[PRESS RELEASE] – DELTA, British Columbia, Oct. 22, 2025 – Village Farms International Inc. announced another Canadian first innovation from its Pure Sunfarms brand: the launch of a one-way aroma valve built directly into its dried flower packaging.
The one-way aroma valve is pressure-activated and designed to release the flower’s scent only when gently squeezed, while preventing air, moisture and contaminants from entering the bag. The innovation allows consumers to experience the natural aroma of the flower, without opening the package or compromising product integrity. Adapted from proven technology long used in premium coffee packaging, it represents the next evolution in cannabis packaging, bringing a sensory dimension never before available in the legal market.
“Smell is powerful – it connects us instantly to how we feel, shaping our choices in ways we don’t even think about,” said Orville Bovenschen, president, Village Farms Canadian Cannabis. “First, we gave people a window so they could see the flower. Now, we’ve added a valve so they can smell it. It might seem like a small thing, but in cannabis, it’s huge. Because it’s more than just aroma: It’s increased accessibility, as well as memory, emotion and experience all at once. These details matter because they bring everyone back to that first time we smelled and smoked great flower; that moment that stays with you. With this innovation, we’re proud to do that for all consumers.”
Following the success of the Pure Sunfarms brand’s window packaging, the aroma valve continues the Village Farms Canadian Cannabis mission to make cannabis shopping more accessible, informative and barrier-free for everyone. By giving consumers a way to preview aroma at the point of purchase, the company is helping people choose strains that match their preferences, using the same senses that guided cannabis selection long before legalization.
New pouches featuring Pure Sunfarms’ proprietary aroma-valve design will roll out across Canada as fresh inventory reaches stores through October, beginning with Pure Sunfarms ounces and later expanding to other top-selling SKUs.
