The buzz at the Toronto International Film Festival’s (TIFF) unofficial kick-off party this year was cannabis.

For 11 years, NKPR Inc., a public relations firm with offices in Toronto and New York, has hosted an annual party in advance of TIFF, NKPR president Natasha Koifman told The GrowthOp. This year, the party on Aug. 21 saw approximately 300 film industry leaders and members of the media celebrating cannabis legalization with the help of TREC Brands Inc.

The event focused on education for cannabis curious partygoers, Koifman said. “It was all really grounded in education,” she added.

Still, the evening was full of fun and laughter, TREC CEO and founding director Trang Trinh told The GrowthOp.

“Cannabis is offering a new way to entertain,” Trinh said.

Guests were invited to “choose their own adventure” with TREC Brands’ two cannabis brands—WINK and Blissed. Trinh said there was a WINK rolling station, where guests were invited to learn how to roll joints, and Koifman hosted the party in her private Toronto residence, so lighting up was allowed.

Trang Trinh, CEO and founding director of TREC Brands, left, and Natasha Koifman, president of NKPR enjoy the pre-TIFF party on Aug. 21. Ryan Emberley photo Ryan Emberley photo

Chef Joel Brown of Gusto Green led a cooking demonstration with CBD oils—creating a pasta sauce and an avocado crostini.

Since legalization people have become more open about cannabis, Koifman said. “I think it is important to break through the stigma,” she added.

Koifman wanted to partner with TREC Brands for the party because of its values. TREC is an acronym for Trust, Respect, Equality and Compassion, and 10 percent of profits will go to social causes, Trinh reported.

Trinh looks forward to TIFF this year and hopes to catch Castle in the Ground, a film exploring the opioid crisis. Cannabis could offer a new, less harmful pain medication for those addicted to opioids, she said.