Lisa Campbell, who recently joined Toronto-based wine distribution company Lifford Wine & Spirits to work with cannabis companies, says craft producers will be able to distinguish themselves by growing better-quality marijuana than large-scale producers.

“A lot of the licensed producers right now, their goal as publicly traded companies is producing the cheapest cannabis possible for the commercial market,” says Ms. Campbell. She says craft producers will be able to use different genetics, grow in different soil and use other methods to distinguish their cannabis. “A lot of people say hand-trimmed buds is craft, so the trim is really important. If it’s dense and not fluffy, it’s great, and obviously, smell and flavour are factors … It’s like getting a bottle of wine for thousands of dollars – there will be certain products that will fetch a premium.”