A planting machine crawled along the 100-acre Good Farm in Brant County, Ont. on a sunny June day, dropping seeds into the soil in the middle of the COVID-19 pandemic.
Behind the wheel was an employee of 48North Cannabis Corp. one wouldn't usually expect: chief executive Charles Vennat.
"I joked with my team that I was the most expensive farmhand in southwestern Ontario," said Vennat, who professes to keeping a pair of hiking boots in his car trunk for such impromptu jaunts.
"I've always had the leadership philosophy that you should never ask anybody to do a job in your company that you would not want to do yourself."
Vennat, who visits the farm once a week during warm months, was at work on his company's second crop of outdoor cannabis — a fairly new venture for licensed cannabis producers.
While many pot producers started out with massive indoor facilities to prepare for the legalization of cannabis in Canada, a handful have turned to outdoor cultivation in order to take advantage of savings from free sunlight and lower electricity and staffing costs.
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