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Cannabis Branding with Oswaldo Graziani | The Edge presented by The Bluntness
Cannabis Branding with Oswaldo Graziani | The Edge presented by The Bluntness
Bluntness Media
Industry

WATCH: The Secrets of Cannabis Branding & Marketing

How to create a cannabis brand from scratch? How to build and market a brand that will attract loyal customers?

The industry is full of exciting opportunities for marketers and creatives – as long as one can navigate the nuances and pitfalls.


The Bluntness recently sat down with Oswaldo Graziani, Creative Marketing Director at Fluent for a crash course in cannabis branding and marketing.

It was a riveting talk full of important tips that every cannabis business will want to know.

For the full talk, check out the video above. For the highlights, check out the article below.

The New Wave of Cannabis Branding & Marketing

When Graziani first started researching the cannabis industry, he noticed a kind of obsession with cannabis culture and the cannabis plant.

“Let’s call it the first wave of cannabis branding, this old-school approach that is completely important and necessary, but it does not necessarily show the full picture of the cannabis consumer nowadays,” he says.

“So my mission with Fluent was to create a brand that was prepared for the future, embracing all these different demographics that were jumping in.”

For Graziani, this has been the perfect challenge given his background in storytelling and content development for different demographics.

And although his experience has served him well in cannabis, that doesn’t mean success has come easy.

“I felt that I lost all my superpowers.”

Graziani quickly learned that he wouldn’t be able to fully rely on a lot of the tools he’d previously used to engage the market. Social media restrictions against cannabis are a great example.

“I basically felt that I lost all my superpowers. All the things I did to build audiences and to create connections were completely gone,” he notes.

“And we were fighting this battle of shadow banning censorship, and basically, a huge gray area of not understanding where the rules are, which has been a big challenge.”

Marketing challenges like this in cannabis require extra creativity, the ability to pivot and find alternative ways to connect with consumers.

Part of the solution here involves going back to the basics, like email and texting. And consumers appreciate this direct connection, where there’s no middleman filtering everything, Graziani says.

“Having said that, it’s still complicated…we’re part of this huge transition with cannabis, and it’s becoming normal. It will take a while, but we are moving in the right direction.”

The Blank Canvas of Cannabis Branding & Marketing

The cannabis industry is currently seeing more demand for brand creation, marketing, and storytelling, but why now?

Graziani offers a perfect analogy to illustrate the shift.

If you walk into a gas station to make a purchase, there is very little brand loyalty. You’re looking for a basic commodity, and the biggest factors are location and pricing.

The cannabis industry started there, Graziani explains, and the average consumer’s purchasing decisions weren’t that sophisticated.

But it has evolved fast.

“Now it’s becoming more like the auto industry where you have different ranges of prices, needs, colors, you know,” he says, emphasizing that branding, positioning, and finding your market has become a critical focus point for cannabis operators.

“For anybody that is a creative developer or somebody that's obsessed with branding, packaging, messaging, it is a huge opportunity,” Graziani says.

As the cannabis industry continues to experience rapid growth, this demand for creative developers will only continue to rise.

“I see it on my team. My team started out as me and another person four years ago, and now we're more than 10 people, just a marketing department doing marketing stuff,” he adds.

Before You Start Branding and Marketing Your Cannabiz

One of the common mistakes Graziani has observed in the cannabis industry is worth noting.

“A good brand can only survive with inventory and consistency on their product and availability,” he advises.

“You see all these brands that are amazing, and you go to California looking for them and it’s almost like a quest; it’s impossible to find them.”

These brands are doing a better job showing that the brand exists than actually making the product.

“Successful companies in the industry are the ones solving production and inventory first and using that as a platform to build brands,” Graziani says.

“If you do it the other way around, you're going to fail. The main actor in this industry is the product. It's all about having product and trying to build a brand around that.”

Key Challenges for Cannabis Brands

One of the biggest challenges in cannabis marketing today: establishing customer loyalty.

“Internally, we’ve talking about it so much,” Graziani reveals. “When you have the product quality and good pricing, they will come. The community is very good at finding their places on social media, you know, Weedmaps or Leafly.”

It’s that second visit, he says, where you know you can build a relationship with the customer.

“So we're focusing heavily on building an ecosystem, with a loyalty program, customer service, product availability, so many, many things, but retention is one of the most important things.”

The other complicated challenge, especially for multistate operators, is the varying regulations from one state to the next.

