What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
Aside from scheduling, difficulty obtaining financing and price compressions; much of the issues can pertain to having the right people in the right seats. Companies need qualified people that can help operate and scale a business. Oftentimes people can fill a role initially, but as the organization grows, the talent needs to be upgraded if the individual’s capabilities aren’t expanding as the responsibilities of the roles grow. It can be challenging in start-up companies where family members and friends have held positions when a company was formed, but are not prepared for the duties of roles as the company grows. There is a reluctance to replace them due to the relationship.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
Although beverages are a small portion of the market, there is considerable room for growth as many younger people are replacing alcohol with cannabis in social situations. Many don’t want to smoke but still enjoy drinking something socially. Edibles will also continue to grow as fast-actiing nanoemulsion technology is incorporated into more products as well as products that are incorporating and highlighting other minor cannabinoids. As far as flower, the continued development of new strains will drive consumption in that category as the trend with many consumers is to try the new strains as they become available. Smaller craft growers that are consistently producing high quality flower on a smaller scale will continue to see demand for their product
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
Networking and tenacity are key. Determine how your skillset transfers to the cannabis space and highlight those skills. Research the industry…learn about cannabis and the lingo that is used. Most cannabis companies are similar to start-ups. You have to be willing to wear many hats. The transition is typically easier if the individual is coming from a small company or start-up where the many layers of support don’t exist as they do in large corporations.
What is the most important thing you have learned from your experiences in the cannabis industry?
I have learned how to become more flexible and to manage chaos. Additionally, it has been remarkable to meet so many talented individuals with a passion for cannabis that are helping destigmatize the notion that cannabis consumers are lazy and unproductive.
What do you want your legacy to be as it relates to the cannabis industry?
I would like to have had a significant impact on company’s and individual’s successes. It is very rewarding in my line of work to find that perfect fit that not only enables a company to grow and be successful, but also enables a person to flourish in their career and improve there life.