Activity

Most cannabis packaging ends up in the bin. The regulatory requirements — child-resistant, tamper-evident, opaque — mean every product needs a container, and most of those containers are plastic. In a legal market that moves millions of units a year across Canada, that adds up fast. Thumbs Up decided to do something about it.

The pre-roll tubes are bio-compostable — made from plant-derived materials that break down naturally, instead of sitting in a landfill for a few hundred years like standard plastic does. The flower pouches are made from recycled materials. These aren’t marketing claims; they’re just what the packaging is made of. You can feel the difference when you’re holding one.

It turns out this kind of thing resonates with the people buying the product. sativa preroll toronto from the Paper and Packaging Board (in partnership with Ipsos, 2019) found that about 7 in 10 consumers say packaging influences how they feel about a brand. And IBM’s consumer research from 2022 found that nearly half of shoppers had paid more for a sustainable product in the prior year. At an Ontario or BC retailer where two similar products are sitting side by side, eco-conscious packaging isn’t a footnote — it’s a factor in which one gets picked up.

For the Thumbs Up consumer — the Jordan who’s watching the budget, skating the city, and genuinely cares about the spaces they spend time in — this is consistency. The same brand that plants 2,000 trees a month and keeps its prices accessible also thought about what happens to the packaging after the session. That’s not a coincidence. It’s the brand walking the talk, from the price tag to the compost bin.