Why Cannabis is Canada’s to Own

When it comes to cannabis, Canada has a lot to celebrate—not just on 4/20, a day that symbolizes the global appreciation for cannabis, but every day of the year.

The latest regulatory advancements for cannabis recently unveiled by Health Canada are a step in the right direction and build upon the foundation of progress in this country. Over the past decade, Canada has established itself as a global leader in cannabis through modernized regulation and innovation.

As we look ahead, we must keep our momentum going. Canada was a pioneer in cannabis legalization, and now it’s time to lead a growing global industry into its next chapter. 

The Move to Mainstream

The fact that I have been able to build a meaningful career in cannabis is a testament to Canada’s leadership position. I entered this industry because of a deep passion for cannabis—something I know many others share. That collective passion sets cannabis apart from other industries and has helped shape Canada’s world-leading cannabis landscape. 

Canada’s journey to this point hasn’t always been smooth, but it’s worth reflecting on the progress we’ve made. Just over a decade ago, perceptions of cannabis varied widely across the country. I remember telling my family that after studying plant agriculture in Ontario, I planned to move to British Columbia to work for a cannabis company. Based on their own perceptions and knowledge, they were surprised—if not uncomfortable.

Fast forward to today, and the conversation is very different. That’s in large part thanks to the hard work of activists who championed medical cannabis access. This action set the groundwork for what we now see today. It’s an area that has perhaps been overshadowed by conversations about recreational use but one that has driven remarkable innovation and literally changed lives.

Medical cannabis played a pivotal role in normalizing cannabis use and paving the way for broader acceptance. In 2015, a Supreme Court ruling expanded medical access beyond smoking to include edible formats that felt more familiar and accessible to hesitant users. This change sparked changes in physicians due to wider product offerings to medical patients. 

By 2018, recreational cannabis was legalized, a significant moment for Canada as a first mover in federal legalization. This, of course, led to business opportunities, expanding supply chains, and empowering consumers to advocate for themselves. It was a turning point that was built by passionate cultivators, advocates and licensed producers committed to driving innovation in an emerging industry.

I’ve had the privilege of witnessing—and being part of—this transformation at Aurora Cannabis, a Canadian-built company that is now one of the largest medical cannabis companies globally. Over the years, I’ve watched the industry flourish, driven by people and businesses who believe deeply in the potential of cannabis and have worked tirelessly to create a legal framework for its mainstream use.

Where We Are Now

While there’s much to celebrate, there’s also much to consider as we move forward.

Last month, Health Canada introduced some of the biggest updates to cannabis regulation since the legalization of edibles, extracts and topicals in 2019, which followed initial legalization in 2018, aimed at reducing regulatory burdens and improving competition. 

Along with the wide range of updates related to operational requirements, changes to packaging and labelling rules will be a win for consumers. Simpler and easier-to-understand labelling will help more Canadians understand the product they’re consuming, a much-needed change when we consider the benefits of clear labelling across countless industries. 

Increasing the production limits for smaller operations is also a positive step. Microproducers will now be able to scale their businesses, which creates more product diversity for consumers. This is an industry that was established because of small cultivators advocating for their product, so it’s encouraging to see this group of producers receive the regulatory support they deserve. 

While it’s encouraging to see the regulatory framework evolving in the right direction, there is still so much more to do.

At Aurora, our purpose is “Opening the world to cannabis” a philosophy we believe in strongly and work towards every day.

What’s Next: A Clear Opportunity for Canada to Lead

To do it, we need to consider the opportunities in front of us.

Access has to be a priority. Despite the progress we’ve made, there are still substantial barriers to access within Canada and globally. 

There’s an opportunity for Canada’s regulations to evolve towards a medical-first model for patient access to high-quality medical cannabis. A patient-centric approach could enhance healthcare outcomes, improve accessibility, reduce barriers, and foster innovation.

Also, we need to continue to advance regulations that work for today’s financial realities—namely, reforming the excise tax on cannabis in Canada. The current tax framework for cannabis was built with assumptions about cannabis pricing that simply aren’t relevant today, which is hindering current operations, preventing smaller producers from scaling up and preventing a safer and legal market from thriving. There’s an opportunity to overhaul the federal excise duty framework on cannabis so that it more accurately reflects current pricing realities and, just as importantly, helps support a sustainable industry.

On the medical front especially, patient needs are diverse and require innovation to keep up. Demand for medical cannabis is growing globally, and continuing to explore new formats will only help this expanding industry keep serving the needs of more patients around the world. Going forward, we urge Canadian policymakers to recognize medical cannabis as a key sector in Canada’s life sciences and pharmaceutical industries, which will unleash the economic potential of our industry. 

Around the world, people want Canadian cannabis. We need to take more pride in this unique position and set both our industry and consumers up to succeed. Celebrating our success is not enough. It’s time to think bigger about how we break down barriers and build on success to be a true world leader. Together, we can inspire global standards, foster innovation, and elevate Canadian excellence as a benchmark for others.

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