Chris Jones of Cannabis Xpress on Retail Stores Opting In

And the complex landscape of advertising laws in Canada

Chris is the founder and CEO of Cannabis Xpress, a chain of marijuana retail stores across Ontario and New Brunswick. Before entering the industry, he led business development for Origin House, EllisDon and Aecon, as well as for a boutique law firm in Toronto. Chris has also taught classes at George Brown College. 

We spent two minutes with Chris to learn more about his background, his creative inspirations and recent work he’s admired. 

Chris tell us …

Where you grew up, and where you live now.

I was born in Toronto and still live here.

How you first got interested in cannabis.

My journey into the cannabis industry began at a young age, as it was a familiar part of my surroundings. Over time, my interest deepened, particularly as various parts of the world started introducing new regulations for medical and recreational use. I took my first steps professionally by working at a public M&A cannabis company. As Ontario began issuing retail licenses, I saw an exciting opportunity.

One of your favorite projects you’ve ever worked on.

Expanding Cannabis Xpress into New Brunswick marked a significant milestone as we opened the first private retail store in the province. The excitement continued as we launched two additional stores, solidifying our position as the market leader.

The biggest challenge cannabis marketers face today, and how to approach it.

One of the biggest challenges is navigating the complex landscape of advertising and promotion laws. The regulatory environment surrounding cannabis marketing is stringent, with restrictions designed to ensure that promotions do not appeal to minors. This creates a challenge for marketers. At Cannabis Xpress, we have strategically opened stores in small- to medium-sized towns where competition is minimal. By doing so, we ensure that our presence is highly visible and that the community becomes quickly aware of our stores. 

We invest in prominent signage and local marketing. Additionally, we focus on hiring local staff and engaging actively with the community. This approach helps build genuine connections and encourages word-of-mouth referrals, which are invaluable. We also seek out local media opportunities, such as articles and interviews, to further enhance our visibility and reputation.

One thing about how the cannabis industry is evolving that you’re excited about.

We’re seeing a broader and more diverse market emerge, giving consumers greater access to high-quality products and expanding opportunities for businesses like ours. This shift not only reflects growing acceptance and normalization, but opens new avenues for growth. Another thrilling aspect is the introduction of new license types for special events, which enable cannabis retailers to open pop-up shops. This innovation allows us to reach new audiences at festivals, fairs or other gatherings.

Someone else’s work, in cannabis or beyond, that you admired lately.

I’ve been particularly impressed by Per Bank’s leadership in expanding Loblaws. Bank’s strategic vision to create a chain of no-frills stores demonstrates a keen understanding of market demand for grocery options. His work in transforming Loblaws’ traditional approach into a streamlined, value-focused model is innovative and impactful.

A book, movie, TV show or podcast you recently found inspiring.

Recently, I found the podcast “How I Built This” with Guy Raz particularly inspiring. The show features interviews with entrepreneurs and innovators who share the stories behind the companies and movements. One interview that stood out was with the founders of a company in the wellness sector. Their story of overcoming initial setbacks, staying true to their vision and revolutionizing their industry was motivating and enlightening.

A visual artist or band/musician you admire.

Banksy. His ability to blend humor with powerful messages challenges norms and inspires reflection on issues like consumerism, politics and inequality. His street art, often appearing unexpectedly in urban environments, creates a dialogue with the public that goes beyond traditional gallery settings.

Your favorite fictional character.

Jon Snow from Game of Thrones. His character is marked by a strong moral compass, resilience and an unwavering sense of duty. His ability to navigate complex political landscapes, while staying true to his principles, makes him a standout in a world rife with moral ambiguity.

Someone worth following in social media.

Dr. Jane Goodall. As a renowned primatologist and environmental activist, Dr. Goodall uses her platforms to share her extensive knowledge on wildlife conservation and the importance of empathy and respect toward all living beings.

Your main strength as a marketer/creative.

I excel at identifying key market opportunities and crafting compelling narratives that resonate. My approach involves deeply understanding consumer behavior and trends, allowing me to develop strategies that drive engagement and conversion. Additionally, I am adept at leveraging media to amplify brand messages and create cohesive, multi-platform campaigns.

Your biggest weakness.

The deep passion I have for my work often leads me to immerse myself fully in projects and tasks. I’m working on finding a balance that allows me to maintain my enthusiasm for work while ensuring that I allocate time for personal and family activities.

Something people would find surprising about you.

I used to compete in Muay Thai. This martial art required not only physical strength and endurance but also a high level of mental discipline and focus. The experience taught me valuable lessons about perseverance and pushing beyond my limits.

What you’d be doing if you weren’t in the cannabis industry.

A venture centered around pet wellness or animal care. Alternatively, I might explore opportunities in the environmental sector, such as a sustainability-focused business or a green technology startup.