This month Dan Bilzerian’s Ignite International will take over Canada. Ignite’s team has worked hard to comply with restrictions implemented by Canada’s Cannabis Act and Health Canada.
Despite the obstacles, Ignite is accomplishing goals to ensure the trust of customers globally. Being a horizontally integrated company, Ignite has solidified partnerships with exceptional growers and manufacturers in Canada. Dan Bilzerian and his team want the best, and their search to obtain and maintain quality and dosage are not finished.
Ignite’s Global Head of Cannabis, Gene Bernaudo, discussed some of the challenges the brand has faced and how they are overcoming each, to show how consistent Ignite is in all aspects of the business.
Q: What was the process and timeline for CX Industries to sign the exclusive agreement with Ignite International Brands to supply premium cannabis & CBD products?
Bernaudo: As some may have heard, we are no longer doing business with CX Industries. I can’t really discuss the circumstances of the split. What I can tell you is, we have since partnered with CannMart a leading processor and distributor of cannabis in Canada. This was very strategic in nature. One of the reason we chose CannMart as a partner is because they do not have a grow. I bet you a bunch readers are scratching their heads right now. Yes, you read that right, we did not want to partner with a large commercial Licensed Producer, producing the same mediocre product as everyone else in the industry. A partnership with CannMart solidified processing and distribution channels which allowed my team and I to focus on sourcing product from craft growers who are producing small batch, high-end cannabis. With this strategy we were able to move very quickly. We finalized our partnership with CannMart in Dec 2019 and are launching Canada with 10 skus on March 13, 2020. We chose to start with the infamous BC market and scale our way across Canada.
Q: Canada’s ad industry has strict laws against celebrity endorsements for pot products. Did this play a factor in the naming of the company? Has Dan Bilzerian had to make any sacrifices to get Ignite into Canada?
Bernaudo: Dan is the CEO of Ignite International Brands, Ltd. This allows us some leeway in how he can speak about the products. I would say our approach is similar to the approach Bruce Linton took back in the early days when he was out doing roadshows and promoting Tweed. As far as sacrifices go, I wouldn’t call them sacrifices I would call them strategic adjustments. We have had to adjust the type of content we post and ensure we are compliant in all markets we do business in. To me this is a great sign, it means we continue to grow as a global brand and evolve as a business. At the end of the day, we are a cannabis company but we are also an International FMCG company (Fast moving Consumer Goods) which means we have to be able to pivot and adjust strategies based on regulations in jurisdictions we are doing business in. When you have one of the best marketing teams in the world backed by a social media genius it’s easier to get the job done.
Q: Ignite has plenty of celebrity endorsements posts on social platforms such as Nikita Dragun, Cardi B, and Jake Paul. Is this the most effective marketing strategy for Ignite? If so, how has Canada’s Cannabis Act been an issue?
Bernaudo: The celebrity endorsements you are referring to are not for our cannabis products. Most, if not all of your references endorse our CBD line and in the U.S. there is no rule against that. It’s a pretty level playing field up here, the only real issue the Cannabis Act has imposed on us is we cannot use our iconic Goat Head logo as it depicts an animal or fictional character and can be deemed to appeal to children. Rules are rules and we have been happy to abide by them.
Q: Dan Bilzerian highlighted having one proprietary device that holds THC, CBD, and Nicotine all in one so, he decided to attack the Juul market. How will this translate in Canada, knowing they have a temporary halt on the production of flavored e-cigarette pods?
Bernaudo: Great question, the vape market in Canada from a nicotine perspective has been a disaster from the start. I 100% agree with Health Canada’s stance here. Nicotine use amongst young people is the highest it’s ever been and its largely due to flavored e-liquid in all its forms. I don’t agree with a ban, but what I can tell you is Health Canada is consistent in how they regulate. Similar regulations will apply to nicotine. E-liquid flavors and or packaging/logos cannot “evoke a positive or negative emotion or ‘way of life’ such as one that includes glamour, recreation, excitement, vitality, risk or daring.” We do have a nicotine strategy for Canada, its largely based on waiting for regulations to be implemented, waiting for trade to open up again in China (due to Coronavirus) and of course, for the ban to be lifted. We have made major headway with the device in question and it will most likely be introduced first in Canada with THC and CBD pods as regulations permit its use.
Q: Dan Bilzerian markets Ignite Cannabis as an active lifestyle to sway from the original stigma of laziness. Canada’s Cannabis Act prohibits pot companies to “evoke a positive or negative emotion or ‘way of life’ such as one that includes glamour, recreation, excitement, vitality, risk or daring.” Luckily, Ignite is still able to conduct this kind of promotion in the US. Do you believe this was a loophole that helped the brand’s message reach Canadians?
