Getting Healthy Without Getting High: Lexaria’s Approach to Cannabinoids

The legalization of cannabis in Canada has been a controversial issue. Over the last few years most of the attention has been on the production and distribution of cannabis. As the public discourse on cannabis matured, the drug and inherent benefits remained misunderstood by industry, policymakers, and consumers alike. Lexaria Bioscience, a British Columbia-based licensing company in Canada, is attempting to change how we market edibles in Canada and elsewhere. This case study first looks at the market of cannabis in general. It then describes how the company began to investigate cannabinoids. Based on interviews conducted with key informants in the company, some key elements of Lexaria’s business model were isolated, including their challenges. The company argues that many people want to consume edibles without the psychoactive effects of THC. This case study attempts to conceptualize what the state of the market should look like to accommodate Lexaria’s technologies and the commercialization of edibles. A discussion on the case is presented and future research paths on edible research are suggested