Wednesday, January 21st – Afternoon Highlights — Grow Up Vancouver 2026

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Wednesday, January 21 | PM Programming Recap

Wednesday afternoon at Grow Up Vancouver 2026 shifted the focus toward long-term brand sustainability, genetics collaboration, cultivation performance, and career development across retail and production.

From strategic brand positioning and hands-on genetic exchange to advanced cultivation science and professional growth in retail, the afternoon programming delivered practical insights and peer-driven learning for cannabis professionals at every stage of their journey.

Stop Racing to the Bottom: Scaling Cannabis Brands Without Discounts

High North Main Stage | 12:30 PM

The afternoon opened with a results-driven presentation on how cannabis brands can succeed without relying on price compression.

Led by Andy De Filippis (Cannabis Brand & Sales Strategy), the session broke down what truly drives sell-through in competitive retail environments. Attendees explored how to build lasting retail relationships, design promotions that protect margins, and use data to position products with intention.

The discussion reinforced a clear takeaway: shelf space alone doesn’t equal success — sell-through does.

Seed Exchange

Exhibit Hall A | 12:30 PM

Running concurrently, Grow Up’s Seed Exchange brought breeders and cultivators together for a hands-on genetics networking experience.

Hosted by Kevin Jodrey (One Log Cookies R&D Facility), the session allowed participants to explore a wide range of seeds and clones from reputable breeders, spanning classic cultivars to rare and emerging genetics. Beyond exchange, the event fostered collaboration, knowledge sharing, and relationship-building within a responsible, compliant environment.

Pride in the Role: Building a Career as a Budtender

High North Main Stage | 1:00 PM

This motivational panel reframed budtending as a long-term, professional career path within the cannabis industry.

Moderated by Jodie Giesz-Ramsay (Cannabis Culture), speakers included Jesse Paul (Smyle Brands), Sabine Schwirtz (High Buds Club), Sarah Seale (Sarah Seale Inc.), and Unity Marguerite Whittaker (Small Town Pot Shop).

Panelists discussed career progression, personal branding, certifications, and professional pride, encouraging budtenders to invest in their growth and see their role as foundational to cannabis retail success.
Presented by Tether.

Under Pressure: Controlled Stress Strategies for Quality

Ballroom B | 1:15 PM

This advanced cultivation masterclass examined how controlled stress can be strategically applied to enhance plant performance, cannabinoid expression, and terpene development.

Speakers Angie Fulton (Rubicon Organics), David Bernard Perron (Organic Cannabis Consulting), Heather Smith (LCPT Inc.), and Taylor Kirk (Fluence) explored techniques including crop steering, light manipulation, drought management, and environmental adjustments.

Through case studies and practical examples, the session demonstrated how growers can deliberately balance stress to push crops toward optimal quality without increasing risk.

Seed Exchange Roundtable and Q&A

Exhibit Hall A | 1:30 PM

Closing out the afternoon genetics programming, breeders reconvened for an open roundtable discussion following the Seed Exchange.

Moderated by Daniel Joly (Courtside Genetics), with participation from Kevin Jodrey (One Log Cookies R&D Facility), the session encouraged direct dialogue around breeding approaches, cultivar selection, and the genetics shared earlier in the day.

The roundtable created space for deeper discussion, reflection, and collaboration among breeders and growers focused on advancing genetic integrity and innovation.

Photo Gallery

Explore highlights from Wednesday afternoon below, featuring panels, masterclasses, genetics exchanges, and career-focused conversations from the final day at Grow Up Vancouver 2026. Photos by Dominic Chan.