Integrating Cannabis into the Wellness and Cosmetics Industries
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Yield Growth Corp. (CSE:BOSS,OTCQB:BOSQF,Frankfurt:YG3) is a cannabis asset growth corporation. The company is focused on acquiring, developing, marketing and distributing cannabis wellness, therapeutic and cosmetic products, through multiple wholly owned subsidiaries, including Urban Juve Provisions and Wright & Well Manufacturing.
Urban Juve is an Ayurveda-inspired wellness brand that offers hand-crafted, daily-use skin and body care products. The company’s products are sold globally, direct to consumers through its custom-built e-commerce platform, in retail stores across North America, and through strategic partners like ipsy, one of the world’s largest beauty subscription communities with approximately 3 million monthly subscribers.
Over the past year, Yield Growth Corp. has expanded the presence of its Urban Juve brand throughout Canada and the US, and has recently entered China’s billion dollar hemp market. The company is selling it’s Urban Juve line through WeChat and through pop-up kiosks in prime locations in Hong Kong.
To date, Yield Growth Corp. has and has a catalogue of more than 200 wellness and beauty products for sale or in development under their Urban Juve banner, including an anti-aging serum, facial moisturizers, body oils and deodorant. Eleven products are currently available for purchase on the company’s e-commerce platform and in stores across North America and the remainder of the company’s products will be rolled out in phases.
The Wright & Well brand will initially offer nine wellness products to consumers, including tinctures, capsules, pain patches and massage oils. Nova Paths LLC will manufacture and distribute cannabis-infused topical products for Yield Growth Corp. through its distribution network of more than 400 stores in Oregon. A California subsidiary, Wright & Well Manufacturing, will also distribute a variety of CBD brands throughout the California market. Yield Growth Corp. has engaged the services of The Design Spot and Cornerstone Strategic Branding to help develop a strong brand identity for all of its Urban Juve and Wright & Well products.
Yield Growth Corp.’s subsidiary, Thrive Activations Inc. provides technology solutions to businesses looking for a competitive advantage. To meet this goal, Thrive offers technology advisory and marketing services, among others, to businesses in Vancouver, British Columbia.
Yield Growth Corp.’s management team is comprised of industry leaders with experience at major retail brands such as Skechers USA Inc. (NYSE:SKX), Aritzia LP (TSX:ATZ), PepsiCo (NASDAQ:PEP) and the Coca-Cola Company (NYSE:KO). Heading the team is Yield Growth Corp. President and CEO Penny Green, who is the co-founder of Merus Labs Inc.(TSX:MSL), which was sold in July 2017 for approximately $342 million, and the co-founder and former President of Glance Technologies (CSE:GET), which obtained a $480 million market cap valuation under her leadership.
- Operating under a B2C and B2B business model
- Global cannabis market expected to surpass $31 billion by 2021
- Global wellness market reached $4.2 trillion in 2017
- Generated $3.1 million in revenue in 2018
- Developed a catalogue of more than 200 unique hemp- and cannabis-based wellness and cosmetic formulations, including eight beverage formulas
- Over 35 Health Canada product registrations
- 11 US patent applications for the company’s hemp root oil extraction method
- Products are sold in more than 130 retail locations in North America and internationally through the company’s e-commerce platform, ipsy and WeChat
- Led by an experienced management team that has worked with global retail brands across the world
The Global Cannabis and Wellness Markets
The global cannabis market is expected to surpass $31 billion by 2021. A lot of this growth is driven by the increasing number of countries legalizing medical and recreational cannabis, and the research being conducted on CBD. While a lot of the attention of the recreational market is looking toward developing edible cannabis delights, there is an equal emphasis being placed on the plant by the medical community.
As more potential benefits for cannabis are discovered, the wellness industry is looking to incorporate that research into their cosmetics and therapeutics sectors. In 2017, the global wellness market reached $4.2 trillion. Within that, $1.08 trillion is attributed to the personal care, beauty and anti-aging sector, and $575 billion is attributed to the preventative and personalized medicine and public health sector. As legalization and development of the global cannabis market continues, analysts are expecting these sectors to continue performing well in the coming years.
