[Cannabis Sterilization] The Balance Between Quality and Safety

This year has been a challenging one for many businesses in the industry, but High Tide, headquartered in Alberta, Canada, has grown exponentially, in part due to its unique approach to retail.

Cannabis Business Times Associate Editor Andriana Ruscitto caught up with High Tide founder, CEO and president Raj Grover this week to learn more about the business, which operates as a retail-focused cannabis company with brick-and-mortar and global e-commerce assets.

High Tide has become known for its discount club retail model at its Canna Cabana locations, modeled after Costco’s membership-based program. Some have even deemed the company the “Costco of Cannabis.”

“We’ve always been innovative and differentiated in our approach and ideas,” Grover told Ruscitto. “We’ve always thought, ‘If I’m selling the exact same product as the next company, what differentiates us?’ And Canada’s a very mature market, so you have to come up with strategies that are going to diversify [you] and set your business apart.”

Now, High Tide is looking to upgrade its loyalty program and monetize its membership base.

"Again, [we are] following exactly in Costco's footsteps," Grover said. "Just like they have their executive membership, we are about to launch Cabana Elite, which is the paid version of our Cabana club."

-Melissa Schiller, Senior Digital Editor

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