“It's a different planet,” he says of the regulations. “You have all these incredible, even contradictory rules. You have to basically set up your brain to every market you're playing in, and they are completely different.”

This impacts everybody, marketing teams, production teams, retail – an extraordinary set of challenges that don’t exist for other industries.

“For cannabis, this makes it incredibly difficult to operate. But you know, it's part of the reality of the industry right now,” he says.

The Growing Demographics of Cannabis

The demographics of the cannabis consumer have expanded incredibly over the past 20 to 30 years.

“The picture of the cannabis consumer right now is incredibly diverse, not only for gender, identity, or age. Cannabis is medicine and that’s a very important part,” Graziani says.

“It’s much more than cultural, it’s a tool that can make you a better version of yourself. And that applies to whatever you want to be. If you are a person that has chronic pain, cannabis is going to make you a better version of yourself because it’s going to help you with that issue.”

Same for anxiety or insomnia, or if you’re a creative person and need some inspiration.

“So that talks to all demographics, it expands the pool incredibly, and that's where branding becomes important,” Graziani says.

Women, for example, are a huge demographic in cannabis. “But then when you go and see branding for women in cannabis, you're starting to see more and more, but it's definitely not balanced yet. It's not even close. There's a huge gap there.”

Seniors are another great example. “We see that here in Florida. They are embracing cannabis for the right reasons and the numbers are incredible. And their stories are absolutely awesome. Yet, there are very few brands and companies thinking about that.”

A lot of brands instead focus on the culture side of cannabis, which is important, too. “Brands like Cookies and Jungle Boys, they’re the main engine right now in the industry, so that is incredibly important as well.”

In states like Florida, where cannabis operators are required to vertically integrate (growing, processing, manufacturing, and packaging everything in-house) that it doesn’t always make sense to niche down like this.

It really depends on the size of your license.

“Fluent is an operation of 400+ employee. When you’re that big … you can’t afford to tackle one niche, you have to go big, you have to think about everybody,” Graziani says.

“In FLUENT we’re creating brands for all these demographics that we think are incredibly valuable, you know, from heavy users, to classic flower users, to value consumers that are looking more for volume than for quality, people who are looking for concentrates or edibles, and then gender-based marketing, you know, there's a lot there.”

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Up Next

Cannabis Cafes vs. Bars: California’s New Frontier in Social Consumption

California Governor Gavin Newsom signs Assembly Bill 1775 allowing dispensaries to serve hot food and nonalcoholic beverages - The Bluntness

Industry

Cannabis Cafes vs. Bars: CA's Social Shift

As cannabis lounges emerge across California, the debate over health risks and the double standards between cannabis and alcohol consumption heats up.

California's decision to legalize "cannabis cafes" marks a notable shift in the state's cannabis culture, but it also reignites the long-standing debate around public health, worker safety, and the ongoing disparity between cannabis and alcohol consumption. Assembly Bill 1775, signed by Governor Gavin Newsom, allows dispensaries to prepare and serve hot food and nonalcoholic beverages, transforming them into cannabis-friendly social hubs. While this move aims to reinvigorate the state's nightlife and support the heavily taxed legal cannabis industry, it also underscores the stark differences between how cannabis and alcohol are treated under the law.

Cannabis Lounges vs. Bars: The Double Standard

In California, the juxtaposition of cannabis lounges and traditional bars highlights a glaring disparity. Alcohol consumption has been normalized in public spaces for decades, with bars and restaurants being common venues for social drinking. Alcohol’s health risks are well-documented, yet society largely accepts the presence of bars where alcohol is served freely. Patrons and workers are exposed to the environment, and aside from basic regulations like age restrictions and serving limits, alcohol consumption remains broadly accessible in social settings.

Cannabis, however, faces an entirely different reality. Despite its legalization for recreational use, the stigma surrounding its consumption persists. The cannabis cafe model, which draws inspiration from Amsterdam’s long-standing coffee shop culture, offers a space for social consumption, yet is fraught with more complex regulations. Patrons in California’s newly legalized cannabis cafes can enjoy a joint with their meal or nonalcoholic drink, but secondhand smoke concerns have put these venues under far more scrutiny than their alcohol-serving counterparts.

Health Concerns and Worker Safety

The heart of the opposition to Assembly Bill 1775 lies in concerns over secondhand cannabis smoke. Public health groups, such as the American Cancer Society, have argued that cannabis smoke poses even greater risks than tobacco smoke, with potential for increased cardiovascular disease, lung irritation, and asthma attacks. These concerns mirror those once raised about indoor smoking in bars and restaurants before smoking bans took effect. The state’s decades-long effort to create smoke-free environments now clashes with the cannabis industry's push for public consumption spaces.

