Legalization was supposed to open up opportunities for Canadian farmers, but barriers to entry and billions of dollars in foreign investment have cut them out of the big picture.

The importance of Canadian agriculture should not be overlooked as it generates more than $110 billion in GDP annually. With only 7.3 per cent of land in Canada used for agriculture, factors such as soil quality, climate and terrain play a huge part in why most farming communities stay within the same area for generations; site selection is crucial too.

How does that affect the cannabis industry?

An enthusiast can tell good beer from bad, or great wine from the not-so. When it comes to cannabis, connoisseurs have a refined palate for complex flavours, aromas and effects of cannabis.

It was only two years after the legalization of recreational cannabis in Canada that consumers spent more on legal products for the first time, according to numbers from Statistics Canada. Quality, price and accessibility are key factors influencing these purchasing decisions.

No amount of state-of-the-art technology, automation or costly renovations of a warehouse facility can replace careful site selection and the keen eye of a seasoned grower.

Naturally fertile and well-drained soil, a gentle breeze, and the pure rays of sunlight in an optimal location are non-negotiable when growing any plant, whether it’s a juicy, crisp cherry, or healthy, flavourful cannabis.

We must focus on the basic farming principles, along with how this affects those who consume it. With 65.4 per cent of Canadians favouring to smoke cannabis as their preferred consumption method, the quality of the grow is imperative.

To deliver the punch of fragrance people expect upon opening a fresh jar of cannabis, followed by a smooth inhale and aromatic exhale, every step of the process has to be right. This starts from knowing good genetics, how to grow those specific genetics, harvesting it with little damage, drying to optimal moisture content and curing to preserve the unique flavours.

What we’ve learned is the hundreds of millions invested into greenhouses have left consumers paying the price in exchange for average, overpriced cannabis. Sun-grown cannabis done right produces high-quality products at better value to the consumer, is more cost-effective and environmentally sustainable, bringing competitive cannabis which rivals, if not surpasses the black market.

Growing outdoors has its challenges given the crops are in the hands of mother nature, so having accomplished farmers is crucial. It’s vital we take the steps to ensure our plants are growing in the best conditions, in the hands of skillful growers.