The US Farm Bill
In December 2018, The US Senate passed a five-year farm bill that renewed agricultural subsidies and food aid for low-income families. While the bill predominantly focused on agriculture in the industry as a whole, there was one section that the US cannabis industry paid close attention to: the provision in the bill that would make hemp a legal agricultural commodity.
With the passing of the bill, hemp will be removed from the federal list of controlled substances. The passing of the bill will enable hemp companies to sell their wellness products in stores across the US. However, formal regulations have not been drafted or passed for moving hemp across state lines, which will limit the sale of hemp and hemp-based products across state lines.
Yield Growth Corp.’s wholly owned subsidiary, Urban Juve, is a modern, Ayurveda-inspired wellness brand that offers hand-crafted, daily-use cosmetic and therapeutic products. Each product is made with cannabis sativa (hemp) root oil or seed oil, high-quality essential oils and all-natural ingredients.
Urban Juve is based on the ancient knowledge of Ayurveda, one of the world’s oldest medical systems that originated in India over 5,000 years ago. Ayurveda is centered around the idea of interconnectedness among people, their health and the universe, as well as the body’s constitution and life forces. The practice emphasizes good health and the prevention and treatment of illness through lifestyle practices, and the use of herbal remedies.
Yield Growth Corp. has created its products using these principles. The company has developed three body bios that are tailored for different customer’s body biology. Additionally, each product is infused with cannabis sativa (hemp) seed and root oil, which contain antioxidants, essential amino acids, vitamins and minerals to help balance the skin.
Yield Growth Corp. has developed over 50 cannabis- and hemp-based cosmetic and therapeutic products under its Urban Juve brand. The products will be launched in phases. To date, the company has launched 11 products, all of which are available for purchase on Urban Juve’s e-commerce site.
Yield Growth Corp is also looking into developing a variety of additional products, including eye cream, body wash, facial exfoliant, hand sanitizer, beard oil, a pain patch and antihistamine, among others.
In addition to its topical products, Yield Growth Corp. has acquired eight wellness beverage formulas and one capsule formula that can be infused with CBD or THC. They offer various health benefits, including an energy boost, hangover treatment, brain function boost, anxiety reduction, improved immunity, toxin removal and reduced inflammation. The formulations were developed using Ayurvedic medicine.
Urban Juve R&D
Yield Growth Corp.’s R&D division at Urban Juve is tasked with not only developing new products, but also packaging design, manufacturing, testing and preparing them to be displayed on the company’s e-commerce platform. To date, the R&D division at Urban Juve has completed 26 Health Canada product registrations and has filed 11 patent applications in the US.
e-Commerce Sales in the US
In February 2019, Yield Growth Corp. launched its e-commerce platform in the US. The company’s Urban Juve products can now be purchased on www.urbanjuve.com along with Yield Growth Corp.’s US retail partners. In June, the company expanded the reach of its e-commerce platform to deliver products to consumers in North America, Europe and Asia. A total of 11 products can be purchased to date.
Yield Growth Corp. has expanded its presence beyond North America. The company has entered an agreement with Pontier Services to sell Urban Juve’s hemp beauty products through China’s most popular messaging app, WeChat, and to launch a marketing campaign through pop-up kiosks in luxury shopping malls throughout Hong Kong. The company will introduce Urban Juve’s brand story through the WeChat platform, which will drive sampling and sales through the kiosks. The artificial intelligence-enabled (AI) kiosks can be located in three luxury shopping destinations, and at the University of Science and Technology, Science Park, and the Park Yoho residence clubhouse.
Urban Juve will be the first Canadian brand to launch AI-enabled pop-up kiosks in China. Through partners Pontier and PopsSquare, Urban Juve will increase sales and enhance customer service using big data, computer vision, sensor fusion and machine learning. Yield Growth Corp. shipped the first of its products to China in May 2019. The first shipment was not material, but allowed for direct and efficient e-commerce fulfillment.
