Cannabis Executive Reminisces on "Green Rush" Lessons

Looking back on mistakes in the Canadian cannabis market

The executive said it’s hard to pin down an accurate representation of the experience of riding the early investment wave seen in the Canadian cannabis industry. “There were a lot of mistakes made,” she said.

Gordon spoke at the business portion of the Lift Expo event, serving as a panelist in a conversation around US legalization and what lies ahead for Canadian businesses and entrepreneurs trying to expand.

“I think the legacy is: Should we have walked before we ran? ... It was this race and we figured things out. And that's laid the groundwork now for where people are going," she said.

Gordon reminisced on the difficulties of running a cannabis company while learning the ropes, a challenge she said was compounded by the lack of an established roadmap or blueprint.

Investor takeaway

As someone who has focused so much on Canada's cannabis marketplace, Gordon didn't dismiss its its role in the industry today, even as the US moves increasingly toward center stage.

“There's a lot of benefits to being in the Canadian market. But at the same time, it's a small market, and the government's hand is heavy in it, which makes it very expensive.”