Carina Chaz

As the cannabis industry matures, we are starting to get reliable data. This can help make decisions based on real sales figures and not predictions. 10 years ago, there was only one state with adult use sales (#colorado) and a handful of states with medical seals. Now there is 24 sates with adult use sales and an additional 15 states with medical seals. At the moment #california leads with total seals but #michigan leads with per capita seals. #florida leads in medical seals. #missouri with a relatively small population and only 17 months since they launched their adult-use market, is already in fifth place. Thank you Debra Borchardt from Green Market Report for the financial update. #cannabisindustry #cannabiscommunity #cannabisnews #cannabiseducation #cannabispolicy #cannbislaw https://lnkd.in/gc96gcCh

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Brand loyalty doesn't exist in cannabis yet. No c@nn@bis brands are pulling the cultural & psychological levers to drive customers to develop a long-lasting connection. Rather, the crux of all c@nn@bis loyalty programs is receiving points/rewards/discounts, which is transaction-based instead of relationship-based. So customers have little to no emotional tie with a brand. As more and more adult-use markets come online, customers are quick to leave a retailer when something closer becomes available to them. Convenience is king. In addition customers can be easily swayed to a different brand with promotions and discounts. Plus, there's not a lot of clear differentiation among retailers, either in products available or customer experience. Agree? Disagree?

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Only 27% of cannabis businesses are profitable, down from 42% in 2022. When it comes to minority owned businesses only 17.5% are profitable. According to The US Chamber of commerce, 65.3% of all small businesses in the U.S. are profitable. There is no easy fix, but starting at the local level is really important and a lot of times overlooked. Very restrictive zoning, creates an artificial shortage of available real estate. Real estate is usually the biggest cost and because of limited supply landlord charge outrageous rent. A lot of local governments charge predatory permitting fees and have very lengthy process to get permitted. We are less then three months away from the presidential election. This is time to hold your local officials accountable. Thank you Tony Lange from Cannabis Business Times for the economic update. https://lnkd.in/gcy2igMF

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Good morning California Cannabis Industry, Today, in the economic evolution of cannabinoids (both cannabis and help), there's one question remaining: WHO WON THE RACE TO THE BOTTOM?  I'd love to hear your thoughts.  

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Hemp-derived THC might be the darling of LinkedIn right now (go team hemp beverages!), but I’m still a believer of the regulated marijuana industry—just not necessarily as the CPG model we thought it would be by now. With California’s SB 57 allowing Dutch-style cannabis cafes by 2025, the future of marijuana continues to point toward an experience-based industry. This may seem at odds with the rise of mainstream low-dose beverages (which now make up 23% of edible sales according to Headset), but it’s not. As we wait for federal legalization, retailer-first businesses are driving the cannabis industry forward by creating what I typically call the “coffee shop” strategy—welcoming, community-focused spaces that offer more than just a product. Whether through lounges, in-store experiences, online ordering or drive-thru dispensaries, these environments build real connections with their customers. It’s these experiences that will help shape how cannabis is embraced in the long run. So while we collectively work out this whole “hemp vs marijuana” argument, support your local dispensary…they’re still a big part of our cannabis world!

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🔥 Stop focusing on one time buyers…here’s what really works in #cannabis marketing: The pressure to keep up with trends can feel overwhelming. Sure, some people buy a new product just to try it out. That’s normal. But if you’re only focused on that one time sale, you’re stuck in a cycle of needing the next big thing. That grind is exhausting, isn’t it? But here’s the good news: you don’t have to keep chasing trends. One time buyers are nice. But repeat customers? They’re how you build something that lasts. Think about it. Are your customers coming back because they depend on you to deliver? Or are they just moving on to the next trendy brand? You might sell a new product today. But if they can’t count on you, they won’t be back. People try something new once. But they return to brands that deliver every time. They come back because your product helps them relax after a tough day. They trust you for better sleep and relief every time. And here’s the best part: Repeat customers save you money. You don’t need to spend as much on marketing to keep them. In fact, increasing customer retention by just 5% can boost profits by 25% to 95% (Harvard Business Review) And loyal customers tend to spend 67% more than new ones (Zendesk) Chasing trends keeps you busy, but it doesn’t build long term success. Building repeat customers? That’s how you grow steadily. Yes, adapting to trends can bring in new buyers. But the brands that win focus on loyalty by understanding what their customers need and delivering it time after time. Trends come and go. But being dependable keeps customers coming back. Instead of chasing every new thing, be the brand people rely on for real results. That’s how you grow. #cannabisbusiness #cannabismarketing #hemp #cannabisindustry #cannabiscommunity

