EDMONTON, AB – Aurora Cannabis Inc.’s Strains for Heroes initiative represents collaboration with veteran communities and organizations across Canada. Five percent of net profits from the sale of Strains for Heroes products are donated annually to veteran-focused organizations, up to a maximum of C$200,000.
“For the third consecutive year, we are honoured to stand alongside the veteran community, not just in compassion, but in action,” said Geoff Hoover, SVP of Commercial Canada at Aurora. “Our commitment is embedded in how we listen, collaborate, and innovate with veterans to develop high-quality medical cannabis products that truly serve their needs. Their resilience inspires our mission, and their voices shape our products. Supporting those who’ve served our country is a responsibility we carry with pride.”
Insights gained from veterans participating in the program help guide the company in crafting custom cannabis strains, focusing on attributes such as aroma, appearance, and effects that matter most to veteran patients. Since the program’s launch in 2022, there have been five purpose-grown strains developed within the Strains for Heroes lineup and named by veterans, including, Valour, Courage, Honour, Esprit De Corps, and United Victory.
Aurora supports veteran-focused organizations including Highway for Heroes, Post Traumatic Growth Association, Quilts of Valour Canada, Rainbow Veterans of Canada, True Patriot Love, Veterans Association, and 4Wheelers4Vets.
About Aurora Cannabis Inc.
Aurora serves both the medical and consumer markets across Canada, Europe, Australia, and New Zealand. The Company’s adult-use brand portfolio includes Drift, San Rafael ’71, Daily Special, Tasty’s, Being and Greybeard. Medical cannabis brands include MedReleaf, CanniMed, Aurora and Whistler Medical Marijuana Co., as well as international brands, Pedanios, IndiMed and CraftPlant. Aurora also has a controlling interest in Bevo Farms Ltd., a leading North American supplier of propagated agricultural plants.
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