them special is that they’re consistently pheno hunting, coming out with new flavors. This is similar to the wine industry where the best wineries come out with a new kind of grape or mix and consumers get excited, they rush out and buy half a dozen bottles or a dozen bottles.

It’s a very similar scenario in the cannabis industry. I hate when people say that cannabis is a commoditized industry. It’s so far from the truth. You look at brands like us or Cookies, Jungle Boyz and you can see their constant innovation, their constant drive. They are always bringing something new for the consumers to try. That’s what really sets apart the best brands.

Green: What are the top three criteria you look for in a cultivation partner?

Monaco: Someone that follows a similar culture to us as a company. Obviously, quality of the actual cultivation assets is also important. We’ve vetted heavily each and every contract grower. It was actually a painstaking, multiple-month process. We started buying wholesale product from these partners first, then gave them a couple cuts of our clones and saw how they produced on a small batch basis. Once we saw that, we got to know them on a personal level, saw what they could produce with our own genetics, then said “Okay, do you want to be part of this program?”

We’ve had an overwhelming demand for the program. We’ve capped it off at 10 for now. We may expand as time progresses. We’re seeing some great, great quality product coming out of these producers.

Green: What’s got your attention in the cannabis industry? What are you interested in learning more about?

Monaco: I’m always intrigued with new ways of consuming. Across the U.S. and well-developed markets like California and Colorado, you see all these interesting new ways to consume the product. You’ve got patches, sublingual strips, etc. There are so many unique ways. I am currently seeing how they play out. Are they fads? Do people get excited about them initially, and then go back to their carts, or pens, and typically dried flower pre-rolls? I’m always trying to educate myself to see what’s on the market. What’s new? Who has a new drink? How does it hit? Are people excited about it?

Also, I am constantly learning about new brands that come out. There are so many new small brands that don’t necessarily have the scale or the capital to really expand, but are producing some of the best products in the country in a cool, unique form of packaging, etc..

Green: Alright, great. That concludes the interview!

Monaco: Thanks, Aaron.

Less than a month after debuting on the Nasdaq Stock Market, Colombia-based cultivator Flora Growth is connecting its cannabis pipeline to Europe through a manufacturing and distribution partnership with Hoshi International.

Headquartered in Toronto, but with 95% of its operations in Colombia, globally motivated Flora Growth made a 2-million-euro ($2.4 million) strategic investment to become a preferred supplier to Hoshicap Portugal—a subsidy of Toronto-based Hoshi International—the company announced June 7.

Courtesy of Flora Growth | floragrowth.ca

The investment will provide Flora access to extraction facilities in Malta and Portugal to process its cannabis derivatives from Colombia and distribute them through Hoshi’s channels throughout Europe. The transaction is the first of many steps intended by Flora to launch its seven brands and 300-plus products across the world, President and CEO Luis Merchan told Cannabis Business Times. Flora’s cultivation practices to supply cannabis derivatives also include business divisions in cosmetics, hemp textiles, and food and beverage.

The Portugal license will allow for the cultivation and import of cannabis produced through good agricultural and collection practices (GACP)—guidelines outlined by the World Health Organization for medicinal plants—and also enable the Good Manufacturing Practice (GMP)-certified processing facility to export indoor and outdoor medical cannabis throughout Europe.

In Malta, Hoshi is completing its GMP facility to produce, process and package cannabis products, including oil derivatives, to be distributed throughout the European Union (EU). Hoshi’s Maltese entity received a provisional medical cannabis license covering cultivation, processing and importation/exportation under Malta’s Production of Cannabis for Medicinal and Research Purposes Act. 

“Those assets, the cultivation in Portugal as well as the facility in Malta, opened the door to us for completing the supply chain into the European Union,” Merchan said. “That’s very important to us because the market in the European Union is significant. Obviously, the No. 1 economy (in Europe), Germany, is very attractive and clearly is open for the import of cannabis derivatives. And having a partner as Hoshi as a critical partner and preferred distributor for the European Union became a no-brainer.”

Merchan said Portugal and Malta offer favorable regulatory environments, and low labor and energy costs. In addition, Hoshi’s analytical testing labs in Malta will allow Flora to establish a consistent import and distribution hub, which opens the doors for sought-after markets such as Germany, he said.

With a population of roughly 750 million and a health care spend exceeding 2.1 trillion euros, Europe has the potential to become the largest global market for medical cannabis products, according to Hoshi. That’s including non-EU members such as the United Kingdom (U.K.), which rivals Germany and France among the largest economies on the continent.

But that potential high-growth market has yet to be fully tapped because of a lack of legal infrastructure to supply GMP and GACP-grade medical product, according to Hoshi, which is on course to have EU cultivation licenses under both practices by first quarter 2022. 

Included in the Flora-Hoshi partnership, Flora will provide access to its library of tested and proven outdoor genetics to Hoshi for eventual cultivation at its Portugal facility. Hoshi also has import distribution agreements in the Czech Republic, Germany, Poland and the U.K.

“With the partnership with Flora Growth, Hoshi can now fast track a number of established initiatives to sell high-quality GACP flower to the EU market,” Hoshi CEO John Aird said in a Flora press release announcing the partnership. “We look forward to working with the Flora team and accessing not only their high-end genetics and outdoor grown cannabis but also assisting Flora [to] move more finished products to its customers across the EU and globally.”

Courtesy of Flora Growth | floragrowth.ca

Founded in 2019, Flora leverages natural, low-cost cultivation practices with an all-outdoor cultivation operation that includes roughly 100 hectares (247 acres) of cannabis in Bucaramanga, Colombia. Approximately 500 miles north of the equator, Flora’s farm produces year-round yields with 12-plus hours of natural sunlight per day and a constant breeze of 3 mph at 1,500 meters above sea level, Merchan said.

Those natural conditions allow Flora to cultivate dried cannabis flower at 6 cents per gram (roughly $25 to $30 per pound), he said.

“We are cultivating under one of the best geographies in the world in terms of flower cultivation,” said Merchan, a dual citizen who was born and raised in Colombia but has spent his entire executive career specializing in retail and consumer packaged goods in the U.S., including his role as Macy’s Inc.’s vice president of workforce strategy and operations.

“The problem with cultivating and growing cannabis in [the U.S. and Canada] is the severe weather, right?” he said. “If you are doing it outdoors, you can only cultivate for a portion of the year. If you want to do it year-round, you have to build massive infrastructures to cultivate indoors, and that immediately increases your cultivation costs over the long term.”

When Flora debuted on the Nasdaq on May 11, the company publicized the U.S.-based initial public offering (IPO) as the first known cannabis cultivator to list without using a special purpose acquisition company (SPAC), reverse merger or dual listing. Flora completed a $30 million pre-IPO equity raise in 2020, and then another $16.6 million once it completed the IPO.

Merchan said Flora already had enough funds to complete the transaction with Hoshi before the listing, but completing the IPO allowed the company to increase its cash position, which opened the door to freely finalize the Hoshi partnership as well as many other deals that are in the works and will be shared with investors and publicly as they become realities.

“[Expanding to Europe has] been part, all along, of our overall long-term strategy,” Merchan said. “We founded Flora Growth under the vision of becoming a global player in the cannabis industry. Europe, it’s a very attractive economy because of acquisition power, but also because of the favorable regulatory environment of some of the countries within the European Union. So, we knew all along that this was going to be an important step towards our expansion and distribution.”