Quebec's Vape Rollout: Building the Infrastructure for a Legal Market

HUNTINGDON, Quebec – November 24, 2025 – This week, Quebec is not just introducing a new product category; it is activating a complex new piece of commercial and public health infrastructure. On November 26, the province’s state-run Société québécoise du cannabis (SQDC) will begin the legal sale of cannabis vape products, years after they became available in the rest of Canada. This landmark policy shift is designed to achieve a singular, critical goal: to systematically dismantle a thriving illicit market by providing a safe, regulated, and connected alternative.

At the forefront of this new market is Village Farms International, which, through its Quebec-based subsidiary Rose LifeScience, is launching its Promenade brand’s first vape, ‘Matin’. As one of the first products to hit the shelves, its debut represents more than a corporate milestone. It is a tangible sign of a much larger transition—the move to bring a significant segment of the cannabis economy out of the shadows and into a controlled, data-rich environment. This is not merely about retail; it is about building the digital and regulatory guardrails for an entire industry segment, a foundational shift that will reshape consumer behavior and market dynamics for years to come.

Building the Guardrails: Quebec’s New Regulatory Infrastructure

For years, Quebec’s refusal to permit legal cannabis vapes created a significant public health paradox. While legal elsewhere, an estimated 21 to 28 percent of the province's cannabis consumers still used vapes, sourcing them from a completely unregulated and hazardous black market. Recognizing that prohibition was failing to protect consumers, the SQDC has reversed its stance, building a stringent regulatory framework designed to maximize safety and consumer trust.

This new infrastructure is built on a foundation of strict rules. All legal vape products are capped at a maximum of 30% THC content, a measure intended to prevent the extreme potency often found in illicit products. Furthermore, in a direct effort to avoid appealing to youth, all added flavors and aromas are banned. Only naturally occurring cannabis-derived terpenes are permitted, challenging producers to deliver appealing profiles while adhering to tight constraints. Village Farms' ‘Matin’ vape, with its advertised “bright citrus notes and a smooth, earthy finish,” is an early test case for creating a desirable product within these limitations.

Beyond content, the regulations extend to the hardware and data itself. Cartridges must have a neutral design with no branding, and suppliers must provide detailed lists of all ingredients, backed by documentation proving their safety for inhalation. Every product must be rigorously tested by Health Canada-certified labs. This stands in stark contrast to the illicit market, where products are frequently contaminated with harmful chemicals, pesticides, and unknown cutting agents. The SQDC has also invested heavily in human infrastructure, providing its staff with extensive training to guide consumers on responsible use, effectively turning its retail network into a frontline for public health education.

Unlocking a Dormant Giant: The Quebec Market Awakens

The launch of this regulated vape category is set to unlock a massive, pre-existing market. Quebec already represents 13 percent of national cannabis sales, with revenues hitting $202 million in the third quarter of 2025—a 10 percent year-over-year increase even before this new category went live. The introduction of vapes is expected to be a powerful growth accelerant. Projections estimate the provincial vape market could be worth $68 million in its first year, with a projected annual growth rate of 14.2%.

This growth will be fueled by consumers eagerly waiting for a legal option. A recent study commissioned by Village Farms found that 55 percent of Quebec cannabis consumers are interested in purchasing vape products from regulated channels. The primary drivers are clear: confidence in product safety and quality. By migrating this demand to the legal market, the SQDC and its partner suppliers are not just creating revenue; they are actively working to shrink an illicit market that has operated without oversight for years.

“Everything we develop starts with consumer experience,” said Orville Bovenschen, President of Village Farms Canadian Cannabis, in a recent statement. “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.” This focus on a quality, dependable experience is precisely what is needed to win over consumers who have grown accustomed to the unpredictable nature of black-market goods.

The Race for Shelf Space: Strategy Defines Early Winners

The opportunity has not gone unnoticed. The SQDC reportedly received around 270 product proposals from licensed producers, signaling an intensely competitive environment from day one. Securing a spot on the initial roster of roughly 30 products is a major strategic victory. Village Farms' early entry with Promenade is significant, but it faces immediate competition from other industry heavyweights.

Tilray Brands, another major player, announced its Good Supply vape cartridges would also be available at launch. Cannara Biotech, a Quebec-based company, received approval for five different vape SKUs, including premium live resin products. This immediate rush to market underscores the importance of being a first mover. However, long-term success will depend on more than just speed.

Here, Village Farms' structure provides a key advantage. Its 80% ownership of Rose LifeScience, a well-established leader in cannabis commercialization within Quebec, offers deep local intelligence and logistical prowess. With nine of the 14 initial cartridge suppliers being Quebec-based, this local connection is invaluable for navigating the province’s unique consumer culture and regulatory landscape. This vertical integration and local expertise position the company not just to enter the market, but to compete effectively for sustained leadership.

This regulated system also transforms the supply chain from a fragmented, underground network into a connected, transparent, and highly efficient commercial infrastructure. The ability to track products from production to the point of sale provides a level of control and data collection that is impossible in an illicit environment. This transformation from an opaque, high-risk black market to a transparent, data-rich ecosystem offers a powerful blueprint for how thoughtful infrastructure can build the connected and trusted consumer landscapes of tomorrow.