As President of Pure Sunfarms, Orville works to empower growth, deliver operational excellence and nurture a culture of accountability across the organization. With a proven track record of driving strategic excellence, Orville's journey is a testament to his unwavering commitment to achieving results. Orville's career began with a strong foundation in business. After spending more than 15 years spearheading financial efforts for large-scale construction and infrastructure projects globally, Orville transitioned to the cannabis industry where he held several senior roles optimizing production processes and overseeing innovation and new product launches. Armed with a Bachelor and a Master of Business Administration from Nyenrode Business University in the Netherlands, he combines his sharp business insights with an innate understanding of finance and operations. He joined Village Farms International as Vice President, European Business Development and Operations. His adeptness in building relationships and identifying growth opportunities facilitated the company's expansion into the European cannabis market. His multicultural understanding and open-minded approach has nurtured partnerships across diverse cultures, fostering collaboration toward a common goal. Orville's operational prowess shone brightly as he stepped into the role of Chief Operating Officer at Pure Sunfarms where he spearheaded initiatives that increased production efficiency, propelling the company to new heights in the market. His pragmatic approach to operational excellence not only bolstered the bottom line but has also contributed to Pure Sunfarms' reputation as a market leader. Born and raised in the Netherlands, a country that has openly embraced the consumption of cannabis for over 40 years, Orville has an appreciation for all the plant can provide. At the heart of his philosophy for Pure Sunfarms lies a deep respect for the company’s cultivation foundation — the plants. His leadership has been marked by his unwavering belief that a culture of honesty and accountability is essential. This approach fosters collaboration and unites teams with a shared purpose. Orville's commitment to instilling these qualities across the organization resonates in every facet of his work.

Rob Baldwin’s dedication to plants and the art of cultivation drives his approach to growing quality cannabis, a passion he brings to the evolving cannabis industry, where he sees endless potential for innovation and excellence. As Vice President of Cultivation and Greenhouse Operations at Pure Sunfarms, Rob oversees greenhouse operations, leading a team of skilled growers dedicated to producing high-quality, consistent cannabis. His leadership emphasizes hands-on expertise and collaboration, inspiring a culture of continuous learning leading to continued improvement and innovation. Rob believes that a strong connection to the land, paired with innovative growing techniques, is essential to delivering quality products that meet consumer expectations. With over two decades of experience managing greenhouse operations in BC’s Fraser Valley, Rob previously served as Grower and Facility Manager at Village Farms. There, he managed the greenhouse that now powers Pure Sunfarms’ operations, guiding its conversion from vegetable to cannabis production. Rob’s extensive knowledge of BC’s growing conditions and his background in greenhouse management position him as a leader in cannabis cultivation. Rob holds invaluable expertise in plant health and quality standards, backed by years of experience. His commitment to excellence continues to drive Pure Sunfarms’ reputation for quality and consistency in Canadian-grown cannabis. Rob is also a graduate of Kwantlen Polytechnic University, where he completed the Greenhouse Management Program, focusing on Botany, Plant Health, Crop Production, Greenhouse Climate Control, Pest Management, and Crop Production Operations.

Julia Cameron is a high-impact leader driven by the power of collaboration to shape narratives, safeguard corporate reputation, and facilitate change within the dynamic cannabis industry. As Vice President of Communications & Corporate Affairs at Pure Sunfarms, she oversees communications, public affairs, community relations, and corporate affairs. Representing the company in a number of industry groups, Julia works to refine public policy and priorities for a newly legalized sector. She is a high-impact leader dedicated to driving meaningful change and building long-term value. Julia brings over a decade of experience as a consultant at Edelman, where she led integrated marketing and communications initiatives for global companies across diverse sectors such as consumables, technology, real estate, transportation, and natural resources. Her experience in corporate communications, public relations, and stakeholder engagement provides a unique perspective for representing Pure Sunfarms' values and vision. Julia holds a Bachelor of Psychology from UBC, a Diploma in Marketing Management from BCIT, and certifications in IAP2, mediation, and working with Indigenous Peoples. Her skills and dedication help advance Pure Sunfarms as a leading company in Canadian cannabis.

