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What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
Banking access, 280E, and rescheduling are all massive challenges for the cannabis industry. But one issue that doesn’t get nearly enough attention is the lack of regulatory consistency from state to state.
Building a state-by-state distribution model is already challenging, but when every market imposes different rules around packaging, testing limits, and dosage caps, the difficulty multiplies. Customers don’t see these regulatory nuances, they expect the same brand experience no matter where they buy. When a product looks different, has different dosing, or performs differently across states, it can create confusion. Some customers even worry they’re buying counterfeit products. Others may unintentionally overconsume or underconsume, if dosage standards vary, leading to a poor experience with the brand.
This inconsistency erodes trust and makes it harder for companies to build strong national brands. Unlike any other CPG industry, cannabis companies can’t rely on e-commerce or social media to explain these differences. For most brands, the only real opportunity to educate consumers is in the retail store, making regulatory fragmentation one of the most under-discussed, but damaging, challenges in the industry today.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
The most exciting opportunity, especially in edibles, is in minor cannabinoids and how they can be used to really shape the day to day wellness experiences for consumers. At COAST, we’ve been blending cannabinoids like CBG, CBC, THCV and CBN to create products that go beyond just THC or CBD, delivering things like energy, focus, mood support and better rest. Consumers are getting more curious and selective, which opens the door for innovation with clean, functional blends that fit into everyday life.
While we continue to innovate with a focus on minors, we are just as excited to engage, educate and attract the millions of curious consumers that haven’t even dipped their toes in the water yet. As an industry we need to be careful to not move so quickly on the innovation side that we leave these “canna curious” consumers behind.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
I’d echo what many operators say: this is not a “get rich quick” industry, it’s the opposite. Success in cannabis requires patience, resilience, and realistic expectations. Dream big, but be prepared to put in the hard work every single day to make those dreams a reality.
My advice is to come in with a clear plan and the discipline to stick with it. There’s a lot of excitement and opportunity in this space, but you can’t chase everything. Focus on what you’re best at, refine your craft, and aim to own your category or niche. Those who stay disciplined and build real expertise are the ones who create lasting value in this industry.
What is the most important thing you have learned from your experiences in the cannabis industry?
The most important thing I’ve learned in the cannabis industry is just how profoundly this plant can improve people’s lives. I always knew what cannabis did for me personally, but hearing from customers across the country about how COAST edibles have improved their quality of life has been eye-opening and humbling. Whether it’s through emails, calls, or meeting people face to face, those moments of genuine gratitude are incredibly powerful. Knowing that our products make such a real difference is the fuel that keeps us pushing forward, no matter how many challenges or hurdles come our way.
What do you want your legacy to be as it relates to the cannabis industry?
From day one with COAST, my goal has been to build the most trusted cannabis brand in the industry. If there’s one legacy I hope to leave behind, it’s that COAST stood for honesty, integrity, and consistency. Qualities that earned the trust of both consumers and our retail partners. Beyond just building a brand, I want to be remembered for helping push the industry forward. Raising standards, challenging norms, and contributing to a more responsible, transparent, and respected cannabis market for all.