This week’s Trailblazer is Alexandre Poulin, Co-Founder and Chief Innovation Officer for Gayonica, a Quebec-based LP offering a range of natural fruit-based edible products. Their Jublee fruit bites are available now in Ontario in Apple & Matcha and Cherry & Cocoa flavours with 10mg THC and 20mg CBD. Blueberry & Lavender (CBN), Banana & Chocolate (CBD), and Coconut & Vanilla (CBG) fruit bites are now out in Ontario along with CBD Bath Salts and Body Butter coming soon. The Apple & Matcha, Blueberry & Lavender, and Banana & Chocolate fruit bites are launching in Alberta later this month along with the Sweet Citrus Extra Strength CBD Bath Salts and Full Spectrum Extract.

Questions with a Cannabis Industry Trailblazer

When did you first become involved in the cannabis industry and why?

Cannabis has been a part of my life for a long time. It always helped me keep balance and focus. As a legacy worker with a chef and sommelier background, I’ve been working with cannabis and flavours for more than 15 years. Venturing into the heart of renowned cannabis hubs worldwide, I’ve been privileged to learn from remarkable connoisseurs and experts, shaping my understanding of this cherished plant.

With the generosity of many mentors, fueled by an insatiable curiosity, I’ve cultivated a nuanced background of both the traditional roots and contemporary applications of cannabis. This knowledge has been instrumental in crafting an array of products, spanning delectable edibles, topicals, hashish, vapes, and elevated dining experiences.

My endeavors have led me to innovate, exploring the synergies of cannabis with superfoods, functional ingredients, vitamins, and nutraceuticals. My aspiration has always been to unveil an alternative narrative surrounding cannabis edibles—natural, impeccably dosed, and harmoniously intertwined with other elements, fostering enjoyment, whilst supporting overall wellness.

Jublee’s fruit bites emerged from a vision to create a wholesome, flavourful alternative to the high-sugar options on the market, encapsulating the essence of health, taste, and the benefits of cannabis.

Gayonica Jublee Products

What has been the biggest challenge you have faced when working with cannabis companies/brands?

One of the biggest challenges in marketing cannabis products is navigating the strict regulations, especially with advertising and promotion. The limitations on communicating the health benefits and differentiating factors of cannabis products impact the industry’s ability to reach and educate consumers effectively. Balancing compliance with regulations, while conveying the value of our offerings has been a delicate but crucial task in our marketing.

If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?

I would advocate for a comprehensive review and adjustment of the strict marketing and advertising regulations. While I understand the necessity for responsible promotion, allowing more opportunities for education would enable companies to better communicate with consumers about the benefits and nuances of cannabis products and consumption. Adopting a more balanced approach to marketing restrictions could result in a better informed and discerning consumer base.

Alexandre Poulin Gayonica

In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?

Given the restrictions, age-gated digital platforms have proven to be effective communication channels for consumers. Social media, educational blogs, and online communities provide avenues to share information responsibly and engage with a diverse audience. Leveraging content marketing and public relations that focus on education, product benefits, and the overall experience has been successful in building relationships and loyalty within the cannabis community.

Are there any other trailblazers in the cannabis industry that you follow?

I keep a close eye on innovators and trailblazers in the cannabis industry. Individuals like Ethan Russo, renowned for his contributions to cannabis science, and entrepreneurs like Steve DeAngelo, a cannabis activist and industry leader, inspire me. Their dedication to pushing boundaries and advocating for responsible cannabis use aligns with my values and goals within the industry.

What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?

My advice to marketers entering the cannabis industry would be to prioritize education. Stay informed about the evolving regulatory landscape, understand the unique properties of different cannabis strains, and be well-versed in the scientific and cultural aspects of cannabis. This knowledge will help you to navigate the challenges and contribute to the industry’s growth by fostering responsible and informed consumption. Building strong networks and collaborations within the industry is crucial for keeping up with the latest trends and innovations.

Cannabis Marketing Trailblazers

A big thank you to Alexandre from Gayonica for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.

Last Updated on February 27, 2024 by ADCANN

Camrawn Cox

Camrawn Cox

Camrawn Cox thrives in the realms of cannabis sales, marketing, and communication. With a knack for building meaningful connections, fostering engaging brand experiences and compelling strategies that drive the cannabis industry's growth.