Grassroots Marketing

Alex Anderson, co-founder and CEO of Skyworld and a member of the Tuscarora Nation, was interviewed about the New York-based indigenous cannabis brand.

Skyworld is rooted in the "Skyworld" creation story and operates with a "human forward" approach dedicated to creating the best possible experience from staff to product. Anderson highlighted the brand's high-profile marketing collaboration with NBA All-Star Carmelo Anthony on the "Hall of Flame" flower line, describing it as an honor that provided an unparalleled platform to elevate the indigenous voice.

He discussed Skyworld’s mission to deepen its presence in New York’s licensed cannabis market, highlighting the significant economic and community benefits Indigenous nations contribute. He also spoke to the parallel tribal-side work of leaders like Jay Randolph on the Shinnecock Reservation, emphasizing shared purpose and collective progress.

Jay Randolph Wright, store manager for Little Beach Harvest, detailed the dispensary's operations under the Shinnecock Indian Nation's Cannabis Regulatory Division, emphasizing its independence from New York State's OCM and its focus on tribal cultivation and community advocacy, with 4% of revenue supporting the Shinnecock Nation.

We highlighted the limited tribal involvement in the national cannabis market, while Jay noted Little Beach Harvest's product offerings, competitive pricing, and ongoing efforts to ensure product quality and sustainability for the tribe. The Shinnecock Nation is prioritizing the growth of cannabis operations and other sustainability initiatives over casino development.

Grassroots Marketing welcomed MacKenzie McClain Hill, the founder of the BIPO owned CBD-powered beauty and wellness brand LumiBloom, for a recording session, where MacKenzie discussed how the discipline from their elite athletic background translates into entrepreneurship.

MacKenzie detailed the Lumi Sport line's focus on deep recovery and natural pain management using CBD and CBG, which includes products like a pain relief stick, soothe stick, bath salts, and pain spray, and emphasized that LumiBloom is a lifestyle brand promoting inclusivity and empowering women across areas like beauty, pain relief, energy, and focus.

MacKenzie also recommended specific Lumi Bloom products, such as tinctures for stress management and the soothe stick, body scrubs, shower steamers, and bath bombs, as holiday gift options.

Spherex Chief Revenue Officer Ryan Hunter discussed the company's significant market demand, evidenced by $250,000 in back orders. He outlined a holistic, consumer-product-focused marketing approach that moves beyond traditional dispensary pop-ups to include building strong relationships with retail staff and hosting large consumer-facing events, such as a 700-person Halloween roller skate party.

Hunter detailed Spherex's strategy to compete with illicit and unregulated hemp products by offering safer alternatives across a range of price points. He also addressed the financial challenges in the cannabis industry due to the lack of traditional banking, which necessitates immediate reinvestment of retail revenue into inventory like hardware and raw cannabis. Key product successes covered were the proprietary, defect-free 4-gram XVapes cartridge and a popular sleep gummy featuring Rishi mushrooms. 

Kristin Rogers, co-founder of LEVIA, details the company's decision to reacquire the cannabis beverage brand from MSO Air Wellness. The decision was driven by the competitive pressure from the unregulated hemp market, which the smaller, private LEVIA can now address by pivoting faster than the MSO.

Kristin outlined plans for expansion into other regulated markets and leveraging the hemp market to provide broader access to their products. She also voiced serious concern over a campaign to repeal the legal cannabis industry in Massachusetts, emphasizing that such a move would result in significant job and financial losses.

LEVIA's current product strategy includes its popular 5-milligram THC seltzers and the newly introduced, higher-dose 1,000-milligram drink drops, which are available in over 200 Massachusetts stores.

Maui Boyz, a North Carolina dispensary, recently celebrated its one-year anniversary, showcasing substantial growth in customer base and revenue. The dispensary has successfully integrated a "Maui vibe" into its operations, offering a laid-back, positive atmosphere and treating customers as "ohana" (family).

Founder James Bowersox discussed the impact of North Carolina's Senate and House Bill 328, which introduces age restrictions and packaging changes. Manager Wes Carter reported increased customer flow and a growing interest in hash and medicinal edibles, particularly among older clientele.

Gigli is a THC-infused beverage recognized as one of the 20 "best non-alcoholic beverages of the year" at a 2025 international non-alcoholic competition.

Kam Talebi, Gigli founder and CEO, attributed their success to focusing on taste, and emphasizing their "good for you" approach, including being alcohol-free, gluten-free, vegan, all-natural, and under 80 calories.

We also discuss market expansion, product formulation, support for market regulation and dosage standards, and health benefits of their products.

Grassroots Marketing welcomed SANLight Senior Agricultural and Technical Account Manager Allison Zervopoulos. Allison discussed SANLight, an Austrian company that specializes in LED grow lights.

Their products, including the Evo, Evo Compact, and Sticks series, are optimized for cannabis cultivation efficiency and consistent cannabinoid expression, thanks to an R&D license for cannabis-specific testing.

SANLight is committed to sustainability by minimizing electricity usage and HVAC needs, offering customized lighting solutions based on PPFD goals, and providing comprehensive client support for seamless integration and scalability.

Jasmine Johnson, CEO of GŪD Essence, is a black female pioneer in the cannabis industry.

She discussed the importance of blending hospitality with cannabis, advocating for precise cannabis terminology, and Good Essence's strategy for creating black generational wealth through employee ownership, partnerships, and expansion into apparel, lifestyle, and wellness.

GŪD Essence is also planning new store openings in Clearwater, Jacksonville, and Orlando.

XRpure is a company specializing in cannabis decontamination using X-ray technology, emphasizing its cold process and minimal impact on cannabinoids.

Jeff Adams and Joseph Bancheri detailed the company's expansion into Canada through a partnership with Strangford Consulting, viewing it as a strategic move for international growth due to Canada's federal legalization and ease of product movement.

They also discussed the X-ray decontamination process, the differences between the XR12 and XR16 machine models, public perception of cannabis decontamination, and XRpure's leasing program.