Cranberry Cannabis: Persistence, Partnership and a Path Forward

For Joel Snesar, owner of Big Smoke Cannabis Corp., doing business as Cranberry Cannabis, becoming a licensed cannabis retailer took years of persistence and the support of organizations willing to help him through a challenging process.

Raised in Maple Ridge, Joel worked as an electrician before eventually moving to the Sunshine Coast. Looking for work, he took a position managing a cannabis store and soon discovered an industry he enjoyed and a business he was good at running. Joel later entered into an agreement with the owners of a commercial property who were pursuing cannabis retail licensing. The arrangement allowed Joel to manage the business while gradually earning an ownership interest. After five years, he was given the opportunity to purchase the business and licence outright. Joel decided to take the leap.

Finding financing, however, was difficult. Traditional banks were not willing to provide the funding he needed, so Joel began searching for other options and connected with NEDC. That connection proved critical. NEDC provided Joel with the financing and support he needed to move forward and, recognizing the challenges he faced during the lengthy licensing process, worked with New Relationship Trust (NRT) to provide additional assistance.

Government approval ultimately took almost two years. During that time, Joel continued operating the business but was only able to draw a wage while working toward ownership. “The biggest challenge was navigating the lengthy government approval process,” Joel says. “It took a lot of patience and persistence, and having NEDC’s support throughout the process made a real difference in helping me reach the finish line.” After a long wait, Cranberry Cannabis received its licence. Today, the store is fully stocked, trained staff are in place, and sales are stable.

Over the years, Joel has built strong connections within the Powell River community. Through his involvement in local sports and his years working in the business, he has come to know many of his customers personally. That familiarity has helped Cranberry Cannabis develop a loyal customer base and become an established part of the local community. For Joel, entrepreneurship is more than owning a successful store. It has given him the opportunity to build something of his own while creating more flexibility and time for his family.

Looking further into the future, Joel hopes to continue growing as an entrepreneur and eventually open another store in his mother’s home community in the Prince Rupert area. With Indigenous ancestry through his mother’s family, that goal carries a deeper meaning. Opening a store there would not only allow Joel to grow his business but also give him an opportunity to spend more time in the community, strengthen family connections and reconnect with his Indigenous ancestry.

After years of uncertainty and a licensing process that tested his determination, Joel is now looking ahead — growing Cranberry Cannabis, building for the future and continuing to create a life that brings together business, family and community.