Organigram’s Competitive Edge: Paolo De Luca on BAT, M&A Strategy, and the Cannabis Long Game

Built to last.
That’s not just a slogan — it’s a strategy.

In an industry driven by short-term survival, the cannabis space often feels like a rollercoaster. Financial pressures and market volatility push companies to chase quarters instead of building moats.

But what if you could play the long game?
What if you could invest in domain knowledge, develop key expertise, and build durable competitive advantages across the supply chain?

Organigram is doing exactly that.

With financial backing from British American Tobacco (BAT), Organigram is executing a strategy rooted in sustainability — not hype. It’s a deliberate, disciplined approach designed to capitalize on where the industry is going, not just where it is today.

This week on The Dime, we sit down with Paolo De Luca, CSO of Organigram, to explore:

• BAT collaborative product development
• M&A strategy — and what they’re eyeing next
• Competitive advantage: where Organigram is building across cannabis verticals

Chapters

00:00 Introduction to Organigram and Paolo De Luca

02:03 Organigram's Business Model and Market Position

05:13 International Expansion and EUGMP Certification

10:12 Navigating Market Dynamics and Data Challenges

15:05 Learning from the US Cannabis Market

18:11 Future Prospects and Strategic Focus Areas

24:04 Integration of Acquisitions and Operational Synergies

28:10 Integrating Expertise for Operational Efficiency

30:16 Navigating the Relationship with BAT

33:27 Leveraging Competitive Advantages in Cannabis

39:12 Exploring AI in Cannabis Operations

41:47 Innovations in Seed-Based Cultivation

44:55 Cross-Industry Insights for Cannabis Efficiency

50:01 The Path to a Stable Cannabis Market

52:38 Lessons from Financial History

53:38 Defining Long-Term Competitive Advantages

Summary

In this episode, Bryan Fields and Kellan Finney interview Paolo De Luca, Chief Strategy Officer of Organigram, discussing the company's strategic approach to building a sustainable cannabis business. They explore Organigram's market position, international expansion efforts, the importance of EUGMP certification, and the challenges of data transparency in the cannabis industry. Paolo shares insights on the rise of cannabis beverages, the significance of M&A strategies, and the innovative shift towards seed-based cultivation. The conversation also touches on the collaboration with BAT and the potential role of AI in cannabis operations, concluding with thoughts on the future of the cannabis market and the importance of long-term competitive advantages.

Guest Links:

• https://www.linkedin.com/in/paolo-deluca/
• https://www.organigram.ca/
• https://x.com/Organigram_Inc
• https://www.linkedin.com/company/organigram/

Our Links

Bryan Fields on Twitter

Kellan Finney on Twitter

The Dime on Twitter

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