What does COVID-19 mean for the fledgling cannabis industry? Insights from OrganiGram

OrganiGram, a provider of recreational and medical cannabis in Canada, is seeking to navigate through the complications that COVID-19 presents to a nascent industry.

Why it matters

Fledgling industries will witness heightened challenges in the face of COVID-19, both as small- and medium-sized businesses are often the major players, and as many firms have not reached maturity – be it in developing supply chains or building brands – and so could struggle to outlast the crisis.


  • With opportunities for discretionary spending limited due to widespread lockdowns, brands that can offer momentary respite and pleasure could stand to benefit.
  • A test-and-learn approach to innovation, where brands monitor digital demand for limited-time offers, could help engage consumers and point towards potential revenue streams.
  • Delaying product...
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