Maria Guest is inspired by the opportunity to shape dynamic brands in the evolving cannabis market, where creativity and consumer insight come together to build meaningful connections. As Vice President of Brand at Pure Sunfarms, Maria is committed to creating brands that resonate with consumers and drive long-term growth. She leads her team in using a data-driven approach to inform branding strategies, product innovation, and market positioning, ensuring that Pure Sunfarms’ brand presence is both impactful and authentic. Maria believes that staying attuned to consumer needs and fostering a collaborative, purpose-driven culture are essential to building a successful brand in the cannabis industry. Prior to Pure Sunfarms, Maria spent over ten years in the beverage industry, managing well-known brands such as Corona, Stella Artois, and Bud Light. Her expertise spans all aspects of brand building, including consumer insights, product innovation, and integrated marketing, providing her with a strong foundation to lead Pure Sunfarms’ brand strategy. Maria’s experience in highly regulated markets enables her to navigate the unique challenges and opportunities of the cannabis space effectively. Maria holds a Bachelor of Commerce from the University of British Columbia, where she developed a strong foundation in business strategy. Her career led to a focus on marketing, and her passion for creating purpose-driven brands continues to guide her as she builds meaningful consumer experiences in the cannabis industry.

The challenge and complexity of the cannabis industry drew Hamid to Pure Sunfarms, where in his role as Chief Financial Officer, he leads a team laser-focused on Pure Sunfarms’ leadership position, delivering financial results with impact. With 15 years experience as a Chartered Professional Accountant and Chartered Business Valuator, Hamid held previous senior positions at BDO and PricewaterhouseCoopers, where his financial advisory and valuation roles exposed him to a broad set of experiences working with challenging industries including manufacturing, mining, technology, and real estate. During his time at BDO, he co-led the Western Canada Cannabis Group and was actively involved in the beginnings of the nascent industry writing articles and presenting at universities and industry events, including the AICPA conference. Within the cannabis industry, it’s the mental stimulation of working in an ever-changing landscape with no set operating manual that makes seeing ideas, processes, and standards come to light so much more exhilarating for Hamid. He hopes to instill a sense of humility and curiosity on his team, challenging everyone to do the work, take ownership, and ask the hard questions every day to create more effective and successful ways forward the whole team can stand behind and be proud of. Hamid is a recipient of Business in Vancouver’s prestigious 2024 Forty Under 40 Award, recognizing his achievements in business leadership, early-career success, and community engagement. He has a BBA from Simon Fraser University and is a Chartered Professional Accountant (CPA, CA) and Chartered Business Valuator (CBV).

Kyle Watson is driven by a passion for building meaningful relationships and understanding the diverse needs of retailers and consumers in the cannabis industry, where he sees endless potential for connecting people with quality products and experiences. As Vice President of Commercial at Pure Sunfarms, Kyle leads trade operations, and national and wholesale sales, ensuring Pure Sunfarms products reach consumers across Canada with a strong in-store presence. His approach emphasizes the importance of listening closely to customers and collaborating effectively with provincial boards and retailers to meet market needs. Kyle believes that cultivating trust and open communication with partners is essential to achieving business success and creating a positive consumer impact. Before joining Pure Sunfarms, Kyle served as the Western Canada Vice President of Beyond Beer at Labatt, the largest beer company in the world. In this role, he managed a diverse portfolio, driving market share and revenue growth through innovative marketing strategies and strong sales execution. It is his experienced leadership that sets the foundation for success at Pure Sunfarms, and his ability to create and execute strategy, coach, lead, and motivate teams toward a shared vision and targets. Kyle holds a Bachelor of Kinesiology in Human Kinetics and Business Management from the University of British Columbia. He combines his strategic insights with a commitment to connection and growth, supporting Pure Sunfarms’ vision to build a trusted, consumer-focused cannabis brand.

Edward Woo is inspired by the dynamic nature of the cannabis industry, where he sees the potential for continuous innovation and meaningful impact on both consumers and the broader market. As Vice President of International Business Development at Pure Sunfarms, Edward is passionate about cultivating global partnerships and expanding the company’s international presence. His appreciation for teamwork, collaboration, and innovation stems from his experience in navigating complex, regulated environments, where he learned that bringing together diverse perspectives leads to more effective problem-solving and long-term success. Edward believes that fostering an environment of open communication and shared decision-making not only drives business results but also creates an empowered team capable of overcoming challenges together. With over 20 years of experience in regulated industries, Edward excels at navigating complex environments and driving growth. His career includes leadership roles at Philip Morris International and Rothmans Benson & Hedges, where he led the global rollout of products and regulatory strategies across 30 countries. Originally from Toronto, Edward has lived and worked in New York and Switzerland, gaining valuable insights from markets across Asia, Europe, the Middle East, and Latin America. These experiences provided Edward with deep understanding into diverse cultures and markets—knowledge he now applies to the cannabis sector, where he sees incredible opportunities for growth. With a BA in Economics from the University of Western Ontario, Edward combines his commitment to integrity, resilience, and teamwork with Pure Sunfarms’ mission to lead the cannabis industry into the future.