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Instead of wine, let’s look at craft cannabis vs craft beer, which holds 24.7% of total US beer market share at retail! This means craft cannabis will be the same? Right? Not really… At wholesale, (where they actually make their money) craft brewers only hold 13.3% of sales. In some ways, yes, there are models in this category that could be feasible for cannabis companies to follow, (Tilray thinks so…) But that’s the point….TILRAY is the #6 ‘craft brewing’ company in the country… Simply put, ‘craft cannabis’ doesn’t equate to ‘craft beer’. “Craft Brewers” are defined by the Brewers Association as: SMALL Annual production of 6 million barrels of beer or less (approximately 3 percent of U.S. annual sales). Beer production is attributed to a brewer according to rules of alternating proprietorships. INDEPENDENT Less than 25 percent of the craft brewery is owned or controlled by a beverage alcohol industry member that is not itself a craft brewer. So… you can own 3% of total national market share, and Anheuser Busch can own 25% of your company, and you’d still be considered a craft brewer. This includes companies like: Boston Beer Co. (2,793 employees), $2B in sales Sierra Nevada (1,050 employees), $320M in sales Tilray , (1,600 employees*), $152M in sales *includes cannabis employees One vital point being missed in the comparison between wine and beer and cannabis… we have to note that both wine and beer exist in complex supply chains, wher the grower of the grape very often may not bottle or brand (i.e.selling bulk), and where beer requires hops and barley, which are grown by farmers. So… who are the cultivators in this scenario? The brewers? Or are they barley farmers?

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The cannabis companies that ‘WIN’ in 2025 and beyond will have these five things in common: 1) They understand the scale that they are trying to achieve and their entire operation is appropriately focused based on that scale. -Local companies need to market and connect locally (in an extremely authentic way) while focusing on profitable, sustainable revenue streams that are mostly consumer driven. -Statewide companies need to do the hard math and modeling to understand what realistic growth means for them. Set specific growth targets based on achieveable modeling. Too many statewide brands operate, market and spend like a national brand, and it will cost them in the end. -National brands must focus on lean profitability and maintain a highly targeted approach to their spending, despite a world that may seem like it has limitless customers. 2) They don’t try to do it all. Developing mastery and economies of scale in specific sectors, while building strong partnerships in the rest of the market, is the model for success in the years to come. The great companies from 2025-Federal Legalization will seek out expansion via truly strategic partnerships (and careful aquisitions) while the mediocre companies attempt to do it all themselves. The largest, best capitalized MSOs will be buying up statewide and regional businesse with lean, focused, positive-cashflow operations, which solve specific problems in their infrastructure. 3) They are building a business that is designed for the New World of Cannabis, and the Era of Commercialization. -We aren’t trappers anymore. -Hitting licks can only take you so far. -Weed is a CPG product. -THCA is sold openly online and in gas stations. -D9 Bevs and Gummies are sold in some of the deepest red states. -Weed by mail is probably here to stay. -Mushrooms are legal in various cities and states. -Consumer trust in a brand is the most valuable asset in the industry. No matter their scale, the companies that win in the next five years will integrate themselves into the new ways consumers interact with and purchase cannabis…. (Online, DTC, Low-Dose, Mixed Nootropic, Bev, Smoke Shop/Gas Station, Mass Market, Seshes, N.A. bars/lounges, add-on dispensary licenses) 4) They build continuous feedback loops with their customers. The great brands and companies that succeed into the 2030’s will have a deep, data-based understanding of their consumers at all levels. Brands must understand the buying criteria of the stores that carry them as well as the buying criteria of the consumers that drive sell-through. The very best will encourage a rewarding consumer engagement loop that directly influences operational decision making. 5) They just don’t quit. (In fact, they continue to innovate, pivot, and understand that at the end of the day, their business is change). A lot of cannabis operators will quit in the next five years. In all business, but especially in cannabis, sometimes it’s just about being there tomorrow.

