Village Farms International Inc. made a big announcement yesterday about entering the cannabis edibles market with its subsidiary unit Pure Sunfarms. They have signed an agreement with White Rabbit OG to utilize its EAT ME technology to produce its own line of cannabis-infused gummies.
The initial agreement is of two years with a clause of annual renewal in the contract should both companies agree to continue their business further together.
Distinct objectives guide the purpose of entering into the partnership for both companies.
While Village Farm’s objective is to expand its business into the Cannabis edibles space by producing Cannabis 2.0 products, which includes their first-ever fruit containing cannabis gummy products, White Rabbit would benefit from Pure Sunfarms help in marketing, sales, and distribution of edibles from White Rabbit, besides its own products.
Co-Founder and CEO of White Rabbit, Krysten Dewinetz, is positive about the partnership with Pure Sunfarms and added that as equals in the industry, they want to create “the new standard of cannabis edibles, and delivering products that not only taste great but provide consumers with a high-quality experience.”
The gummies products for Pure Sunfarms would be manufactured using White Rabbit’s proprietary technology known as EAT ME. EAT ME technology consists of a soluble natural emulsion blend that can disperse cannabis extract homogeneously in each gummy, facilitating its accurate dosing.
The USP of the cannabis-infused gummies is that they would be the first-of-a-kind cannabis-based product in the Canadian market containing real fruit and pure fruit extracts alongside being vegan and free from preservatives and allergens.
Pure Sunfarms and White Rabbit OF are aiming to create cannabis gummies that contain real fruit, and Mandesh Dosanjh, CEO of Pure Sunfarms, is optimistic that consumers will be satisfied with the product.
Meanwhile, Michael DeGiglio, CEO of Village Farms International, stated, “This partnership is yet another example of our’ prudent, capital-efficient approach to pursuing growth opportunities in cannabis.”
Products from Pure Sunfarms are expected to launch by the beginning of 2021 whereas White Rabbit’s products with its brand name are expected to hit the shelves in the next few weeks.
Village Farms International Inc. is one of the biggest and oldest greenhouse fresh producers in Northern America with 30 years of experience. It is leveraging its experience as a vertically integrated company through its subsidiary, Pure Sunfarms, stepping into the globally emerging market of cannabis products.
White Rabbit OG is a craft cannabis food formulation and development company in Surrey, BC. They have pioneered the exquisite EAT ME proprietary technology.