Province Brands

About Province Brands

Province Brands of Canada, incorporated as Honest, Inc. on December 1, 2013, operates as a beverage and food technology company. Initially founded in 2016 by Dooma Wendschuh and Jennifer Dianne Thomas with the goal of creating the world's first beer brewed from the cannabis plant, the company's research led to a broader technological discovery. Wendschuh, who previously co-founded a successful video game production company involved in the 'Assassin's Creed' franchise, brought entrepreneurial experience from both the gaming and cannabis industries. Thomas, a lawyer with a background in corporate and cannabis law, co-founded the company and took over as CEO in August 2020.

The company's core business revolves around its proprietary, patent-pending technology that converts non-starch cellulosic plant materials—often agricultural or food waste—into food-grade sugars. This process allows the company to create sweeteners and fermentable sugars from biomass like stalks and stems, which would otherwise have little commercial value. This technology serves as the foundation for its operations in the functional food and beverage, brewing, and cannabis sectors. The business model includes both creating its own branded products and licensing its technology to other companies.

Province Brands' product development has evolved significantly. The initial focus on a beer brewed directly from cannabis has expanded into a broader platform. As of 2023, the company shifted its focus to commercializing a natural plant-derived sugar substitute named Harmoni. It aims to generate revenue through the sale of these alternative syrups and products powered by them, such as sauces and marinades, to the food, beverage, and wellness markets. The company has also launched a revenue-generating line of cannabis-infused beverages under the brand Yandi Fresh. These products, including spiced and fruit-flavored apple ciders, contain 10mg of THC and are marketed as ready-to-drink beverages with no cannabis taste. The company has secured significant funding, including a $10.95 million Series A round in 2018 and a $25 million capital commitment in 2021 to support the construction of its production facility and product launches.