Flora Growth Corp. (NASDAQ: FLGC)
Flora Growth Corp. (NASDAQ: FLGC) is an internationally focused cannabis brand builder that leverages natural, cost-effective cultivation practices to supply cannabis derivatives to its diverse business divisions, including cosmetics, hemp textiles, and food and beverage. Flora Growth operates one of the largest outdoor cultivation facilities in the world with an aim of marketing a higher-quality premium product at below-market prices. By prioritizing natural ingredients and value-chain sustainability across its portfolio, the company creates premium products that help consumers restore and thrive.
Flora Growth completed the first traditional cannabis IPO on Nasdaq in May 2021. Although currently headquartered in Toronto, Ontario, with plans to relocate its head office to Miami, Florida, the company’s base of operations is in Colombia, where it has built an extensive distribution network that includes Colombia’s largest distributors.
Currently, Flora Growth is organically growing market share for its existing brand portfolio (pharmaceuticals, textiles, cosmetics, and food & beverage) while seeking revenue-generating acquisitions that offer an accretive distribution network to amplify revenue growth.
Existing Brand & Product Portfolio
Flora Growth’s portfolio spans a number of verticals – each with a thoughtful brand designed to resonate with its intended end consumer. In line with the company’s mission, each brand prioritizes natural ingredients and value-chain sustainability.
Flora Lab S.A.S
Flora Lab is the company’s GMP certified manufacturing and R&D center focused on producing pharmaceuticals, cosmetics, and nutraceuticals for domestic and international markets. Its offerings include product lines that are private label, white-label, and custom formulas.
Through Flora Lab, Flora Growth has relationships with 1,500+ distribution channels, manufactures 63+ OTC products registered with INVIMA (Colombia National Food and Drug Surveillance Institute), and holds multiple GMP certifications enabling international export in an effort to leverage Flora Lab’s capacity to produce a wide range of CBD-infused products.
Flora Beauty is the company’s CBD beauty and cosmetics division founded by fashion and beauty industry icon Paulina Vega. Its current offerings include two CBD skincare brands targeting the U.S. and Latin American markets – MIND NATURALS and AWE. These lines exemplify Flora Growth’s socially conscious approach to business. Currently, Flora Beauty products are offered globally through e-commerce, as well as through Falabella’s 111 retail locations across Latin America. The company is in negotiations with major department stores to launch the line in the U.S. and is also exploring opportunities in the U.K. and other European markets.
KASA Wholefoods is a Colombian manufacturer of food and beverages leveraging responsibly sourced exotic fruits from the Amazon. KASA has a $10 million+ distribution agreement with Tropi, Colombia’s largest food distributor, which has 130,000+ distribution points across the country.
Mambe, KASA’s leading brand, is already offered through over 980 distribution points across Colombia. Flora Growth expects this network to grow to over 1,200 distribution points in 2021, including one of Colombia’s largest coffee chains, Tostao Café & Pan.
Hemp Textiles & Co.
Through its Hemp Textiles division, Flora Growth intends to utilize its large land package and cultivation infrastructure to capture market share in the rapidly growing hemp industrials segment.
The company’s first brand through this division, Stardog Loungewear, offers a line of comfortable loungewear made from natural, organic materials. Stardog has been distributing globally through e-commerce and brick and mortar channels in Bogota since fall 2020, and the company intends to open U.S. brick and mortar locations in 2021.
Flora Growth is targeting transactions to complete the supply chain via key infrastructure to enhance its global distribution with the aim to compete on low-cost, high-quality inputs paired with premium brands that create business lines with robust margins.
To date, Flora has announced two major transactions.
Koch & Gsell (Acquisition)
- Amplify CPG portfolio’s revenue growth through leading brand, Heimat, currently with TTM revenues of $7.6 million.
- Leverage Koch &Gsell’s distribution network of 2,500+ stores to introduce Flora to the Swiss, European and Asian markets.
