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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 cannabis industry faces many challenges every day. Two that stand out are the uncertainty around how the current administration will handle cannabis reform, and the increasingly tight margins for most brands and retailers.
We’re addressing the uncertainty by diversifying our portfolio, expanding into other industries, and growing globally so we are not fully dependent on U.S. policy shifts.
On the margin side, we’ve dialed in our creative and performance marketing departments to help brands and retailers maximize their platforms, track their data and revenue more effectively, and execute campaign strategies that are disruptive, measurable, and impactful.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
I see the biggest opportunities in three areas: improving the quality and safety of cannabis flower and products for consumers, creating a more equitable and inclusive industry, and leveraging AI to enhance systems, processes, and technology across the entire supply chain from seed to sale.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
Make sure you’re getting into the industry for the right reasons, not just for a money grab. This is one of the hardest industries to break into, and even when you do, building a sustainable career takes relentless effort. If you’re truly passionate about the plant and the positive difference it can make in the world, that passion will carry you and make the journey more rewarding, motivating, and fulfilling.
What is the most important thing you have learned from your experiences in the cannabis industry?
From a business perspective, I’ve learned how valuable patience, respect, and reasonableness can be. From a life perspective, I’ve learned that there is hope for the world, and that cannabis and plant medicine can play a major role in its healing.
What do you want your legacy to be as it relates to the cannabis industry?
I’d love my legacy to be that I helped push the industry forward with integrity, creativity, and purpose. That I contributed to building a space that is more sustainable, equitable, and community-driven, while also showing how cannabis can be a true force for good in people’s lives.