What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
This is a very complicated question—there are many forces at play creating roadblocks to success for cannabis operators. The most obvious are regulatory in nature: cannabis is a Schedule I narcotic, state legislators create markets that make it impossible to succeed, restrictions every way you turn…you get the drill.
As a writer, I try to help the community by raising awareness among consumers and bringing attention to people and brands—especially legacy operators. Most small business owners in our space can’t afford publicists or a marketing team, so I try to fill that void by covering the folks with pure hearts who deserve to have their stories told.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
Obviously, the big boom right now is in the beverage category. The fact that brands have multiple channels of distribution, including dispensaries, liquor stores, and D2C, has many operators excited. Hemp-derived products offer opportunities that cannabis doesn’t, and it seems that threats of bans aren’t dissuading big companies from jumping in.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
There are many ways to be part of the cannabis industry without being a license holder. I think many people dream of being a grower or retailer but do not understand the challenges. I suggest looking at your skills and previous experience and applying them in cannabis. For example, I used to work in education. Writing about the plant and speaking at events utilizes the skills I gained teaching.
What is the most important thing you have learned from your experiences in the cannabis industry?
Patience is a virtue. Everyone in this space has had to pivot at one time or another, and plans change all the time. Remain nimble and follow your heart.
What do you want your legacy to be as it relates to the cannabis industry?
My goal has always been to get accurate and accessible information about the plant to people. My dad had severe epilepsy when I was a kid, and my family didn’t know cannabis was a potential option for relief. Instead, he had a risky brain surgery that led to a stroke, leaving him brain damaged and paralyzed. I truly believe cannabis could have saved his life, and I want to ensure other families get an opportunity to learn and heal so they don’t go through what we went through.
If even one person discovers the benefits of cannabis through my writing and it helps change their mind or perhaps their life, I’ll feel as though I’ve met my goal.