- Bring patented hemp cigarette manufacturing technology into new markets utilizing Flora’s high-quality cannabis.
Hoshi International (Investment)
- Equity Investment of €2 million into Hoshi to establish Flora as a preferred supplier to two EU processing facilities.
- Opens gateway for Flora Growth’s cannabis through international distribution agreements in the EU and U.K.
- Hoshi’s experienced team and increased access to the EU cannabis market to serve as a catalyst for revenue growth.
Key to Flora Growth’s expansion efforts is its cultivation strategy. The company’s Cosechemos farm, located in Bucaramanga, Colombia, is currently licensed to cultivate 247 acres of cannabis. Through three successful pilot crop plantings, the location has demonstrated a production cost of just $0.06/gram. For comparison, the average cost of North American cannabis (based on 2019 figures from Aphria, Tilray, Sundial, and Aurora) equates to roughly $1.89/gram.
Flora Growth is uniquely positioned to capitalize on Colombia’s favorable growing conditions, low-cost infrastructure, and affordable local workforce as it looks to ramp up its cultivation efforts moving forward.
Bernard Wilson is the Chairman of Flora Growth. A senior financial professional, Dr. Wilson is the former Vice-Chairman of PricewaterhouseCoopers LLP and is the Chairman of the Founders Board of the Institute of Corporate Directors. He has also served as Chairman of the Canadian Chamber of Commerce; Chairman of the International Chamber of Commerce – Canada; and Member of the Canada/U.S. Trade Committee. Dr. Wilson draws on this experience to ensure Flora Growth adheres to effective corporate governance practices.
Luis Merchan is the company’s President and CEO. He is a proven executive with over a decade of experience in enterprise sales management, corporate strategy, merchandising and expense management, and customer experience. Mr. Merchan previously served as Macy’s Inc.’s Vice President of Workforce Strategy and Operations, where he managed the enterprise’s multi-billion-dollar P&L expense line for the entire 540 store portfolio. Throughout his tenure at Macy’s, he led various sales and marketing initiatives, including the B2B corporate sales team that was responsible for $160 million in annual revenue. Mr. Merchan obtained his Bachelor of Industrial Engineering from Pontifical Xaverian University in Bogota, Colombia, and his MBA from McNeese State University. He also holds a Graduate Certificate in Marketing Management from Harvard.
Juan Manuel Galan is a Strategic Advisor to the Flora Growth management team. Mr. Galan currently serves as a senior consultant to The World Bank. He is a politician and former senator of Colombia, serving three terms from 2006 to 2018 as a member of the Colombian Liberal Party. He is also a former professor at the University of Rosario and holds more than 20 years of journalistic, academic, governmental and parliamentary experience. During his time as a senator, Mr. Galan was a key leader, with 29 bills and 27 debates on political control, and 17 laws to his name. The most relevant of those laws was authoring the medical cannabis law that resulted in the legalization of medical cannabis in Colombia.
Stan Bharti is a Director of Flora Growth. Mr. Bharti currently serves as Executive Chairman of Forbes & Manhattan. He has more than 30 years of professional experience in business, finance, markets, operations and more, with a focus on the resource and technology sectors. To date, Mr. Bharti has amassed over $3 billion worth of investment capital for the companies with which he has worked and their shareholders. He is a Professional Mining Engineer and holds a master’s degree in engineering from Moscow, Russia, and University of London, England.
Javier Franco is the company’s VP of Agriculture. Mr. Franco is a master horticulturist with more than 25 years of experience in the design, implementation, and management of cultivation and propagation facilities of more than 30 species of cut flowers in Latin America. He completed his agricultural studies at Zamorano University in Honduras and later at an International Exchange Program at Ohio State University. Mr. Franco has directed technical, commercial, and research groups in the cut flower, fruit and vegetable markets in Latin America and has participated in the commercial development of new technologies applied in agribusiness. He has also led the agri-management of organic crops and certifications of Good Agricultural Practices.