From Pot to Popular

Cannabis businesses often say they are in the business of nurturing the well-being of their patients and customers, but how does that translate within their own corporate culture? In this episode, we talk to Stevens Sainte-Rose and Fanny Sheumaker from Parallel, one of the fastest-growing MSOs in the country, about how their team is creating a corporate benefits and rewards ecosystem that is supporting the next generation of cannabis workers. Stevens and Fanny discuss how companies can better serve the growing millennial workforce, what dictates company culture and where new cannabis hires are coming from.

As mainstream cannabis consumption has taken off, so has the demand for cannabis accessories, one of the fastest growing sectors within the industry. In this episode, we talk to Aaron LoCascio from Greenlane about his nearly 20 year entrepreneurial journey in the accessories space. Aaron shares how taking a hyperlocal growth strategy in the company’s early days allowed Greenlane to eventually become a global distributor of cannabis accessories and discusses why ancillary companies are integral to the investment ecosystem within the cannabis industry.

In this episode, we discuss industry trends, the future of the Florida market and the importance of consumer education with Todd Rosales, the host of Elevate Your Grind --one of the most popular podcasts in the industry. Todd shares with us the most impactful conversations he’s had on his show, new conversations he hopes to dive into as the industry continues to mature, and how leaders can tell their most authentic stories during interviews.

As the mainstream adoption of cannabis consumption continues to rise, more media outlets are taking note and covering the rise of the industry from a variety of perspectives. In this episode, we discuss the evolution of cannabis coverage with Sarah Jacoby, Associate News Director at SELF Magazine. As one of the first mainstream reporters to cover the industry, Sarah examines how cannabis has become more prevalent in conversations around mental health and politics. Sarah also identifies which stories resonate most with readers and provides her insights on how cannabis companies can work with journalists to strengthen consumer trust.

Hemp farming has become increasingly popular since the 2018 Farm Bill was passed, but patchwork federal and state regulations, unpredictable demand for the crop and numerous operational obstacles have prevented farmers from experiencing the full benefits of this lucrative industry. Dave Weir, the Co-Founder & CEO of First Crop, hopes that his public benefit company can create a framework for better farming and business practices for stakeholders in the hemp space. In this episode, Dave discusses key principles First Crop operates by to create a sustainable, stable and healthy system for hemp farmers, provides unique insights on the future of hemp applications and outlines how all players in the cannabis space can be better stewards of the emerging industry.

The past year has awakened the sleeping giant that is Michigan’s retail market. Adult-use sales jumped by over 280% in 2020, making the Wolverine State one of the top markets in the country. Gage Cannabis Co., one of the fastest growing operators in the industry, not only recognized the long-term potential of the state early on but was also able to anticipate the enormous demand for cannabis when adult-use sales came online. In this episode, company President Fabian Monaco shares why Michigan’s recreational rollout has been so successful, how Gage has been able to keep customers engaged through their product offerings and what the company’s upcoming IPO will mean for investors and consumers alike.

On-demand delivery of common household goods, groceries and meals has become part of everyday life, especially since the start of the pandemic. As consumer demand for cannabis continues to climb, more legal business and industry leaders are ramping up efforts to claim their own stake in this critical retail space. Lantern, one of the few on-demand cannabis delivery marketplaces in the industry, has taken a unique approach to building a scalable platform that also addresses specific consumer needs. In this episode, Meredith Mahoney, President of Lantern, discusses how her team is making the e-commerce experience more approachable for new consumers, the importance of building out a user-friendly marketplace, and outlines tangible steps the company is taking to support social equity candidates in the industry.

Despite growing mainstream demand for legal cannabis, effectively reaching the right consumer remains one of the greatest obstacles to retailers and brands. Current regulations have shut out the legal industry from advertising on popular social media platforms, but springbig, the industry’s largest customer loyalty and CRM platform, has developed an ecosystem of modern solutions to help brands and retailers successfully engage with and retain their ideal customer. In this episode, Co-Founder and CEO Jeffrey Harris shares how springbig’s technology has evolved to cater to the industry’s growing demands, what retailers should consider when developing loyalty programs and outlines the best ways to maximize marketing ROI in this competitive space.

Encumbered by strict regulations and ongoing legalization efforts, cannabis is arguably the final frontier of retail and e-commerce. In this episode, Socrates Rosenfeld, Co-Founder and CEO of Jane Technologies, examines what it takes to build a retail platform that empowers consumers, brands and retailers all at once. Soc also discusses how his military background drove him to create a product that increases cannabis education and accessibility, the importance of establishing a baseline of real information for consumers and how COVID-19 has upended the cannabis retail space for the better.

As an early investor in the legal cannabis space, Matt Hawkins, Founder and Managing Partner of Entourage Effect Capital has had his finger on the pulse since 2014. In this episode, Matt discusses what long-time investors are prioritizing as the industry continues to mature and identifies sub-sectors that still have more potential to grow. Matt also examines how cannabis is being embraced by more mainstream players and how investors are leveraging social and political tailwinds to build a more sophisticated industry.