Company Overview

Lift & Co. Corp. was a Canadian cannabis-focused media, technology, and events company that operated primarily within the legal cannabis industry. The company developed digital platforms intended to connect cannabis consumers, licensed producers, retailers, and industry participants through product reviews, educational content, data services, and trade events. Its operations were centered on cannabis discovery and consumer engagement rather than cultivation or direct retail sales.

The company’s principal revenue drivers historically included advertising and marketing services, event sponsorships, conference operations, and cannabis-related digital media products. Lift & Co. Expo, one of its most visible assets, was a cannabis trade show and consumer event platform operating in major Canadian cities. The company emerged during the expansion of Canada’s regulated cannabis market and positioned itself as a cannabis information and community platform. Public filings and market reports indicate the company experienced financial distress following the rapid expansion phase of the cannabis sector. Certain operational and post-restructuring details are inconclusive based on available public sources.

Business Operations

The company’s operations historically centered around three primary activities: digital media and publishing, cannabis product discovery and review technology, and live events. Through its online platform, users could access cannabis strain and product reviews, educational material, and industry-related content. Revenue was generated through advertising placements, marketing campaigns for licensed cannabis producers, event ticketing, sponsorships, and related promotional services.

Operationally, the company was concentrated in Canada, with activities tied closely to the country’s federally regulated cannabis market. The business relied on proprietary digital platform infrastructure, brand recognition within cannabis media, and industry event management capabilities. Public disclosures referenced relationships with licensed producers, cannabis brands, and industry exhibitors participating in Lift & Co. Expo events. Data regarding material international subsidiaries, large-scale joint ventures, or major long-term strategic partnerships remains limited in publicly available filings.

Strategic Position & Investments

Lift & Co. sought to establish itself as a central information and engagement platform within the legal cannabis ecosystem. Its strategy focused on building a recognizable cannabis consumer brand while monetizing audience engagement through events, media, and digital services. During the early growth phase of Canada’s legal cannabis industry, the company pursued expansion initiatives tied to consumer education, trade conferences, and cannabis product discovery tools.

The company invested in scaling its event infrastructure and digital platform capabilities as legalization accelerated in Canada. However, publicly available financial disclosures and market commentary indicated operational challenges tied to profitability, capital availability, and broader cannabis-sector volatility. Available records do not clearly confirm significant acquisition activity or ownership stakes in major cannabis operators. Data regarding ongoing strategic investments or active portfolio holdings is inconclusive based on available public sources.

Geographic Footprint

Lift & Co.’s business activities were primarily concentrated in Canada, where it maintained operations tied to cannabis media, conferences, and consumer engagement. The company’s headquarters were located in Toronto, Ontario, and its event operations historically included major Canadian urban markets such as Toronto and Vancouver.

While the company’s digital content could be accessed internationally, there is limited verified evidence of substantial operational infrastructure outside Canada. Publicly available information does not indicate a major international physical footprint comparable to larger multinational cannabis companies. The company’s market influence was therefore primarily domestic and linked to the Canadian legal cannabis ecosystem.

Leadership & Governance

Lift & Co. was founded during the early expansion period of Canada’s regulated cannabis market and was led by executives with backgrounds in media, technology, and cannabis-sector entrepreneurship. The company’s leadership strategy emphasized consumer education, brand development, and establishing trusted cannabis-related informational resources in a newly regulated industry environment.

Key executives and leadership figures publicly associated with the company included:

• Matei Olaru – Co-Founder and Chief Executive Officer
• David Brown – Chief Financial Officer
• Alyssa Richard – Senior executive leadership roles reported in corporate materials

Public filings, including references to SEDAR filings and corporate disclosures, indicate that management focused on scaling audience engagement and event operations during the rapid growth phase of the Canadian cannabis industry. Certain governance and executive details after the company’s financial restructuring period are inconclusive based on available public sources.