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In the first quarter of 2024, with federal cannabis-reform efforts not yielding any practical changes, Curaleaf made a strategic decision to enter the hemp market. This is a trend we are starting to see. Cannabis can only be sold in the state it was produced and only allowed to be sold through dispensaries (in a hand full of states such as #california it could be sold through a delivery service). Intoxicating products that derived from hemp, are legal to ship across state lines, are available via e-commerce and mainstream retail channels. As well the producers of the products do not need to comply with burdensome licensing requirement and predatory taxation. A lot of politicians say that they support small businesses, but for small cannabis businesses to be able to properly compete, they need to have access to the same distribution channels as #hemp. Thank you Chris Roberts from MJBiz for the market update. #cannabisindustry #cannabiscommunity #cannabisnews #cannabiseducation #cannabispolicy #cannbislaw https://lnkd.in/gJHjPYgG

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𝗠𝗮𝗻𝘆 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀 𝘄𝗼𝗻'𝘁 𝗲𝘃𝗲𝗻 𝗽𝗶𝗰𝗸 𝘂𝗽 𝘁𝗵𝗲 𝗕𝗘𝗙𝗢𝗥𝗘 𝗰𝗮𝗻 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝘆 𝗼𝗳 𝘁𝗵𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴. Beverage packaging is complicated for many reasons but mainly there are so many categories and options. Consider the list below. I could go on and do a diagram of just one of those categories with multiple subcategories. 👉 Non alcoholic 👉 Alcoholic 👉 Cannabis 👉 CBD Let's say a thirsty consumer knew they wanted something non-alcoholic. They also decided they wanted something healthy and low calorie but with a lot of flavor (not flavored water). Guess what, they would have walked right by the BEFORE version of the Zevia product. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘁𝗵𝗼𝘂𝗴𝗵𝘁 𝘁𝗵𝗲𝘆 𝘄𝗲𝗿𝗲 𝗯𝘂𝘆𝗶𝗻𝗴 𝘀𝘄𝗲𝗲𝘁𝗲𝗻𝗲𝗱 𝘁𝗲𝗮 𝘄𝗶𝘁𝗵 𝘀𝘂𝗴𝗮𝗿 𝗡𝗢𝗧 𝘀𝘁𝗲𝘃𝗶𝗮❗️ The primary read on the BEFORE design overpowers the brand name and the consumer reads this first: 𝗧𝗘𝗔  𝗦𝗪𝗘𝗘𝗧𝗘𝗡𝗘𝗗  𝗕𝗟𝗔𝗖𝗞 𝗧𝗘𝗔  𝗟𝗘𝗠𝗢𝗡 The words "SWEETENED BLACK TEA" means there is sugar in the product to most consumers. Then in smaller type. No Sugar Zero Calories Most customers won't even get to read the small type because they have moved on. The primary read on the AFTER design focuses on the brand and what the product is: 𝗭𝗘𝗩𝗜𝗔 𝗭𝗘𝗥𝗢 𝗦𝗨𝗚𝗔𝗥 𝗧𝗘𝗔 Then it highlights the flavor of the tea with a beautiful graphic that makes the package have more shelf impact. Zevia, great job on the rebrand and packaging update. #cannabisbeverages #CPGpackaging #retailpackaging #beveragepackagingdesign

