Future of the cannabis industry is in the hands of non-users: says Quebec cannabis giant HEXO

The future of the marijuana industry is not set to go up in smoke. The future, in fact, looks to be smoke-free.

At least, that’s the view of Quebec-based licensed producer HEXO, which is focused on keeping cannabis users close and non-cannabis users even closer. “That’s why we are focused on cannabis experience that’s beyond smoking,” confirms Pierre Killeen, strategic business development manager at HEXO Corp.

About 4.2 million, or 14 percent of Canadians, aged 15 years and older, admitted to using pot in the last three months of 2018, note figures in the 2018 Statistics Canada report. Of those consumers, more than half (56 percent) reported using some form of cannabis either daily or weekly. “The real opportunity is in the other 80 or 90 percent,” Killeen tells The GrowthOp during a visit to HEXO’s facility in Gatineau, Que.