Why Tweed’s Main Street online shop is a big deal

Tweed took Canada’s medical marijuana industry by storm last week when it announced that it will be opening an online store where Tweed, Mettrum, and Bedrocan customers can directly buy from all three brands in a one-stop shopping experience

Tweed took Canada’s medical marijuana industry by storm last week when it announced that it will be opening an online store where Tweed, Mettrum, and Bedrocan customers can directly buy from all three brands in a one-stop shopping experience. While a Tweed press release stipulates that Tweed Main Street will only sell products from Canopy’s three licensed producers, an email sent to Mettrum patients notes that the store hopes to add “a few other licensed producers over time.”

In my view, Tweed Main Street is going to be big for a number of reasons.

For one, licensed producers across the spectrum will face a lower barrier to entry in getting their products to Canada’s medical cannabis patient market. These days, in order to get their product to market, LPs have to invest significantly in call centre infrastructure, patient acquisition strategies, and other costs in obtaining, retaining and selling to a patient base. Sure, wholesaling already exists: Alberta-based Aurora Cannabis re-sells wholesale cannabis to its patients through its Aurora Certified program (and it was recently revealed that one of its wholesalers was Organigram). Still, the sheer volume of patients who are concentrated in the Tweed, Mettrum, and Bedrocan membership numbers means that independent licensed producers will now have a new level of potential wholesaling with Tweed Main Street.

In addition, unlike current wholesaling partnerships where the wholesaler’s brand is hidden from the consumer (at least when sold through Aurora’s Certified program), Tweed Main Street appears to aim to be fully transparent. Licensed producers that sell cannabis through Tweed Main Street will have a dedicated LP page where their product and story is put out for the public to interact with. For licensed producer wholesalers, this reduces the cost needed to establish brand equity, while enabling them to access thousands upon thousands of patients.

The cost savings that these LP wholesalers will begin to retain can be re-invested into extensive safety testing of their cannabis. With recent recalls from multiple LPs related to unapproved pesticide use and mislabelling of THC percentages, extensive product testing is becoming very important.

Will other Licensed Producers follow suit and create their own stores to rival Tweed Main Street? Canopy is by far the largest holder of patient memberships through its three LP brands. But in my view Aphria might be poised to create a similar online marketplace of their own. With the imminent release of Tokyo Smoke products and investment in ventures across Canada and the US, Aphria would be well-positioned to open its own branded marketplace platform.

For licensed producers who have indicated their intention to wholesale their cannabis, including The Green Organic Dutchman and Supreme Pharma’s 7 Acres, Tweed’s Main Street is sure to be welcome news. The websites for Tweed, Mettrum, and Bedrocan will be taken offline for approximately one week starting on April 7th, with the new amalgamated Tweed Main Street experience set to launch on April 13th 2017.

Featured image via Tweed Main Street.

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  1. Brittany Reply

    The issue with this merge is the complete inconsistency of available products. I formerly had a split script with bedrocan and mettrum but since they have merged with tweed I haven't been able to get both products I need at the same time. I was told the reason why the selection is down is due to the fact they are only allowed to carry a certain number of products/strains at a time. There isn't much in the way of CBD options and the customer service is poor at best. I am switching LPs because of how unreliable their product availability is. I was also forced to pay over the price I was told would not change in my year contract with them because I couldn't get ahold of their customer service department when they merged. This merger is not a good thing and bedrocan and mettrum both had wonderful customer service and complete reliability in product availability. This merger has ruined both of these companies and tweed does not seem to care if their patients have access to the strains they need to manage whatever disorder/illness they are using cannabis for.

  2. shari Reply

    I am happier with this merge because I can now find more selections and variance in price due to a limited income. I would be interested in more availability of INDICA OIL and (a bit higher THC level) selections. A concern I have is ,with no DIN# yet ,its difficult to make a claim for the expense. Just when can we anticipate the DIN# ?