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CFN Media Interviews DOJA Cannabis Co.

Ryan Allway

December 12th, 2017

News, Top News

When it comes to craft cannabis, there are few licensed producers in Canada solely dedicated to the art. DOJA Cannabis Co. (CN: DOJA) (OTC: DJACF) is the country’s premiere marijuana lifestyle brand, offering premium products at affordable rates. The company’s limited Q3 report included updates on licensure, expanded facilities, and the opening of Canada’s first DOJA Culture Café, a cannabis information center and artisanal coffee shop.

CFN Media sat down with DOJA Founder and CEO, Trent Kitsch, to learn more about the company’s meteoric rise in the Canadian craft cannabis market and the potential future of the country’s market as a whole.

Rachelle Gordon:  What is DOJA and what is the history of the company?

Trent Kitsch: I fell in love with cannabis and started my ritual when I lived in the Caribbean. I lived in Nassau, Bahamas for a while and worked exclusively with Rastafari, or Rastafarian construction workers. They taught me about the spirit of Jah and how it’s heaven on earth, meditation, and the ritual of cannabis. As a result, DOJA to me also has the spirit of Jah in it.

Even to this day, many people have the misconception that regular users of cannabis are “stoners” and “burn-outs” and that’s just not true. Cannabis has been used for centuries as a medicine, but also socially, to connect people, and that’s the way it should be. Our team is full of what we call cannabis futurists: active, healthy, forward living and thinking individuals, and we want to share our love of cannabis and lifestyle with others.

RG:  What sets DOJA apart from other licensed producers?

TK:  Canada is a unique market, in that we’re federally legal in a medical context, while the recreational markets come in July 1st, 2018. On July 2nd, I believe we will have one of the biggest recreational brands in Canada. We also have the benefit of being a fully British Columbian cannabis product. Burmese Hash, Acapulco Gold, B.C. Bud – It’s already a well-known brand in the world. We are in a place that has the culture, the people, and the experience on how to really cultivate cannabis. I think that’s really different than our peer group.

If you’re from other parts of Canada, we have an advantage as DOJA is based in the Okanagan Valley in Kelowna, B.C., which would be akin to the Napa Valley in the USA. It’s the highest end winery region in Canada, and becoming one of the more well known regions in the world for some wines. The area already brings in two million plus visitors a year that participate in the wine industry here. So, we have an advantage in that we have two million plus people that come into our community every year and pass our new facility on route to and from the Kelowna International Airport or the University of British Columbia. So, 40 to 60 thousand eyeballs a day will be driving by our facility.

There are approximately 70-some licenses to cultivate in Canada now. DOJA was number 49 and we have called for our sales license inspection. When we receive our license to sell, that will be the next value catalyst for us, as well as investors. The company is trading at approximately $1.20 to one $1.30 in this period and has a market cap of roughly 80 million dollars. For comparable companies with a license to sell, the lowest market cap is in the high 150 million dollar range. Not to say that will happen to us, but just something to compare to. At the other end of the spectrum are the billion dollar companies that exist in Canada already. That’s the path that our company is on.

We’re also very differentiated in that, I would say 90 percent of our peers are medicinally focused, or at least heavily medicinally focused, while there’s probably two or three in Canada that are lifestyle or recreational focused. We aren’t recreational focused at this time because it’s not legal yet, but we understand and appreciate what’s coming. We’re a medicinal company that offers a bridge to the people who might not suffer from extreme medical conditions, but may want to use cannabis to sleep better, reduce anxiety, or to alleviate less-severe pain.

RG:  How is DOJA planning to compete in the hyper-competitive Canadian market once cannabis is fully legal?

TK:  We think the future in Canada is going to trend towards edibles and concentrates, which we don’t legally have the means to produce at this time. DOJA is making an investment in our oil and extraction programs which will be the next license we get. Then from July 1st, that should be another value catalyst for the company.

Additionally, we’re a premium cannabis company. Our belief is that in Canada, LPs only think about cost per gram and what the profit can be. There are low quality, low price products, there are medium quality, medium priced products, and there’s premium and luxury products. DOJA is in the premium category; we’re not luxury charging 25 dollars a gram, but we’re definitely not an assembly line, low quality, machine trimmed cannabis. We produce small batch, hand trimmed, hang dried, craft cured cannabis.

RG:  Why should investors consider buying stock in DOJA?

TK:  What you’re buying when you invest in DOJA is belief in the future adult-use market, and belief in the future of cannabis retail stores that are going to be opening up. There’s going to be a big need to supply the shelves and I believe that’s going to be a difficult thing to do if you’re a retailer – that’s an opportunity DOJA is always working on.

We have our Dominion facility, which just completed our first harvest on October 16th. We took possession of our Future Lab facility at the beginning of November and we have workers in there right now, and hope to have that operational for July 1st. That should get the company to approximately five thousand kilograms of annual production. The average price that we’re aiming to provide customers and patients with is 12 to 15 dollars per gram.

RG:  What are your predictions for the future of the legal market in Canada?

TK:  I believe that the Deloitte Report estimates the Canadian market at six billion dollars a year just in terms of dried flower; with the ancillary businesses and the rest, they estimate a twenty billion dollar market. I still think that’s low. I think that Canadians probably use as much or more cannabis than probably any other country in the world. I also believe that the perception of cannabis users is negative and inaccurate, and that the use of cannabis is underestimated. The cannabis market is going to grow a lot quicker and a lot larger than I think people anticipate.

I see a future in cannabis where it’s much more convenient and clean. We want to elevate the typical cannabis experience. We aim to produce premium products, increase education and annihilate the stigmas associated with cannabis use. We’re doing all those things with our brand; that’s our dream.

This article was published by CFN Enterprises Inc. (OTCQB: CNFN), owner and operator of CFN Media, the industry’s leading agency and digital financial media network dedicated to the burgeoning CBD and legal cannabis industries. Call +1 (833) 420-CNFN for more information.

About Ryan Allway

Mr. Allway has over a decade of experience in the financial markets as both a private investor and financial journalist. He has been actively involved in the cannabis industry since its inception, covering public and private companies.

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