Bernaudo: I think having a social reach of 43 million followers definitely helps get our message out there in any form we want to deliver it. I wouldn’t call it a loophole as we are not using it as such. We are an International company and post content and product placement ads on social channels conforming to regulatory requirements where the particular product we are advertising is being sold.
Q: What other obstacles have Ignite faced in expanding into Canada?
Bernaudo: The only obstacle we have faced in Canada is product procurement. The biggest challenge has been securing products out here that meet our team, including Dan’s, criteria. We are happy to recently have forged some solid partnerships with amazing craft growers that will ensure we are able to distribute quality, consistent cannabis products across Canada. All the retailers and Provincial boards have been very supportive, and we look forward to working closely with them to bring our products to consumers.
Q: What are Ignite’s launch plans for this week in Canada? Will Dan Bilzerian be in attendance?
Bernaudo: Our BC launch event will be held this Friday, March 13th, at Bar None in Downtown Vancouver. Dan will be on the ground the day prior to meet with partners and industry leaders as we continue to grow relationships north of the border. He will also attend the launch event alongside hundreds of partygoers eager to celebrate Ignite’s Canadian Launch.
5 Common Personal Injury Case Types You Ought to Know
If you have ever been in a car accident or suffered a trip, slip, or fall incident, you know the end result can be weeks, months, or years of pain and suffering. As you seek to get back to full health, or at least to something close to normal, you’ll want to know what help is available to you.
The good news is that recourse is available should you suffer a personal injury due to another person’s negligence. But you’ll need the help of a personal injury lawyer to, first, determine if you have grounds to pursue a case and, second, build a solid case on your behalf.
You might be surprised to learn about the different kinds of personal injury cases recognized by law.
According to the National Safety Council, there were 62 million injuries and almost a quarter of a million preventable deaths in 2021. So, severe mishaps happen more often than you might think.
Keep reading to see five common types of personal injury cases to know about.
- Motor Vehicle Accidents
The National Safety Council notes that there were 5.4 million medically consulted injuries due to motor vehicle mishaps in 2021, and the total costs for motor vehicle injuries were estimated at $498.3 billion. Costs include things like wages and productivity losses, administrative expenses, medical expenses, employer costs, and motor vehicle property damage.
If you’re involved in a car accident, the injuries sustained can be substantial. You’ll be fortunate if you’re left unscathed or perhaps with a few minor bumps and bruises. But severe injuries are an unfortunate possibility as well.
Another thing to remember about motor vehicle incidents is that it’s not just about drivers on the road — pedestrians, too, can file personal injury claims. Of the 1.3 million or so people who die each year in vehicle accidents worldwide, around half of them are pedestrians, motorcyclists, and cyclists.
- Slip, Trip, and Fall Accidents
Did you know that one out of four Americans who are over 65 years old suffer a fall annually? Owners of private residences and public establishments are required to ensure their properties don’t present safety hazards to others. But falls don’t just occur when people are out and about. They often occur in the workplace.
In fact, slips and falls are the main reason for lost work days. And falls are the cause of over 8 million hospital emergency room visits each year.
- Dog Bite Accidents
You might be surprised to hear that about 4.5 million people in the U.S. are bitten each year by dogs. Of that amount, around 800,000 people have to pursue medical attention after a dog bite. If a dog bites you, the costs could add up when you consider hospital visits, doctor appointments, and time off work.
- Workplace Accidents
Many personal injury accidents take place when people are on the job. In such instances, you’ll need to file a workers’ compensation claim. Filers won’t have to prove that their employer was at fault, but they’re unable to sue for non-economic damages like pain and suffering under the workers’ compensation system.
A personal injury lawyer can, however, launch legal action outside of workers’ compensation to sue for non-economic damages you’re entitled to.
- Product Liability Accidents
Another type of personal injury case involves product liability situations. If someone suffers an injury due to a consumer product deemed to be dangerous, a product liability case is possible. To prove such a case, you have to show there was a manufacturing defect, design defect, or inadequate warnings detailing the product’s dangers.
It’s also vital to know that a case can be launched by someone who, while injured by the product, didn’t buy the product.
These are five of the most common types of personal injury cases. If you’re injured and want to find out if you have a case, the best thing you can do is contact a personal injury lawyer. You can book a consultation and determine whether you have a case and the best course of action.
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