Page 28 - MENU Magazine - March/April 2018

T he growing, production and retailing of two products are permitted today:
dried cannabis for vaping and cannabis oil (mixed and diluted). In the future it is possible we’ll see more categories and classi cations to be able to sell edibles in the market.
Norman Wright, former senior executive of British American Tobac- co, heads up national retail sales for Starseed. Sometime in 2019 (according to the federal government’s timeline on
so we have to look to established mar- kets like Colorado, where edibles are in full bloom. From what Wright has seen in Colorado, edibles is a big piece of the marketplace. In established markets, restaurateurs are very much involved. They are licensed and creating canna- bis-infused menu items.
The laws in Canada are still being drafted and over a year away. Never- theless, Wright says that foodservice operators should have this on their radar.
The Parliamentary Budget Of cer issued a report that estimated annual demand for recreational pot to be between 650 and 690 tons
in Canada. This represents a total retail market of $5.5 to $5.8 billion. Put into context, this is nearly two and a half times the annual spending at all pubs, bars and nightclubs in Canada. There is clearly strong interest in trying can- nabis edibles. Having them on the menu could provide enough of a novelty to at- tract new customers.
The restaurant industry is always evolving to look for the next trend. The Restau- rants Canada Canadian Chef Survey found on page 45 highlights some of the hot trends and up-and-coming trends on menus in 2018.
One area that may provide future additional sales growth for restaurants is cannabis edibles. A study by Dalhou- sie University of nearly 1,100 Canadians found that 39 per cent of respondents would try cannabis edibles if available in restaurants. The legaliza- tion date for edibles remains unclear. As it stands now, it is 2019. Still, this opens doors to a new, exciting trend in the restaurant industry. m
the legalization of cannabis edibles), it will be his job to get Starseed products to market on edibles. This will involve partnership building with the prov- inces and getting supply agreements in place for when the operations become legal in Canada. “The way in which the markets are looking, each province has a slightly di erent...route to market,” says Wright. While all provinces will control distribution (wholesaling), some will also control the retail locations, like in Ontario similar to the liquor board, while in others there will also be private retailers involved.
Western Canada is shaping up to be more of a private market, allowing the sales of medicinal cannabis into the retail space. The west is more retail pri- vate-friendly. In Eastern Canada, canna- bis will be more government controlled.
How might recreational cannabis
be sold in foodservice establishments? The use of recreational cannabis will take place in establishments similarly to alcohol and tobacco. Today, Wright can only speak about the markets he has seen in the US, and we can only broadly speculate about the Canadian market. Edibles regulations are still being built,
There are opportunities for diversifying, for creating products and spaces where the product can be enjoyed. If restaura- teurs aren’t thinking ahead, they run the great risk of missing out on a watershed moment in Canadian foodservice.
The market in Colorado is booming. As far as how they use the products, “everything is driven by the consumer,” says Wright. He has visited Los Angeles also and witnessed the onset of edibles. “To see the lineups to get into these re- tail places to buy the product...It’s going to be a beast!”
Restaurateurs need to look ahead and be proactive. A year is not a long time in business. “The sky’s the limit,” says Wright about the potential impact on the Canadian economy. “I think it will be a fantastic shot in the arm for each of the provinces,” which Wright says comes at the right time. “I’m hap- py to be part of this industry.” He gives the government and Canadians credit for the foresight and the speed at which legalizing is happening.
Wrights best advice to foodservice operators: “Go visit some of these other markets. Don’t wait for it to come. It’s out there already, go ahead and have a look.”
28 MENU MARCH / APRIL 2018