The Green Repeal - A Guide to Cannabis Marketing Advertising

Today, Rick and Jeff "unpack" their experience at the MJ Unpacked conference at the Hilton Hotel in Midtown Manhattan as they share their thoughts, highlights, and the sights and sounds from the event.

At this high-energy event, they saw more deals get done than ever before, tons of new brands working to enter the space, and a huge number of opportunities taking shape as New York and New Jersey grow into the gigantic markets they're inevitably going to become.

While they were there, they caught up with Rusty Wilenkin, CEO of Old Pal. In his words, Old Pal is aiming to create the "Bud Light of weed"–a cannabis product for the everyman that's accessible, affordable, and simple, reminiscent of the era when weed was weed.

In this episode, you'll hear more from MJ Unpacked and learn about a ton of exciting brands we discovered at the conference. Then, in our interview with Rusty, we get into how he transitioned out of the legacy market and invented a category, how he's building a cannabis brand at a massive national scale, and his long game for growing Old Pal's portfolio in a fast-moving industry.

KEY TAKEAWAYS

• Why the cannabis industry is maturing so rapidly, attracting more capital than ever before, and on track to skyrocket with legalization on the East Coast.
• How Rusty defines the "core user" in the world of cannabis–and why so many brands aren't reaching those people.
• Why great brands often fail to achieve success at scale–and how Rusty learned from the critical mistakes he made in the first year of Old Pal.
• What Old Pal is doing to get themselves into emerging markets as they open up.
• What it means to launch the "Four Loko" of cannabis products–and why Rusty is so excited about it.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/53

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

First up is Elizabeth Becker. After working in film in LA, Vancouver, Toronto, and Montreal, Elizabeth launched HiBnb–a fully compliant marketplace that offers cannabis-friendly accommodations and activities to enthusiasts while giving producers and retailers access to amazing marketing opportunities.

In our interview with Elizabeth, you'll learn why she never assumes that cannabis consumers are dirty or might burn the house down, how her startup fosters community, and the unique challenges she's facing as an entrepreneur in this fast-moving, fast-growing space.

Next, we're joined by Brandon Dorsky and Maggie Wilson, CEO and CMO of Fruit Slabs which is an award-winning and kosher-friendly edible brand. Brandon has over a dozen years of experience as an attorney working to build businesses and create intellectual property, and Maggie is an expert-level cannabis sommelier–and became the first Black female to hold that title in 2018.

We had the chance to talk with them about how their business has changed since launching in 2015, the ins and outs of getting federal patents for cannabis products, and where to market in a world that's so quick to punish cannabis brands that aren't doing anything wrong.

KEY TAKEAWAYS

• How HiBnb uniquely provides support to cannabis tourists, brands, and products.
• Why so many "cannapreneurs" can outsource so few of their operations to other companies–and why they often struggle to find funding.
• What makes California such a difficult place to build and grow a cannabusiness right now.
• How Fruit Slabs is connecting with customers while offering a better product at a higher price point.
• Why Maggie recommends that any business that loses access to Instagram move their operations over to Pinterest.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/52

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

Over the last half-decade, there's been an explosion in interest in virtual assistants. Entrepreneurs of all kinds have hired remote support staff to do all sorts of tasks: making travel arrangements, managing calendars, briefing team members before conferences or engagements, and even assisting with content creation and social media. This is as true of cannabis as it is with other industries, but it comes with its own hurdles and challenges.

To learn more, we're talking to Tajanna Mallory, Founder, and CEO at CannAssistants. CannAssistants is a virtual assistant agency that provides administrative support to mid-size cannabis companies, founders, and business executives. She has over a decade of experience providing administrative support, H.R., and talent recruiting services for large teams and C-level executives in the for-profit and not-for-profit space. She's worked with Fortune 500 companies, including Deloitte & Touche, the NFL, Pfizer, Comcast, Chick-Fil-A, and Oliver Wyman, to name just a few.

In this episode, Tajanna shares the story of her journey from corporate America to the cannabis industry, how she helps entrepreneurs take administrative tasks off their plate, and how CannAssistants empowers virtual assistants as business owners themselves.

KEY TAKEAWAYS

• Why virtual assistants are a versatile and affordable way to scale a company.
• The unique issues facing cannabis entrepreneurs (and the virtual assistants working with them) as they grow their businesses.
• How Tajanna finds the right assistants for her clients and creates opportunities for them to convert to full-time when an employer is interested.
• How Tajanna sees diversity in the cannabis industry and within her own businesses.
• What makes the career trajectory for assistants so unique–and how Tajanna helps her assistants achieve their goals just as much as her entrepreneurs'.
• Why Tajanna doesn't think full federal legalization will happen in the next four years.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/51

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

For obvious reasons, today is a very special episode. Happy 420, everyone!

