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Lessons from 1,200-plus Canadian retailers: Q&A with Thrive Cannabis exec Bubba Nicholson

Bubba Nicholson is on an epic cannabis adventure across the world’s second-largest country, touring hundreds of licensed recreational marijuana stores in four Canadian provinces in a quest to build brand awareness and glean retail insights.

Nicholson is vice president of business development and ethos at Thrive Cannabis, a privately held cannabis grower and concentrates manufacturer based in Jarvis, Ontario.

His journey – actually, multiple trips crisscrossing Canada – began in Ontario in October 2020 and is still going.

So far, Nicholson says, he’s visited more than 1,230 cannabis stores in four provinces where

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