The cannabis industry is no stranger to challenges, and in the latest episode of Big Ideas in Cannabis (Episode 2), host Cassie Tomaselli and guest Mason Walker dive deep into the concept of resilience. From the transformative journey of East Fork Cultivars to tackling climate change and market shifts, this podcast offers insights for anyone invested in the cannabis industry’s future.
From Journalism to Cannabis Advocacy
Mason Walker, CEO of Oregon-based East Fork Cultivars, shared his journey from a journalist documenting the dawn of legalization to becoming a pioneer in cultivating low-THC cannabis. “We were growing weed that didn’t get you high,” Mason explained. The initial skepticism they faced gave way to validation as their work in therapeutic cannabis gained recognition.
East Fork Cultivars, which began as a modest garden in Southern Oregon, now operates a 33-acre farm with diversified operations, including extraction, product formulation, and international exports.
Navigating the Oregon Cannabis Market
Walker describes Oregon as one of the country’s oldest adult-use cannabis markets, a billion-dollar consumer space marred by oversupply and commoditization. While the past few years have been marked by upheaval, he remains optimistic. “We’re entering a more stable, mature phase,” Walker noted, as operators adapt and collaborate.
However, resilience is essential in this competitive and ever-evolving landscape. Challenges such as wildfires, water scarcity, and limited insurance options have tested the mettle of many operators, including East Fork Cultivars.
Surviving Wildfires and Climate Change
In 2020, East Fork faced a near-catastrophic wildfire season. Although their farm escaped direct fire damage, heavy smoke and ash impacted their crops, threatening the business. “We hunkered down and worked with local fire crews,” Mason recounted. Despite the hardship, the experience brought the community closer and reinforced the importance of preparation.
In recent years, East Fork has also faced unprecedented heat waves and ongoing drought conditions. “Water scarcity and access to insurance are newer challenges exacerbated by climate change,” Walker said.
Diversification: A Key to Resilience
Recognizing the risks of relying solely on an annual sun-grown crop, East Fork Cultivars has diversified its revenue streams. Their operations now include commercial kitchens, branded product lines, and hemp-based wellness products sold across the U.S. and internationally.
This strategic pivot has not only shielded the company from market volatility but also strengthened its mission to explore the intersection of cannabis and wellness.
Looking Ahead
Cassie and Mason concluded the episode with a discussion on the importance of adaptation in the face of industry challenges. “Resilience isn’t just about surviving—it’s about thriving despite adversity,” Walker emphasized.
For those in the cannabis industry or anyone intrigued by its future, this episode of Big Ideas in Cannabis offers a thoughtful exploration of the strategies and innovations shaping a more sustainable and resilient future.
Tune in to Big Ideas in Cannabis on the Beard Bros Pharms Media Network for more groundbreaking conversations!
*The above article pertains to one discussion point from Big Ideas In Cannabis, a multi-faceted episode. Subscribe to our Beard Bros Network Media Live Series YouTube Channel. New to this B2B live series? Read more here.
