#BeardBrosMediaNetwork crafts up-to-date #cannabiscontent using expert opinion and their time-tested experience with the cannabis plant. If you’re interested in #cannabisresearch – scientific data, terpene profiling, what breeders and popular brands have been growing for the marketplace, etc – then Branding Like A Boss Episode 2 must be on your YouTube Watch List!
Host Angela Pih, guest stars Tim Blake, and his daughter Taylor Blake are all superstars you’ve probably heard of: they discuss the #EmeraldCup cannabis flower competition, its evolution, the transformation of cultivation in California, consumer consumption patterns, and #cannabisuser preferences; an excellent spectrum of information and cannabis history (as well as marketing ideas for the #entrepreneurs listening.)
AP: As you know, the Emerald Cup is really known for cannabis excellence, and truly resonates with the community. Whether you’re a cannabis enthusiast, a marketing professional, or simply fascinated by the art of branding, you’re in for a real treat. Hi, Tim and Taylor. We’re thrilled to have you here today. Can you please give us a brief background of who you are, and the prominence of the Emerald Cup [in] our community?
TIM: Okay, I’m Tim Blake. I’m 67. I’ve been in the cannabis industry for over 52 years. We started the Emerald Cup up in Mendocino County in the heart of the Emerald Triangle. This is our 20th anniversary. We started out [being] just one flower contest and we evolved into almost 50. [It’s] been quite a ride.
Cannabis User Preferences, and What Big Brands Might Do Next
AP: … From one single category of sun-grown flower to almost 50 categories: that’s just mind blowing. That speaks volumes about the development of the cannabis industry; the amount of information and knowledge that’s been collected over 20 years of testing and award submission. So you’re seeing trends of what cultivators are growing – what different brands are [then] putting out there for consumers. Do you feel that consumers are leading preferences or breeders and cultivators are leading the preferences?
TAYLOR: It’s a good question. The majority of entries that we’ve seen in the last few years of the Emerald Cup for a flower, I would say, fall into this dessert category, which is like a beta-caryophyllene dominant flower … … I do think that consumers push the market, but I think that there’s also the other side of it where […] there’s a lot of interest for strains that [many] growers and connoisseurs really love.
TIM: I think it was hype driven for a lot of the time … you go back to Cookies or Skittles with Tony Mendocino and whatnot, and it was star-driven originally … But I think as we go along, with Ganjier [the council], the Budist, and all these people [joining the marketplace], I think we’re going to see that consumers will have more impact as they get better acquainted with what they like, prefer [to buy and consume] and so I think long term we’re going to see a much more balanced system.
Consumer patterns have a direct effect on consumer marketing and advertising strategies. #Farmers and #cultivators of unique strains need this type of information to better inform their partnerships with #dispensary owners/retail partners, who are buying for the shelf.
The Other Side of the Emerald Cup: Cannabis Conversations with Cannabis Experts
AP: … I think sometimes we don’t necessarily talk about all the panel conversations and the big topics that we’re able to highlight, [bringing] subject matter experts to the panel. What are the panels that’s going to be going on and what are some of those conversations being planned in a couple of weeks?
TAYLOR: I, like I have the list right here actually I could just read them: we’ve got New Faces of Cannabis Content Creators –
AP: Ooh. What’s that?
TAYLOR: Well, actually, we have one of the Beard Bros on this panel, so it’s [the] perfect time to talk about it. We have KC Santana, Sue Carlton, Jeff Levers, and Jocelyn Sheltraw … [panels include] Shining the Light on Organic Cannabis Cultivation, Let’s Be Blunt, Our Legacy is Your Legacy. We have Hashing It Out. And then we have Psychedelics: What’s Hot and Driving the New Movement. So, we have six panels all throughout Saturday.
#Dispensary owners should seriously think about a business trip with their store leaders, to attend cannabis-centered events like the #EmeraldCup, and (not-specifically for cannabis) the California State Fair, and local county events. Since it can be business and leisure – why not have both?
The #BeardBrosMediaLiveSeries platforms top-tier #B2B and #B2C content on all things #cannabis, #weed, #hemp, #cannabisbusiness development, and of course, the local and global menu of cannabis-infused products. Subscribe, and join us on #LinkedInLive for upcoming episodes!
*The above article pertains to one discussion point from Branding Like A Boss, a multi-faceted episode. For other articles that feature more relevant and must-read discussions from this specific episode, click here. For more episodes, past and upcoming, subscribe to our Beard Bros Network Media Live Series YouTube Playlist. New to this B2B live series? Read more here.
