Until Aurora Cannabis Inc. (TSX:ACB) (OTC:ACBFF) (FRA:21P) recently announced a major investment in Choom Holdings Inc. (CSE:CHOO) (OTC:CHOOF), we hadn’t heard much about the Aurora PRO program since it was launched back in February.
What is Aurora Pro?
As a suite of B2B services for cannabis companies, Aurora PRO was established “to help producers and retailers establish a foothold in Canada’s expanding cannabis market.”
By providing these cannabis companies with the support they need, they’ll be more able to “navigate the rapidly emerging global cannabis industry.”
How Aurora Pro Helps Cannabis Producers
Aurora PRO is targeted at cannabis cultivators of any size, from small-batch growers, to larger bulk wholesale-focused producers.
By working closely with Aurora, licensed producers are able to overcome distribution barriers and supply volume requirements that may prevent them from gaining access to the major Canadian provincial markets and getting their product into the hands of consumers.
Additionally, Aurora and its wholly-owned subsidiary called Aurora Larssen Projects Ltd. offers cultivation and operational services to producers, including packaging, quality assurance and logistics.
Essentially, Aurora PRO enables LPs to focus on what they do best, producing high-quality cannabis, without having to invest in, and operate, large sales, support and logistics operations.
How Aurora Pro Helps Cannabis Retailers
Through Aurora PRO, Aurora also partners with a wide variety of retailers, including smaller ones. Through this, Aurora is developing strong two-way partnerships with retailers, whereby feedback received translates into superior services and products.
The offering includes operational support, such as product and staff training, as well as consulting aimed to help optimize the retailers’ purchasing strategies. Additionally, the program provides intelligence to help retailers identify and react on market trends, as well as providing visibility into Aurora’s production pipeline.
In the markets where direct transactions between licensed producers and licensed retailers will be allowed, Aurora will be helping to establish supply agreements, enabling its customers to secure sufficient product quantities, especially important in a market that is anticipated to be supply restricted during the period immediately following consumer legalization.
Aurora Pro and Choom
According to the announcement from Aurora regarding its intent to invest $7 million CAD in exchange for 9,859,155 Choom common shares, Aurora’s CEO Terry Booth called the transaction “a good example of the functioning of Aurora Pro.”
Based on this statement, it seems as if Choom may have been one of the first accepted participants in the program.
Chris Bogart, President & CEO for Choom, added, “Teaming up with what we consider to be the most dynamic licensed producer with exceptional strength throughout the entire cannabis value chain, we believe, will prove to be a key growth accelerator for Choom. Both companies have a very strong focus on the entire customer experience, key in establishing exceptional brands. This investment by Aurora is a strong signal to our markets and our shareholders that Choom’s strategy meets with the highest standards in the industry.”
Whether you’re looking to reach new customers or grow your cannabis brand, Aurora PRO offers producers as well as retailers the opportunity to learn from the best. With its own dedicated staff providing additional resources and in-person services to producers and retailers subscribed to the service, the Aurora PRO program is worth consideration for any up-and-coming cannabis company in Canada.
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