Patrick Pelletier, who has been an entrepreneur in the hemp industry for several years, discovered his passion for this plant during a 1995 trip to Western Canada. This was the beginning of a continuing research fuelled by his desire to demystify and popularize this wonder of nature. Patrick Pelletier launched his first business, Ecothentik, in 2012. Although eager to continue on his journey, he felt a change of direction might be in order. This led to his latest endeavour, Caneve, an online store that not only sells hemp-related products but also offers information and resources on industrial hemp.