Consumer preferences, authenticity and
segmentation
at heart of industry-leading brand portfolio
MONCTON, NB, May 15, 2018 /CNW/ - Organigram Holdings
Inc. (TSX VENTURE:OGI) (OTCQB:OGRMF) (the "Company" or
"Organigram"), a leading licensed producer of medical
marijuana based in Moncton, New
Brunswick today unveiled their Phase 1 branding strategy for
the adult recreational market in Canada.
Organigram's unprecedented recreational portfolio will be
officially launched once adult use recreational cannabis is legal
in Canada and includes the launch
of The Edison Cannabis Company, ANKR
Organics and Trailer Park Buds.
"Our recreational brand strategy incorporates the best of what
we know about our current and potential customers, the industry and
opportunities for growth, and the production of our premium
products," says Greg Engel, CEO,
Organigram. "The addition of each of these brands is the result of
more than 18 months of research, development and teamwork to better
understand our products and consumers."
Adult recreational use of cannabis in Canada is expected to be legalized in the
summer of 2018.
BRANDS
- EDISON CANNABIS COMPANY
-
A premium product, The Edison Cannabis Company will offer
dried cannabis, pre-rolled and cannabis oil products across
Canada at the advent of adult
recreational use in 2018.
Mined from a comprehensive research project that included the
launch of 'The Edison Project by OGI' in November 2017, the Edison brand was founded on
the ceaseless pursuit of improvement and innovation at
Organigram.
The launch offered the Organigram team the opportunity to gather
invaluable customer feedback and data and develop a final brand
built on innovation, sophistication, creativity & quality.
The marquee sub-brand offered within the Edison family is
Edison Reserve, a line of products that represents
the best quality indoor grown product in the country. Edison
Reserve product will only be available in larger pack sizes of
dried flower, and will feature the Company's top bud, hand
manicured and craft cured for optimal consumer experience.
"The development of brands is a dynamic and collaborative building
process," explains Ray Gracewood,
Chief Commercial Officer, Organigram. "Over the past 18 months we
have been able to develop the foundation of a brand that we feel
delivers on the insights we have taken from a very intensive and
multi-faceted research project. This concept is all about the
future of our industry and Edison is today's cannabis brand."
- ANKR ORGANICS
-
Organigram is Canada's original
organic cultivator; the subsequent progress and quality of product
exists in the DNA of ANKR Organics. As a result of
several years of research related to perfecting the art of organic
cannabis cultivation and an ongoing partnership with a governing
body, Organigram is poised to offer consumers the best quality
organically-grown cannabis in the country. The Company continues to
finalize plans for organic certification, which is planned for
later in 2018.
ANKR Organics will be available nationally in pre-rolled &
organic oil form.
- TRAILER PARK BUDS
-
Through an existing partnership with Trailer Park Productions,
Organigram is proud to introduce Trailer Park Buds, a
cannabis brand with a wink that speaks to consumers who appreciate
a sense of humour and don't take themselves too seriously.
Focused on a value-conscious consumer who appreciates quality
product, pre-rolled and blended products will be available at
federally-licensed retail establishments across Canada in 2018.
- ORGANIGRAM
-
Since 2014, Organigram has existed to help improve the lives of its
patients through the federally-regulated medical cannabis system.
Since that time, Organigram has grown to stand for a holistic
approach to health focused on the pillars of quality, compassion,
trust and consistency. Organigram will remain the Company's primary
medical brand.
"We are privileged to support the wellness journey of medical
cannabis patients across the country," says Engel. "While we are
excited by the opportunity to build strong, long-term relationships
with recreational customers, patients will always be a priority for
our team.
" As previously communicated, the Company is committed to ensuring
medical patients remain the company's top priority and will be
planning inventory availability accordingly.
On behalf of each of its brands, Organigram is currently in
discussions with jurisdictional partners and will continue to work
through the applicable approval processes from province to
province. The company has already secured retail distribution
partnerships across the country including those with Prince Edward Island and New Brunswick.
The launch of the brands referenced in this news release are
conditional upon the enactment of legislation approving adult-use
recreational cannabis in Canada,
and full compliance with any applicable branding, advertising or
other applicable clauses therein.
About Organigram Holdings Inc.
Organigram Holdings Inc. is a TSX Venture Exchange listed
company whose wholly owned subsidiary, Organigram Inc., is a
licensed producer of medical marijuana in Canada. Organigram is focused on producing the
highest quality, condition specific medical marijuana for patients
in Canada. Oranigram's facility is
located in Moncton, New Brunswick
and the Company is regulated by the Access to Cannabis for Medical
Purposes Regulations ("ACMPR").
Neither TSX Venture Exchange nor its Regulation Services
Provider (as that term is defined in policies of the TSX Venture
Exchange) accepts responsibility for the adequacy or accuracy of
this release.
This news release contains forward-looking information which
involves known and unknown risks, uncertainties and other factors
that may cause actual events to differ materially from current
expectations. Important factors - including the availability of
funds, consummation of definitive documentation, the results of
financing efforts, crop yields - that could cause actual results to
differ materially from the Company's expectations are disclosed in
the Company's documents filed from time to time on SEDAR (see
www.sedar.com). Readers are cautioned not to place undue reliance
on these forward-looking statements, which speak only as of the
date of this press release. The Company disclaims any intention or
obligation, except to the extent required by law, to update or
revise any forward-looking statements, whether as a result of new
information, future events or otherwise.
SOURCE OrganiGram