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As someone whose line of work is spread across the world of THC beverage and California cannabis, I often find myself between two worlds that don't seem to understand each other. Yesterday was one of those days. While the THC Beverage community sent up flares and rallied together with a unified call against the Mary Miller Amendment to the Farm Bill that would kill the hemp-THC beverage industry if adopted in its current form, my cannabis comrades went about their day, plotting their public comments for descheduling and advocating for craft and sungrown cannabis cultivators. As the voice vote pushed the Amendment through, the THC Beverage community gathered in a flurry of texts, Slacks and Linkedin posts, with reactions ranging from incredulousness to calls for calm and community while strategizing a path forward. Meanwhile on the cannabis front, reactions from journalists and influencers were quite different. They cheered for the closing of the THCa flower loophole, derided synthetic cannabinoids, and made jokes that the regulated market's operators would be forced to find new ways to define "ingestible" as they push product out to illicit and grey markets. None of them mentioned the impact on beverage as a category - likely because, well, they don't think about it: Flower is king in "marijuana" and beverage has not been a significant mover in the this channel. So what are we to do with calls for a "unified" plant that has become so politicized, torn apart, and broken down into regulated molecules? How can we expect an industry to unite when its interests, product sets, markets, channels, communities, and consumers are so disparate? How do we regulate a plant whose gifts serve a role in industries as varied as agriculture, industrial textiles, food and beverages, health and wellness, hospitality, and yes, the business of getting high? I do not claim to be a regulatory expert or have the answers, but I will say this: the THC Beverage category deserves to exist, serves a wide array of consumers, and is best suited for mainstream beverage channels. The MSOs who backed Miller's amendment are more concerned with maintaining their marketshare of flower and gummies than taking down an industry they're not already equipped to own. They lack the manufacturing, distribution, warehousing and sales channels for success in the beverage space - whether those drinks have THC in them or not. They may be cannabis... but they're not beverage. So does a "unified plant" approach really save the THC beverage category? Do we call for support from our "marijuana" brethren who look upon this "hemp hole" with contempt? Or do we reach out to where we want to be and who we want to be with? Can the BEVERAGE industry save the THC beverage category? Could alcohol's declining marketshare and the opportunities THC beverages hold to tap into their existing and effective infrastructure spur them to use their voices (and dollars) to protect their future interests?

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Talarya Brands CEO Dustin Milner breaks down the fallacy of investing in new cannabis markets during the main stage M&A panel at Benzinga's Cannabis Capital Conference: “The issue is, with most of these new markets, the operators have very healthy margins, they’re demanding high prices for the businesses, but over time those margins compress substantially. So we do not believe in first-mover in advantage in new markets. We think that that’s a fallacy. We also think that it’s a mistake when making an investment to go into a new market, because unless you can exit that market in three years, you’re going to be left in a mature, consolidating and price-compressed market.” Catch the fascinating full panel discussion with Poseiden Investment Management's Emily Paxhia, GREEN LIFE BUSINESS GROUP, INC.'s Eric Espinoza and Foley & Lardner LLP's Rob Nederhood here:

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In a crowded market, how does a brand truly stand out? During a recent conversation with Benjamin Kennedy, the founder of Fable Libations, we touched on how Fable positioned itself as an award-winning, premium option—not just another player in the crowded cannabis beverage space. And Ben made a critical distinction that really stuck with me: premium vs. luxury. “We want to be premium, not luxury,” he said, emphasizing that mass premium allows for accessibility while still signaling high quality. For Fable, this meant opting for cans over glass bottles in a market where markups can hit 300%. In a bottle, Fable might have screamed “luxury,” but the brand’s goal wasn’t to exclude—it was to create an accessible premium product that invites consumers in. This is a perfect example of how brand strategy informs brand positioning. Strategy is about long-term goals—like making a premium product accessible—while positioning is about how that product is perceived in the minds of consumers. For Fable, this meant making tactical decisions like packaging choices that align with the brand’s premium—but not luxury—identity. At the end of the day, standing out isn’t about being everything to everyone—it’s about being crystal clear on who you are and what unique value you bring to the table. What are your thoughts? How are you positioning your brand in a crowded market? 

