HEXO veteran to guide growth strategy in Canadian recreational market for Hamilton-based neurotechnology company
HAMILTON, Ontario–(BUSINESS WIRE)–Zentrela Inc., a leading innovator in cannabis experience research for business and scientific applications, today announced that Jay McMillan, CEO of UberGreen Inc., has joined its board of advisors responsible for Strategic Business Affairs. McMillan is an accomplished corporate development and M&A executive with a passion for product innovation. Leveraging 25 years of international markets experience, he has an extensive background in new market development and strategic engagements with Fortune 500 organizations in the consumer packaged goods, technology, and consumer electronics spaces. His most recent role was as Chief Development Officer with HEXO Corp, a leading Licensed Producer of cannabis in Canada, where he played a pivotal role in helping to grow HEXO into a top-three licensed producer. At HEXO he headed up identifying strategic business development opportunities for M&A, joint ventures, and key partnerships in addition to being responsible for R&D, innovation, and commercialization.
“Jay is a major figure in the industry, and I couldn’t be more excited to have him on our team,” said Israel Gasperin, founder of Zentrela. “One of our core goals for 2022 is to expand the number of licensed producers that use our scientific consumer experience data to help them drive stronger product revenues, and Jay brings unparalleled experience in building those kinds of relationships.”
“Zentrela represents a game-changing opportunity that will impact the entire cannabis industry,” said Jay McMillan. “Cannabis consumers and industry participants will all benefit from objective, scientific data that accurately characterizes the experiences created by cannabis products on specific consumer types. What does this mean for the cannabis industry? It means that R&D and product development professionals can objectively understand the experiences that their product formats and formulations create. It means category management and marketing can better target consumer personas that will be delighted by the product. It means that education programs can be created to allow consumers to better understand products and select their desired experience. It means Provincial Boards and Retailers can curate and categorize products by experience.”
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Until now there has been no reliable way for cannabis producers to accurately represent the effects that their products have on people who use them, leading them to rely on inaccurate and vague descriptions based on anecdotal opinion. Zentrela is changing the game by using advanced AI algorithms and their proprietary neurotechnology platform to analyze the reactions of cannabis users in a laboratory setting to develop objective profiles of the experiences their products create for different types of consumers. This information is used by LPs to create stronger Informational Promotional campaigns and better position themselves in a highly regulated, crowded, and competitive market. It also empowers industry stakeholders including retailers, workplace safety groups, and law enforcement agencies to make informed, data-driven decisions.
Zentrela is a Canadian neurotechnology pioneer and creator of the Cognalyzer, the only scientifically validated test for measuring the psychoactive effects of cannabis. Founded by neuro-entrepreneur Israel Gasperin, Zentrela is creating the world’s largest scientific database of cannabis consumer experiences.
UberGreen is an independent consultancy focused on the development and execution of Growth Strategies for clients focused on the cannabis and technology markets.