Did you end up working in cannabis on purpose?
I worked in retail a lot and did a corporate gig before this. There was so much uncertainty in Ontario leading up to legalization, but I wanted to be part of this industry, so I kept my eye on it. Originally Ontario wasn’t doing private sector retail, but once they flipped and said, “Yes, we’re opening stores,” I made the move. I knew right away I wanted in, both because, you know, it’s cannabis, but also because I thought it was a really great career opportunity.
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What was your background with cannabis?
My first experience was probably in high school. I enjoyed it recreationally, just on my own time. I used to dance a lot—I danced professionally for about eight years—and it really helped me with my creative process, especially with building moves and routines, giving me ideas. Krump is a super expressive, freestyle kind of dance and cannabis helped me with my expression and my range of movements. It’s funny because now that I’m in the industry, I realize how much I didn’t know before.

Jasper Ly

GENERAL MANAGER (Spiritleaf)

Jasper wanted to apply his retail background to the cannabis industry, seeing a chance to build a career in a new and burgeoning industry. He’s been a general manager with Spiritleaf from the beginning of legalization and has seen firsthand how cannabis—the growers, the products and the customers—is maturing.

jasper ly

GENERAL MANAGER (Spiritleaf)

Did you end up working in cannabis on purpose?I worked in retail a lot and did a corporate gig before this. There was so much uncertainty in Ontario leading up to legalization, but I wanted to be part of this industry, so I kept my eye on it. Originally Ontario wasn’t doing private sector retail, but once they flipped and said, “Yes, we’re opening stores,” I made the move. I knew right away I wanted in, both because, you know, it’s cannabis, but also because I thought it was a really great career opportunity.
‍
‍
What was your background with cannabis?My first experience was probably in high school. I enjoyed it recreationally, just on my own time. I used to dance a lot—I danced professionally for about eight years—and it really helped me with my creative process, especially with building moves and routines, giving me ideas. Krump is a super expressive, freestyle kind of dance and cannabis helped me with my expression and my range of movements. It’s funny because now that I’m in the industry, I realize how much I didn’t know before.

How has legalization changed things?
It’s the same as anything—things happen and they change. Twenty years ago, people didn’t need a cell phone and paying a premium to ride in a stranger’s car was crazy. It’s the same thing with this. Now you can walk into a store and buy cannabis. You can buy drinks and edibles. This is where things are going and people are getting used to that idea. And people are learning more—getting educated like I did—even people who come from the legacy side. People who have smoked for 30 years are learning new stuff about the plant, which is great. I think it’s good for the culture. I think it’s kind of humbling, but also that’s what will get rid of the stigma around cannabis and normalizes it—more access and information.
‍
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‍Do you see much difference in legacy consumers and new consumers in the store?
New users seem more curious and they tend to ask more about edibles. They are interested in gummies and infused drinks because they don’t want to smoke anything. Whereas the more seasoned smoker likes to talk about stronger, harder hitting products. They are more interested in high THC. They are also more critical of the products—they have a much higher standard and ask a lot more specific questions about the bud.
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Are customers absorbing the information that’s out there?
For sure they are getting more sophisticated. Every day. You can hear it.
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As a retailer, you’re in the middle of that. What gets you excited as the manager of your store?

I love that the LPs are talking about terpenes more—they put them on the packaging, and that really helps start a conversation about it with customers. There’s still a lot of people with a high-THC/best value mindset, so I think talking about terpenes helps shift that a bit. But honestly, I just get excited seeing any new products, like bigger formats. 10 packs of pre-rolls was the recent thing. One LP even did a 24 pack and I thought it was a big commitment for customers—it’s expensive—but it sold out really quick. People loved that extra convenience. I’m a big believer in the drinks. I think when regulations ease a bit around limits and combined dosage, drinks will be in four- and six-packs and they’ll be huge. And it’s a smaller market, but I also really like premium and craft brands.

How does this market shake out in five to ten years?
The consumer is going to win. They will get more and more products, prices will get more and more competitive. It will keep growing, LPs and retailers will continue to get better at making and selling good products, and we’ll all learn things to improve the business. But, ultimately, it’s the consumer who is going to come out the big winner here.

How has legalization changed things?It’s the same as anything—things happen and they change. Twenty years ago, people didn’t need a cell phone and paying a premium to ride in a stranger’s car was crazy. It’s the same thing with this. Now you can walk into a store and buy cannabis. You can buy drinks and edibles. This is where things are going and people are getting used to that idea. And people are learning more—getting educated like I did—even people who come from the legacy side. People who have smoked for 30 years are learning new stuff about the plant, which is great. I think it’s good for the culture. I think it’s kind of humbling, but also that’s what will get rid of the stigma around cannabis and normalizes it—more access and information.
‍
‍
Do you see much difference in legacy consumers and new consumers in the store?New users seem more curious and they tend to ask more about edibles. They are interested in gummies and infused drinks because they don’t want to smoke anything. Whereas the more seasoned smoker likes to talk about stronger, harder hitting products. They are more interested in high THC. They are also more critical of the products—they have a much higher standard and ask a lot more specific questions about the bud.

Are customers absorbing the information that’s out there?For sure they are getting more sophisticated. Every day. You can hear it.

What’s the impact of that?On the LP side, the products are less dry, they are more recently packaged, and they keep adding new and different products. They are really responding to what the consumers want. Initially, it wasn’t necessarily products people were looking for, but now that we’re a couple years in, there’s more understanding on both sides, I think. I think the LPs know their customers better and I think customers recognize that this will all take a little time to figure this all out.

As a retailer, you’re in the middle of that. What gets you excited as the manager of your store?I love that the LPs are talking about terpenes more—they put them on the packaging, and that really helps start a conversation about it with customers. There’s still a lot of people with a high-THC/best value mindset, so I think talking about terpenes helps shift that a bit. But honestly, I just get excited seeing any new products, like bigger formats. 10 packs of pre-rolls was the recent thing. One LP even did a 24 pack and I thought it was a big commitment for customers—it’s expensive—but it sold out really quick. People loved that extra convenience. I’m a big believer in the drinks. I think when regulations ease a bit around limits and combined dosage, drinks will be in four-and six-packs and they’ll be huge. And it’s a smaller market, but I also really like premium and craft brands.

How does this market shake out in five to ten years?The consumer is going to win. They will get more and more products, prices will get more and more competitive. It will keep growing, LPs and retailers will continue to get better at making and selling good products, and we’ll all learn things to improve the business. But, ultimately, it’s the consumer who is going to come out the big winner here.

‍As a retailer, you’re in the middle of that. What gets you excited as the manager of your store?I love that the LPs are talking about terpenes more—they put them on the packaging, and that really helps start a conversation about it with customers. There’s still a lot of people with a high-THC/best value mindset, so I think talking about terpenes helps shift that a bit. But honestly, I just get excited seeing any new products, like bigger formats. 10 packs of pre-rolls was the recent thing. One LP even did a 24 pack and I thought it was a big commitment for customers—it’s expensive—but it sold out really quick. People loved that extra convenience. I’m a big believer in the drinks. I think when regulations ease a bit around limits and combined dosage, drinks will be in four- and six-packs and they’ll be huge. And it’s a smaller market, but I also really like premium and craft brands.
‍
‍How does this market shake out in five to ten years?The consumer is going to win. They will get more and more products, prices will get more and more competitive. It will keep growing, LPs and retailers will continue to get better at making and selling good products, and we’ll all learn things to improve the business. But, ultimately, it’s the consumer who is going to come out the big winner here.

Issue 01: January 2021

issue 02: june 2021

Jasper Ly

jasper ly