High Five: Isabella DeChard, Cannabis Creator

What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?

Right now it really feels like everyone is not on the same page as far as the different state markets go. It seems like there are 36 (or 24 rec) different industries, instead of one steady, continuous one. We’re progressing in a great direction, many communities are experiencing the benefits of legalization. But there’s been some tough lessons and rough times to trickle down for many. I think it’s a challenge getting all state markets to similar standards when it comes to quality and product testing. From a marketing lens, it’s also still a challenge to simply promote and advertise a new business or dispensary online. Sometimes I forget all the “nicknames,” hints, and hoops I have to go through in my writing are not normal processes in other industries.

Where do you see the most exciting opportunity for growth and innovation in cannabis?

There is so much opportunity to further dive into the science around cannabis, and the science nerd in me geeks out about that sometimes. Think of the various studies and experiments that can be conducted to explore the science and results of indoor and outdoor cultivation techniques. Imagine exploring the many variations of the entourage effect and fully understanding how cannabinoids interact with our ECS. There is still so much to learn out there and I think the more we do, the more companies and brands can accurately and successfully promote the plant and its products.

What’s one piece of advice you would give to someone looking to break into the cannabis industry?

Grow a plant! No matter how you want to get in the industry, whether it makes it to harvest or not, find a way to put a seed to the soil and watch what happens. I promise it will open up the perspective you have of the plant.

What is the most important thing you have learned from your experiences in the cannabis industry?

The time, work, and passion it takes to cultivate what everyone wants to deem truly quality cannabis. That is an important lesson I learned when I was going through the Ganjier program and simultaneously cultivating for one full outdoor season on a commercial farm in Mendocino. It fully connected the dots and showed me that there are so many different jobs, roles, and efforts that go into the cannabis industry – and it all stems from the growth of one beautiful plant!

What do you want your legacy to be as it relates to the cannabis industry?

Aside from the amazing wonders of the plant, I think what has always drawn me to this industry is that it is leading a navigation of uncharted waters. Yes, cannabis has been around for centuries and people were growing way before prohibition and state legalization – but we’re in a time now where every move and step in progress is a first for us. Many of us have had to ‘closet’ the plant and how we consume it, dealing with stigma and injustice for years; now I think everyone working in the industry and advocating for cannabis in some way, has an incredible opportunity to pave the way for the future ahead. I want to help set a high standard for this industry and be a part of the positive change to come!