Village Farms International said its Pure Sunfarms brand is launching a one-way aroma valve built directly into its dried flower packaging, which will allow customers to smell the weed before they buy it.
The one-way aroma valve is pressure-activated and designed to release the flower’s scent only when gently squeezed, while preventing air, moisture, and contaminants from entering the bag. Adapted from proven technology long used in premium coffee packaging, it represents the next evolution in cannabis packaging, bringing a sensory dimension never before available in the legal market.
“Smell is powerful—it connects us instantly to how we feel, shaping our choices in ways we don’t even think about,” said Orville Bovenschen, President, Village Farms Canadian Cannabis. “First, we gave people a window so they could see the flower. Now, we’ve added a valve so they can smell it. It might seem like a small thing, but in cannabis, it’s huge. Because it’s more than just aroma: it’s increased accessibility, as well as memory, emotion, and experience all at once. These details matter because they bring everyone back to that first time we smelled and smoked great flower; that moment that stays with you. With this innovation, we’re proud to do that for all consumers.”
New pouches featuring Pure Sunfarms’ proprietary aroma-valve design will roll out across Canada as fresh inventory reaches stores through October, beginning with Pure Sunfarms ounces and later expanding to other top-selling SKUs.
