Coming out of NECANN - it was great to see so many smaller brands as winners in the NECANN Cup. But I have very mixed feelings about "Highest THC Flower" category.
No dis-respect to the brands who participated or those who won (I actually don't even remember who it was)...
And I totally get brands trying to build awareness - in any way, shape, or form. So this ISN'T a dig on the brands...
There's no getting around the fact that today's dispensary consumers ARE searching based on THC % - so you kinda have to play the game.
And there are many ways to do that - thru
- pheno hunting / strain selection (👍 )
- reducing moisture content (👎 )
- adding kief without disclosing it (👎 )
- lab shopping (👎)
I'm sure there are more options - but alot of them DON'T advance the industry. In fact, they take us backwards.
You may get a short-term boost in sales - but building a brand takes delivering on your promise.
Do consumer REALLY want to numb their faces?
Or are they looking for a nice, subtle & body high - that makes them giddy, relaxed or inquisitive / creative?
I'd argue the latter - which is more about the terps, all the cannabinoids, the entourage effect.
If your brand is ONLY about potency - that's a short term win (if any win at all) and consumers that choose you once may not get what they're looking for and will leave you when someone else is willing to do whatever it takes to beat you by 0.1% THC - it's unsustainable.
We're not even operating in MA, or New England for that matter... but in CA / NY, Woodstock Heritage Strains is focused on Infused Flower - yes, high potency (playing the game) - but coupled with full spectrum concentrates that deliver all the good entouragey effects - or Live Resin / Rosin for the same reasons...
Back to NECANN Cup - I'd just like to see the industry get rid of this award category - it's a never ending, never winning game.
So yes - play the game (you have to), but DON'T stop trying to CHANGE the game.
Head of Healthcare Marketing
2wCouldn’t have done it without you Monica - we were so lucky to have a team who didn’t bat an eyelid when we asked for ‘a piles ad that didn’t mention piles’ and then asked for ‘a pregnant tree’…