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🍃 "Cannabis Creative Group has absolutely taken off like wildfire."  – Dan Serard, VP of Sales and Marketing for Cannabis Creative Let’s take a deep dive into a vertical that certainly is anything but dull. This week's guest on the Deep Specialization Podcast, Dan Serard, is a trailblazer in cannabis marketing and has stories to tell. We discuss everything from carving out a vertical for a highly regulated product to dreaming up a standalone event brand for industry networking and the building blocks that made CGC the success that it is today. We cover in this episode: → Starting the cannabis vertical at an agency. → The quirks of the industry and navigating restrictions. → How CCG grows through thought leaderships, partnerships, trade shows, and more. → Building community for long-term success. Here are some actionable key takeaways for agency founders: → GTM skills, even from a different industry, is a great skill set for sales leaders. → Try to find spaces where you can show up first to gain an unfair advantage. → Be active at industry associations; it’s a space not all agencies play in. → Be the connector between clients and prospects at industry events to build community. The episode is live now worldwide. Go listen!! --------------------------- I'm Corey Quinn 🎯 Click my name + follow + 🔔 I help agencies specialize, simplify, and escape founder-led sales. #agencygrowth #deepspecialization #positioning

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In cannabis retail, buying, assortment planning and inventory allocation are critical functions – but very different from each other. I honed my skills in these areas in global clothing brands Abercrombie & Fitch Co., Hollister Co., and Garage Clothing. In the clothing world: buyers/merchants choose the clothing assortment for the stores, assortment planners choose how much inventory to buy of each style, and allocators choose how much inventory goes to each store. In cannabis, these roles are relatively new and often disconnected from each other. Communication is often challenged as companies struggle to connect buying, planning, inventory management, retail stores, wholesale, operations, and logistics. Successful cannabis companies learn how to connect the functions and deliver on communication – ultimately meeting customer demand and optimizing inventory placement. In short: listen to the customer and use these functions to focus on customer needs #retail #assortment #planning #marketing #wholesale #sales #business #technology #inspiration #motivation #teaching #finance #socialmedia #digitalmarketing #cannabis #management iAnthus

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Hey #cannabisindustry, It's Friday and the WeedWeek newsletter is up! -- SCOOP: Federal judge widens path to bankruptcy relief Link and lots more in the comments

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Advice Needed: Im considering the possibility of exhibiting at the White Label Expo in the future. This would be for the beauty sector hemp/CBD products. Before I recommend it to my client, I’d love to get some feedback from those who have participated in the past: 1. Exhibitor Experience: How was your experience as an exhibitor? Was the event well-organized and attendee traffic satisfactory? 2. Target Audience: Did you find that the expo attracted the right kind of audience for your products? How were the networking opportunities? 3. ROI: Based on your experience, was the return on investment (ROI) justifiable? Were you able to generate meaningful leads and partnerships? 4. Competitor Presence: How strong was the presence of competitors? Was there a good balance of industries represented? 5. Insights and Trends: Were there valuable insights and trends presented that could benefit a company in the hemp CBD beauty sector? 6. Recommendations: Would you recommend this expo to others in our industry? Why or why not? Any insights you could provide would be incredibly helpful. Thank you 🙏 #BeautyIndustry #Hemp #Networking #BusinessDevelopment #cpg #beautybusiness #contractmanufacturer

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🚨 New Episode Alert! 🚨 Keef Brands' CEO Erik Knutson shares the strategy behind navigating hemp vs. regulated cannabis beverages in our latest YouTube episode! 🍃💧 Catch it now: https://lnkd.in/gjfWz7Pf #KeefBrands #CannabisIndustry #ErikKnutson

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100K views on a barter reel for a jewelry brand! Welcome to episode 2 out of 5 of my influencer marketing 101 series Now, that we’ve established that your brand is ready to capitalize Let’s talk about the 3️⃣ systems you MUST have in place: 1️⃣ Criteria for selection based on niche, audience demographics, engagement rates, and authenticity 2️⃣ Guidelines and templates for content creation that align with brand messaging 3️⃣ Key Performance Indicators (KPIs) to track, such as engagement rates, reach, website traffic, and conversions If your brand is looking to have systemised influencer marketing, DM me! #influencermarketing #influencers #influencermanagement

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