Cannabis As A Force For Good

"We set out to use cannabis as a force for good and that notion is very motivational for me."


There are plenty of cannabis companies who aspired to dominate the entire global cannabis industry but have, in reality, failed to conquer their own backyards here in Canada.

Astronomical projections like these have crept into many mission statements, while consumers like myself often find ourselves completely clueless as to why any of these companies actually exist.

As Simon Sinek would say, “They have failed to communicate their why.”

That said, there are a number of companies doing things differently. In fact, some, like Pax, are literally taking the opposite approach.

Pax’s mission statement makes it clear that the company intends to “use cannabis as a force for good.”

The first time I read this I thought it sounded awfully cliche - kind of like Google’s don’t be evil motto. But, as I began to get to know some of their team members, I quickly realized that Pax really does practice what they preach. 

For today’s publication of Four PM, I had the pleasure of sitting down with Reuben, who manages the Eastern Canada account for Pax. 

Reuben Molot-Toker is formerly an Account Executive for Canadian cannabis company Lift & Co and is currently the Eastern Canada Account Manager for Pax.

What motivated you to join the cannabis industry?

I actually fell into it in April 2018. Right time, right place type deal. 

I was working in the head office for a chain of Drive-In Theatres in Southern Ontario when I saw a marketing and sales opportunity at Lift & Co. I was desperate to get out of the job I was in. Drive-Ins are cool, but they're old (except they are allowed open in the pandemic, ha!) and they don't keep up with the times.

I think that's what makes them great - they don't need to change.

That’s the polar opposite of the fast-paced, always-changing cannabis industry we work in today and I'm lucky to be working for a company that upholds the same norms and values that I do. We set out to use cannabis as a force for good and that notion is very motivational for me.

What’s been the highlight of your time in the cannabis industry?

I've actually got two.

Fanboy highlight for you, first - At the Toronto Lift Expo in 2019, Color Cannabis rented this beautiful, modern 4-story house in the Beaches. They decked it out.

Each room had a vibe to match the strains they were launching. It was a great party. The highlight was sampling Pedro's Sweet Sativa with Derek Pedro himself. What an awesome person. I doubt he'd remember, but it was a memorable moment for me. 

My second highlight happened back in January 2020 - I went with my brother to Los Angeles and San Francisco for the first time. What a scene!

So many amazing dispensaries. I bought concentrates, a Pax Era with 3 pods, and some flower at 30% THC. I had my Pax Era on me the entire trip, and I've been a poster-boy for this company even before joining, and now I'm officially on the team.

Cannabis Content For Cannabis Professionals

What advice would you offer your younger self who had just joined the cannabis industry?

1. When tracking your success, in the absence of the perfect measurement, just measure something. 

2. In everyday work, strive for excellence, not perfection. 

3. Get on Twitter. Stay consistent with content and build your following - that's where the action is.

What gets you most excited about the future of the cannabis industry? 

Innovative products. Especially products looking to provide transparency around what is being consumed. There are more and more discerning consumers looking to make better decisions around what they put in their bodies.

Companies providing Certificates of Analysis, or even just terpene information, are doing right by those consumers and I hope to one day see that level of transparency across all LPs.

PAX is on the frontlines of this. More and more of our Era brand partners are providing a COA on their pods through the PAX app. Forget about the PAX plug for one second...isn't that just awesome? 

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