Yield Growth has also signed a definitive agreement with Melorganics Hellas for further expansion into Europe. Pursuant to the agreement, Melorganics Hellas will act as the exclusive retail distributor and non-exclusive e-commerce distributor for Urban Juve products in Greece and Cyprus. In order to maintain exclusivity in the territory, Melorganics must purchase a minimum amount of Urban Juve products of $300,000 in Year one and $500,000 in each subsequent year. The initial term of the agreement is three years from the date of first delivery, subject to one year renewal terms if the distributor meets its minimum purchase requirements. Greece is currently enjoying surging foreign and local investment, and the country legalized cannabis for medical reasons in 2018, creating new opportunities for cannabis companies.
Yield Growth recently announced its first Urban Juve product has received a Compliance Certificate and is approved for sale in the European Union. Plans are in place to register ten more products for sale in the EU in the coming months.
Wright & Well
In March 2019, Yield Growth Corp. announced a new cannabis wellness brand in for the Oregon market: Wright & Well. The brand will offer nine wellness products that incorporate the highest-quality CBD, THC, hemp root oil and terpenes to support a healthy lifestyle. The Wright & Well brand will be distributed in Oregon by Nova Paths.
The company has developed five new hemp-derived cannabidiol products for nationwide sales. The products to be released under the Wright & Well brand include CBD full spectrum tinctures, body balm, body gel and body oil. The products will be manufactured at an FDA-registered laboratory and manufacturing facility in California and organic-certified hemp has been sourced for product development.
Yield Growth Corp. has signed agreements with Nova Paths, a company approved by the Oregon Liquor Control Commission for the manufacturing and distribution of cannabis products. Under the agreement, Yield is expected to create and offer products through its distribution network of more than 400 stores. Under the terms of the agreement, Nova Paths will retain a 25 percent fee on any wholesale revenue from the sale of Urban Juve topical products and pay the balance of the wholesale revenue to Yield Growth Corp.
Wright & Well Manufacturing
In March 2019, Yield Growth Corp. launched its newest subsidiary Wright & Well Manufacturing Inc., in California. The wholly owned subsidiary will facilitate the company’s legal US retail and e-commerce distribution for its beauty, health and wellness brand and products.
Wright & Well Manufacturing will initially build a portfolio of ten brands, including Yield Growth Corp.’s Urban Juve and Wright & Well CBD lines, that meet the legal requirements for products containing hemp. The subsidiary’s core services will include distribution, legal analysis, market B2B sales and e-commerce support for brands in the western US. Wright & Well Manufacturing will charge a distribution fee for a percentage of any sales made, as well as fees for other services.
Shelf space at American national drugstore chains is expanding quickly in response to strong consumer interest and increasing market demand. Adherence to the complex and evolving laws surrounding these products remains important and represents Yield Growth’s trusted distinction as a distributing partner for both emerging brands and the established retailers they seek to supply.
The distribution agreement with Melorganics represents the company’s first foray into the European market. Melorganics will act as the exclusive retail distributor and non-exclusive e-commerce distributor for Urban Juve products in Greece and Cyprus.
The agreement requires Melorganics to purchase a minimum amount of Urban Juve products of $300,000 in Year 1 and $500,000 in each subsequent year. The initial term of the agreement is three years from the date of first delivery, subject to one year renewal terms if the distributor meets its minimum purchase requirements.
Healthy Planet Canada
Yield Growth Corp. has formed a retailer relationship with Healthy Planet, a holistic wellness company with 24 retail locations in Ontario, Canada. As part of the relationship, Healthy Planet will sell Urban Juve’s Ayurveda-inspired skin care products. These storefronts are widely considered a trustworthy and reliable source of products, information and referrals to natural health professionals. The company has a wide selection of wellness products to choose from, including health foods, supplements, sports nutrients and beauty care.
Yield Growth Corp. has engaged the University of British Columbia’s (UBC) Faculty of Pharmaceuticals to identify and quantify anti-inflammatory and other bioactive compounds in the company’s hemp root oil. UBC will be testing for specific compounds that are known to have therapeutic benefits, such as terpenes. Once the bioactive compounds are identified, Yield Growth plans to develop a state-of-the-art extraction system at its property in Chilliwack, British Columbia.
