The Canadian cannabis market “potentially is a multibillion-dollar market,” Marascia said. “And if the U.S. ever allows the legalization of marijuana down here, it will be an even bigger market.”

Altria introduced some of its own e-cigarette brands, but those products have not gained as much traction as expected, and on Friday the company said that it would discontinue its MarkTen and Green Smoke e-cigarette products and its VERVE oral nicotine products.

Those products are not manufactured in the Richmond area, but their discontinuation still may result in some job losses in the region, a company spokesman said.

“We plan to let affected employees know as soon as possible and as always treat them with integrity and respect,” the company said.

The decision to discontinue those brands “is based upon the current and expected financial performance of these products, coupled with regulatory restrictions that burden Altria’s ability to quickly improve these products,” the company said. “The company will refocus its resources on more compelling reduced-risk tobacco product opportunities.”