Village Farms International, Inc. (NASDAQ: VFF) has expanded its international presence and will start shipping its Pure Sunfarms cannabis to Israel.
On Tuesday, the vegetable and cannabis producer announced that patients in Israel will now have access to its British Columbia-grown Pure Sunfarms cannabis cultivars after signing an exclusive three-year agreement with Dr. Samuelov Importing and Marketing Ltd. which does business as Better Pharma.
Better Pharma was founded in the early 90s as an importer of pharmaceuticals and medical products. It is the exclusive distributor of Weleda, a leading natural-organic cosmetics brand, and other medical products such as Alpecin, Plantur and Vagisan.
Sales are expected to begin later this month and the first cultivars to be offered will be Pink Kush, Jet Fuel Gelato and Black Cherry Punch.
“Commencing shipments to Israel is another milestone in our global cannabis strategy, building on our successes in Canada and Australia,” said Michael DeGiglio, Chief Executive Officer, Village Farms.
“We are proud and privileged to partner exclusively with Better Pharma for the significant medical cannabis opportunity in Israel and are confident that Pure Sunfarms unique ‘Everyday Premium’ positioning, which has proven so successful in Canada and Australia, will be differentiated in the Israeli market, and well-received by patients.”
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The agreement is the first time Pure Sunfarms makes its way to customers abroad.
“We’re confident that Better Pharma, an organization that shares our belief in a brand-led consumer approach, will help patients in Israel come to know and appreciate Pure Sunfarms high-quality, BC-grown strains as much as Canadians have,” Pure Sunfarms CEO Mandesh Dosanjh said in a statement.
The company plans to expand internationally to other markets such as Australia and launch in the German medical market.
Better Pharma CEO Ran Samuelov said that the company is confident about leveraging its knowledge and expertise in international brand management for Pure Sunfarms to become one of the leading medical cannabis brands in Israel.
“We are looking forward to delivering Pure Sunfarms unique and differentiated ‘Everyday Premium’ brand proposition to Israeli medical patients and pharmacists,” Samuelov said.
natalia@mugglehead.com