Yield Growth Corp. has been retained by Antler Retail to build a technology platform that will support the delivery of cannabis and cannabis products throughout California. Through the agreement, Yield Growth Corp. will generate consulting revenue and gain access to distribution channels in California to market its wellness products.
Antler Retail has a financial interest in a permit for a retail location in Desert Hot Springs, California. The company intends to build out a chain of retail cannabis dispensaries that focus on delivery and distribution throughout California.
A month after the deal was signed, Yield Growth Corp. entered a definitive licensing agreement with Antler Retail. The company will be licensing 56 product formulations to Antler Hill for sale in the US. Antler Hill will pay $1 million for a perpetual license in the US for a catalogue of white-label formulas.
Yield Growth Corp. has formed a consumer marketing and sales alliance with ipsy, one of the world’s largest beauty communities with over three million monthly followers. Urban Juve products will be featured in ipsy’s Glam Bag and made available for purchase on ipsy’s exclusive e-commerce marketplace. ipsy will also be posting about Urban Juve’s products on its social channels.
Luxury and Wellness Retailers Agreement
Yield Growth Corp. has also signed several US retail contracts with luxury spa, wellness and specialty shops to sell its unisex skin care products. Urban Juve products will be introduced to consumers through luxury and wellness retailers in Arizona, Florida, North Carolina and South Carolina for the first time.
Tom Bond — Chairman of Urban Juve and Director of Yield Growth
Thomas Bond has over 35 years of experience partnering with entrepreneurial businesses to build and deliver the operational and financial infrastructure to support annual double-digit revenue growth. During that time, he has held C-level financial and operational positions with companies engaged in cosmetics, apparel and construction, including M.A.C Cosmetics, Cover FX Skin Care and Tridel.
Thomas was with M.A.C Cosmetics from 1993 until its sale to Estee Lauder in 1999. He started as the CFO, and in 1994 the role of COO was also added to his portfolio. From 1993 to 1999, annual revenues at M.A.C. Cosmetics grew from $12 million to over $300 million. His achievements include building an executive team that could support the growth objectives, opening M.A.C. owned retail stores, diversifying the business geographically by expanding into the U.K., France, Italy and Hong Kong, and mitigating the retailer concentration risk in the US by adding distribution agreements with a number of major department stores. He was personally responsible for leading the discussions with Estee Lauder and negotiating the final sale agreement. After the acquisition, he continued to provide full-time consulting services until 2002. Thomas holds an MBA from the Rotman School of Business at the University of Toronto and is a CPA and CA.
Penny Green, LLB — President, CEO and Director
Penny Green has been recognized on PROFIT Magazine’s W100 list of top Canadian female entrepreneurs. Under her leadership as CEO, her law firm Bacchus Law was in the PROFIT 500 Fastest Growing companies in 2015 and 2016. She has deep experience in capital markets and has been involved in over 100 going-public transactions. She was also a Co-Founder of Merus Labs Inc., which was acquired by Norgine B.V. in July 2017.
Green regularly participates as a speaker for keynotes and panels on fintech, capital-raising and blockchain, including CryptoHQ alongside the World Economic Forum in Davos. She has been featured in The National Post, The Globe and Mail, BNN, Chatelaine and Business in Vancouver, among others. She is also a published author for Forbes and a member of the invite-only, Forbes Technology Council.
Sandi Lesueur — President of Urban Juve
Highlights of Sandi Lesueur’s professional experience include the design and launch of several product lines for physicians and celebrities, such as dermatologist Dr. Jason Rivers, and Oprah Winfrey’s makeup artist, Derrick Rutledge at OOH Lifestyle. Over her eight-year tenure, she played a part in the meteoric rise of M.A.C. Cosmetics, where she developed expertise to recognize and situate innovative brands as future dominant players in the cosmetics business.
Her health and wellness knowledge — combined with experience in global production, distribution and brand cohesion— positioned the newly launched Urban Juve brand as a unique force in a lucrative, growing sector in full-spectrum health.
Rick Huang — CFO
Rick Huang served as CFO of Hanwei Energy Services Corporation after having served as CFO for other publicly traded companies. He has managed all aspects of finance, banking, compliance, accounting, reporting, internal control, administration and provided support to the Board of Directors in financial oversight. Huang has also supervised all aspects of accounting for various subsidiary companies in Canada, China, Russia, Kazakhstan and consolidations under IFRS. He has worked on investor relations activities, roadshows, AGM preparations and licensing agreements.
