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A Category Innovation: Pure Sunfarms introduces Hi-Def Pre-Rolls

(Globe Newswire) Delta, B.C. — Pure Sunfarms Corp., a leading producer in the Canadian cannabis market and wholly owned subsidiary of Village Farms International, Inc., introduces the next product in the evolution of cannabis, Hi-Def Pre-Rolls.

Building on its reputation for delivering the best-selling flower in Canada, Pure Sunfarms launched a first-of-its-kind pre-roll, featuring pure ground flower optimized for high potency, with THC content between 36-44 per cent with no concentrates, infusions, or kief.

“Hi-Def Pre-Rolls are specifically designed to bring the experience of our pure BC bud into high definition without the concentrates – it’s just flower in its purest form,” said Orville Bovenschen, president of Pure Sunfarms. “Our talented R&D team has developed something completely new for consumers wanting a ready to smoke high-THC product. The flavour and finish are nothing like what’s in stores today. You’ll know when you’ve tried it, the proof is in the puff.”

Through expert cultivation and a deep understanding of cannabis plants, Pure Sunfarms has brought to life the full potential of its flower, redefining what’s possible in the non-concentrate flower category.

In 2023, consumer preferences shifted towards pre-rolls, capturing 31 per cent of total sales (increasing 31 per cent year-over-year).¹ Pure Sunfarms currently holds two of the top five selling non-infused pre-roll products (Pink Kush and Pure Sunfarms’ Fraser Valley Weed Co – Big Red Pre-Rolls).² The company expects its new Hi-Def Pre-Rolls to create a completely new offering within the pre-roll category.

Hi-Def Pre-Rolls are available in the Kush God cultivar, just in time for 4-20 in Alberta and BC, with other provinces to follow.

¹ Q2 2023 as compared to Q2 2024 based on estimated retail sales of pre-rolls and infused pre-rolls from HiFyre.
² Based on estimated retail sales from HiFyre, other third parties and provincial boards.