Village Farms launches Promenade's Matin vape product in Quebec, enhancing legal cannabis options in the region.
Quiver AI Summary
Village Farms International, Inc., along with its Quebec subsidiary Rose LifeScience Inc., has launched a new vape product called Matin under its Promenade brand, marking a significant development in Quebec's cannabis market as it becomes one of the first brands to introduce products in the newly regulated vape category. This move aims to enhance consumer access to vape products, addressing the challenge of illicit cannabis sources that many users sought for unavailable options. The announcement highlights that 55% of cannabis consumers in Quebec are keen on purchasing from legal channels, driven by concerns over product safety and quality. Promenade’s Matin vape is crafted specifically for the Quebec market, featuring a balanced blend of cannabinoids for a refined experience, and will be available starting November 26, 2025.
Potential Positives
- Launch of Promenade’s Matin vape product represents a significant addition to Quebec's regulated cannabis market, positioning the company as an early entrant into the newly established vape category.
- Consumer demand for regulated vape products is high, with 55% of Quebec cannabis consumers expressing interest, indicating a strong market opportunity for the company's new product.
- Quebec accounts for 13% of national cannabis sales, with a year-over-year revenue increase of 10%, suggesting robust growth potential for Promenade's Matin vape and the company's overall sales performance in the region.
- Promenade's Matin vape is designed specifically for the Quebec market, indicating a targeted strategy to meet local consumer preferences for high-quality, regulated cannabis products.
Potential Negatives
- Although the introduction of Promenade’s Matin vape product is a significant milestone, the reliance on consumer data indicating that 55 percent of Quebec cannabis consumers are interested in legal vape products suggests that a substantial portion of the market may still be hesitant or unsatisfied with available options.
- The announcement does not provide details on how the product will be priced compared to unregulated alternatives, which could affect its competitiveness in the market.
- Despite the positive spin on the entry into the vape category, the previous reliance of 21 percent of Quebec cannabis consumers on unregulated sources until now indicates potential challenges in consumer trust and brand loyalty moving forward.
FAQ
What is Promenade's new vape product called?
The new vape product launched by Promenade is called Matin.
When will Promenade Matin be available in Quebec?
Promenade Matin will be available across Quebec starting November 26, 2025.
Why is the launch of Matin significant for Quebec's cannabis market?
The launch of Matin is significant as it marks the introduction of the regulated vape category in Québec.
What type of experience does Matin offer?
Matin offers a high-quality vaping experience with a balanced blend of cannabinoids and a fresh, true-to-flower profile.
How has consumer interest in legal vape products changed in Quebec?
Recent data shows that 55% of cannabis consumers in Quebec are interested in purchasing vape products from legal, regulated channels.
Disclaimer: This is an AI-generated summary of a press release distributed by GlobeNewswire. The model used to summarize this release may make mistakes. See the full release here.
$VFF Insider Trading Activity
$VFF insiders have traded $VFF stock on the open market 5 times in the past 6 months. Of those trades, 4 have been purchases and 1 have been sales.
Here’s a breakdown of recent trading of $VFF stock by insiders over the last 6 months:
- MICHAEL A DEGIGLIO (Chief Financial Officer) has made 3 purchases buying 150,000 shares for an estimated $180,900 and 0 sales.
- CAROLYN HAUGER sold 22,000 shares for an estimated $82,500
- STEPHEN C RUFFINI (Chief Financial Officer) purchased 25,000 shares for an estimated $30,150
To track insider transactions, check out Quiver Quantitative's insider trading dashboard.
$VFF Hedge Fund Activity
We have seen 49 institutional investors add shares of $VFF stock to their portfolio, and 36 decrease their positions in their most recent quarter.