Proponents of the bill argue that robust ventilation systems, along with safety measures for workers such as respirator masks, will mitigate these risks. However, skeptics, including Jim Knox of the American Cancer Society Cancer Action Network, dismiss these precautions as insufficient. "You cannot isolate smoke—it can’t be done," he asserts, pointing out that ventilation systems won’t fully prevent the migration of smoke to other parts of the building or nearby areas.

Yet, it’s hard to ignore the hypocrisy here: While bars are filled with patrons drinking alcohol, a substance responsible for countless health problems and social issues, cannabis lounges face backlash for allowing patrons to smoke in a controlled environment. Alcohol-related incidents, including DUIs, accidents, and violence, continue to burden public health systems, yet no such widespread stigma or restrictions apply to bars.

Economic Impact and Cultural Relevance

Supporters of the cannabis cafe model believe it will revitalize the legal market, providing a much-needed boost to an industry struggling under high taxes and competition from illegal sellers. Assemblymember Matt Haney, who authored the bill, envisions cannabis cafes as a vital part of California’s future, helping to normalize recreational cannabis and challenge the illicit market. By offering a more welcoming environment for cannabis consumption, these cafes could shift the landscape of nightlife in the state, merging cannabis culture with live entertainment, food, and social experiences.

For cannabis consumers, the ability to partake in a social setting represents a cultural milestone. For years, cannabis has been largely relegated to private spaces due to legal restrictions and lingering stigma. The emergence of cannabis lounges challenges that narrative, positioning cannabis consumption as a normal, social activity—much like grabbing drinks at a bar.

However, this shift is not without its challenges. The balance between promoting the legal cannabis market and protecting public health will be a delicate one. Governor Newsom has already signaled that if worker safety and public health are compromised, further regulation or even reconsideration of the law could follow. Local governments will have to tread carefully as they implement the law, considering both the economic benefits and the potential health risks associated with cannabis consumption in public spaces.

A New Chapter in Cannabis Normalization?

Cannabis lounges represent a step toward normalizing cannabis use, yet they also reflect the ongoing disparity between cannabis and alcohol. As cannabis lounges begin to open across California, they will test whether the public is ready to accept cannabis in the same way they have embraced alcohol—despite the far-reaching public health concerns that have accompanied both substances.

The path forward for cannabis consumption in public settings will depend on how effectively these new venues can address health and safety concerns, while also providing a safe, enjoyable experience for patrons. As the cannabis industry continues to evolve, the emergence of these social spaces could redefine the way we think about consumption and community, helping to bridge the gap between the stigma of cannabis and the long-established culture of alcohol.

California’s cannabis cafes could very well become the next frontier in the state’s cannabis journey, merging styles, tastes, and experiences in ways that push the boundaries of the law and public perception. How society navigates the smoke—both literally and figuratively—will determine the future of cannabis as a social experience.

Article Summary:

  • California’s new cannabis cafes, legalized by Assembly Bill 1775, will allow dispensaries to serve hot food, nonalcoholic drinks, and host live events, transforming them into social consumption lounges.
  • Public health concerns over secondhand cannabis smoke, particularly its potential risks to workers and patrons, have sparked debate, with critics arguing that ventilation systems and protective measures may not be sufficient.
  • The disparity between cannabis and alcohol is highlighted, as cannabis lounges face stricter scrutiny despite alcohol's well-known health risks, challenging societal norms around public consumption.
  • NORML activist to meet with Vice President Kamala Harris to discuss federal cannabis policies
    NORML activist to meet with Vice President Kamala Harris to discuss federal cannabis policies
    Industry

    NORML Activist to Meet with Vice President to Discuss Federal Cannabis Policies

    NORML Activist and Pardon Recipients, hip-hop artist Fat Joe, and Kentucky Governor Andrew Beshear, to Meet With Vice President Harris on Marijuana Reform, Clemency and Justice

    In a significant step towards federal marijuana reform, Vice President Kamala Harris is set to meet with NORML activist Chris Goldstein and two other Presidential marijuana pardon recipients at the White House this Friday. The discussion will center on ongoing efforts by the Biden Administration to address federal cannabis policies.

