Tony Giorgi, CEO of Canada-based Sensi Brands Inc., discusses the company’s growth and strategies in an interview with Eugenio Garcia, founder and CEO of Cannabis Now. Launched in January of 2020, Sensi Brands has achieved significant success with innovative products like multi-pack and infused pre-rolls, leading to a 65-70% market penetration in Canada. The company operates five distribution paths, including wholesale, international markets, medical clinics, e-commerce and a retail dispensary store. Despite market challenges, Sensi Brands recently acquired a state-of-the-art facility capable of producing 110,000 kilos, aiming for global expansion, particularly in the US and EU markets.
As we kick off 2026, Giorgi offers business advice to fellow entrepreneurs and delves into the Sensi Brands work culture, along with the company’s big goals for the future.
Tony Giorgi at Sensi Brands’ new facility.
Eugenio Garcia: To start, tell us about your background as an entrepreneur.
Tony Giorgi: I’ve earned a bit of a reputation here in Canada for being a serial startup specialist, taking companies literally from ideation to full production and commercial operations. I’ve built six companies over the last 30 years. The first four were in technology. The largest transaction was a company called Q9 Networks, where we built highly secure and system-redundant data centers housing the computing infrastructure and data for the likes of the banks and government and mission critical applications. That company sold to Bell Canada in 2012 for $1.2 billion.
Post that, I started a digital transformation company called K2 Digital…going after financial services customers. It was there that I got introduced to the senior leadership team of MedReleaf. MedReleaf was the first medical cannabis company in Canada…I had met them in 2015, and by 2016 the master grower had resigned his role and we started up what became the Flowr Corporation out of Kelowna, BC.
And so, the Flwr Corporation was my first foray into cannabis. We built the largest indoor facility in the country. It quickly became renowned for being one of the best-quality facilities in the country. I took the company public in September of 2018 and at that point I stepped down to go focus on building what now is today known as Sensi Brands.
EG: And what’s been your approach to building Sensi Brands?
TG: Sensi Brands started off in 2020. We took a very unique approach to the market because, if you recall, everybody that got into the cannabis industry—whether it was south of the border or whether it was in Canada—everybody took the approach of wanting to become the largest cultivator or the largest extractor. The example that we always give is that we’d be sitting here in our offices, and the next licensed producer would go on LinkedIn and say, “Woo hoo. We just got our license, and we’re launching a soccer mom brand.” And we went to look at what a soccer mom brand i
