Lift & Co. (formerly known as MJ Opportunity) is a cannabis media and technology platform. It provides unbiased information and innovative tools, services, and support for Canadians looking to explore and purchase medical cannabis, and is building a strong and influential patient-driven community in the process. Lift's aim is to promote the production and consumption of high-quality and safe cannabis offered at affordable prices through a continuous appraisal of Canada’s cannabis strains and the companies that produce them.