A House of Brands for the Canadian Cannabis and Hemp Market
This Sire Bioscience Inc. profile is part of a paid investor education campaign.*
Sire Bioscience Inc. (CSE:SIRE,OTC:BLLXF,FWB:BR1B) is dedicated to becoming a vertically-integrated, leading house of brands by creating a premium and customizable experience for every cannabis consumer in Canada. The company plans to do this through its flexible business model and highly-experienced management team. Sire Bioscience intends to leverage its consumer packaged goods (CPG) experience and partnerships with leaders in the industry to develop a recognizable master brand.
From the master brand, Sire Bioscience intends to develop a variety of brand extensions for edibles, infused beverages and pets, among others. Each brand extension is expected to deliver a different cannabis function or experience and offer premium-quality products that are accessible to every customer. This approach to brand development allows the company to roll out the core brand messaging more quickly, build brand equity and create a more memorable brand. Sire Bioscience has filed 15 trademarks to protect its intellectual property (IP) and proprietary formulations.
Sire Bioscience also is dedicated to building a vertically-integrated operation by either developing those capabilities in-house or by partnering with other leaders in the cannabis space. This allows the company to focus on building its house of brands and consumer loyalty.
To date, Sire Bioscience has partnered with InHuis Contrived Inc., 3 Sixty Secure Corp. (CSE:SAFE), Eurofins Scientific (EPA:ERF) and Amico Corporation to ensure that the company’s Leamington facility is compliant with Health Canada regulations and maintains GMP standards. The company has also partnered with AgraFlora Organics International Inc. (CSE:AGRA,OTC Pink:PUFXF,FWB:PU31) to help build out its facility in Leamington, Ontario.
Leamington is part of the “sun parlor of Canada” and experiences above-average temperatures throughout the year, making it an ideal place to grow high-yield crops such as cannabis. The Leamington property is licensed for industrial hemp cultivation and contains 14,400-square-feet of indoor grow space, 137,088-square feet of greenhouses and 1.74-million-square feet of outdoor growing space.
Sire Biosciences has signed an LOI to acquire all of the outstanding shares of sports supplement company Fusion Nutrition Incorporated, which has a network of 800 points of distribution including Sport Chek, Popeye’s Supplements, GNC Canada and Supplement King. If completed, the acquisition could potentially allow Sire Biosciences to launch more relevant and highly customized products at a faster pace.
Sire Bioscience is led by a highly-experienced and versatile leadership team with over 25 years of marketing and CPG expertise, allowing the company to scale and rapidly bring new products to market. Management holds 18 percent of the company’s shares.
Sire Bioscience Company Highlights
- Sire Bioscience has filed for 15 trademarks for the company’s ingredient combinations.
- The company’s cutting-edge farming operations use less water, provide more predictable outcomes and allow for maximum growth, driving profitability.
- The company owns 50 acres of land in Leamington, Ontario, an area known as the “sun parlor of Canada.”
- The property contains 14,400-square-feet of indoor grow space, 137,088-square feet of greenhouses and 1.74-million-square feet of outdoor growing space.
- Sire Bioscience has partnerships in place with InHuis Contrived Inc., 3 Sixty Secure Corp., Eurofins Scientific, Amico Corporation and AgraFlora Organics.
- A highly-experienced and versatile leadership team leads Sire Bioscience with over 25 years of marketing and CPG expertise.
- Management holds 18 percent of the company’s shares.
Sire Bioscience’s House of Brands and CPG Strategy
Sire Bioscience intends to leverage the growing acceptance of hemp and CBD to create brands that appeal to all consumers. The company wants its brands to fulfill the needs and wants of consumers in any given moment and to appeal to a broad demographic as well as various age groups.
Sire Bioscience is expected to act as the master brand with a variety of brand extensions. Each brand extension is expected to deliver a different cannabis function or experience and offer premium-quality products that are accessible to every customer. This approach to brand development allows the company to roll out the core brand messaging more quickly, build brand equity and create a more memorable brand.
Each brand is expected to deliver the following principles to consumers:
- Value-focused and trustworthy. Each brand and product is expected to provide exceptional value and maintain the integrity of Sire Bioscience.
