b'cannabis. Thats what made me think, Ibud production at the same time as CANNABISshould really think about cannabis as myimproving consumer quality. This includes IN CANADA:next career. understanding genetic diversity and using IMPORTANT DATES Jim Brandle had the same experi- crosses between diverse strains to take ence. He served as chief executive officeradvantage of hybrid vigour. for Ontarios Vineland Research andIn line with that, we are also improv-1923Innovation Centre for over a decade, over- ing our production systemsfertility, Cannabis seeing major research projects on tomatoirrigation, disease and insect pest manage-declared illegal and other horticultural crops. The prom- mentso that genetic potential can be ise held by cannabis lured him into thefully realized.1938next phase of his career. He now serves Hemp as vice-president of plant performanceRefining the Experienceproduction banned with Ontario-based Canopy GrowthAccording to Pick, the changing experi-Corporation. ence among consumers will only continue 1998I have 35 years of experience in theand will help spur new innovations in Hemp productionagricultural industry. When I first joinedcannabis as those consumers focus less on legalizedCanopy Growth in 2018 there were veryTHC content and consider the full range of few people that had specific experiencequalities exhibited by the plant.with cannabis agricultural R&D, includ- Yes, a lot of consumers still focus on 2001ing breeding and crop protection. It feltTHC content. They want the most bang Medical cannabislike a massive opportunity to take thefor their buck, so to speak. Thats largely use authorized via askills I had accumulated over the coursebecause its early days in this industry. The program administeredof my career and apply them to canna- same thing happened with alcohol prohi-by Health Canada bis, he says. bition. Youre going to see a much more Legal cannabis agriculture is still newsophisticated approach among cannabis 2018and theres so much room for growthconsumers in terms of selecting products, Recreational when it comes to advancing plant per- which is going to take some time. I com-cannabis legalized formance, THC yield, and better sensorypare it to how the fine wine and craft beer experience. Its incredibly exciting to beindustries have evolved, Pick says.part of an industry that is making a sub- As consumer preferences shift, so will stantial difference to peoples lives. the way cannabis is produced. Currently, Those differences come in a myriad ofthe crop is propagated through cut-forms. tings, but researchers are actively work-Brandle notes that cannabis isnt justing to change that as the genetics evolve. about THC anymore. Awareness aroundCurrently, issues with disease are signifi-ITS INCREDIBLYCBD and other cannabinoids is building,cant, and producers are extremely limited and consumers are beginning to appre- in terms of what they can use in the way EXCITING TO BE PARTciate the different flavours and aromas pre- of herbicides. Moving away from cuttings OF AN INDUSTRYsent in different cultivars. to seed will help solve that, Baute says.Canopy continues to invest in researchMoving to seed is the next step in the THAT IS MAKINGand innovation to develop strains capableevolution of growing this crop. That shift of producing flower for direct consump- will remove a lot of the pathogen issues, A SUBSTANTIALtion and are working to refine the wayBaute says. that people experience cannabis. Aurora is working full-time on genetic DIFFERENCE TOThat includes developing varietiesresistance to disease. The company is PEOPLES LIVES. that directly meet the needs of consumerstaking part in a large powdery mildew with specific desired effects, because weresistance project in conjunction with theJim Brandle believe that is the future of how peopleUniversity of British Columbia, made pos-will interact with cannabis, Brandle says.sible through a $2.1-million matching grant This will include products that canfrom Genome Canada and Genome BC. support people to achieve their desiredThe project, titled Fast-Tracking Breeding state whether thats connecting, focusing,of Powdery Mildew-Resistant Cannabis, is managing stress, unwinding or sleeping. led by UBC researchers Loren Rieseberg Canopy is also in a position to increaseand Marco Todesco. 16GERMINATION.CASEPTEMBER 2021'