Lead Applicant: Hwansuk Chris Choi

Research Priority: Trade, Market & Targeted Sector Growth Opportunities Projects

Program Type: Tier 1

Funding Cycle: 2022/2023

Research Centre: NA

Research Summary: This study addresses the development of new supply chains, value-added products and economies of scale for cannabis in Ontario. It investigates stages of consumption by using service-dominant logic to understand how the consumer is involved in the co-creation of value. The purpose is to assess the potential for a cannabis agritourism framework like that implemented at wineries and breweries, where facility tours, sampling rooms and purchasing of the product grown on site (farmgate) are part of the visitor experience.