Instead of our usual interview format, we're speaking to three budtenders in the world of cannabis. We ask each of them a handful of questions before jumping into Stump the Budtender–a game that's exactly what it sounds like.

So, who are our contestants?

First up is Jessica Waldeck from Rebelle Dispensary. Focused on the intersection of wellness and cannabis, she began her career in this industry as a marketing coordinator at an infused yoga studio. Since then, she's run two marathons, a sprint triathlon, and a 100-mile bike course, all aided and enhanced with cannabis.

Second, you'll meet Nate Frim of Theory Wellness. He's a pioneer in medical cannabis, working to understand how the human mind works and how he can help people use cannabis to overcome their challenges.

Finally, we're joined by AK, who knows the legacy and legal markets equally well. Originally from Montclair, AK launched a delivery service in New Jersey called VibesAK, a not-for-profit dedicated to providing food and security for children in the state.

In this episode, you'll learn the day-to-day of three very different people ostensibly doing the same job in our industry and how they got there. You'll also hear us dive deep into the science behind a number of strains, and you'll discover some of the latest innovations in cannabis products. And last but certainly not least, get ready to play Stump the Budtender in the second part of our very special 420 "Extravaganja" episode. Enjoy!

KEY TAKEAWAYS

• What actually happens in dispensaries–both recreational and medical–each and every business day.
• Why Nate doesn't say "weed" when he talks about cannabis.
• The critical difference between mixologists in the alcohol industry and budtenders.
• How cannabis education works for consumers, given that it's impossible to taste and spit like wine.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/50

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

The War on Drugs in America disproportionately affected people of color. So many potential entrepreneurs and their families have had their lives ruined by drug laws and racial profiling. Meanwhile, white male entrepreneurs have had no trouble reaping massive profits from the legal cannabis industry.

Today's guest, Jesce Horton, knows this well. He left the world of industrial engineering to join the cannabis industry and co-founded LOWD in 2019. He works to produce some of Oregon's most sought-after craft flower and reclaim economic opportunities for communities devastated by the War on Drugs.

He's an active leader in the cannabis industry and serves as part of the Minority Cannabis Business Association and Nu Project, which have given $1 million in grants and 0% interest loans to minority cannabis entrepreneurs.

In this episode, you'll learn how Jesce used his skills as an industrial engineer to pivot into cannabis, how he's helping to create opportunities for people like himself, and the unique challenges that Black entrepreneurs face as they break into the world of legal cannabis.

KEY TAKEAWAYS

• How Jesce started growing cannabis after he moved to Portland–and how this eventually led him into the industry.
• What happened when Jesce was arrested for possession of a single seed.
• Why so many of the best growers, and especially growers of color, struggle to find success in the legal market.
• How LOWD develops strains to meet their consumers' specific needs.
• Why Jesce thinks we could see full federal legalization 3-5 years from now.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/49

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

What does the future of cannabis farming look like? In an industry where energy consumption is always an issue, supply chains may be in permanent disarray, and regulation can destroy efficiency, producers may seem like they're always struggling to sustainably create great products.

However, that doesn't mean that innovation is impossible. Today, we're talking to Jesus Burrola, CEO of POSIBL–the cannabis farm of the future–to find out why. His company uses smart greenhouses and best-in-class climate control to reduce water consumption and increase energy efficiency, vastly outperforming indoor growers.

In this episode, Jesus joins us to discuss the unique challenges to this industry, the methods and tools POSIBL uses to create consistent cannabis products sustainably and efficiently, and the work he's doing to create meaningful opportunities and representation for Latinos in this fast-growing field.

KEY TAKEAWAYS

• What it really means when POSIBL calls itself "the cannabis farm of the future."
• How Jesus has created an environment that gives his plants the benefits of both indoor and outdoor growing.
• How Jesus defines "craft cannabis."
• Why there's so little minority representation in cannabis–and what Jesus is doing to change that.
• Why consumer education in cannabis is so important–and why Jesus thinks we've gone backwards in the last several years.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/48

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

There's always been a connection between cannabis and music, but how do legal cannabis brands authentically connect with music lovers?

To answer that question, we're talking to Kieve Huffman. Kieve is the founder and CEO of Engager Brands–a portfolio of cannabis lifestyle brands focused on reaching under-marketed music audiences.

He builds authentic awareness for brands like Heavy Grass and Neon Roots by meeting people at concerts and music festivals. Before launching Engager, Kieve worked with some of the world's biggest brands, including Apple. Microsoft, MTV, Warner, Universal, and Sony.

