Faces of Cannabis: Matthew & Jason Bolton

Knowledge and customer service are Spiritleaf Penticton's calling cards.

"Our staff knows all the products inside and out, so they can help customers find the right product for them," says Matthew Bolton, who owns and operates the franchise with his brother, Jason.

"Initially, a lot of customers thought they just wanted flower, oil, vapes, beverages and edibles with the highest THC percentage."

Tetrahydrocannabinol (THC) is the psychoactive component of cannabis that produces a 'high'. "But by staying in tune with our customers, we found that many people quite enjoy products with a little less THC or a combination of THC and CBD," says Matthew.

Cannabidiol (CBD) is the non-high component of cannabis that can help with chronic pain, sleep difficulty, seizures, anxiety and depression.

"We have many separate THC and CBD products, but we also carry products with THC and CBD combined," says Matthew.

Spiritleaf was the first cannabis store to open in Penticton in August 2020.

Since then, nine other stores have opened. But Spiritleaf has retained its industry-leading status with its knowledge and customer service and the fact it is part of a franchise. Spiritleaf is Canada's No. 1 cannabis retailer with more than 70 stores coast to coast and a plan to have 100 stores by the end of the year.

"Darren Bondar (Spiritleaf's president and CEO) knows the industry incredibly well, is down to earth and gets to know each and every franchisee," says Matthew.

"We love the Spiritleaf image and that's what attracted us to this franchise."

Matthew and Jason know franchises. They owned and operated a successful one, Domino's Pizza in Ontario. But after visiting Penticton as tourists for a decade, the brothers moved to the city with the intention of opening a cannabis store.

"Definitely, we wanted to join this wonderful, new industry with Spiritleaf," says Matthew.

The team has grown to include six employees with Katy L'heureux as manager.

"We have quite a diverse customer base," says Matthew.

"The first stereotype of cannabis stores catering to young people who want to get high has been dispelled. We see everyone from young adults and men and women in business attire to senior citizens who want a range of THC and CBD products. It's become normalized."