An Interview with Randy Rowe, President of Grow Up Conference & Expo
Since 2017, Grow Up has become a cornerstone of Canada’s cannabis industry, bringing together cultivators, extractors, brands, retailers, policymakers, and ancillary services under one roof. With 11 major conferences and expos across Ontario, Alberta, and British Columbia, plus six Industry Awards Galas and three Canadian Cannabis Championships, the event has earned its reputation as the largest B2B cannabis gathering in the country. For January 2026, Grow Up is relocating its B.C. event from Victoria to downtown Vancouver. We spoke with Randy Rowe, Grow Up’s President, about what attendees can expect, why the move matters, and how the event continues to evolve with the industry.
Grow Up has hosted 11 major conferences across Canada since 2017. What makes the Vancouver event a milestone for you?
When we launched, Grow Up was a small, community-driven event built around curiosity. Now, it’s grown into a national platform where every part of the supply chain shows up. Vancouver feels like both a next step and a full-circle moment. The city has always been a major driver of Canada’s cannabis story, from legacy cultivation to today’s craft and retail. Hosting the event here shows how much Grow Up has evolved.
Why did you decide to move the B.C. event from Victoria to downtown Vancouver?
It really comes down to access and opportunity. Vancouver is a global hub. It’s easier for both domestic and international attendees to get here, whether they’re flying in from Toronto or California. The new location at the Vancouver Convention Centre (East Building) gives us the room to expand programming, host larger exhibits, and welcome more attendees.
For exhibitors, that means greater exposure. For attendees, it means convenience and a smoother experience, from hotels and transportation to being in the heart of the city. It’s a strategic step for us that positions Grow Up as a must-attend event on the international calendar.
Grow Up is often described as Canada’s largest B2B cannabis event. What does that scale look like in real terms for someone who’s never attended?
Think of it as the industry’s working session at full volume. You’ll see thousands of people across the entire cannabis value chain all in one place. We run more than 100 speakers across multiple stages, a packed expo floor of exhibitors, and signature experiences like Masterclass cultivation sessions and our brand-buyer speed networking program.
It’s a high-energy, high-value environment where relationships are made, and deals are done. Whether you’re a micro cultivator or a national brand, you’ll find your peers, partners, and customers there.
What steps are you taking to make Grow Up Vancouver accessible and worthwhile for smaller cultivators, independent retailers, and start-up ancillary services?
Accessibility is something we take seriously. We know that many operators are navigating tight budgets and tough market conditions. No one should feel priced out of participating in their own industry, which is why we’ve worked to keep our pricing reasonable and offer early-bird options. Our presenting partner, Quality Horticulture, has also taken real initiative on affordability by securing $129/night room rates at the Sandman and providing complimentary shuttle transportation.
And once they’re there, we want the experience to deliver. We’re introducing flexible exhibitor packages and inclusive programming tailored to micros and independents. The Brand Zone is a great example. It gives smaller producers direct sampling access to over 100 licensed retailers and buyers. This is the kind of face time that doesn’t happen often but can move the needle fast. We pride ourselves on building a show that works for every scale of business, not just the big players.
The event programming always stands out. What can attendees expect from the Vancouver agenda? Any new formats or returning favourites?
Vancouver mixes Grow Up’s proven hits with a few new angles. The Executive Summit, returning for its second year, is powered by StratCann and will open the conference with a high-level forum for investors, executives, and policymakers. While our Main Stage, presented by High North, will dig into day-to-day conversations on retail, branding, genetics, and tech.
The CANNA Breeders & Genetics Zone is a big highlight for this year’s event, showing off the incredible talent driving Canada’s craft genetics scene. We’re also bringing back fan favourites like speed networking and the Masterclass cultivation sessions, which I mentioned earlier. Plus, we’re hosting the finals of the “So You Think You Can Cook with Cannabis?” contest.
And the social piece is still core to the show. The Kick-off Party on Monday and the Official Networking Party on Tuesday create low-pressure environments for attendees to connect.
How does Grow Up balance education with business, helping attendees both learn and make deals?
That balance is the core of what makes Grow Up unique. Our programming offers credible, actionable education that helps attendees navigate today’s market realities but also includes structured environments where deals can happen naturally.
Panels, networking programs, and even the social events are all designed with intent. It’s an event where learning and deal-making are built into the same flow.
How do you see Grow Up’s role evolving as Canada’s cannabis industry matures?
Our role is to stay consistent and keep the community informed and inspired. This industry has seen consolidation and plenty of uncertainty, but what hasn’t changed is the need for a place where people can speak honestly about what’s working and what isn’t. Grow Up is that neutral meeting ground. As the sector matures, we see ourselves as a stable touchpoint to regroup and reset.
What advice would you give to brands or retailers debating whether it’s worth attending or exhibiting at Grow Up Vancouver?
If your goal is to grow your business, there’s no better place to be. Exhibiting puts your product in front of hundreds of decision-makers. Attending means walking away with insights, connections, and real-time market learning that can immediately impact your bottom line. It’s an investment that pays off in relationships, exposure, and education.
Grow Up has always had a reputation for bringing the right people together. What’s your approach to curating the attendee and speaker mix?
We’ve always believed in representing the full cannabis ecosystem. That means balancing legacy voices with emerging leaders, established brands with new innovators, and ensuring representation across the industry.
When we build a program, we look for speakers who can offer practical, experience-based insights. People who can talk about real numbers, real challenges, and real solutions. That combination is what keeps the event grounded and relevant.
Looking ahead, how does Grow Up plan to continue evolving its events nationwide?
Our focus is to keep building a consistent national platform that also reflects the regional nuances of the industry. Every province has its own market dynamics, and we want Grow Up to continue being the place where those perspectives come together.
We’re investing in new formats, growing our online community, and continuing to host events across Canada that support the people driving this industry forward. From coast to coast, Grow Up will keep doing what it’s always done, which is support industry-wide growth and innovation.
Grow Up Vancouver takes place January 19-21, 2026, at the Vancouver Convention Centre (East Building). For tickets, exhibitor opportunities, or sponsorship inquiries, visit growupconference.com.
Story courtesy of ADCann
