Jeremy Zachary, CEO of Zen Brands (Zen Cannabis), joins Grassroots Marketing to discuss the company's journey to becoming the largest privately held cannabis edibles company globally since its launch in 2020. Zachary emphasizes Zen Brands' core commitment to consistency, high-quality products at a value price point, and a deep understanding of cannabis culture, drawing from nearly two decades of experience in the industry.

We also focus on Zen Brands' recent entry into the hemp-derived CBD market with their "CBD+" offerings (IWantZen.com), a move driven by evolving market dynamics and consumer demand. Zachary stresses the importance for consumers to choose reputable, experienced brands like Zen Cannabis when purchasing hemp-derived products, given their established background in regulatory compliance, rigorous testing, and quality control, contrasting this with potential "fly-by-night" operators in the less-regulated hemp space. He highlights that Zen Brands' hemp products, like their cannabis offerings, are triple-tested to ensure safety and efficacy.

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We hear from Steve Garner, VP of Cultivation at Ethos Cannabis. The discussion highlighted Ethos Cannabis's diverse approach, incorporating various facility types such as sealed greenhouses, indoor facilities with LED lighting, and two-tier vertical flower rooms, tailored to different regional regulations and climates. Technological advancements were a key focus, with emphasis on leveraging innovations from other horticultural fields and employing energy-efficient greenhouse systems to ensure high-quality production.

A strong commitment to sustainability and regenerative practices was evident, as demonstrated by their focus on energy efficiency, minimal pesticide use, and a simple cultivation program. Furthermore, the interview explored Ethos Cannabis's collaboration with Thomas Jefferson University, providing genetic resources for clinical research, particularly on minor cannabinoids and terpene profiles, to better understand the plant's therapeutic potential. The significance of regional branding was discussed, specifically the "Meg's County Grown" brand in Ohio, which underscores the connection to local agricultural heritage and the expertise of local cultivators.

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Grassroots Marketing speaks with Brendon Robinson, co-founder of Mudd Brothers and the Minority Cannabis Academy. Robinson discusses Mudd Brothers' mission to elevate Black ownership and community impact within the cannabis industry, detailing their operations in New Jersey and expansion into Massachusetts. He also highlights the challenges faced by social equity operators and the importance of education and awareness to overcome government setbacks.

Robinson elaborates on the Minority Cannabis Academy's eight-week program, which provides free education and job placement assistance, as well as their successful collaboration with Ayr Wellness. The discussion covers navigating licensing processes in various states and the crucial need for support systems to ensure the success of social equity operators.

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Grassroots Marketing talks with Scott Lynch from HashDash, a platform offering personalized cannabis recommendations. The platform uses an algorithm based on user experiences, social listening, and a questionnaire with data from a large number of strains and data points.

The goal of HashDash is to provide a consumer-centric approach, differentiating itself from competitors that primarily serve brands. The conversation also addressed challenges within the cannabis industry, such as misaligned incentives and a need for better consumer education and information.

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Lowell Brown, Vice President of Retail Operations at Planet 13 talks about Planet 13's dynamic 4/20 event in Las Vegas, strategically coinciding with WrestleMania weekend. We explore how Planet 13 leveraged the wrestling fever by featuring meet-and-greets with wrestling icons, creating a unique crossover experience.

Learn about their strategy to attract wrestling fans to their consumption lounge as an alternative to the main WrestleMania events. We also cover Planet 13's anniversary celebration, their expansion into Florida, and their approach to catering to both tourists and local customers in the competitive Vegas market.

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Grassroots Marketing speaks with Brad Harvey, co-founder of Dexter Co., discussing their approach to luxury cannabis accessories and community building. Brad shares his journey from the marketing world to the cannabis industry, driven by a desire to redefine the aesthetics and experiences associated with cannabis consumption.

The conversation highlights the design and functionality of the Dexter Cube, a handcrafted product intended to elevate cannabis use through sophistication and mindful presentation. Brad also details "Elevated by Dexter," an initiative focused on creating unique, cannabis-infused gatherings aimed at fostering genuine human connection and responsible consumption.

The episode explores Dexter Co.'s vision for a more intentional and elegant approach to cannabis, drawing parallels to the presentation of fine wine or spirits. Brad also discusses the limited-edition nature of their products, the craftsmanship involved, and their plans for educational resources like a "Cannabis 101" series. The interview emphasizes the importance of community, mindful consumption, and creating elevated experiences around cannabis.

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Grassroots Marketing welcomes Kirill Satanovsky and Julio Casado about Anja Fest's significant growth, from 300 to over 1000 expected attendees. The festival's success is attributed to strong community engagement and a unique blend of music, cannabis culture, and local business support. The expansion requires extensive planning for logistics, sponsors (40+), and community relations, with future scalability considered while prioritizing community focus over industry-scale growth.

Anja Fest has grown from the Anja dispensary's parking lot to a full block party, necessitating coordination with local authorities and vendors. The festival emphasizes showcasing local artists and businesses, fostering a social atmosphere, and has seen increased community support and sponsor interest each year. The founders discussed potential future growth, such as expanding to a park or extending the festival over multiple days, but maintaining a community-focused experience remains the priority.

We also highlight Anja dispensary's product offerings, including flower, pre-rolls, edibles, and delivery services, along with upcoming deals and specials for the 420 weekend. Anja dispensary emphasizes accessibility, quality at various price points, and support for independent, New Jersey-based cannabis companies.

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Grassroots Marketing features Ali Bianco, CEO of Pinks, a luxury cannabis brand, discussing their unique approach to the industry. Bianco shares insights into Pinks' branding strategy, which utilizes a distinct pink aesthetic to attract a younger, female demographic.

The conversation delves into the company's innovative product development, including the use of rose petals in their pre-rolls. Bianco also opens up about personal experiences with cannabis stigma and advocates for its decriminalization.

The challenges of social media marketing in the cannabis industry, due to restrictions, are explored, along with Pinks' retail strategy that prioritizes community building in physical spaces. Ali also discusses plans for brand expansion and collaborations, regulatory hurdles in the New York cannabis market, and strategies for maintaining momentum and innovation. Bianco offers advice for aspiring entrepreneurs, emphasizing overcoming fear and embracing collaboration.

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Zzz's Collective is a company focused on creating sustainable smoking accessories in partnership with artists. The conversation began with a brief weather update before moving to a CRM advertisement. Eric Sellew, who details Zzz's Collective's mission to provide artists with a consistent revenue stream and a platform to showcase their work.

They discussed the company's marketing and distribution strategies, which include cold calling dispensaries and operating a direct-to-consumer website, resulting in partnerships with over 500 dispensaries across multiple states. Sellew emphasized the use of sustainable materials and the company's commitment to social impact, noting that over $65,000 has been given back to artists.

Popular products such as rolling papers, cones, and corduroy hats featuring their mascot, Samuel the Sloth, were highlighted. Future plans for expanding into smoke shops and scaling operations were also discussed. 

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We learn from Rick Bashkoff about Lit Alerts, a cannabis data tool providing market insights to wholesalers, brands, and retailers. The tool offers user-friendly access to market data, including competitor pricing and brand performance.

The discussion covered the tool's functionality, value proposition for wholesalers, data acquisition methods, and predictive modeling techniques. Marketing strategies, particularly for 420, were discussed, emphasizing creative approaches beyond traditional discounts.

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