Organigram’s Bold Cannabis Beverage Bet
In our latest episode of the Trade to Black podcast, host Shadd Dales and Anthony Varrell welcome in Beena Goldenberg, CEO of Organigram (NASDAQ: OGI) to discuss their strategic $6.2 million acquisition of Collective Project, a THC hemp-derived beverage company. We also welcome back Michael Bronstein, President of the American Trade Association for Cannabis and Hemp, for our weekly Insider’s Edge segment. Top of discussion? The ongoing Texas hearings regarding Senate Bill 3 and House Bill 28 involving the hemp market. These proposed bills could potentially reshape the state’s hemp industry.
Monday’s market began with a freefall due to a false news report advertising tariff pauses. Despite the dip, NASDAQ ended the day up 57 points. Still, investors are wise to practice caution in these volatile times.
Beena Goldenberg explains Organigram’s acquisition of Collective Project, a craft cannabis beverage company based in Hamilton, Ontario. Not only does this move mark Organigram’s formal entry into the THC beverage category in Canada, it also positions them to enter the US cannabis sector with sparkling juice, teas and sodas. Goldenberg emphasized how this space—especially the hemp-derived Delta-9 market in the U.S.—is gaining traction with distribution in mainstream outlets like Total Wine, often outselling craft beer.
With dominance in vapes, pre-rolls, and milled flower, Goldenberg says the new beverage portfolio rounds out their offerings.
Michael Bronstein of ATACH focuses on the macroeconomic impacts on cannabis, taking a deep dive into Texas’s hemp legislation debates. Bronstein unpacked how economic stressors like tariffs and capital constraints affect everything from vape supply chains to facility construction. Most notably, he flagged that 99% of vape components are imported—primarily from China—and are thus highly tariff-sensitive.
In Texas, recent legislative hearings showcased a growing divide between natural hemp product advocates and synthetic THC players. Liquor store lobbyists pushed for inclusion in THC beverage sales, while shop owners shared how the synthetic market was undermining clean operators.
This and more in Monday’s podcast.
