fleurish cannabis is for women
From our founder to those working on the farm, we are a diverse and female-focused team of leading
professionals, coming together to cultivate cannabis specifically designed for women.
Renée Ellison, Founder
Renée recognized the important female gap in the cannabis market while at Health Canada. She was a key member of Health Canada’s high-profile and high-priority Marihuana for Medical Purposes Regulations (MMPR) 'tiger team’, spearheading the development of Canada’s MMPR – the first set of federal regulations to commercialize the production and distribution of dried cannabis for medical purposes by a G8 country. In short, a trailblazer in the world of cannabis wellness. For her work on the MMPR, she was the recipient of a Government of Canada award of excellence. Renée has extensive experience in strategic communications and policy development, holding a degree in Political Science from York University and a diploma in Advertising and Marketing Communications Management (School of Business) from Sheridan College. As the founder of Fleurish, Renée is committed to a balanced and holistic approach to wellness, one she nurtures in her two daughters.
Jessica Canas – Director of Operations
Jessica is a true professional, executing Canada’s largest in-retail demo sampling programs within grocery and liquor stores across Canada at Launch!/Mosaic. She is an expert at training, deployment and all operational aspects of complex project management. With deep experience in both start-ups and scaled-up operations, Jess maintains her wellness and balance while raising her two children through her love of yoga, hiking and Latin dancing. Just part of how she stays thriving.
Cecelia Torchia - Creative & Branding Partner
From rebranding to reimagining how a brand can connect with its audience in new ways, Cecelia has spent close to a decade working on some of the most celebrated brands in North America, including Lean Cuisine, McDonald’s, Nissan, Casper and Häagen-Dazs. With a love of writing, and a passion for all things thought-provoking and innovative, Cecelia is constantly taking creative into fresh and forward-thinking territories.
Caitlin Purssell - Creative & Branding Partner
Caitlin started her career almost a decade ago, first in social media and then transitioning into branding and advertisement. With a passion for innovator brands and taking creative into fresh territories, Caitlin has brought her strategic prowess to some of the most exciting brands in North America including Glossier, GEICO and Casper. With a passion for wellness and fitness Caitlin is excited to be part of a new and emerging product within the category.
Carol-Ann Goffin - Documentation Control Specialist
Carol-Ann has made Documentation Control her career, starting way back in the early days of "Silicon Valley North". She has established, worked in, and managed Doc Control offices in various sized high tech companies, from start-ups to multi-national corporations, for more than 30 years. This background, combined with her meticulous attention to detail and exceptional proof-reading skills, helped her to make an easy transition into the heavily regulated medical cannabis industry, when she was hired by Tweed to establish and manage one of Canada's first MMPR Licensed Producer Documentation Control offices. Carol-Ann is committed to continuous improvement and the highest standards of quality; she is delighted to be a part of a female-focused company where she can really flourish and make a significant and valuable contribution.
Michael Smith – Incoming Chief Executive Officer
Michael, the current Head of Business Development at Fleurish, has over twenty-five years experience in shaping companies that create an impact, taking start-ups to scale across the Marketing, Branding and Software Industries. As Founder/CEO of CIM Ltd., he built the company to become one of Canada’s 50 Best Managed Companies, with over 300 full time and 3,000 contract employees servicing clients including HP, Disney, Microsoft, RIM, PepsiCo and Telus. Michael also founded Launch Brand Marketing, a full service Experiential Marketing agency responsible for the development of branding and activation programs for most of Canada’s drug and grocery retailers, including Loblaw, Shoppers Drug Mart, Sobeys, LCBO, and Metro. Most recently, he developed and branded the first ever WIFI-based Fish Finder and a smart phone app called, FishHunter. FishHunter was sold to Lowrance in summer of 2017. With an Economics degree from Western and a MBA from McMaster, Mike is a seasoned operator and action-oriented leader inspired by emerging trends and markets.
Michael Ford – Incoming Chief Financial Officer
Michael, the current Head of Finance at Fleurish, is a seasoned CFO with 25 years of experience in businesses ranging from $5 million to $300 million in Canada, the US and Europe. He is skilled at providing strategic financial and operational leadership with expertise in raising debt and equity, enhancing working capital, and strengthening profitability through business process improvement. As a board member for the Women’s Breast Cancer Society of Canada, Michael is committed to enhancing women’s health on all fronts.
Hugh Bowman – Chief Operating Officer
Hugh has deep senior management experience in the agriculture industry, including CEO of Global Citrus Group, COO Bayshore Vegetable Shippers Ltd., and President Ippolito Fruit and Produce Ltd. Hugh’s background includes vertical integration of agriculture producers from farm to consumer. He has worked closely with major retail, wholesale and foodservice companies in the North American market. He holds an MBA from University of Guelph and brings with him over 20 years of experience with the produce industry in operations. He is past president of the Ontario Produce Marketing Association and has held director positions with the Agriculture Adaptation Council, Horticulture Value Round Table, and the Canadian Produce Marketing Association. He holds the position of Vice Chair of Canada Gap, a Global Food Safety Initiative (GFSI) worldwide benchmarked food safety program. With four daughters, Hugh has a deep understanding of women’s needs and wants.
Steve Sadoff – Director of Marketing
Steve is highly experienced in controlled and regulated markets including natural health care, liquor, beer and OTC pharmaceuticals. He is an innovative and entrepreneurial marketer with wide-ranging cross-functional experience developing and implementing strategies to build global, national and local brands, while delivering profitable growth. His previous experience extends to Vitamins and Supplements (Jamieson Vitamins), OTC (Novartis – Buckley’s), Beer (Labatt), Spirits (Bacardi) and Chocolate (Lindt). With a wife and two daughters, Steve has a passion for helping women grow, thrive and succeed.
Ian Hurda – Manager QA and Science
Ian brings experience with pharmaceutical quality control practices which has included quality control test development, validation, implementation, as well as evaluation and lot release of pharmaceutical biologics. Ian has also supported the implementation of quality management systems through planning, development and implementation of standard operating procedures and change controls to meet the requirements of ISO17025 accreditation in quality control laboratories. Ian attended Carleton University (BSc. Biochemistry & Biotechnology, business minor) and the University of Ottawa (MSc. Biochemistry).
Ralph Schipper – Operations Manager
Ralph has over 20 years experience working, planning and developing strategies and production planning for state of the art greenhouses with sales in excess of $30 million and a staff of over 200 employees. He has an excellent record in coordinating managers and leading in the planning and implementation of all aspects of growing and producing high quality and sustainable products for the marketplace.