As investor attention continues to shift towards the US marijuana market, experts are debating the potential for Canadian firms to participate below the border.

During a panel at the recent Lift & Co. (TSXV:LIFT,OTCQB:LFCOF) Cannabis Expo in Toronto, a variety of participants discussed the opportunities available for companies and investors when it comes to the exponential growth seen and forecasted for the US marijuana space.

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Cannabis investing is not for the faint of heart. However, with close to US$14 billion raised by cannabis and cannabis-related companies in 2018, it can be very lucrative.

Understanding the rapidly evolving market is key to developing an investment strategy in this burning hot sector. Unlike other commodities, the regulatory framework governing cannabis can be complex and convoluted, increasing the opaqueness associated with cannabis investment.

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According to a soon to be released market study, over 1 million new cannabis consumers will enter the Canadian marijuana market thanks to the sale of edibles.

At the fifth annual Lift & Co. (TSXV:LIFT,OTCQB:LFCOF) Cannabis Expo, held last week in Toronto, there was much talk among attendees about the next stage of the legal Canadian market, which industry members are already calling “Cannabis 2.0.”

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With the news cycle currently dominated by reports of various countries legalizing recreational marijuana, it’s easy to forget that that road to legalization has been in the works for decades.

Much of the reason countries like Canada have legalized cannabis today stems from the activism, work and longstanding diligence of medical cannabis advocates — people like Steph Sherer, who has spent 20 years speaking about the positive effects of medicinal cannabis.

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