Huang has also led various public equity financing projects and is responsible for raising funds of up to $90 million and leading acquisitions of up to $80 million. He has done negotiations for international joint ventures, including drafting shareholders’ agreements, establishing international legal entities and assets transfers. He also serves as Chair of the Audit Committee for Datable Technology Corp. and was previously the Chair of the Governance Committee and a member of the Audit Committee of Poydras Gaming Finance Corp.
Amy Frankel — VP Licensing
Amy Frankel has over 15 years of experience working with consumer product companies. In her various roles as in-house counsel, she has gained vast experience building, protecting and expanding international brands. Previously, she was Co-General Counsel of Aritzia LP and Associate General Counsel of Skechers USA Inc. Frankel’s expertise includes negotiating inbound and outbound licensing deals, developing intellectual property strategies and managing international intellectual property portfolios. Her experience also includes corporate governance for private and public US and Canadian companies, as well as a wide breadth of commercial matters, including distribution agreements and technology contracts.
Frankel started her career as a business litigator in Los Angeles, appearing before numerous state and federal courts before moving in-house with Skechers. She practiced law in California for ten years prior to moving to Vancouver, BC. In 2008, she was admitted to the Law Society of British Columbia. She obtained her Bachelor’s degree from the University of California, Santa Barbara and her Juris Doctorate from the University of California, Hastings. She is licensed in California and British Columbia.
Spiros Margaris — Director
Spiros Margaris, is a Venture Capitalist (founder of Margaris Ventures) and thought leader in the FinTech, InsurTech and AI industries. He holds a Master in Business Administration (MBA) from the University of Toronto’s Rotman School of Management. Spiros is the the first international influencer to achieve ‘The Triple Crown’ ranking – he was ranked the international № 1 FinTech, Blockchain, and Artificial Intelligence (AI) influencer by Onalytica. He regularly appears in the top three positions of established global industry influencer rankings. He is a speaker at international FinTech, and InsurTech conferences and gave a TEDxAcademy Talk. Spiros published an AI white paper, “Machine learning in financial services: Changing the rules of the game,” for the enterprise software vendor SAP.
Krystal Pineo — Director
Krystal Pineo has eight years of venture capital experience as an early-stage investor and fundraiser. She is the founder, CFO and director of KP Capital Inc., a family office that invests in startups, and provides corporate advisory services. Pineo has also championed women empowerment causes and has done charitable work and fund raising for the Portland Hotel Society, a Downtown Eastside women’s shelter providing recovery services for marginalized homeless women.
Jeff B. Smith – Chairman of the Advisory Board
Jeff Smith is the former Chairman and Global Chief Transformation Officer for Johnson & Johnson Consumer Companies, the world’s largest and most diversified healthcare company with worldwide sales of US$76 billion in 2017. In his most recent role as Chairman for Consumer North America, he delivered strong organic growth, new growth levers and oversaw several important strategic acquisitions. His division represented more than 42 percent of global revenue, spent over US$1 billion in marketing investment, delivered consistent market share gains and doubled regional profitability. He continues to serve on the Johnson & Johnson’s Group Operating Committee Executive.
Smith began his career with Johnson & Johnson Inc. Canada, progressing through a number of sales assignments, becoming Vice President Sales in 1997. He became President US Wound Care and Worldwide Franchise Vice President, in 1999. In 2003, he was appointed President, Johnson & Johnson Inc., Canada and led the successful integration of Johnson & Johnson Inc., McNeil Consumer Healthcare and Pfizer Consumer Healthcare in 2008. Prior to Johnson & Johnson, he worked for Procter & Gamble in Vancouver, BC, in various sales management positions. He is deeply committed to the safety and health of consumers, and serves on numerous industry boards, including the Board of Directors of the Personal Care Products Council. Born and raised in Canada, Smith holds an MBA from Edwards School of Business, University of Saskatchewan and a BA in Economics from the University of Saskatchewan.
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