Newstrike Brands CEO Jay Wilgar shows viewers the company’s Lincoln, Ontario greenhouse facilities, which are home to Up Cannabis, a licensed producer and Newstrike subsidiary. Up Cannabis is building its brand through music and made waves when it partnered with Canadian rock legends The Tragically Hip.
Watch – Up Cannabis and Tragically Hip pot partnership
The band’s music informs every step of the growing process at Up Cannabis. Bassist Gord Sinclair helped name Up Cannabis strains such as “Moon” while other strains like “Meridian” and “50” reference The Hip’s extensive song catalogue. The band’s music is played in the company’s greenhouses and Wilgar explains the beneficial effect music has on plant growth. The company’s Brantford facility is expected to produce 2,000 kilos of dried flower annually while its Lincoln greenhouse will produce 40,000 kilos each year.
From cultivation to packaging, Newstrike is a top-tier producer and viewers get a look at that expertise with a tour of the company’s extraction room. Working within Canada’s restrictive advertising regulations, Newstrike is creating alternative products, such as soaps and cosmetics that contain parts of the cannabis plant but not THC and CBD, to build Up Cannabis brand awareness.