BC Indigenous Cannabis Product (BCICP) Marketing Program Launches
The provincial government in British Columbia launched the BC Indigenous Cannabis Product (BCICP) marketing program on January 18, 2022. According to a provincial press release, the move is to ensure the legal cannabis economy in BC is “inclusive of rural and Indigenous communities”.
“The launch of this new program demonstrates the Province’s commitment to supporting Indigenous participation in B.C.’s cannabis sector,” said Mike Farnworth, Minister of Public Safety and Solicitor General. “With program registration opening, we look forward to seeing eligible products showcased in stores and online soon.”
The program allows retail stores to highlight products from BC-based Indigenous producers. The purpose, according to the press release, is to help consumers “easily identify Indigenous products and make purchasing decisions”. The province developed program details in collaboration with the First Nations Leadership Council in BC.
First and foremost, the BC Indigenous Cannabis Product (BCICP) marketing program is a victory for First Nation-owned cannabis companies. Currently, less than 5 per cent of Health Canada cannabis licence holders in Canada are First Nation-owned (defined as 51 per cent ownership or higher). Considering the history of cannabis and racism in Canada and around the world, this is a bold move to help bring equality to the market. From the beginning, Indigenous leaders have argued that cannabis rules in Canada excluded Indigenous-owned companies or were uncertain.
“Our commitment to a shared prosperity with Indigenous Peoples is critical to the economic health of our province and to advancing lasting reconciliation,” said Selina Robinson, BC Minister of Finance.
But the move towards the BC Indigenous Cannabis Product (BCICP) marketing program might have a larger implication in Canada for cannabis marketing in general.
How the BC Indigenous Cannabis Product (BCICP) Marketing Program Could Impact the Whole Canadian Cannabis Industry – LPC
Cannabis marketing is still highly restrictive in the Canadian market. Some would argue too restrictive. The required plastic canisters are not environmentally friendly, for one thing – a company who wanted to source bamboo-based containers wouldn’t be allowed to do so. Others point to the overly restrictive marketing laws as one of the things in Canada’s cannabis industry that needs to be fixed. Some even say that we need to loosen cannabis rules in a better effort to combat the illegal market.
The BC Indigenous Cannabis Product (BCICP) marketing program paves a way for responsible marketing. All recognized products can be identified using a special logo, much like a Canadian dairy label or a VQA wine. However, the logo will not be on the packaging itself. Retail stores can download the logo and use it for their displays.
“Once retailers order BCICP product, they may download the program logo and use it in their store to highlight and market these products, according to the Logo Guidelines and Terms and Conditions,” according to the BCICP website.
Some marketing should clearly be restricted, just as it is for alcohol and tobacco. For example, copycat cannabis packaging that entices kids and sends them to the Emergency Department is an obvious problem. What the BC Indigenous Cannabis Product (BCICP) marketing program shows that marketing can be done responsibly – and at least one provincial government has the appetite to do it. Our hope is that others latch onto this groundbreaking marketing approach and start opening it up for craft cannabis producers struggling for Ontario Cannabis Store (OCS) shelf space and others in the industry.
ADD YOUR STORY HERE
Do you have a business in Canada’s legal cannabis market? Are you a craft cannabis producer or own a chain or independent cannabis retail store? Let’s tell your story here! A news article and your approved listing page make great ways to connect your brand with a qualified audience looking for what you are offering. Learn more about submitting your article to LPC.
