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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

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Phivida Monthly Update 
May 2019
Hi everyone,

While as you can well imagine, it has been a very busy month for the Phivida team and we have a lot of exciting news to share with you.

Wikala Acquisition Closes

As you are aware, we closed the acquisition of Wikala this month and I am really looking forward to working with David Moon and his team. Myself, our VP of Finance and our CMO all made the trip to Belgrade, Serbia to meet the Wikala team and have them share their vision for the future. I can honestly say that all three of us left the meetings with a lot of excitement both in terms of the platform that they have created and their depth of talent within the team. In an industry that has its’ fair share of short-term business operators, it is really refreshing to meet a team that operates with such high integrity. As mentioned in my previous communications, David and team have already amassed over 400,000 monthly active users (MAUs) with a goal to achieve over 1.0 million MAUs in the first half of 2020.

Starting in July, the Wikala Belgrade team will also manage the technical side of the Vida+ and Oki sites. They are experts in website build and optimization so we believe this will bring great improvements to our own sites as well.

Now the fun begins converting monthly active users into monthly active customers while building a trusted ecosystem where consumers know the products that they have purchased have been tested and proven safe to use – which is one of the biggest issues plaguing the CBD industry. Based on the recent general meeting the FDA conducted with industry leaders and lobbyist on May 31, 2019, the top three takeaways as noted by Leafly were:

• There is too much junk in the marketplace
• Consumers have no way of knowing what is legitimate
• Many people still don’t know what CBD is

As I have stated in the past, we will always do what is right over what is easy and welcome the FDA’s oversight in the category to weed out some of the “bad actors” in our space. With the acquisition of Wikala, we will now be able to address these markets conditions and provide a platform which will allow consumers to both gather information and purchase through one trusted source.

State Legislation

I am even more encouraged as to what is developing at the State level, with California leading the way with their own legislation around CBD-infused products. Bill AB-228 was introduced on January 17, 2019, and passed unanimously on May 22, 2019, with an assembly vote of 77-0. The bill itself will allow for the manufacturing and sales of CBD-infused products throughout the entire state of California, opening up a market of almost 40 million potential consumers. Bill AB-228 has been passed over to the Senate and is scheduled for review today. I believe that the passing of the bill in California will mean other states are sure to follow in order to capitalize on the pent-up demand from consumers and retailers alike.

Market Headwinds

While some of these delays may seem frustrating, I can tell you first hand from my days at Red Bull, there are so many parallels to the CBD industry and the energy drink industry. I often find myself reminding people that Red Bull hit the USA market in 1998 and prior to that, the category was non-existent and six years later the Canadian market was opened after numerous challenges from the Federal government. Fast forward to today and the global energy drink category is projected to hit $72 billion by 2024, delivering a CAGR of 7.1%. So, with that said, just imagine the possibilities with a functional ingredient that is good for you and allows an entire population to live a better life!

Expansion into the Pet Category

Earlier this month, we announced our plans to expand into the pet category with a new CBD-infused product line. This is a growing space for our market – one that is expected to see demand skyrocket as consumers become more educated about the same wellness benefits for the furry members of their families. As we stated in our announcement, the new product range will consist of tinctures in three concentrations formulated for small, medium and large pets as well as an oral spray – all with the same unmatched quality you receive with our other products. Our marketing team has also been working on branding and packaging design concepts, which we’re excited to introduce to the market in the near future.

New Vida+ website

Behind the scenes, we’ve been also building out a new Vida+ website, which is live as of last Friday. This new site will be a good platform to improve our traffic and in turn increase sales of the Vida+ products, which continue to see sales pick-up on a month-to-month basis.

Traffic continues to ramp up on the new Oki e-store

Last month we unveiled the new Oki e-store, feeloki.com, to give consumers the option to purchase our beverages and supplements directly online, anywhere across mainland United States. Since the site’s launch, sales have been steady. Behind the scenes, we are working to optimize the website and improve traffic, and starting next month, we’ll be launching some paid digital advertising to support this initiative.

In closing, while I am completely aware of some of the obstacles in front of us, I continually tell our employees, shareholders and external partners to practice patience as when the markets do open up the ride is going to be phenomenal!

Thanks for your continued support,




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