RE:RE:RE:I still have a problem with Aurora's executives didn't come up with the idea of taking a different approach to partnering, according to Battley. In March, Aurora brought billionaire investor Nelson Peltz on board as a strategic advisor. Peltz recommended that the company not start down a path where control of Aurora could eventually be handed over to a larger company.
This scenario could -- and many think will -- happen for both Canopy Growth and Cronos Group. Big alcoholic-beverage maker Constellation Brands owns a 38% stake in Canopy and has warrants that could up its interest to above 50%. It's a similar story for tobacco giant Altria, which owns 45% of Cronos.
But Peltz urged Aurora's management team to remain independent. And instead of teaming up with just one big company outside of the cannabis industry, he advised Aurora to seek multiple partners across several industries that could be disrupted by cannabis. Aurora CEO Terry Booth and the rest of the company's top executives bought into Peltz's plan.
There are two primary advantages to this approach. First, Aurora shareholders could make even greater returns over the long run if the company achieves tremendous success as a standalone entity. Second, this approach allows Aurora to partner with several major companies outside of the cannabis industry rather than just one -- which just might increase its odds of succeeding.