What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
Consumer education remains one of the most significant challenges facing the cannabis industry. Despite the growing number of first-time customers, there is still a widespread lack of understanding about the medicinal benefits of cannabis. While it would be ideal for budtenders to receive thorough education on the products they are selling, the reality is that many dispensaries do not prioritize staff training. Samples are often sent to stores but are not distributed to the staff for firsthand experience. This can lead to hesitancy among budtenders to recommend products they haven’t personally tried. For many brands, the most effective way to educate dispensary staff without incurring significant costs, such as hosting large events or catering to entire teams, is through field marketing representatives. These reps play a vital role in building relationships and providing targeted education to dispensary staff. This is precisely the gap that Plant EDG seeks to address. Our network of educated and experienced field marketing representatives specializes in cannabis sales and education. Additionally, our consumer education workshops, led by industry professionals, create a unique platform for consumers to engage directly with brands and gain deeper insights into their products. At Plant EDG, we are committed to supporting the cannabis industry by bridging the gap in education for both consumers and dispensary staff.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
I’d love to see more innovation and growth in the edibles market. With an increasing number of patients seeking cannabis products that feature less sugar and higher-quality ingredients, there’s a clear opportunity to offer greater diversity and more health-conscious options. While the classic “spoonful of sugar” approach might make the medicine more appealing, we can’t ignore the growing awareness of sugar’s negative impact, especially for those turning to cannabis for medical relief or healing. Creating edibles that align with these needs would not only benefit patients but also open up new opportunities for the industry as a whole. I’m looking forward to seeing how the market continues to evolve in this direction.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
My advice to anyone looking to enter the cannabis market is to establish a clear and compelling “why”—a purpose that drives your efforts and sets you apart. With so many pathways into this industry, having a strong sense of purpose is essential to navigating challenges and maintaining focus. Without a clear “why,” it can be difficult to sustain the motivation needed to succeed in such a competitive and dynamic field.
What is the most important thing you have learned from your experiences in the cannabis industry?
The most important lesson I’ve learned from my experiences in Cannabis consumer education is that people are eager for knowledge and genuinely want to understand how cannabis can benefit them and their loved ones. Providing even basic, entry-level education has far-reaching effects that extend beyond the bottom line. It helps build a more informed and empowered consumer base, one that is better equipped to advocate for federal legalization and drive positive change in the industry.
What do you want your legacy to be as it relates to the cannabis industry?
In 2017, cannabis saved my life—it helped me transition off medications that were slowly taking a toll on my mental and physical health. My hope is that my legacy in the cannabis industry will reflect my dedication to working within the legal market to empower consumers with the knowledge needed to make informed decisions. I am deeply passionate about introducing the potential of cannabis to patients seeking effective alternatives to pharmaceuticals.
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