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Corporate Overview

Phivida Holdings Inc is a publicly traded company on the Canadian Securities Exchange, traded on the ticker symbol “VIDA” and on the US OTC Markets as “PHVAF”.

Phivida  [“fiii-vee-daa”]  is a premium functional food and beverage company that believes that whole plant nutrition and natural ingredients are our best way to maintain overall health and balance in our bodies. We infuse all our products with organic cannabinoids from Hemp into a variety of premium foods, beverages and clinical products for everyday health.

We embrace and celebrate a return to organic, natural plant-based foods and beverages, and a focus on holistic health and wellness. Our mission is to help reduce the world’s dependence on pharmaceuticals and provide food and beverage choices that allow our customers to live a balanced healthy lifestyle.

Our Vision Health and Wellness, in harmony

Simple. To help as many people as we can. We have always believed that health through plant based and natural alternatives is the best way to maintain our health and wellbeing. We’re committed to producing innovative products from the cleanest and healthiest, nutrient rich ingredients to help you live healthier, and fuel your performance and wellness goals.

Our Mission

Phivida’s mission is to lead the alternative health care sector as the benchmark quality standard in premium cannabinoid infused foods, beverages and clinical products, with a dedication to research, education and investing back into the communities which we proudly serve.

Our Values


Nurturing and growing strong relationships and partnerships within our community to further the overall acceptance and understanding of cannabinoid-based health products.


Continuously strive for greatness. We are curious minds, and want to solve problems. Creating new and innovative products while advancing research and development is at the core of everything we do.


The only constant in life is change. At Phivida, the growth of our customers and being a part of helping you achieve your health and wellness goals is what drives our evolution.


Jim Bailey President & CEO, Director

  • Former President of Red Bull Canada and Global Chief Marketing Officer Merrell Outdoors
  • Former Chief Executive Officer of Beneath Apparel, and senior executive adidas, Blue Goose (organic foods) and Salomon
  • Expertise in driving new market share and revenue growth via multi-channel DTC and distribution management strategies

Mike Cornwell Chief Marketing Officer

  • Bachelor of Commerce Marketing Management University of Otago
  • Specializing in CPG brand management, experiential and aspiration/endorsement marketing
  • Former Chief Marketing Officer Samsung NZ, Microsoft NZ, Former Director of Sales & Marketing at Red Bull Canada

Doug Campbell Chief Commercial Officer

  • Former Director of National Accounts Stoli Group
  • Former Director of Sales Red Bull North America
  • Accomplished Senior Sales and Marketing Management Professional with over 20 years of Key Account Retention and Major Brand Management expertise

Carmello Marelli, CPA, CA, CGA Chief Financial Officer

  • 25 years of experience in executive financial management for publicly traded companies
  • Principal of Marrelli Support Services Inc., a firm that delivers accounting and regulatory compliance services to listed companies on the Toronto Stock Exchange (TSX), TSX Venture Exchange (TSX-V) and the Canadian Securities Exchange (CSE), Chartered Professional Accountant (CPA, CA, CGA) and a member of the Institute of Chartered Secretaries

George Kovalyov, CA Vice President Finance

  • 11 years as an experienced financial controller, public companies audits and financial statements to GAAP and IFRS
  • Chartered Accountant designation through the Institute of Chartered Accountants of British Columbia
  • Bachelor of Business Administration, Diploma in Accounting – Kwantlen University
  • Founder and President of GVK Group Chartered Accountant

Greg McCauley Senior Vice President, Distribution

  • Over 30 years’ experience in the consumer products industry with major brands such as Jägermeister, Muscle Milk and Red Bull
  • Vice President and General Manager of Mast Jägermeister, responsible for sales and distribution in 18 U.S. states and Canada
  • Several years at Red Bull North America where he was responsible for a distributor network comprising of 375 sales territories and 500 employees with sales in excess of US$150 million

Vito Piazza Independent Director

  • Founding partner of Sid Lee Toronto
  • 15 years of professional experience in a mix of strategic account leadership, marketing communications and brand building
  • Bachelor’s degree in marketing and MBA from McGill University.

John Caruso Independent Director

  • Senior Vice President,  Acosta/Natural Specialty Sales
  • Over 20 years within in the grocery business working his way up from a clerk to store manager before entering the corporate side where he held numerous senior positions before being promoted to a Corporate Vice President.
  • Over four decades of experience in the food and beverage industry in all aspects of the business — from store operations to retail operations, procurement, merchandising and marketing within the natural specialty grocery channel.

