January 26 2021,


(Photo by Ethan Miller/Getty Images)

In her new column "On Brand," Jackie Bryant talks to marketers about one of the most alluring customer groups, cannabis newbies:

They're “very much a real market segment, one that is fairly easy to figure out,” says Ryan Goldstein, CMO of cannabis branding and marketing firm Petalfast and CEO of A.P. Keaton. “Low-dosed and inconspicuous products are the intuitive entry point for canna-curious consumers,” he says.

Not everyone agrees.


"On Brand" is brought to you by Mattio Communications.


Amid the complications of running a licensed cannabis business, environmentalism isn’t always a top priority. But, for many operators, cleaning up their act makes financial sense.

  • As competition intensifies, the lower production costs that can come with energy savings are a competitive advantage.
  • As an added bonus, environmental consciousness attracts an important segment of consumers. 
  • The head of a new group called the Sustainable Cannabis Coalition says energy efficiency and standardized practices could help reduce the cost of producing a pound from $500 to $100.

Every cultivator "has an opportunity to improve."

IN THE NEWS — 1/27/21
(Getty Images)

The week's happenings:

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