Supreme Cannabis Appoints New Senior Vice President of Commercial

The Supreme Cannabis Company [stock_market_widget type="inline" template="generic" color="default" assets="FIRE.TO" markup="(TSX: {symbol} {currency_symbol}{price} ({change_pct}))" api="yf"] has appointed drinks industry veteran Joel Toguri as its new senior vice president of commercial.

Toguri held senior roles at Molson Coors, Beam, Six Pints and Southern Glazer’s before joining the cannabis industry in June 2018. He became vice president of sales at Ontario-based Aphria [stock_market_widget type="inline" template="generic" color="default" assets="APH.TO" markup="(TSX: {symbol} {currency_symbol}{price} ({change_pct}))" api="yf"] in June 2018 and has spent the past 17 months managing the firm’s medical and recreational sales to patients and consumers.

He has now joined Supreme Cannabis to spearhead the firm’s provincial retail sales strategy. Toguri is tasked with developing and driving forward leading sales strategies, business development and retail growth opportunities.

“The company’s talented sales team will benefit from Joel’s proven leadership abilities and strong industry network across Canada,” said chief executive Navdeep Dhaliwal. “As we grow our team, we believe our focused business and industry-leading culture will continue to attract exceptional personnel like Mr Toguri.”

Toguri will initially lead the launch of Blissco’s CBD oils to the Canadian wellness market. Supreme Cannabis acquired Blissco in a deal that valued the company at $52 million in May 2019.

He will also aim to increase distribution for Supreme Cannabis’ popular 7ACRES brand in an effort to establish it as the market-leading cannabis flower label in Canada.

Toguri graduated from Laurentian University in Ontario in 1992 and started working for Molson Coors – one of the world’s largest brewers – in 1999. He spent four years as planning manager there, before becoming business strategy manager at Levi’s.

He then returned to the drinks industry in 2006 for a five-year stint as business analysis and operations manager at Beam, one of the world’s leading distillers. Toguri was then head of finance at Six Points, before beginning a five-year spell at North America’s largest alcoholic drinks distributor.

He held a few different roles at Southern Glazer’s, where he was responsible for establishing the company’s footprint across Canada and leading a national sales team of more than 90 people. In three years under his direction, the company became one of the leading wine and spirits agents and brokers in Canada.


Supreme Cannabis is a Market Awareness client of Capital 10X.

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Supreme was a market awareness client of Capital 10X.

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Martin Green
Martin Green is an experienced journalist with a strong focus on the cannabis, alcohol, and gambling industries. He is particularly interested in the political issues affecting the global marijuana trade, and he has a keen focus on regulation changes and legal topics. He holds a BA English Literature, MA Creative Writing and a National Qualification in Journalism diploma. He has worked in journalism since 2009 and written for a broad range of newspapers, business titles and magazines, including The Sun, The Metro, The Journal, Livestrong, Drinks Retailing News, Harpers, Sportsbook Review, Vital Football, Essex Live and Surrey Live. Address: 682 Indian Road, Toronto, Ontario, M6P 2C9. Phone: 416-721-8257.
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