Aurora Cannabis Inc.'s Strains for Heroes initiative donates 5% of net profits (up to C$200,000 annually) from Strains for Heroes products to veteran-focused organizations in Canada. The program, launched in 2022, involves veterans in developing custom cannabis strains, with five strains named by veterans. Aurora supports various veteran organizations. The company serves medical and consumer markets in Canada, Europe, Australia, and New Zealand, with a portfolio of adult-use and medical cannabis brands, and a controlling interest in Bevo Farms Ltd.

Aurora Contributes to Veteran Communities through Strains for Heroes Initiative

Jul 16, 2025

Mg Magazine Newswire

MG Magazine

*EDMONTON, AB –* Aurora Cannabis Inc.’s Strains for Heroes initiative
represents collaboration with veteran communities and organizations across
Canada. Five percent of net profits from the sale of Strains for Heroes
products are donated annually to veteran-focused organizations, up to a
maximum of C$200,000.

“For the third consecutive year, we are honoured to stand alongside the
veteran community, not just in compassion, but in action,” said Geoff
Hoover, SVP of Commercial Canada at Aurora. “Our commitment is embedded in
how we listen, collaborate, and innovate with veterans to develop
high-quality medical cannabis products that truly serve their needs. Their
resilience inspires our mission, and their voices shape our products.
Supporting those who’ve served our country is a responsibility we carry
with pride.”

Insights gained from veterans participating in the program help guide the
company in crafting custom cannabis strains, focusing on attributes such as
aroma, appearance, and effects that matter most to veteran patients. Since
the program’s launch in 2022, there have been five purpose-grown strains
developed within the Strains for Heroes lineup and named by veterans,
including, Valour, Courage, Honour, Esprit De Corps, and United Victory.

Aurora supports veteran-focused organizations including Highway for Heroes,
Post Traumatic Growth Association, Quilts of Valour Canada, Rainbow
Veterans of Canada, True Patriot Love, Veterans Association, and
4Wheelers4Vets.
About Aurora Cannabis Inc.

Aurora serves both the medical and consumer markets across Canada, Europe,
Australia, and New Zealand. The Company’s adult-use brand portfolio
includes Drift, San Rafael ’71, Daily Special, Tasty’s, Being and
Greybeard. Medical cannabis brands include MedReleaf, CanniMed, Aurora and
Whistler Medical Marijuana Co., as well as international brands, Pedanios,
IndiMed and CraftPlant. Aurora also has a controlling interest in Bevo
Farms Ltd., a leading North American supplier of propagated agricultural
plants.