Greenway Greenhouse Cannabis (CSE:GWAY) entered Canada’s frenzied cannabis market not long after the country legalized recreational use in October 2018 but with a different game plan than most of its peers.

While the company was smaller than many licensed producer (LP) rivals, the agricultural lineage of its leadership team proved an important advantage after the industry’s initial excitement gave way to hard business realities. 

Greenway is still led by the two men who co-founded the company: Chief Executive Officer Jamie D’Alimonte and President Carl Mastronardi, both of whom co-chair the organization.

D’Alimonte is a third-generation farmer whose family focuses on tomatoes, peppers, cucumbers and strawberries, which have been on shelves across Canada and in major U.S. retailers since the 1950s. The Mastronardi name is known in North American agricultural circles for their family’s work in greenhouse growing, stretching back to the 1940s.

While the initial frenzy in financial markets for cannabis names led to billions of dollars of investment and the creation of dozens of LPs, the Greenway strategy was more modest by design.

“We wanted to approach it as an agricultural product from the onset and we started very small, with a one-acre facility as well as the nursery back in 2020,” says D’Alimonte.

“We received the certification for our growing facility in 2021 and our intention was to be a B2B wholesale supplier, selling one-kilogram packages to other brands or marketers who could decide whether to sell it as flower, pre-rolled joints or edibles.”

The approach called for learning the market and keeping costs low as the team found ways to leverage its agricultural expertise.

“Honestly, prior to the gold rush and all the hype and hysteria around Canada’s legalization, what brought us to this industry is that we saw a lot of people that we didn’t think were doing it efficiently and going about it from an agricultural standpoint,” D’Alimonte explains.

“There are all kinds of controls required to keep costs down from a plant nutritional perspective and to maintain high production standards. We saw a lot of things going on that we thought fell short of our knowledge base, so we got excited and saw potential for growth over time. We felt we could really do something.”

Thanks to those decades of experience, Greenway’s weighted average cash cost for finished goods inventory was $0.75 per gram at the end of December 2023, amongst the lowest in the Canadian market.

“Even in inflationary times, we have been able to keep costs down and quite level,” he says.

“Early on, and even recently, you’re seeing costs at some other LPs well over $1.50 to $2.00 per gram. That really is the difference with us, as well as production per plant, with some yielding upwards of 250 to 300 grams.”

Situated in Leamington, Ontario, Greenway’s facility is in one of the southernmost and sunniest points in Canada, affording a perfect climate for greenhouse production.

Greenway also captures heat from power generated on site with natural gas, storing the warmth from engines to redistribute when greenhouses need it at night. Meanwhile, the rockwool substrate it uses in place of soil allows nutrients to be preserved, meaning a pasteurization process can be employed so that water gets reused.

“We do not utilize any pesticides but instead rely on integrated pest management,” says D’Alimonte. “In other words, we have an entomological team and we bring in good bugs to eat the bad bugs.”

To control aphids and white flies, for example, the control team uses ladybugs and a type of wasp called Encarsia formosa. “Greenhouse growing in general is very safe for the environment,” D’Alimonte notes.

While the Greenway founders were correct that their approach was robust, the rollercoaster trajectory taken by the broader industry made the first few years a much rougher ride than hoped.

With the rapid entry of large producers, some with facilities 20 or 30 acres in size, oversupply of cannabis, much of it of mediocre quality, sent prices tumbling. 

Canadian cannabis wholesale prices fell more than 40% last year as companies continued to work through stubborn supply gluts.

The fallout, which coincided with slower legalization south of the border than anticipated, undermined share prices and led to many companies collapsing or consolidating. 

D’Alimonte and Mastronardi had been careful not to overreach but still saw profits squeezed by the weak pricing environment. “It really hurt our revenues and returns,” says the CEO.

Nevertheless, in the quarter ended December 31, 2023, Greenway reported the second-best revenue number in its history, up more than 33% over the same period a year earlier to $1,388,200. Adjusted earnings before interest, taxes, depreciation and amortization (EBITDA) came in at a modest loss of $252,395.

“We have definitely seen a rebound in the market in the last six to eight months,” says D’Alimonte. “There have been a lot of bankruptcies and a lot of facilities closing or downsizing, matching and becoming aligned. Since that’s been happening, we are seeing our revenue increase and the price per gram increase as well.”

Also helping returns is entry into the retail market, with the first shipment of product under the company’s own MillRite pre-roll brand taking place in March. Early sales put MillRite as the number four brand in its segment. The EPIC premium flower brand launched one month later. Both brands are available in Ontario, with Greenway already eyeing other provinces such as British Columbia, Manitoba and Saskatchewan.

MillRite is priced to attract price-conscious consumers, with Greenway’s low production cost enabling it to compete and still anticipate profitability on its sales.

In April, Greenway announced the receipt of CUMS-GAP and GACP certification, bringing with it the chance to ship internationally.

“Some current customers with export arms requested that certification, so we can export through existing customers or through new ones we are currently vetting,” says D’Alimonte.

“Export prices are much higher than we are getting in Canada, and some of our product has already been earmarked for Australia. And with the change in the market, we are being approached by many LPs who decided to pivot and focus on marketing rather than production. We are having discussions with lots of them.”

The timing of this new market dynamic is perfect, as growing facility expansion finished last year, bringing capacity to 167,000 square feet of cultivation space and 22,000 square feet for processing.

This enables annual capacity of 24,000 kilograms and carries with it the potential for a major increase in earnings.

“I envision us probably being fully planted within 12 to 18 months, and it could be even sooner if one or two of the new customers we are currently talking to come on board,” says D’Alimonte.

He acknowledges that it has not been an easy journey for shareholders, of which he is one, with insiders owning about 70% of the 131 million shares outstanding.

“We have been very conservative – lots of sweat equity,” says D’Alimonte. “We have been true to our goals; we didn’t get into processing or CPGs right at the start like our competitors. We gave ourselves time to prove to the public and our shareholders what makes us different, keeping costs down and growing a superior product. We see this industry as a marathon not a sprint, and Greenway is still gathering speed.”

This story was featured in Canadian Securities Exchange Magazine.

Learn more about Greenway Greenhouse Cannabis at https://thecse.com/listings/greenway-greenhouse-cannabis-corporation/.