Grassroots Marketing

Angela Cheng, CMO, and Vat Tann, VP of Customer Experience, from Kanha Brands discussed Kanha's 10-year anniversary, brand evolution, and marketing strategies, including the "Summer of Sound" campaign and influencer engagement.

They highlighted the launch of solventless rosin belts and upcoming vegan Rosin Sours. Kanha's product availability in multiple states and expansion plans were also covered. The discussion focused on their community-oriented marketing insights and direct approach to collaborations.

Genine Coleman, Executive Director of the Origins Council, for an update on the legacy genetics research project. The project aims to identify, document, and preserve California's heritage cannabis strains. Genine detailed that the project involves many academic and community partnerships, including the United Core Alliance.

The project received a no-cost extension and is currently midway through a three-year cycle. The initial phase focused on internal structures for community outreach, education, and engagement. They have hosted events, webinars, and tours to engage with communities.

The research includes herbarium science to document genetic resources, establish naming conventions, and provide a basis for intellectual property protections. Community input is central through nominations and an advisory board. The research team is robust, and social equity considerations are a focus. Final publications are expected in late 2026 and early 2027.

Kamia Kindle, the founder of SPG Web and Marketing, focusing on her expertise in grassroots marketing and her work with cannabis brands. A significant portion of the discussion revolved around the launch of "Whoop-Tea," a THC-infused beverage in collaboration with Whoopi Goldberg.

Kamia explained SPG Web and Marketing's unique "RICHAC" methodology, which strategically combines elements like recognition, instinctiveness, curiosity, and humor in marketing campaigns, and how this approach is being applied to the Whoopi launch to navigate the complexities of cannabis advertising.

Kamia provided details about the upcoming launch event for Whoopi in New York City, highlighting its strategic timing to coincide with other major events and the focus on supporting minority-owned businesses.

Kamia elaborates on SPG Web and Marketing's services, emphasizing their tailored, non-cookie-cutter approach, which includes branding, web development, PR, and comprehensive marketing management, specifically tailored for the cannabis industry. She also discussed her philosophy of supporting minority-owned businesses and the potential for marketing to help destigmatize cannabis and highlight its health and wellness benefits.

Aaron Riley, CEO of Certified Testing and Data, introduced the Cannaleptic rating system, designed to provide a standardized, consumer-centric evaluation of cannabis products.

This system goes beyond basic compliance testing by incorporating sensory feedback data from consumers. The methodology combines traditional lab results (cannabinoid, terpene, and safety testing) with detailed questionnaires that assess various attributes like aroma, flavor, effects, and appearance.

The primary goal of the Cannaleptic system is to simplify consumer choice in the complex cannabis market. Aaron Riley emphasized that consumers drive the industry, and a reliable, easy-to-understand metric is needed to assess product value beyond just potency. The Cannaleptic rating distills extensive data into a single number, making it easier for consumers to understand the overall effects and quality of a product. This rating serves as a form of certification, valid for 12 months as long as subsequent lab tests remain within a 20% variance of the original tested attributes.

Greg Tannor, CEO of Flowerhouse, discussed the company's partnership with Carmelo Anthony for the "STAYME7O" brand. The brand emphasizes community giveback and coincides with the NBA 's Carmelo Anthony's Hall of Fame announcement. STAYME7O offers various cannabis options and collaborates with Holiday for vape products, aiming to complement Anthony's ventures and prioritizing athlete recovery. The brand is available in approximately 100-120 New York stores and utilizes marketing and budtender engagement.

The interview highlighted Flowerhouse's focus on premium quality control and a curated, adaptable strain menu. Greg Tannor explained that Flowerhouse prioritizes quality control with multiple steps to ensure fresh, well-presented products. He mentioned past popular strains and the current focus on sativas for the spring and summer in New York. Flowerhouse adapts to consumer preferences by rotating strains quarterly and introducing new ones frequently, while also navigating competition in the New York cannabis market.

Discussion also included the challenges of competing with illegal shops and Flowerhouse's strategy of promoting its premium quality and brand endorsements. Greg Tannor emphasized the importance of standing behind their products and personally supporting the brand. Flowerhouse ensures broad accessibility through its distribution network, delivering five days a week across the state and being available in over 185 dispensaries.

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.

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.

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.

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.

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.