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For many Canadians, the idea of legal cannabis once seemed like a chimera.
But starting October 17, Canada will become the first G7 country to give recreational cannabis approval.
This follows a track inaugurated by Uruguay in 2013.
"It's becoming a serious industry," says an entrepreneur.
Supporters say legalization will bring new medical advances and help eliminate drug-related crimes.
But some critics argue that long-term use can harm people's health. Others are worried about how it will be controlled.
So, who are some of the so-called "ganjapreneurs" riding this new legal high?
"Making the right plant requires a lot of care"
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Theresa Keil
Vinay Tolia managed his own hedge fund before becoming CEO of Flowr this year.
He co-founded the cannabis producer with Tom Flow, an industry veteran who sold his latest company, MedReleaf, for more than $ 2.5 billion (1.9 billion pounds sterling).
Vinay says that getting into the legal cannabis industry is "the right thing to do on a social level.
"You can see objectively that drug policies have been a failure.
"And why not study it?" he adds. "There are tons of medicinal benefits to discover that will be extremely beneficial to many people."
Flowr operates an 84,000 square foot facility in British Columbia, where it grows plants under highly controlled conditions.
By managing the moisture, airflow and other factors in a sterilized environment closer to a pharmaceutical laboratory, Flowr explains that it can mass-produce cannabis from humans. Consistent quality and high quality.
"It takes a lot of care to make the right plant," says Vinay.
"[Cannabis] is very sensitive. You can have the same strains in two different rooms with a slightly different temperature and get completely different chemical compositions. "
Flowr is also associated with gardening industry giant, Scotts Miracle-Gro, by opening a research center to study the genetics of pots and how the plant can affect users.
"We know the world is watching"
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Kelly Coulter
Many of the larger Canadian companies are aiming for a rapid shift to the industrial scale, but Kelly Coulter has other projects.
"My farm is going to be small and slow," she says. "I'm going to look like one of those Italian vineyards that sell because they have the best grapes, and then we rest in the winter."
This year, she has leased two acres of land in British Columbia and plans to start an outdoor growing business called Slo Farms.
"We have the only Mediterranean climate in Canada, which is ideal for growing cannabis and all foods."
Kelly owned an organic farm and claimed that growing marijuana was a natural transition in her career.
"Most people care about where their food comes from," she says.
"Currently, industrial agriculture is exposed to consumer criticism, so will cannabis."
Slo Farms will be an all-women business, and Kelly says licensing for small-scale production will help more women enter the industry.
"Big licenses are very expensive operations and women do not always have access to that kind of money.
"We know the world is watching," adds Kelly. "We hope that other countries will see what has happened here and reproduce it."
"Canada will become an afterthought"
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Diego Pellicer
Ron Throgmartin admits that he's "not a marijuana smoker", but as a businessman, he sees an opportunity in the commercial cannabis real estate business.
He has run his own real estate company for 20 years and is now managing director of Diego Pellicer. The company is developing and leasing property for marijuana companies and has just opened its second store in the United States with the help of designer Jill Savini, former creative director of the Apple Store. origin.
Ron says he intends to expand in Canada, but he is "cautious" and sees more potential for gain in the larger US market.
"At some point, the United States will legalize cannabis at the federal level and, when that happens, Canada will become an afterthought."
He also thinks that legalization will eventually focus the control of the industry in the hands of larger companies, probably tobacco.
"Their model is dying, so if they do not find something to go to, they will have problems."
So, unlike other companies, Ron says he's in no hurry to have grass legalize the United States at the national level.
"[I would like] more time for Diego Pellicer to become a larger company so that we can be candidates for the acquisition of larger companies with which we can not compete.
"I always think about tomorrow and next year."
"It's like wine tourism"
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Sean Roby
Sean Roby runs Bud and Breakfast, a so-called "AirBnB of cannabis".
The hosting sharing platform allows travelers to search for "420-friendly" accommodation around the world.
"We're getting rid of the annoying factor," jokes Sean.
The website has nearly 100 properties registered in Canada. He said that about 30 people have signed up in the last week alone, and that more Canadians are hoping to cash their winnings when legalization comes into effect later this month.
Bud and Breakfast also runs resorts in Denver, Hawaii, Uruguay and Jamaica, where guests can attend cannabis yoga classes, "puffs of paint" classes and more. other catchy activities.
Sean founded the company four years ago after organizing wine tours and adventure vacations in California and Hawaii on behalf of his family-owned business.
He says it sounds like "wine tourism", but many people also visit his resort to help with serious medical conditions.
"Cannabis is also a lot safer than alcohol," says Sean.
"I think this can obviously slow down productivity if you use it too much, but if you use it as a vacation experience, it can be nice to relax and watch the world go by." , to escape the things we all love to do. "
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