Started as a passion project between friends after post-secondary, Vancouver’s Cannabis Training Canada Inc. (CTC) has grown over the last several years into one of the premier e-learning providers in the Canadian cannabis space.
The company was first launched in 2016 with a goal of providing training tailored for the soon-to-be legal retail sector. It has evolved into relationships with provincial governments, private retailers, and producers to curate tailor-made training programs developed in-house by the CTC team.
“Our team consists of industry experts and adult learning specialists who understand the nuances of Canadian cannabis, its trends, and the regulations specific to each province.”
Zane Yassein, Cannabis Training Canada Inc.
Their most recent announcement was their entrance into the Ontario market when CTC received approval from the Alcohol and Gaming Commission of Ontario (AGCO) for the CTC 1: Retail Certification Program in August 2024. And prior, the company has a proven track record working with the BCLDB, the Government of Nunavut, and the NSLC, as well as training thousands of staff for private retailers, as well as producers and brands in all major markets in Canada.
While there are other companies offering training options, the CTC sets itself apart with a grassroots approach to the industry.
“What sets us apart from many competitors is the hands-on experience of our team members,” says Zane Yassein, co-founder and director of business development. “They have worked with various licensed producers, accessory companies, and other cannabis-related businesses, giving us a unique and practical perspective on the industry.
“Our team consists of industry experts and adult learning specialists who understand the nuances of Canadian cannabis, its trends, and the regulations specific to each province. We understand how to take this information and present it in a way that’s engaging and digestible.”
Another way that CTC sets itself apart from other businesses offering training options is its understanding of the nuances of the Canadian market and how to deliver a quality training program.
While cannabis-focused companies might understand the industry, Yassein explains, they often lack the technical support or the robust framework of traditional learning management systems (LMS). On the other hand, companies with experience delivering educational tools might use outdated platforms for the cannabis industry or not understand the unique needs of different provincial markets and regulations.
“Cannabis education in Canada is quite fragmented, with a mix of different companies trying to deliver in the space. You usually find cannabis companies attempting to provide education or education companies trying to deliver cannabis content,” says Yassein. “This often means one aspect of the training falls short.
“CTC aims to bridge this gap by combining the comprehensive capabilities of a full-service LMS with the firsthand experience of cannabis industry veterans.”
In addition to training for retailers, CTC also provides training for cannabis producers and brand houses who need to bring staff up to speed on not only several layers of rules and regulations but also an up-to-date understanding of the market itself.
“We address these challenges by offering brands and LPs the ability to create tailored training programs for their products. These programs are then automatically delivered to retail staff across Canada.”
CTC can then leverage their extensive experience working with different retailers to offer unique insight into how cannabis brands can engage with those same retailers.
“We have access to retail employees at some of the largest retailers in Canada, and our user base grows daily. This active and expanding user base allows for immediate access to brand education and provides an easy way to track who has completed the training.
“On the education front specifically, establishing a nationwide standard for training is the best way to ensure effective and responsible cannabis retail sales. We’re also gearing up to promote our brand-specific training programs to both LPs and our existing user base. We provide access to thousands of retail staff across Canada, including all 500+ employees at BCLDB BCCS stores, Ontario retail staff, and other markets we operate in.
“Our aim is to offer brands and LPs a low-cost solution to create and deliver training to their staff.”
