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Celebrating International Women’s Day 2021

An interview with Fleurísh

In honor of International Womens’ Day, we’re revisiting our Q&A and discussion surrounding women and cannabis with craft cannabis brand, Fleurísh. Last October, we asked the CEO of Fleurísh how the brand came about, what inspires them to create products special for women, and why focusing on women’s wellbeing was so important to them.

Q: Was creating a women-centric brand intentional, or did it manifest naturally?

It was always the company vision to make products derived from cannabis for women. Our founder Renee had the idea, and it was based on her own personal experiences. We validated her vision by conducting qualitative and quantitative research with women across Canada. Women told us they valued products developed for their unique needs, and were eager to support companies that made them.

Q: What type of research is involved when producing your products with women’s wellness in mind?

Other than starting by discussing cannabis usage with focus groups and existing cannabis users, we also hired a strain consultant in 2018. This cannabis expert had worked with women and cannabis for more than 25 years! We identified specific cultivars that we believed would resonate with women and provide strong efficacy with the usages we identified from our focus groups, casual discussions and quantified research.

Q: How do you feel your high-touch grow methods contribute to the outcome of your products?

Fleurísh is a premium craft grower, so everything we do is about delivering a consistently high-quality product and consumer experience. We believe in a “high touch and cross-functional” approach, which means we do as much as we possibly can by hand, and work as a team across the different departments to deliver premium craft cannabis.

Q. This month is a time to celebrate the achievements and contributions of women. Who are some powerful women you find inspirational?

  • Jody Wilson-Raybould, Canadian MP
  • Ruth Bader Ginsburg, former United States Supreme Court Justice
  • Melinda Gates, philanthropist
  • Michelle Obama, former First Lady of the United States
  • Margaret Atwood, Canadian poet
  • Jane Goodall, primatologist and animal rights activist
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