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Blog · August 19, 2026
A licensed producer cannot sell recreational cannabis directly to the public. The actual path from a Thunder Bay facility to a shelf in an Ontario store, and what it means for how we communicate.
One of the most common questions we are asked is whether people can buy from us directly. The answer is no, and the reason is structural rather than a matter of preference. The shape of the supply chain explains a great deal about how cannabis companies in Canada have to operate.
Everything begins with a federal licence. Health Canada licenses producers under the Cannabis Act and its regulations, and a licence authorises specific activities at a specific site. That licence permits a company to manufacture and package cannabis products. It does not authorise selling them to the general public for recreational use.
In Ontario, recreational cannabis moves through the provincial wholesaler, which supplies authorized retail stores and operates the province’s only legal online retail channel. A producer sells into that system rather than to individual stores at will, and retailers order from the provincial catalogue.
This is the step that surprises people. A manufacturer in Thunder Bay does not simply arrange a delivery to a store in Ottawa. Product is listed, ordered and distributed through the provincial system — and pricing is set within that system rather than by us, which is why no prices appear anywhere on this website.
Retail stores are licensed and authorized provincially, and those stores are the only place the public can buy in person. Their staff are the final point of contact between a product and a customer, which is why so much of our effort is directed at retail education rather than at consumer advertising.
Our own brands are listed with the Ontario Cannabis Store. Products we have manufactured under contract have been sold in Ontario and four other provinces, but that is a manufacturing record rather than a statement about where Euphoreal and Infyn are on shelf. Provincial differences are mostly a matter of minimum age and distribution arrangements rather than anything that changes the product.
Because recreational cannabis cannot be promoted to the public the way most consumer goods are, and because federal rules restrict what may be said and to whom, our most detailed material is directed at the people authorized to sell cannabis.
That is the reasoning behind the portal on this site. Product information is published openly for any adult past the age gate — formats, cannabinoid content, how things are made. The downloadable trade documents are released to registered retailers and budtenders, because that is who they are for.