Peter Simeon Independent Director

  • +10 year practice is focused on corporate nance, mergers and acquisitions, and structured products.
  • Current Partner of Gowling WLG Law, extensive experience in corporate commercial and securities law.
  • BA Queens University, Law Degree at York University, Osgoode Hall Law School.

Phivida Holdings Inc (VIDA:CSE)

Investor Relations Contact


1-844-744-6646. Ext. 2

News Releases

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Phivida Monthly Update 
June 2019
Hello everyone,

I hope this newsletter finds you well! Since our last newsletter, there has been a lot happening – in terms of legislation, sales, and product development.
Looking at legislation, as we’ve discussed the state of California is leading the way with Bill AB 228 which has now received all the votes in favour to move it to committee and then on to the Governor for signature. Obviously, we have been watching this closely as California is the most populous state in America with almost 40 million people and high awareness of CBD and its benefits.

Another state we are watching is Texas, where Governor Abbot recently signed Bill 1325, which allows for the sale of CBD oils and other hemp-derived products that contain less than 0.3 percent of THC. While there is some work yet to be done as it relates to CBD infused-ingestibles, clearly the Lone Star state is moving in the right direction. Texas is also a very important state to us as it is home to almost 30 million people, and their population and economy continue to grow in a very business-friendly state.

Events did not go as well in New York state, where the recently passed Bill A7680-A could, through over-regulation, dramatically impair the sale of hemp-derived CBD. What we did find interesting however was a letter to the New York state assembly staunchly opposing opening up the sales of CBD products to New York state consumers. It was sent from Greenwich Biosciences, a subsidiary of GW Pharmaceuticals, the company that recently received a patent on the drug Epidiolex. While we do respect patent law, big pharma getting in the way of millions of consumers whose lives have benefited from the use of CBD is concerning, to say the least.

With all this said, the good news is that we will continue to see legislation at the state level pushing for laws to protect those of us who sell and market CBD to provide a greater alternative to traditional pharma to consumers.

Making progress in retail sales

We are also encouraged by the fact that certain retailers, on a state by state level, are getting ahead of legislation and beginning to consider carrying CBD-infused products. In our case, I am pleased to announce we have begun to sell and distribute our beverages, tinctures and capsules in stores in California and Colorado. This initiative has been supported by our direct-to-store distribution platform (DSD) in each state while we wait for the broader National accounts and National distribution partners to enter the category. These selling efforts will be supported by a robust sampling effort both in-store and out of store and an accompanying social media blitz to help build both awareness and trial. We will keep you abreast of the progress we are making in terms of sell-through at retail and the overall points of distribution.

Growing the online presence for Oki beverages

Oki beverage sales have continued to grow month over month as we’ve continued to work on search engine optimization (SEO) and will consider paid advertising opportunities as they open up. For example, Facebook recently announced they would begin to allow CBD Topical advertising on their platform, so signs of the major online outlets opening up are encouraging.

Event marketing has been a key component of our marketing program, and recently, we have kicked off recruitment for Oki sampling teams in key markets. We expect to be in-market sampling during July, so look for more news on our sampling efforts in the July report.

We also saw a big spike in our online sales after our mention in a Washington Post article last week which presented a balanced view of the current state of the CBD market. As a result, we saw a massive spike in traffic to our Oki website, which resulted in a large increase in online sales – selling four-times our average weekly sales!

Building a strong profile for Vida+

As we told you earlier this month, we have launched a new website for Vida+ to improve its online profile. To support that, we launched new Vida+ dedicated social accounts to align with the launch of the website. To increase viewer engagement and provide information to support sales, we are gradually rolling out content for the site and associated social pages. The results so far have been very positive, with a strong increase in traffic and achieving our highest ever sales online.

We are also working on new Vida+ packaging and have signed off final concepts and packaging that will be rolled out by the end of Q3. We expect to be able to share the new packaging with you in the July monthly report and will phase in new packaging as we clear through existing inventory

Launching a new Phivida pet brand

Development of the new Phivida pet brand is progressing nicely, and we are on track to launch the new brand by the end of Q3 as promised. So far, we have completed the research, brand position and are making final decisions on new packaging designs and visual look and feel this month. This is an exciting initiative, as we said at the time of the announcement, according to the Brightfield Group, CBD pet product sales increased from $8 million to $32 million in the last two years and is poised to reach $1.16 billion by 2022.

As you’ve seen, we are continuing to make progress in this very exciting category ­ I look forward to providing you with more positive news in the coming months.





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