[PRESS RELEASE] – DELTA, British Columbia, April 9, 2026 – Village Farms International Inc. announced that its Canadian cannabis brand, Pure Sunfarms, has implemented potency range labeling on cannabis packaging for Pink Kush in British Columbia as part of a pilot program, building on the company’s recently published research into THC variability across cannabis flower.1
This marks the first commercial introduction of THC potency ranges on dried flower in the Canadian recreational market and reinforces Village Farms’ leadership in advancing greater transparency and accuracy in cannabis labeling.
Rather than presenting a single THC percentage, Pure Sunfarms’ updated packaging displays a potency range that reflects how the cultivar consistently performs over time. The change recognizes cannabis for what it is: an agricultural product with natural biological variation. While THC remains an important attribute, it is only one component of the consumer experience. Aroma, terpene profile, bud structure, density and trim quality all contribute to how flower performs for the consumer.
Orville Bovenschen, global president of Operations for Village Farms, said, “For years, the industry has been anchored to one fixed potency number. But cannabis is variable. A range gives consumers a clearer, more honest expectation of what’s inside the bag. There’s a lot more to flower than just potency. The introduction of potency ranges represents a broader shift in how quality is communicated and sets a higher standard of transparency and trust with consumers and regulators. If we want this industry to mature, our perception of what quality is needs to evolve with it.”
Pink Kush cannabis flower packs in British Columbia are the first products to feature the updated labeling. As one of Pure Sunfarms’ flagship cultivars and a consistent top-selling SKU nationally, Pink Kush provides an ideal starting point for introducing range-based labeling. Early feedback from consumer research indicates strong interest in and understanding of potency ranges, reinforcing the value of a more transparent and realistic approach to labeling.
For more information about potency ranges and what they mean for consumers, visit: puresunfarms.com/potency-ranges.
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1 Variability of total THC in greenhouse-cultivated dried cannabis. Scientific Reports (2025).
