Will medical users shift to recreational pot? This producer is ready if they do

The packaging room at Emblem Corp. is a hive of activity as white-suited staff members wearinghairnetsand masks carefully measure out exactly one gram of marijuana then seal itin small, white jars.

Those fragments of dried cannabis flower are destined to be some of the first sampled by consumers in Ontario and Alberta oncemarijuana becomes legal in Canada next Wednesday.

Legalization presents both an opportunity and a potential problem for Emblem, which has focused on medical cannabis production in years past. As it expandsintorecreational products, it's also preparing for the idea that some of its traditional customers might startself-medicating.

But the mood at the plant, just outside ofBrantfordin Paris, Ont., is upbeat as legalization day approaches.

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"This is a watershed moment in our history, we're the first, first-world nation to legalize cannabis, this is a huge deal no matter how you cut it," said Jordan Rodness, director of product strategy during a tour ofthe facility.

"The excitement in the room is nuts. People are so engaged in this work and so excited to beparticipating in this moment. It's been amazing."

Excitement, sure, but CEO Nick Dean admits there is some concerna segment of their 5,000 customers might suddenly skip the doctor and come up with their own treatment plan using recreational products.

Still, he's optimistic that working with insurance companies to cover medical cannabis, along witheducating physiciansand the public, will make up for the difference.

"Ultimately whenever someone has an ailment, whether you're suffering from shoulder pain because you used to be the quarterback on your high school football team ... or you're having anxiety, typically the first place we go is to our physician," he explained.

"I believe that's going to be the case and as more and more physicians are educated on the benefits of medical cannabis I think we'll continue to see more and more prescriptions."

What sets Emblem apart, according to general manager Jeff Keyes, is that i's a "closed-box system" where the conditions infive rooms packed with about 500 plants each can be completely controlledto churn out consistent products.

That means everything from light, humidity and even CO2 levels can be monitored and tweaked as needed.

"Our focus here has been on quality, not quantity," said Keyes. "We're growing in rooms where we can control 135 different factors."

The facility currently employs 65 people, and is already working on an addition where they'll work on researching and developing oils,sprays and tablets that aren't currently legal for recreational use in Canada, but are in other countries.

Once that addition is complete, they plan to employ more than 100. Jobs at the facility include everything from unskilled workers to highly specialized scientists trained in disciplines like botany.

Dean said opening Emblem's doors was about showing consumers it's not some basement grow-op.

"We wanted to show that it's incredibly professional, that it's a sterile environment, it's pharma-grade, we're producing high quality and consistent products for both patients and consumers."