Today, Kieve joins the podcast to talk about how he jumped from the worlds of music and entertainment into cannabis branding, what he's doing to connect with influencers and reach audiences beyond reggae and jam bands, and his vision for a world in which cannabis consumption can happen safely and legally at shows.

KEY TAKEAWAYS

• How "stoner dude culture" and terrible branding inspired Kieve to launch a more mainstream cannabis media company.
• The unique challenges of running national marketing campaigns for cannabis and CBD products–and the difference between promoting brand awareness instead of products.
• The elements that make for a successful brand activation.
• Why on-premise cannabis sales and consumption at music events is Kieve's "holy grail"–and what some people are doing to make this a reality right now.
• Why Kieve thinks we're still at least one presidency away from full legalization.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/47

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

The nascent cannabis industry still has a long way to grow. In many ways, it hasn't successfully given back to the people hurt the most from the war on drugs, empowered marginalized entrepreneurs, or created opportunities for more than a small number of people–many of whom are men–with access to capital.

Today, we're talking to Charlotte Hanna and Geraldine Hessler. They're the founder and CMO of Rebelle, one of a small handful of women and minority-owned vertically integrated cannabis and lifestyle companies in Massachusetts. Their mission is to empower people who have been marginalized by the criminalization of cannabis while championing its benefits as part of a healthy, positive lifestyle.

In this episode, you'll learn how they created a unique brand that filled a clear void in the marketplace, the challenges facing women in this field, and how changing cannabis laws in New York will affect other parts of the country.

KEY TAKEAWAYS

• What led Charlotte and Geraldine to develop and launch the Rebelle brand.
• How Rebelle cultivated its concepts and visual identity–and why branding consultants are probably too worried about pissing off men when trying to appeal to women.
• How Rebelle is working to do business in the most equitable and just way possible–and how they're creating jobs and careers for people coming out of jail.
• How Charlotte and Geraldine talk to their kids about their work–and how schools are starting to discuss cannabis.
• Why Geraldine believes it's going to be a while before we see cannabis menus alongside wine lists at restaurants.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/46

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

For hospitality professionals, wine and spirits are a lifelong education. You can spend a lifetime learning about grape varietals, terroir, fermentation, and so much more. And in the world of cannabis, we're just scratching the surface in many ways.

You might ask yourself, what does the future of the culinary and hospitality cannabis industries look like? And what are the best ways to teach professionals and customers alike?

To answer these questions, we're talking to Rachel Burkons. She's the co-owner of Altered Plates, a cannabis hospitality group focused on onsite consumption. She specializes in CBD/cannabis-related culinary education, events, content creation, brand and product development, and culinary brand activations. She's also the Executive Director for Crop to Kitchen, a trade organization serving the industry.

In this episode, Rachel shares her insight into how this fast-moving industry is rapidly developing, the challenges and innovations that are facing cannabis businesses as the industry continues to grow, and how the "Cali sober" movement is poised to transform substance use in the years to come.

KEY TAKEAWAYS

• The similarities between wine and spirits education and learning about cannabis–and why both are lifelong journeys.
• Why a lack of legal, on-premise consumption creates a huge difference between beverage categories and cannabis.
• How Altered Plates introduces cannabis to customers through meals with cannabis pairings–and why cannabis-infused food is not the company's focus.
• Why it's not yet possible to legally take advantage of the possibilities in pairing cannabis with wine or beer.
• What on-site business operators will need to be aware of in order to keep their consumers safe.
• Recent developments in the nascent cannabis beverage segment–and why you're unlikely to see these products at your local bodega anytime soon.
• The unique challenges of getting cannabis-infused fresh foods approved for sale.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/45

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

In this new year, there's one thing we've been thinking about more than almost anything else: what is on-premises consumption of cannabis going to look like in America? When will it happen, and how will marketing and branding change when it does?

In the alcohol industry, on-premises consumption builds brands while the off-trade grows volume. It brands an aura and creates opportunities to legally put your products in the hands of consumers. When cannabis companies can do the same thing, it will inevitably transform the business–and create incredible opportunities for great products and savvy marketers.

In today's conversation, Rick and Jeff dig into the history of on-premises consumption in alcohol and tobacco (and how it relates to cannabis). They also discuss the laws and regulations that are likely to create unique issues with cannabis and the many different types of Cannabusinesses we could see opening up in the months to come.

KEY TAKEAWAYS

• How DISCUS, the Distilled Spirits Council, self-polices the alcohol business.
• Why the cannabis industry is inevitably going to run up against smoke-free laws and how this conflict could possibly resolve itself.
• How marijuana tourism and social cannabis events exist legally in a small number of states.
• What operators of cannabis consumption lounges and other venues are most concerned about.
• Why Amsterdam has become less tolerant of cannabis tourism than it used to be.

Show Notes

For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/44

To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal