Sitting in a quiet Vancouver Fairmont Waterfront ballroom hallway, OrganiGram\u2019s Denis Arsenault is both open and candid as he talks with me about the company, the Canadian marijuana industry, and its potential social impact. Arsenault is visiting Vancouver as one of fifteen executives from Canada\u2019s biggest marijuana companies for the Canaccord Genuity Cannabis Conference. \u201cWe\u2019re not the first to blaze this trail," he points out when asked how Canada will be changed by legal marijuana. Arsenault looks at Colorado as a good example where he believes studies are indicating that \u201csome crime has gone down and deaths related to drunk driving are down, and their social fabric hasn\u2019t collapsed.\u201d Market opportunities from the consumerization of marijuana will undoubtedly be substantial, as PI Financial analyst Jason Zandberg for example has estimates that the market will be worth $4.6-billion. While the potential social concerns over the recreational usage of marijuana can\u2019t be dismissed it can\u2019t be overblown either. \u201cI just don\u2019t see a really big change in our society\u201d said Arsenault. He added, \u201cthe odds of trouble being stirred up during a night on the town isn\u2019t going to be from someone who is under the influence of marijuana, it\u2019s going to be fueled by alcohol.\u201d Arsenault added more to the conversation in response to these questions. One of the distinguishing features of OrganiGram is its organic status. Will the recent recall affect that? We don\u2019t think so. I think we\u2019re trying to get the recall behind us and I think we\u2019re well on our way there. We\u2019re working with the regulators and are confident it will all wash out in the near term and long term.\u201d Arsenault also highlighted that part of OrganiGram\u2019s strategy involves transitioning production to both organic and non-organic as part of getting ready for the recreational market. How big of a role do you think marketing will play in the marijuana space? \u201cI\u2019m 100% convinced that the regulators will allow for the branding of products at the retail level. But I don\u2019t imagine we\u2019ll see billboards on the sides of our roads. The government has indicated there will be stringent requirements intending to kill the black-market in terms of the current situation.\u201d He reflected on the importance of the retail experience, noting it will play a key role in expanding the customer base and encouraging consumers to buy from legal sources. The Trailer Park Boys are experiencing international success lately. What do you think your brand affiliation will do for OrganiGram? For OrganiGram it\u2019s about developing several brands for the marketplace for the distinct taste of different consumers. In the case of working with Trailer Park Boys brand it\u2019s about OrganiGram connecting with that specific market segment. You are proudly from Moncton, NB. What kinds of cost savings can you realize from your location? A recently released survey about the relationship between the cost of home ownership in relation to people\u2019s income. While Vancouver ranked third highest after Hong Kong and Sydney, Moncton was first on the list in terms of affordability. It\u2019s a very telling sign about the quality of life, where the costs are low. Relative to our industry as it matures, costs will become everything. KMPG reported that Moncton New Brunswick was the lowest cost jurisdiction to do business in Canada. I think this all bodes well for OrganiGram in the future. Is the Canadian marijuana space as a whole undervalued, overvalued, or properly valued right now? Tough question, because I think as a whole the sector is undervalued, but a couple companies in my opinion are very overvalued relative to their peers.