Village Farms International, Inc. Implements Potency Range Labelling in Canada

On April 9, 2026, Village Farms International, Inc. (NASDAQ: VFF) made a significant announcement that is set to reshape the cannabis industry in Canada. The company revealed that its Canadian cannabis brand, Pure Sunfarms, has initiated a pilot program to implement potency range labelling on cannabis packaging. The first product to feature this innovative labelling is the widely popular Pink Kush strain, specifically targeting consumers in British Columbia. This initiative is a progressive step forward, marking the first commercial introduction of THC potency ranges on dried cannabis flower in the Canadian recreational market.

Traditionally, cannabis products have been labeled with a single THC percentage, which can be misleading given the natural variability of agricultural products. The new labelling strategy by Pure Sunfarms will display a potency range, offering consumers a more accurate representation of what they can expect from the product. Orville Bovenschen, Global President of Operations for Village Farms, emphasized the importance of this change, stating, “For years, the industry has been anchored to one fixed potency number. But cannabis is variable. A range gives consumers a clearer, more honest expectation of what’s inside the bag.”

The decision to adopt potency ranges is not just a shift in labelling but a broader transformation in how quality is communicated within the cannabis sector. This change aims to foster higher standards of transparency and build trust among consumers and regulators alike. Bovenschen further noted, “If we want this industry to mature, our perception of what quality is needs to evolve with it.”

Pink Kush, a flagship cultivar for Pure Sunfarms, has been identified as an ideal candidate for this new labelling approach. As one of the company’s best-selling products on a national scale, it serves as a strong foundation for evaluating consumer response to the potency range labelling. Early feedback from consumer research has been promising, illustrating a robust interest and understanding of potency ranges among consumers.

Village Farms is recognized as a global leader in cannabis and sustainable innovation, with a long-standing history in Controlled Environment Agriculture. The company operates one of the largest EU-GMP certified cannabis facilities in the world from its production campus in Delta, British Columbia, and is a prominent player in the dried flower market, producing some of the highest quality strains available in Canada.

In addition to its Canadian operations, Village Farms has established a presence in the Netherlands as one of the few licensed operators in the country’s regulated cannabis program. In the United States, the company’s CBDistillery brand stands as one of the largest independent hemp-derived wellness platforms, showcasing its diverse approach to the cannabis market.

As Village Farms continues to evolve its product offerings, the company remains committed to educating consumers on the significance of potency ranges and the factors that contribute to the overall cannabis experience. The introduction of this labelling initiative could serve as a catalyst for change across the industry, encouraging other producers to adopt similar standards of transparency.

For more information on potency ranges and their implications for consumers, Village Farms encourages interested parties to visit their dedicated page at puresunfarms.com/potency-ranges.

In conclusion, Village Farms International, Inc. is not only setting a new benchmark in cannabis labelling but also reinforcing its position as a leader in the industry, paving the way for a more informed and engaged consumer base.