HUNTINGDON, Quebec - Village Farms International, Inc. has announced a significant milestone for Quebec's cannabis market with the launch of Promenade Matin, the brand's first vape product in the province. The introduction represents a major advancement for regulated cannabis vaping in Quebec, addressing a previously unmet consumer demand.
A New Era for Quebec's Cannabis Market
The absence of a regulated vape category in Quebec has until now created challenges for consumers seeking legal vaping options. According to recent data, approximately 21 percent of Quebec cannabis consumers turned to out-of-province, medical, or unregulated sources, with many specifically seeking vape products unavailable through legal channels.
Orville Bovenschen, President of Village Farms Canadian Cannabis, emphasized the company's consumer-focused approach. "Everything we develop starts with consumer experience," Bovenschen stated. "We obsess over the details – quality, consistency, taste – to make sure every product feels considered and crafted. Promenade vapes carry that same philosophy forward, offering Quebecers a reliable product line built with care."
Consumer Demand and Market Potential
Recent consumer research commissioned by Village Farms Canadian Cannabis reveals strong interest in legal vape products among Quebec consumers. The data shows that 55 percent of cannabis consumers in Quebec express interest in purchasing vape products from regulated channels, primarily driven by confidence in product safety and quality standards.
Quebec represents a substantial portion of Canada's cannabis market, accounting for 13 percent of national cannabis sales. The province generated $202 million in cannabis revenue during the third quarter of 2025, reflecting a 10 percent year-over-year increase. As one of Canada's largest provincial markets, Quebec's entry into the vape category is expected to significantly boost national cannabis industry growth.
Product Details and Availability
The Promenade Matin vape has been specifically crafted for the Quebec market, featuring a balanced blend of cannabinoids including THC and CBG. The product promises an uplifting experience with bright citrus notes and a smooth, earthy finish, delivering what the company describes as a "fresh, true-to-flower profile."
The new vape product will become available across Quebec starting November 26, 2025, providing consumers with their first access to regulated vaping options through legal channels.
This launch positions Village Farms and its Quebec-based subsidiary Rose LifeScience Inc. at the forefront of the emerging regulated vape market in Quebec, potentially capturing significant market share from previously unregulated sources.
