By Monday night, Canadians will have elected a new government as the country faces one of its most significant challenges: building economic resilience against an increasingly unpredictable U.S. President Donald Trump.
Voters want a leader with vision, stability, and a plan for self-reliance. Canadians are innovative and rightly proud of what they鈥檝e built. As Winston Churchill once said, “There are no limits to the majestic future which lies before the mighty expanse of Canada鈥︹. 聽
If we鈥檙e serious about building this future, Canadians need a Prime Minister with both a bold economic plan and the courage to be an unapologetic champion of homegrown industries, including the聽booming聽legal cannabis sector.
Since becoming the first G7 country to legalize adult-use cannabis, Canada has seen the industry contribute more than聽$43 billion to GDP聽鈥 including $7.4 billion in 2024聽鈥 and created more than 80,000 jobs nationwide. That鈥檚 well ahead of aquaculture ($2B), breweries ($2.6B), and wineries and distilleries ($929M in 2024). And, adult consumer demand continues to grow.
In 2022鈥2023, national cannabis sales rose 15.8 per cent to $4.7 billion, compared to just 2.8 per cent for alcohol. Canadians are showing with their purchasing power that cannabis is a product they value.聽
Given rising consumer shifts to legal cannabis, it is incumbent upon federal and provincial governments to facilitate more ways for adult consumers to enjoy cannabis socially.
There鈥檚 significant potential to responsibly explore co-location opportunities, integrating cannabis beverages and edibles into hospitality and tourism, and creating regulated social environments.
With world-class producers, an established retail network, and a global reputation for safety and quality, Canada is uniquely positioned to build out a thriving cannabis sector 鈥 creating jobs, generating tax revenue, and strengthening the legal market.
And Canadians agree.
New polling from Abacus Data shows that approximately three-in-five Canadians believe the cannabis industry has the potential to be an important contributor to Canada鈥檚 economy, while nearly two-thirds want the next federal government to make it easier for the sector to grow. That kind of rare public consensus should be a wake-up call.
However, ask anyone in the sector if Canadian politicians are proud of the sector鈥檚 success or if policy truly reflects the industry鈥檚 potential, and the answer is a definite no.
Policymakers often remain trapped in outdated stigma or constrained by narrow public health narratives, missing the bigger picture.
While cannabis may have been legalized for health and safety reasons, it has also driven real economic growth for the country.聽
With better, more thoughtful, regulation it can deliver even greater social and economic benefits.聽 Indeed, respecting the ability of adult Canadians to make informed choices, keeping cannabis away from youth and defeating the illicit market, all while supporting innovation and good-paying jobs, should be the foundation of sensible cannabis policy.
Instead, the industry faces suffocating taxes, overregulation, and trade barriers that prevent it from scaling domestically or competing internationally. The tax regime is punitive, undercutting profitability critical to supporting further investment in jobs, innovation, infrastructure.
Reporting requirements and packaging rules remain burdensome and out of touch with consumers. As well, interprovincial trade barriers聽鈥 including requiring province-specific excise stamps on all products聽鈥 hinder cannabis producers from selling, and moving product, across Canada with ease.
Globally, the cannabis market could reach 6, with Europe, Asia-Pacific, and Latin American markets beginning to open.
Canada should be leading in research, product development, and exports. Instead, the Trudeau government allowed stigma and indifference to dominate decisions for the sector.
Now, we have a chance to change things for the better.
The question is simple: will Canada鈥檚 next prime minister champion cannabis as part of Canada鈥檚 economic future? Or will we watch other countries聽鈥 South Africa, Greece and emerging markets in South America聽鈥 seize the advantage that Canadians have built?
The legal cannabis sector doesn鈥檛 want handouts, it wants rational public policy: a fair tax framework, reduced red tape, and the elimination of interprovincial trade barriers.
It wants a government that stands up for Canadian producers internationally and opens global markets with a national cannabis export strategy.
It wants policymakers who are unafraid of embracing cannabis tourism and experiences that drive both economic and cultural value.
Canada needs a prime minister who is unapologetically proud of this made-in-Canada success story聽鈥 who sees cannabis not as a political risk, but as an economic opportunity, job creator, and innovation story that鈥檚 worth telling.
This election is about whether Canada seizes the opportunities before us聽鈥斅爋r stands by while others do.
Cannabis is one of those opportunities.
The next prime minister can choose to be its champion or can choose to watch what Canadians have built wither away.
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