Barb has played an active role in the Licensed Producer system since its earliest days. In 2013, she began her cannabis career by developing and overseeing one of the first customer care departments specifically dedicated to medical cannabis users, and assisting thousands of medical patients with the transition from MMAR to MMPR. Apart from developing policy to best support the needs of patients, Barb’s commitment to providing individuals with the highest standard of both medical and recreational cannabis education in stigma-free and easy-to-understand terms have become her trademark. Her journey has taken her from Bedrocan, to Tweed/Canopy and now finally to Aurora, where she is creating educational video and podcast content, as well as patient messaging strategy. Barb brings a unique perspective with a focus on the needs and preferences of the cannabis consumer from the very roots of what has now become an exciting global industry.