When customers roll up to Thrive Cannabis' 184-acre farm in Simcoe. Ont, they'll find three shipping containers fashioned into a pot shop and a colourful crew making history.
That crew is led by Thrive's vice president of business development and ethos Bubba Nicholson, who jokes he has the facial hair to match his company's Greybeard brand, and founder Art Bluhm, who is as spirited about pot as he is about the brisket sandwiches he sometimes surprises farm visitors with.
"We're not just some boardroom brand that's out there," said Nicholson, over a video call made from his parked car during a business trip to Vancouver. "We call it a team of misfits."
But until recently few knew the misfits behind the brand or how their products were made. That all changed on April 21, when Thrive became Ontario’s first licensed producer to sell cannabis products at the site where they’re made.
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