Last year, we focused on launching a large corporate social responsibility campaign for 2020. We’d been dedicating community service hours to groups across Ontario, like Ottawa Food Bank and Daily Bread, but then we started thinking: how can we make this a little bit bigger?
One thing people don’t realize is how extremely wasteful cannabis packaging is. Tweed, a cannabis brand, and Terracycle, a waste management company in Canada, recently committed to taking cannabis packaging from retailers, cleaning it, melting it down to pellets, and reusing it. We wanted to hit two birds with one stone, so we launched a commitment to match every package returned to the store for recycling with a food can donation to the Ottawa Food Bank. We do a minimum commitment of 5,000 units a month. It’s a call to action for people to be a little more aware of what they should be doing after they’re done with the product. At the same time, it provides really meaningful benefits to Ottawa.
My parents are supportive of Superette in the sense that they’ve seen the press and recognition that we’ve received. But I don’t necessarily think they are supportive of the industry I’m in. I think for them, along with a lot of people in that generation, there still is an element of education that needs to take place—to say, “Hey, this is legal and this can be a safe product for you.” There are definitely many people in this world who are more supportive of me than they are, unfortunately.
I face imposter syndrome all the time. I spent most of my career behind a computer screen, but now I’m very front-facing. There’s this persona that I have to put on. I have to be positive and act like everything is good. But I do get frustrated. I do get stressed out. But I try to look at things from a different lens: This is a new experience. This is flexing me in new directions and giving me a skill set that I didn’t have before. Let’s just explore that. Using that as a framework, I’ve been able to learn so much.