[PRESS RELEASE] – HUNTINGDON, Quebec, Nov. 24, 2025 – Village Farms International, Inc., together with its Quebec-based subsidiary Rose LifeScience Inc., announced the launch of Promenade’s first vape product, Matin. This introduction marks a major step forward for Quebec’s regulated cannabis market, as Promenade becomes one of the first brands to join the province’s new vape category.
While meaningful progress has been made in shifting consumers from the illicit to the legal market, the absence of a regulated vape category in Quebec until now has limited consumer access to this format. An estimated 21% of Quebec cannabis consumers previously turned to out-of-province, medical or unregulated sources, many of whom were vape users seeking products unavailable through regulated channels1.
“Everything we develop starts with consumer experience,” said Orville Bovenschen, president, Village Farms Canadian Cannabis. “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.”
Recent consumer data commissioned by Village Farms Canadian Cannabis shows that 55% of cannabis consumers in Quebec are interested in purchasing vape products from legal, regulated channels, driven by increased confidence in product safety and quality¹. With Promenade’s Matin, Quebecers can enjoy a high-quality vape experience that meets the highest regulatory and performance standards.
Quebec represents 13% of national cannabis sales2 and generated $202 million in cannabis revenue in the third quarter of 2025, up 10% year-over-year3. As one of Canada’s largest provincial markets, Quebec’s entry into the vape category is expected to be a powerful growth driver for the national cannabis industry.
To support this momentum, the Promenade Matin vape has been crafted exclusively for the Quebec market. It brings together a balanced blend of cannabinoids, including THC and CBG, for a refined, uplifting experience. With bright citrus notes and a smooth, earthy finish, it delivers a fresh, true-to-flower profile.
Promenade’s Matin vape will be available across Quebec starting Nov. 26, 2025.
1 Study on Vaping and Cannabis in Quebec, Rose LifeScience & Léger
2 HiFyre National Data, September 2025
3 Weedcrawler, October 2025
