JointCraft's CEO On Cannabis Future: 'We're Going To Grow Bigger Than Canada'

John Prentice, the seasoned founder and CEO of JointCraft, recently shared his experiences and perspectives at the Benzinga Cannabis Capital Conference. Prentice, who began his journey in the cannabis industry in 2012, humorously noted his enduring commitment despite his challenges over the years. 

“I’m an old face in the cannabis industry. I should have run away by now. But no, I’ve done all sorts of things,” he explained, detailing his extensive background, from establishing facilities to launching software solutions to support the cannabis business.

JointCraft: Pioneering Manufacturing in Canada

Prentice described JointCraft as a purpose-built manufacturing entity focused on co-processing products for other brands, ensuring they successfully reach the Canadian market and achieve national distribution. His company’s role is pivotal in helping established brands expand their footprint, especially in a regulatory-friendly environment like Canada. “How can we take leading brands, bring them to market in Canada…and ensure national distribution coast to coast?” he asked, highlighting his firm’s strategic operations.

Canadian Advantage in Cannabis

Discussing the current landscape in the Canadian cannabis market, Prentice pointed out Canada’s unique advantages due to its federal legality and well-established systems. “Canada had the opportunity to advance…pertaining to the cannabis industry,” he noted. He emphasized the structured market where businesses sell directly to the government, thus mitigating typical retail risks. Prentice believes these systemic advantages position Canada as a mature market with promising potential for future regulatory relaxations.

Looking Towards International Expansion

At the conference, Prentice’s conversations centered around potential partnerships and technology enhancements, including advancements in joint filling equipment and rolling paper cones. He expressed enthusiasm about meeting various industry leaders and exploring possible collaborations. “It’s an incredible conference, and there are some absolutely wonderful attendees here,” Prentice shared, reflecting on the networking opportunities.

For JointCraft, the focus is on bringing learnings back to Canada and how Canadian experiences can be leveraged internationally. “For us, it’s about international expansion. We’re going to grow bigger than Canada here very shortly,” Prentice revealed, underscoring his ambitions for taking Canadian cannabis innovations to global markets.

Cannabis rescheduling seems to be right around the corner. Want to understand what this means for the future of the industry? Hear directly for top executives, investors, and policymakers at the 19th Benzinga Cannabis Capital Conference, coming to Chicago this Oct. 8-9. Get your tickets now before prices surge by following this link.

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