Aurora CEO Miguel Martin: Genetics will dominate the cannabis industry

, and those who pay close attention to it, aren't talking enough about the value of plant genetics.

Monsanto was the subject of a lot of criticism for its role in the proliferation of genetically modified crops — some of it fair, some not so much. It was purchased in a $66 billion deal by Bayer in 2018. People will pay more for higher-quality, lower potency products with the desired taste, smell, and high, he said. But producing that type of marijuana at scale is much easier said than done — and that's where a"strong genetic library" of cannabis plants, and the intellectual property rights to protect that library, will give companies a leg up in an increasingly crowded market.

Despite all the attention and capital flowing to more novel consumption methods like beverages and vapes, cannabis consumers still prefer regular old marijuana. In Canada, over 75% of cannabis purchases were dried flower, according to

So glad to have bought $CGC instead

Those tastes and distinctions are foisted on a small percentage of users by the typical advertising tactics, like every other product. When all we could get was ditchweed, we took it and were grateful. Not saying I'd want that now, but 90% of the boutiquey pickiness is BS

monsanto is a pesticide/chemical co. that also genetically manipulates & produces seeds that are designed to grow with their pesticides specifically - so is aurora planning on becoming a pesticide/chemical production co. instead of a cannabis grow/retail co.?

Disgusting

can every single stoner not buy from aurora now

This is so cute, someone who has never grown weed before thinks it’s just genetics,lol. We have a thing called the Breeder’s Cup in OR where everyone grows the exact same strains from cuts given to them by the contest holders. It’s how you grow it, not what you grow folks.

That sounds awful, Monsanto is garbage.

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