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THE

PIONEERING WOMEN of

48NORTH Integrity and Innovation in The Cannabis Industry

By Brie Jarrett

I

n the last few years, attitudes and perceptions have radically shifted regarding cannabis, from the stereotypical stoner to the mainstream recreational user, with many Canadians today now feeling cannabis can be a part of a natural health solution. "The demographic for our company, we would rather see the educated consumer, the responsible adult, and it is one of the reasons we market towards women," says Jeanette VanderMarel, Co-CEO of 48North Cannabis Corp., a vertically integrated cannabis company focused on the health and wellness market. “I always say, women are the chief medical officers for their family. We would like to be the trusted company. We are very strict on products and brands we work

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with; it has to be all-natural products, no synthetics, grown organically.” Last year, VanderMarel owned and operated Good and Green, an indoor-licensed cannabis production company and found she shared similar values and visions as 48North CEO, Alison Gordon. Rather than compete against each other in the market, they decided to merge their companies and collective knowledge, becoming Co-CEOs, with Gordon spearheading marketing, sales and investor relations and VanderMarel managing operations, government relations and human resources. Gordon, co-founder of Rethink Breast Cancer and

Profile for Koru Creative Group

Outdoor Lifestyle Magazine Spring/Summer 2019