- Customization. As legalization allows, Sire Bioscience plans to provide unique sub-brands to support different price points, formats and usages.
- Education. Sire Bioscience intends to provide information that helps demystify the cannabis landscape for new customers, making it more accessible. To aid in the selection of the perfect product, detailed information allows customers to pick a product that satisfies their specific wants and needs.
- Inspiration. The company intends to develop an engaging, aspirational lifestyle presence online.
- Recruiting Expert Users. To reach existing users, more detailed and educational information will be provided. This may include a variety of factors such as flavors, strain breakdown and potential effects.
- Gender Neutrality. A gender-neutral brand is expected to be created and carried through all lines.
- Flexibility. As the landscape of recreational cannabis is expected to change rapidly, having the ability to respond quickly and seamlessly behind the scenes is imperative. This will allow Sire Bioscience to offer new products as legislation permits.
To aid in the development and roll-out of the company’s brands, Sire Bioscience has developed a CPG strategy that offers the flexibility needed to meet the demands of consumers. Through the company’s research, Sire Bioscience has determined that a one-size-fits-all strategy is not resonating with consumers. Consumers want a product that is geared to them and their unique needs.
To differentiate the company from its peers and protect its intellectual property, Sire Bioscience has filed 15 trademarks for its ingredient combinations.
Sire Bioscience intends to use its 25 years of marketing experience and CPG expertise to offer new products to consumers as regulations change. The company is currently preparing for the legalization of edibles in Canada and has plans to develop a pet brand as well. The company is also in discussions with various licensed producers, among other industry members, to bring new products and delivery platforms to Sire Bioscience’s brand portfolio.
Sire Bioscience’s Leamington Facility
Sire Bioscience owns 50 acres of farmland near Leamington, Ontario, in an area known as the “sun parlor of Canada.” Nestled on Sire Bioscience’s 50-acre property is 14,400-square-feet of indoor grow space, 137,088-square feet of greenhouses and 1.74 million square feet of outdoor growing space. The property is licensed for industrial hemp cultivation by Health Canada.
On average, the Leamington area is three degrees warmer than anywhere else in Canada, making it an ideal location for cultivating high-yield crops such as tomatoes, seedless cucumbers, peppers and cannabis. Over 60 percent of Ontario’s greenhouses can be found in Leamington, and the area has the largest concentration of greenhouses in North America.
Sire Bioscience’s Partnerships
As part of the company’s business model, Sire Bioscience is determined to become a vertically-integrated cannabis company. The company’s management team also knows that sometimes the best way to do this is by outsourcing some of the company’s expertise. To this aim, Sire Bioscience intends to partner with leading licensed producers and extraction companies to bring quality products to the company’s house of brands.
To date, Sire Bioscience has partnered with InHuis Contrived Inc., 3 Sixty Secure Corp., Eurofins Scientific and Amico Corporation to ensure that the company’s Leamington facility is compliant with Health Canada regulations and maintains GMP standards.
Sire Bioscience has partnered with AgraFlora Organics to help position the company as a leader in the hemp cannabis space. AgraFlora Organics is a large-scale licensed producer with a team of greenhouse experts and industry pioneers. AgraFlora Organics is expected to help Sire Bioscience in optimizing its grow operations, deliver a better consumer product and generate additional revenue.
Sire Bioscience’s Management Team
Brian Polla — President and CEO
Mr. Polla is a successful entrepreneur with over 20 years of business management experience and capital market expertise. Over the years, Mr. Polla has developed an extensive background in the health and wellness sector. As SIRE’s founding member, Mr. Polla has been working tirelessly behind the scenes to bring the Company’s vision to life.
