Village Farms International, Inc. (VFF) and its Quebec‑based subsidiary Rose LifeScience announced the launch of Promenade’s first vape product, Matin, in Quebec. The new vape blends THC and CBG and is slated to hit retail shelves on November 26, 2025, marking the company’s entry into the province’s newly regulated vape market, which had previously prohibited such sales.
Quebec represents 13% of Canada’s cannabis sales and generated $202 million in revenue in Q3 2025. Consumers in the province have historically turned to out‑of‑province or unregulated sources, with 55% expressing interest in legal, regulated options. The new vape category is expected to capture a share of this demand, providing Village Farms with a fresh revenue stream in a high‑potential market.
The launch expands Village Farms’ Canadian cannabis portfolio into a new product category, diversifying revenue streams. It follows the company’s record Q3 2025 earnings, where net sales rose 21% to $66.7 million and adjusted EBITDA reached $20.2 million. The strong financial footing supports new product introductions and positions the company to capitalize on emerging opportunities.
Promenade is one of the first brands to enter Quebec’s vape market, alongside other emerging players. The company’s focus on quality, consistency, and taste aligns with consumer preferences, positioning it to capture market share from unregulated sources and meet the 55% demand for regulated options.
CEO Michael DeGiglio highlighted the company’s success in scaling high‑margin SKUs and expanding international export sales, while Canadian Cannabis President Orville Bovenschen emphasized the product’s alignment with the company’s consumer‑centric philosophy. The launch signals Village Farms’ commitment to capturing growth opportunities in regulated markets.
With the new vape category expected to be a powerful growth driver, Village Farms is poised to leverage its existing distribution network and brand strength to capture demand in Quebec. The company’s recent share repurchase program and cash position of $88 million provide financial flexibility to support further expansion.
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