Village Farms pilots potency range labelling in Canada

Village Farms International has announced that its Canadian cannabis brand, Pure Sunfarms, has implemented potency range labelling on cannabis packaging for Pink Kush in British Columbia as part of a pilot program, building on the company's recently published research into THC variability across cannabis flower. This marks the first commercial introduction of THC potency ranges on dried flower in the Canadian recreational market and reinforces Village Farms' leadership in advancing greater transparency and accuracy in cannabis labelling.

Rather than presenting a single THC percentage, Pure Sunfarms' updated packaging displays a potency range that reflects how the cultivar consistently performs over time. The change recognizes cannabis for what it is: an agricultural product with natural biological variation. While THC remains an important attribute, it is only one component of the consumer experience. Aroma, terpene profile, bud structure, density, and trim quality all contribute to how flower performs for the consumer.

Orville Bovenschen, Global President of Operations for Village Farms said, "For years, the industry has been anchored to one fixed potency number. But cannabis is variable. A range gives consumers a clearer, more honest expectation of what's inside the bag. There's a lot more to flower than just potency. The introduction of potency ranges represents a broader shift in how quality is communicated and sets a higher standard of transparency and trust with consumers and regulators. If we want this industry to mature, our perception of what quality is needs to evolve with it."