Village Farms International, through its Quebec-based subsidiary Rose LifeScience Inc., has officially launched Promenade’s first vape product, named ‘Matin,’ in Quebec. This introduction marks a significant milestone for the province’s regulated cannabis market, positioning Promenade as one of the initial brands to enter the newly established vape category.
Quebec’s Evolving Cannabis Regulatory Landscape
For years, Quebec has maintained a cautious stance on cannabis vaping products, with a ban in place for regulated sales. This prohibition meant that consumers seeking this popular method of consumption were often directed to illicit or out-of-province sources, a situation that officials now acknowledge poses greater health risks than providing regulated alternatives. A significant policy shift has now occurred, with the Société québécoise du cannabis (SQDC), the province’s government-run retailer, beginning to offer regulated cannabis vaping products in late November 2025. This move aims to transition consumers from the unregulated market to safer, quality-controlled options.
Promenade’s Debut: The ‘Matin’ Vape
The newly launched ‘Matin’ vape product from the Promenade brand is specifically crafted for the Quebec market. It features a balanced blend of cannabinoids, combining THC with CBG, designed to deliver an uplifting experience. Consumers can expect bright citrus notes complemented by a smooth, earthy finish, aiming for a fresh, true-to-flower profile. This strategic new cannabis product enters a market where consumer interest is high; recent data suggests that 55 percent of cannabis consumers in Quebec are eager to purchase vape products from legal, regulated channels, driven by a greater confidence in product safety and quality.
A Strategic Move by Village Farms and Rose LifeScience
Village Farms International, a company with extensive experience in Controlled Environment Agriculture (CEA) and a diversified portfolio that includes cannabis, is leveraging its Quebec subsidiary, Rose LifeScience, for this expansion. Rose LifeScience, a key player in the Quebec cannabis industry known for its expertise in brand strategy and commercialization, plays a crucial role in bringing these new innovations to market. Orville Bovenschen, President of Village Farms Canadian Cannabis, emphasized the company’s dedication to consumer experience, stating, “Everything we develop starts with consumer experience. We obsess over the details – quality, consistency, taste – to make sure every product feels considered and crafted”. The Promenade brand itself was developed with a focus on providing Quebec consumers with accessible, reliable, and quality cannabis products.
Market Implications and Consumer Demand
The introduction of regulated vape products in Quebec is anticipated to be a significant growth driver for the national cannabis industry. Quebec represents a substantial 13 percent of Canada’s national cannabis sales, with the province generating $202 million in cannabis revenue in the third quarter of 2025 alone, reflecting a 10 percent year-over-year increase. By offering safe, tested, and quality-controlled vape options, Promenade’s launch directly addresses the demand from consumers who previously sought these products from the unregulated market. This move not only expands consumer access but also aligns with the broader Canadian cannabis industry’s goal of shifting consumers toward legal, regulated channels.
Conclusion
The launch of Promenade’s ‘Matin’ vape product signifies more than just the introduction of a new item; it represents a pivotal moment for Quebec’s regulated cannabis sector. By embracing the growing demand for cannabis vapes and prioritizing consumer safety and quality, Village Farms International and Rose LifeScience are setting a new standard for new cannabis products in the province. This strategic move is poised to enhance consumer choice, drive market growth, and further solidify the transition to a responsible, regulated cannabis industry in Quebec.
