Cannabis firm PUSH taps Laava for authentication

Cannabis-based product manufacturer PUSH has added smart labelling technology from Laava to protect its brand from counterfeiting.

The manufacturer of disposable vape devices, which positions itself as a premium brand bringing full glass, heavy metal-free tanks to the cannabis market, is using labelling technology to combat counterfeiting activity that has had "a significant impact on their bottom line," according to Laava.

Four-year-old PUSH will use Laava's tamper-proof Smart QR codes, which allow users of the company's products to verify the authenticity of their purchases and make sure they do not use a counterfeit, which may be unsafe.

Counterfeit and unapproved vaping products pose a very serious health concern to users as they are likely manufactured in unregulated facilities with unverified ingredients. That is particularly concerning given the outbreak of e-cigarette, or vaping, product use-associated lung injury (EVALI) in the US that peaked in 2019 and caused dozens of deaths.

Laava's serialised Smart QR codes incorporate an anti-copy layer that prevents them from being duplicated or spoofed like regular QR codes. PUSH is also using the platform to engage with its customers through product scans, for example to register devices.

"This dynamic approach allows them to adapt content and promotions in real-time, keeping consumers informed and connected," said Laava. "Since adopting our technology, PUSH has seen a significant increase in scan rates and stronger customer loyalty."

A report published earlier this year by Transparency Market Research, the global cannabis vape market was worth around $5 billion in 2021 and is predicted to grow by around 13% a year to reach $15.9 billion by 2031, driven by the relaxing of laws restricting access to these products.

New CEO takes the helm at Laava

Laava has also announced the promotion of Fotini Delgado (pictured) as its new CEO, after four years serving as the company's chief operating officer, and replacing Gavin Ger who has led the company since it was founded six years ago.

"With over 20 years of experience in driving business growth, digital transformation, and operational excellence across various industries, Fotini is well-equipped to lead Laava into its next chapter," said the company in a statement.

"Her leadership has been pivotal in enhancing Laava’s global presence, forging strong partnerships, and optimising processes that support our mission to revolutionise brand protection and secure connected products."