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If Canada’s medical marijuana system is going to survive and thrive after recreational legalization, the key will be employee healthcare plans, according to a union-backed cannabis company that’s betting big on insurance coverage.

“It will just be a lot easier for somebody to avoid having to see a physician … and just walk into an (Ontario Cannabis Store) and just purchase product,” said Angelo Tsebelis, president of Starseed Medicinal Inc.

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“The key differentiator (for medical marijuana) will be paid benefits.”

With recreational marijuana set to become legal in the coming months, the weed industry is in the midst of a large-scale pivot. Most licensed producers continue to talk about supporting medical patients, but the momentum is clearly on the recreational side, and companies are increasingly focused on launching consumer brands and jockeying for position in recreational retail channels.