Beena Goldenberg
Analyst · ATB Capital Markets. Please go ahead.
Sure. So, let's start off by saying, listen, we're early days in expanding the Collective Project brand in the US market, and we're very excited about the results so far in the markets where it's on the store shelves. We're talking to retailers, and the off-take is strong. It is our intention to continue to build out the distribution. Right now, we're selling into 10 provinces. We expect to see stronger distribution, probably in another six provinces before the end of the fiscal year. And we expect our direct-to-consumer website to start to launch this month. So, continuing to build that way. The priority right now in the US is to drive trial and awareness. We have a very strong summer support program kicked off to drive velocity at retail, so offtake, really get to consumers. What we think is the benefit of Collective Project, and you're right, there are many brands in the US, but some of them are not very good. They don't taste very good. We have great tasting products with Collective Project. As I mentioned, the awards we just received and we're excited about getting people to try. So, we have a lot of sampling programs during the summer. In places where you can't have infused samples, we'll have non-infused samples. We'll have a lot of POS and programs. So, back to your question about margins in the short-term, we're investing to drive the growth of this product. So, we expect to do roughly $1 million in US in retail sales. So, it's still small, but we're investing that margin back to drive the offtake and to increase awareness. This is key part of our strategy in the US. Obviously, in Canada, we expect to see growth in our business and that will grow and appreciate the gross margin that comes with that business. So, not a strong investment programs in Canada, although we will leverage our sales relationships and gain distribution. And the product talks for itself in Ontario, really a strong performance in that market. And we just need to get other provinces to take on the top-selling SKUs, because we know they perform. So, it's a strategy of investment right now. More focused on investment in the US to gain that consumer adoption and really breakthrough. As you mentioned, lots of players in the US, but not a lot of them have the money to invest behind the growth and -- or the product that delivers to the consumer expectation.