Domenic Crudo — CFO
Domenic Crudo is a successful, strategic, financial and accounting executive with over 30 years’ experience as the CFO for both public and private companies. The companies he has worked with have ranged in size from startups to multinationals. Crudo’s industry experience includes manufacturing and processing, consumer packaged goods, telephony and technology, retail/loss prevention, as well as other companies in technology, retail and marketing. He is a successful entrepreneur having co-founded and taken his own startup company public. Most recently he worked closely with other successful start-ups in consumer-packaged goods (Flow Water), technology companies (Sooof Inc.) as well as food, beverage and enhanced nutritional product companies. Crudo has strong practical knowledge about IFRS, ASPE, US GAAP, regulatory reporting, taxation across various geographies, financial modeling and corporate capital structures. His extensive experience with boards, investors and other stakeholders has resulted in successfully obtaining equity and debt financing for a variety of companies via a variety of financial transactions. Crudo’s experience also includes leading international growth via organic means and mergers and acquisitions.
Ben Pakulski — Director of Science
Ben Pakulski graduated with honors from the University of Western Ontario with a B.S. in Kinesiology. He is known for practicing and teaching an intelligent and healthy approach to bodybuilding. He teaches seminars and coaches aspiring bodybuilders with his education in nutrition and exercise science. He is a successful entrepreneur with many different business ventures in the areas of health, wellness supplementation and nutrition.
Adrian Burke — Director of Marketing
Adrian Burke brings 23 years of entrepreneurial and business development experience to our team. His previous focus in the supplement space and his insight into the current state of marketing and distribution will be of great value as Sire Bioscience positions itself and differentiates its consumer brand offerings. His more notable company developments are the 20-year-strong Fusion Nutrition brand, and the more recent Furious Formulations.
Brian Nugent — Director
Brian Nugent holds Bachelors of Science in multinational business operations. With an entrepreneurial spirit he quickly rose to the ranks in Tampa Bay Buccaneers organization as the Operations Manager in 1997 through 1999. He then co-founded Vitality Systems Animal Health which he sold in 2008. He then founded Stratford Pharmaceuticals where he was CEO and strategically grew the company and sold it in early 2018. His depth of experience will greatly assist Sire Bioscience as the company aggressively scales.
Jerry Habuda — Director
Jerry Habuda enjoyed a long and distinguished career with the Toronto Police Department and has over 35 years of experience in law enforcement and specialized units. During his tenure, he was assigned to the Major Crimes Unit, investigating robberies and home invasions. He has since retired. Habuda has also been a director of AgraFlora Organics International Inc. (formerly PUF Ventures Inc.) (CSE:AGRA) since May 2016. AgraFlora will assist with the growth of SIRE BIOSCIENCE. Habuda’s past experience and current role as a board member will enhance the company’s direction in the medical cannabis space.
Jeffrey Zanini — Strategic Advisor
Jeffrey Zanini is an accomplished commercial and operational executive with over two decades of leadership in private and public companies. He has a vast knowledge base with an entrepreneurial spirit. An effective change agent, with several years of experience and expertise in start-up and turn-around businesses with a savvy business sense in forming strategic alliances and executing on playbook strategies. He is also versed in mergers and acquisitions, post-merger acquisition strategies and building best-in-class organizations with a relentless focus on growth and profitability.
Zanini has a global reach with experiences leading projects in Europe, Asia and South America during his executive tenure at one of the world’s largest logistics and supply chain organizations with revenues in excess of $18 billion. He is proficient in multinational business climates and is diverse in many facets including sales and marketing, operations and technological advancements. Most recently, he dedicated four years to a Canadian multinational, privately-owned company with approximately $8 billion in sales implementing their international logistics infrastructure, creating successful branding and market positioning, while delivering notable top and bottom line results which brought about a successful spin-off as its own entity.
*Disclaimer: This profile is sponsored by Sire Bioscience Inc. (CSE:SIRE,OTC:BLLXF,FWB:BR1B). This profile provides information which was sourced by the Investing News Network (INN) and approved by Sire Bioscience Inc., in order to help investors learn more about the company. Sire Bioscience Inc. is a client of INN. The company’s campaign fees pay for INN to create and update this profile.
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The information contained here is for information purposes only and is not to be construed as an offer or solicitation for the sale or purchase of securities. Readers should conduct their own research for all information publicly available concerning the company. Prior to making any investment decision, it is recommended that readers consult directly with Sire Bioscience Inc. and seek advice from a qualified investment advisor.