In Montreal, Cheers Cannabis has been operating since late 2019, focusing on indoor craft cannabis. "We are a family-owned business selling mainly in Ontario and Quebec," says Kevin Laliberté, the company's CEO. He points out the challenges they've faced due to market fluctuations and overproduction, making it difficult to stand out. "It's tough to keep your head above water and differentiate your products," he adds.
That's why many Canadian growers export their products—something not every country allows. "Almost everybody I know exports—it's a trend. Canada sells flowers to the EU and Australia. Not every country can do it, but there's a good market. Still, we focus more on Quebec; it's the biggest market for us." The company is GACP certified, with plans to go through the EU GMP process for further expansion and perhaps tackle international opportunities.
Collaboration is key
For Kevin, staying small has its benefits. "We're not built like the big guys. We grow quality, which is different from mass production. It's tough to match the quality of small growers," he explains. Working with other small businesses is part of the ecosystem they've cultivated. "We help each other out. We have a network of commercial growers that supports each other, and we ask questions like, 'I had problems with this strain, how did you fix it?' There's competition, but it's also us against the illicit market."
Growers collaborating with each other is a sign that the industry is maturing in the same direction as traditional horticulture. When growing cannabis commercially was first regulated, many traditional growers were baffled by the lack of cooperation and knowledge-sharing among cannabis growers. However, Cheers Cannabis has taken the initiative to foster an industry environment where working side by side with fellow growers is instrumental not only to the success of their company, but also to defeating the biggest threat to regulated cannabis—the illicit market.
Lights on
Their growing process is deeply researched and tailored. "We use a coco-soil mix and grow big plants with long veg cycles. We do a lot of research and testing in the lab for each strain—fertilization, light stress, everything. It's amazing the amount of data we collect," Kevin says. The R&D effort of Cheers Cannabis skyrocketed when they installed Sollum's LEDs, as the light flexibility allows Kevin to tinker with their plants at unprecedented levels. "Our agronomist said I could play with the spectrum, tune it how I want," Kevin shares. He has been experimenting with different wavelengths to stress the plants and maximize their genetic potential. "We're looking at how specific wavelengths can make a plant veg better or how we can control the height. The goal is to collect as much data as possible to know our strains down to the T." Sollum's LED flexibility also allows them to grow different cultivars in the same room, adjusting the light for specific needs, such as boosting terpenes for pre-rolls or maximizing THC in other plants.
Switching to LEDs has also brought additional benefits outside of cultivation. "The government gave us a rebate, and it was inevitable for the energy savings and flexibility of our operation. We went with Sollum because we liked their approach."
Freshness is a top priority. "We want our product to be the freshest on the shelves. The flexibility of the lights helps with that, and it's humbling because it's complicated. You need to stay focused," he explains. The company also values customer service. "Sollum's service has been remarkable. They always answer the phone, help us take courses, and our growers can always speak with them."
For Kevin, quality cannabis is all about the first impression. "When you open a jar, the look and smell are the first things you notice. It's really important. Then comes the effect, the THC level, the buzz. But you need the whole package. In Quebec, they like Kush; in Ontario, it's more fruity flavors. But no matter what, when you grow apples, for instance, they need to look and smell like apples. People need to trust what they're buying."
Cheers Cannabis isn't afraid to take on difficult strains. "The harder the cannabis is to grow, the more rewarding it is. It's high risk, high reward. We like the challenge, and the tougher it is, the sweeter the victory," Kevin says.
While the future always holds uncertainties, Kevin is focused on improving the market reach of Cheers Cannabis while staying true to the core values of a family-run business. "We all have dreams about the future. I'd like to double or triple our portfolio and footprint, but without losing our small family team spirit. We want to build good partnerships too." He also sees the industry becoming more flexible. "The laws will become looser. In five years, there'll be more room for marketing, products, and edibles."
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