EXCLUSIVE: Curaleaf's Boris Jordan Puts Premium On Cannabis Quality, Says 'We Want To Be The Best'

Curaleaf Holdings Inc CURLF founder and executive chair Boris Jordan opened up on the company’s commitment to enhancing flower quality during an exclusive interview at Benzinga’s Cannabis Capital Conference (CCC).

“Curaleaf has always been an innovator on the product side,” Jordan said. “About 11 percent of our revenues every year comes from new products that we’ve introduced to the marketplace.”

Curaleaf found success in the infused product realm (i.e., drinks, edibles, vapes, and concentrates). But Jordan highlighted an area of improvement: Flower quality.

The company, touted as the world’s largest cannabis firm by market cap, remains intensely focused on product, Jordan says. He also draws inspiration from Apple Inc AAPL founder Steve Jobs, who believed the best products sell themselves.

"That’s what we’re trying to do. We want to be the best products manufacturer in the market," Jordan said.

Balancing improved flower quality with the company’s margins is not only achievable but advantageous, Jordan said. "People are prepared to pay for quality,” he added.

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Some Background: Wakefield, Massachusetts-based Curaleaf operates across 18 states with 21 cultivation sites, 150 retail locations, and 5,500 employees. It also maintains more than 900 wholesale partner accounts nationwide.

Jordan, in his CCC keynote speech, identified Europe as a key growth opportunity in the cannabis sector. He also highlighted Curaleaf’s securing a brokerage and securities license in Canada. The move positioned them to access the Toronto Stock Exchange (TSX).

Curaleaf's achievements come at a transformative time for the cannabis industry. Recently, there have been major regulatory shifts. Just last week, the Senate Banking Committee approved the SAFER Banking Act.

Looking forward, Jordan is bullish on Curaleaf’s expansion into European markets, citing market share in Germany and the U.K.

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