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As the landscape of cannabis shifts and grows, we're thrilled to bring you an episode soaked in personal stories and industry insights with none other than Hugo Alves, the advocate, CEO and Top 100 Who's Who of HighTimes magazine. From Hugo's formative years amidst Hamilton's steel city charm to practicing law that have etched the path of cannabis legalization in Canada, this episode stitches together the fabric of personal growth with professional triumph. We traverse Hugo's intimate relationship with cannabis, balancing the pressures of a high-stakes legal career with the grounding presence it provides him—offering a candid look at how one plant can shape a life and a legal landscape.

Pull up a chair as we transition from the courtroom to the buzzing world of cannabis entrepreneurship. Hugo shares the electric moment of decision, swapping briefs for business plans, and the exhilarating leap into launching products that would soon catch the eye of High Times. The chatter doesn't stop there; we dissect the competitive dance between legal and illicit markets, discussing the delicate interplay of pricing and customer satisfaction that continues to shape the industry post-legalization. Each story Hugo unfurls is a thread in the larger tapestry of change and challenge, weaving his professional expertise with personal anecdotes of family and the art of staying present.

Rounding out our session, we zero in on the latest tremors shaking the market—from outdoor cultivation adventures to the pure live resin collaboration cartridge that's set to turn heads. Our spirited exploration of product development doesn't shy away from the hurdles of regulations, as we share our strides in adapting and excelling within this dynamic space. And don't miss the buzz around our sheesh beverage, the latest craze promising refreshment and relaxation. Each revelation of our chat with Hugo not only spotlights the ever-evolving world of cannabis but also serves as a reminder of the power of innovation and the importance of staying true to one's roots and craft.

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