(Panel Discussion)  The cannabis industry is at a pivotal moment. With ongoing regulatory challenges, price compression, and shifting consumer expectations, it’s clear that survival alone isn’t enough—adaptation is essential. This panel brings together leaders from across the sector to assess where we are now, what’s working, and what urgently needs to change. From supply chain efficiencies and retail innovation to regulatory reform and data-driven decision-making, we’ll explore best practices that are driving real results. Whether you're a producer, retailer, or policymaker, this session offers a clear-eyed look at the current landscape—and bold ideas for building a more resilient, profitable, and inclusive future.

Moderated By: Dr. Sherry Boodram

(Panel Discussion) BC’s Direct Delivery model is shifting control from centralized distribution to the hands of growers and retailers. This panel explores how micro and small-scale producers are using direct delivery to increase margins, speed up time-to-market, and build stronger partnerships with stores. Retailers will share how direct relationships with cultivators are helping them differentiate their offerings and better serve local markets. Plus, hear from a marketing agency on how strategic brand support can enhance the impact of direct delivery. Join us for a practical discussion on the benefits, trade-offs, and real-world strategies for making direct delivery work.

Moderated By: Jaclynn Pehota

(Panel Discussion) The cannabis retail landscape is evolving fast — and success lies in understanding your customer and acting on the data. In Part 1, dive into the latest consumer insights, including shifting demographics, emerging product trends, and key purchase drivers. In Part 2, learn how to turn those insights into action through data-driven inventory management, smart pricing, and targeted promotions. This hands-on session equips you with the tools to attract new segments, retain loyal customers, and boost profitability — all while staying compliant in a dynamic market.

Moderated By: Katie Pringle

(Panel Discussion) As cannabis retail continues to evolve, one of the biggest opportunities lies in forging stronger connections between retailers and brands. Moderated from the retailer’s perspective — “How can I, as a retailer, make these connections?” — this discussion will explore how collaborative partnerships can help stores stand out in a competitive market. From exclusive product deals and co-marketing initiatives to working directly with small producers, panelists will share strategies that strengthen relationships and unlock mutual growth. We’ll also look ahead to innovations shaping retail’s future, including personalization, loyalty ecosystems, and the potential of consumption spaces. Retailers and brands alike will leave with practical insights to build partnerships that create lasting impact.

Moderated By: Rob Laurie

 

(Panel Discussion) Before legalization, there were decades of resistance, risk, and resilience. This deeply personal panel brings together voices from the front lines of the cannabis movement to share untold stories — from courtroom battles and storefront raids to civil disobedience and grassroots activism.

Together, they’ll explore what it meant to fight for access in a criminalized world, and how the transition to a regulated industry has impacted the culture, community, and values that built it. Through powerful storytelling and sharp reflection, this conversation honors the past while asking hard questions about justice, inclusion, and who truly gets to participate in the future of cannabis.

Whether you’re part of the new wave or the old guard, these are the voices that shaped the foundation of today’s industry — and they have something to say.

Moderated By: Robert Laurie

 

(Panel Discussion) Co-packing has become a key strategy in the cannabis industry, enabling brand development through partnerships with licensed producers. This panel will explore how co-packing and contract manufacturing support product innovation, streamline market entry, and help brands scale in a competitive landscape. Learn about best practices, regulatory considerations, and how to build strong, compliant partnerships.

(Fireside Chat) Join legendary cannabis lawyers John Conroy and Kirk Tousaw for an intimate and thought-provoking fireside chat exploring the legal evolution of cannabis in Canada and beyond. From groundbreaking constitutional challenges to policy advocacy and the fight for civil liberties, Conroy and Tousaw have been at the forefront of shaping cannabis law for decades.

This session will reflect on the key legal battles that helped pave the way for legalization, unpack ongoing regulatory and criminal justice issues, and offer insights into where cannabis law is heading — including opportunities for reform, the future of international trade, and emerging human rights concerns.

Don’t miss this rare opportunity to hear from two of the most influential legal minds in cannabis, as they share stories, challenges, and visions for the future.

Moderated By: Kirk Tousaw

(Panel Discussion) Export markets are a key growth frontier for Canada’s cannabis industry, but reaching international shelves requires navigating a complex web of regulations, quality standards, and logistics. This panel offers a comprehensive look at what producers and exporters need to do to become “export ready” across all product categories—cannabis flower, concentrates, edibles, and more. With a special focus on the fast-growing concentrates market, industry experts will discuss unique challenges and opportunities, from product formulation and packaging to compliance and global demand. Join us to learn how to position your entire product portfolio for success in competitive export markets.

Moderated By: Deepak Anand

(Panel Discussion) Indigenous communities across British Columbia are actively shaping the cannabis industry today, carving out spaces for economic growth, cultural expression, and self-determination. This panel highlights current projects, business models, and partnerships led by Indigenous entrepreneurs and leaders. Learn how Indigenous growers and retailers are navigating today’s regulatory framework, accessing markets, and overcoming barriers. Hear firsthand about successes, ongoing challenges, and immediate opportunities for collaboration and growth in BC’s cannabis sector.

(Interactive Session) Upselling isn’t pushy—it’s about enhancing the customer’s journey. Through guided scenarios, budtenders will learn techniques for increasing basket size while ensuring customers leave with the best possible product for their goals.

Moderated By: Jodie Giesz-Ramsay

PRESENTED BY: TETHER

About the Show:

So You Think You Can Cook With Cannabis is a live cannabis culinary competition that blends infused food, entertainment, and education.

Developed in Ontario by KGLTV Media and Aggressive Organics, the show has been featured on stages across the province and is now being brought to British Columbia for a two-part live competition series.

The Grand Finale will take place live in the exhibit hall at Grow Up Expo Vancouver, one of Canada’s most respected cannabis industry conferences (Wednesday January 21, 2026 from 12:00 pm - 3:00 pm).

Presented by KGLTV Media & Aggressive Organics and In Partnership with New Amsterdam Café

(Presentation) Getting a product onto dispensary shelves is the easy part — keeping it there is where brands win or lose. This session breaks down the real strategies that drive sell-through in competitive cannabis markets without racing to the bottom on price.

We’ll dig into how to build retail relationships that last, design promotions that protect margin while still moving volume, and leverage data to position products with intention. Attendees will walk away with practical frameworks they can apply immediately — whether they’re launching a new SKU or trying to revive a slow mover.

Shelf space doesn’t equal success. Sell-through does.

(Panel Discussion) Being a budtender is more than a job—it can be a long-term career path in the cannabis industry. This motivational closing session outlines opportunities for advancement, professional certifications, and personal branding in cannabis retail.

Moderated By: Jodie Giesz-Ramsay

PRESENTED BY: TETHER