Here are some of the largest recent moves:
- ADVISORSHARES INVESTMENTS LLC added 2,595,154 shares (+77.0%) to their portfolio in Q3 2025, for an estimated $8,122,832
- PERKINS CAPITAL MANAGEMENT INC removed 1,318,500 shares (-100.0%) from their portfolio in Q2 2025, for an estimated $1,450,350
- JANE STREET GROUP, LLC added 1,312,037 shares (+643.9%) to their portfolio in Q3 2025, for an estimated $4,106,675
- TWO SIGMA INVESTMENTS, LP added 1,124,085 shares (+187.2%) to their portfolio in Q3 2025, for an estimated $3,518,386
- MILLENNIUM MANAGEMENT LLC added 958,511 shares (+2050.2%) to their portfolio in Q3 2025, for an estimated $3,000,139
- MORGAN STANLEY added 781,480 shares (+551.8%) to their portfolio in Q3 2025, for an estimated $2,446,032
- MIRAE ASSET GLOBAL ETFS HOLDINGS LTD. removed 718,527 shares (-100.0%) from their portfolio in Q3 2025, for an estimated $2,248,989
To track hedge funds' stock portfolios, check out Quiver Quantitative's institutional holdings dashboard.
$VFF Analyst Ratings
Wall Street analysts have issued reports on $VFF in the last several months. We have seen 1 firms issue buy ratings on the stock, and 0 firms issue sell ratings.
Here are some recent analyst ratings:
- Zelman & Assoc issued a "Overweight" rating on 06/09/2025
To track analyst ratings and price targets for $VFF, check out Quiver Quantitative's $VFF forecast page.
Full Release
HUNTINGDON, Quebec, Nov. 24, 2025 (GLOBE NEWSWIRE) -- Village Farms International, Inc. (Nasdaq: VFF), together with its Quebec-based subsidiary Rose LifeScience Inc., today 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 Québec until now has limited consumer access to this format. An estimated 21 percent of Québec cannabis consumers previously turned to out-of-province, medical or unregulated sources, many of whom were vape users seeking products unavailable through regulated channels 1 .
“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 percent of cannabis consumers in Quebec are interested in purchasing vape products from legal, regulated channels, driven by increased confidence in product safety and quality 1 . With Promenade’s Matin, Quebecers can enjoy a high-quality vape experience that meets the highest regulatory and performance standards.
Quebec represents 13 percent of national cannabis sales 2 and generated $202 million in cannabis revenue in the third quarter of 2025, up 10 percent year-over-year 3 . 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 November 26, 2025.
1
Study on Vaping and Cannabis in Quebec, Rose LifeScience & Léger
2
HiFyre National Data, September 2025
3
Weedcrawler, October 2025
About Village Farms International
Village Farms leverages decades of experience in Controlled Environment Agriculture as a large-scale, vertically-integrated supplier of high-value, high-growth plant-based Consumer Packaged Goods. The Company built a strong foundation as the leading and longest-tenured fresh produce supplier to grocery and large-format retailers throughout the US and Canada, but now focuses its agricultural expertise on high-growth cannabinoid opportunities internationally while maintaining strategic optionality through remaining produce assets.
In Canada, the Company's wholly owned Canadian subsidiary, Pure Sunfarms, is one of the single largest cannabis operations in the world (2.2 million square feet of greenhouse production), a low-cost producer and one of Canada’s highest quality and best-selling brands. The Company owns an incremental 2.6 million square feet of greenhouse capacity in Canada for future expansion, and also owns 80% of Québec-based, Rose LifeScience, a leader in the commercialization of cannabis products.
Internationally, Village Farms is targeting selected, nascent, legal cannabis opportunities with significant growth potential. The Company exports medical cannabis from its EU GMP certified facility in Canada to international markets including Germany, the United Kingdom, Israel, Australia, and New Zealand. The Company is expanding its export business to new countries and customers, and making select investments in international production assets. In Europe, wholly-owned Leli Holland has one of 10 licenses to grow and distribute recreational cannabis within the Dutch Coffee Shop Experiment.
In the US, wholly-owned Balanced Health Botanicals is one of the leading CBD and hemp-derived brands and e-commerce platforms in the country. Subject to compliance with all applicable US federal and state laws and stock exchange rules, Village Farms plans to enter the US THC market via multiple strategies, leveraging its Texas-based greenhouse assets (2.2 million square feet of existing greenhouse capacity and 950 acres of owned, unoccupied land for future expansion).
Village Farms Clean Energy (VFCE), through a partnership with Atlanta-based Terreva Renewables, creates renewable natural gas from landfill gas at its Delta RNG facility. VFCE receives royalties on all revenue generated.
Media Contact:
Danielle Allore
[email protected]
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/16b98f44-fc74-48c4-8551-3d0685d130b0
