Meet Tricia Symmes—the Mind Behind the CBD-forward Wellness Brand Noon & Night

November 16, 2021 at 01:00PM

Tricia Symmes always knew she wanted to help people. Both her parents worked in the healthcare field and, naturally, that fuelled her own interest in medicine—specifically in patient health and wellness. This curiosity led her to pursue a bachelor of science in kinesiology followed by a master of business administration, and she found her way into the vast world of pharmaceuticals.

“The pharmaceutical field really offered a great combination of research, science and business acumen,” says Symmes. “It made sense to start my career off in an industry where I could draw on the skills that I pursued in university, while also diving deep into the health and wellness spaces and really make a difference with patients.”


In 2019, after garnering over 20 years of experience in the pharmaceutical field—10-plus at the C-Suite executive level—Symmes took a leap of faith and dove headfirst into the buzzy world of medical cannabis. She was drawn in by the category’s potential in offering alternative options to pharmaceuticals.

“I had this huge opportunity to create something special on the recreational side to complement our already growing medical business. It’s not often in your career that you get to build a team, brand and portfolio from scratch,” – Tricia Symmes

“There was a lot of education and awareness that needed to be done, and to be able to be part of the team that launched this from the ground up was something of great interest to me,” she says. “I also was able to use a lot of the skills that I had learned with my time in pharmaceuticals, that helped me move into this new, innovative space.”

Through her first role as general manager for a newly-formed cannabis extraction company, she gained a plethora of industry experience. Then, in August 2020, Aleafia Health offered her the role of chief commercial officer.

“I had this huge opportunity to create something special on the recreational side to complement our already growing medical business,” says Symmes. “It’s not often in your career that you get to build a team, brand and portfolio from scratch. I was really empowered under Geoff Benic’s leadership to be forward-thinking and innovative.”

Aleafia owns four licensed cannabis facilities, one of which is located in Port Perry, Ontario and is the first large-scale legal outdoor cultivation facility in Canadian history. The health and wellness-focused company has a diverse portfolio of products which includes flower, sublingual strips, oils, capsules, vapes and edibles, among others.

When she joined, there was limited exposure to the recreational market within their portfolio, and six months later, Sunday Market was born. Inspired by the many booths at outdoor farmers’ markets, Sunday Market consists of five brands: Nith & Grand, Divvy, Bogart’s Kitchen, Kin Slips (a California-based brand for which Aleafia Health is the exclusive Canadian manufacturer) and finally, Noon & Night, a CBD-forward line for consumers with wellness in mind.

Ideal for the canna-curious, Noon & Night currently consists of three products: Omega CBD Soft Gels, Lavender Fizz Bath Bombs and Freshly Minted Roll-Ons.


“We want to reach everyone—from the medical client to the new recreational cannabis user,” says Symmes, adding that they’re one of the few cannabis lines straddling the nutraceutical and personal care sectors.

Their Omega CBD Soft Gel product, for example, is made up of CBD extract suspended in omega-3 fish oil. Their Lavender Fizz Bath Bomb—made with locally sourced lavender—and Freshly Minted Roll-On both contain essential oils that provide an invigorating scent and cooling sensation.

“When formulating all of these products, we really put an emphasis on sourcing everything ourselves,” says Symmes. “The CBD cultivar is grown directly in our outdoor Port Perry farm.”

“I’m proud of what we’ve accomplished in such a short time,” says Symmes. “The best thing is when you have a great consumer response to your brands—that’s something that makes it all worthwhile.”

Noon & Night Product Guide

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Lavender Fizz Bath Bomb

Nothing screams self-care more than a CBD-infused bath bomb. This fragrant bath fizz contains CBD extract and locally sourced lavender flowers and essential oils. Let it dissolve in a warm bath for a blissful moment of “me time” this holiday season.

Freshly Minted Roll-On

Essential oils, anyone? Designed to be applied on the hairline, neck, forehead and shoulders, this roll-on contains a blend of essential oils including peppermint, lavender and eucalyptus, along with 200 milligrams of CBD per bottle—a perfect holiday blend. It provides a soothing, aromatic experience for cannabis consumers.

Omega CBD Softgels

A fusion of CBD and your daily routine, each soft gel is filled with full-spectrum CBD (30 milligrams) extract suspended in omega-3 fish oil. Give the gift of CBD to your friends and loved ones this holiday season.

Holiday Bath Fizz Collection

Searching for the ultimate grown-up stocking stuffer? This Holiday Bath Fizz Collection features three aromatic scents infused with CBD extract: Lavender Fizz, Shinrin Yoku (cedar, pine, orange and eucalyptus) and Freshly Minted (peppermint, eucalyptus and tea tree).

​​This communication is only for consumers of legal age for cannabis. It must not be shared or be made accessible to persons under the age of 19.

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