Bringing on Lake a marketing coup for Hydropothecary

Two & Out
By James Peters
September 1, 2017 - 5:00am Updated: September 1, 2017 - 6:11am

KAMLOOPS — Hydropothecary is ready for the revolution.

Or at least that's what Terry Lake, a new executive with the Gatineau-based company, would have you believe.

Hydropothecary produces medical marijuana for the Quebec market, but is positioning itself to be a big player when the Trudeau government follows through on its promise to legalize recreational pot.

For Lake, who undoubtedly had his pick of private sector offers when he stepped away from public life, it's a logical move.

The former Kamloops mayor will be the Vice President of Corporate Social Responsibility.

While he was health minister, Lake was always eager to take on the issue of drug use policy as a public health issue.

He was wary that there was, and continues to be, no quality control in the production of recreational drugs, and that would too often leave those with substance dependencies dead in the street.

Hydropothecary, on the other hand, wants to be Canada's Coca-Cola of marijuana.

You always know what you're getting when you buy a can of Coke.

When legalization takes effect, users will have a number of different sources for their marijuana, and Hydropothecary wants to be the credible one.

Bringing Lake on to take charge of the company's public image gives it a big shot of credibility, so much so that it might as well be a marketing move.

Private businesses don't always have the best interests of their clients in mind, and have been known to screw up the delivery of regulated products from time to time.

Governments can do that, too.

But it's far better than leaving it to drug dealers and criminals.