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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?
The legal cannabis industry has come a long way. Yet, while the business has grown more sophisticated, many companies have lost sight of its original essence – the cannabis plant itself. I feel like one of the biggest challenges the industry is facing is the risk of commodifying the plant. Edun is taking a completely different direction by disrupting the now “established” cannabis market through a refined focus on cannabis horticulture, sustainability and quality. Edun marries natural cultivation processes with cutting-edge technology, injecting passion, love and integrity into the growing regulated market.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
We believe that consumers are beginning to understand more about how cannabis is cultivated and feel that customers are seeking more information about the health of the plants they are consuming. Edun is leading the way in regenerative natural farming, so we love that more people are becoming more conscious about ingesting and inhaling products with greater purity.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
If your primary interest is to make money, this is a very difficult industry for that to happen. You need to enter the business for the love of what you’re doing, whether that be in cultivation, taking care of customers, innovating products or providing opportunities for employees. You’ve got to have passion, and you’ve got to be very good at your job to survive in this industry.
What is the most important thing you have learned from your experiences in the cannabis industry?
That the stamina and perseverance this industry requires to keep moving forward and keep innovating is incredible. We have seen a lot of businesses struggle so I’m very proud from where our company has come and the fact we have been able to innovate and become a leading live rosin provider in Colorado. But I would say that the sheer amount of work and determination the industry takes to succeed has been one of our biggest lessons.
What do you want your legacy to be as it relates to the cannabis industry?
I think just the fact that we are still around and creating clean products feels like a great legacy for me so far. An ongoing highlight for me is the fact that our products are produced through regenerative natural farming practices and all our products are free of pesticides and fertilizers. We encourage other producers to follow the same methods and hope that we will always be remembered for helping the Industry embrace natural farming practices.