In May, the Straight told readers about the Tragically Hip's venture into the world of medical marijuana.
Last week, just one day before the death of lead singer Gord Downie, the band let fans in on exactly which company it had decided to partner with.
"We're excited to announce Up Cannabis as the official brand of our medical marijuana partnership with Newstrike," reads a post on the band's blog.
Up Cannabis received its cultivation licence from Health Canada in December 2016 and is a division of Newstrike Resources Ltd., a Brantford, Ontario-based company that went public on June 1.
Newstrike has even integrated the word 'hip' into its market identifier code (TSX:V-HIP)
According to its website, members of the Tragically Hip are working with other stakeholders to rebrand the company.
In the band's initial announcement back in May, it called the the brand "a perfect fit for the Hip".
Up Cannabis is one of 67 federally licensed producers in Canada, and one of 38 in Ontario.More