    Chris Goldstein, a regional NORML coordinator known for his cannabis activism in Delaware, New Jersey, and Pennsylvania, received a Presidential pardon earlier this year for a misdemeanor marijuana possession conviction dating back to 2014. Goldstein's pardon, along with thousands of others issued by President Joe Biden in October 2022, reflects a growing shift in attitudes towards cannabis at the federal level.

    "These Presidential pardons are a powerful and meaningful action," Goldstein remarked. "They carry a tremendous power of goodwill — not just to those of us who received them, but for the entire country."

    President Biden's decision to pardon individuals with federal convictions for marijuana possession offenses underscores his commitment to criminal justice reform and marijuana policy. In his State of the Union address, President Biden reiterated his belief that "no one should be in jail just for using or possessing marijuana."

    Joining Goldstein at Friday's meeting will be hip-hop artist Fat Joe and Kentucky Governor Andrew Beshear, both of whom have also received Presidential pardons for marijuana-related offenses. Together, they intend to raise awareness about the impact of federal marijuana convictions and advocate for further reform, including the descheduling of cannabis.

    Goldstein emphasized the importance of using the meeting with Vice President Harris to highlight the need for additional federal action, such as descheduling or rescheduling marijuana - i.e. moving cannabis from Schedule I to Schedule III of the Controlled Substances Act. He noted that thousands of individuals are still eligible for pardons, and increased awareness of the pardon process is essential.

    "We will help represent tens of millions of Americans who have been arrested for marijuana in nearly a century of prohibition," Goldstein stated.

    Ahead of the White House meeting, Goldstein and NORML's Political Director Morgan Fox will meet with several members of Congress to discuss marijuana reform. Following Friday's discussion, Goldstein and other NORML staff members will participate in a live session to further engage with the public on this pressing issue.

    The meeting with Vice President Harris marks a significant milestone in the ongoing push for federal marijuana reform, with advocates like Goldstein leading the charge for change. As momentum continues to build, the voices of those impacted by outdated cannabis policies are being heard at the highest levels of government, signaling hope for a more just and equitable future in cannabis regulation.

    Weedmaps: Innovative Online Ordering and Delivery
    Weedmaps: Innovative Online Ordering and Delivery
    Industry

    5 Revolutionary Ways Weedmaps Is Reshaping Access To Cannabis

    Weedmaps is revolutionizing how we access and interact with cannabis products. Since its inception, this innovative platform has redefined the norms of cannabis purchase and education, making it a household name among enthusiasts and newcomers alike.

    It not only connects users with an extensive network of dispensaries and diverse products but also advocates for informed and responsible use. It breaks down barriers, offering seamless and enlightened experiences to users in states where cannabis is legal either recreationally or medically, truly reshaping our approach to cannabis accessibility.

    Comprehensive Dispensary and Product Listings

    Weedmaps is like a cross between Google Maps, Amazon, and Uber Eats, but specifically for cannabis. The platform offers an impressively comprehensive listing of dispensaries and products. Imagine a world where you can find every strain, edible, or topical you've ever dreamed of – that's Weedmaps.

    It’s a treasure trove for cannabis aficionados and newbies, offering a rich catalog of products, complete with detailed descriptions, to satisfy every curiosity and need. Whether you're a fan of the classics or eager to explore the latest in cannabis innovations, Weedmaps makes it effortlessly easy to discover and explore, all with a few clicks.

    Innovative Online Ordering and Delivery

    Gone are the days of confusing cannabis purchases. Weedmaps simplifies the whole process by enabling orders to be reserved with local retailers for pick-up and/or delivery.

    Picture this: selecting your favorite products from the comfort of your home and having them delivered right to your doorstep. Whether you need a quick restock or are eager to try something new, Weedmaps makes it all happen with just a few taps on your screen.

    This seamless integration of technology brings unprecedented convenience and accessibility to the cannabis experience, transforming how we interact with our green favorites.

    Weedmaps is revolutionizing how we access and interact with cannabis productsWeedmaps: Educational Resources and Cannabis Advocacy

    Educational Resources and Cannabis Advocacy

    Weedmaps goes beyond just being a marketplace; it's a hub of knowledge and advocacy in the cannabis world. The platform is rich with educational resources, empowering users to make informed choices about their cannabis journey. They're big on social equity, too, championing initiatives that promote fair access and representation in the cannabis industry.

    This dual commitment to education and social justice reflects Weedmaps' deep-rooted belief in the positive power of cannabis and its potential for societal benefit.

    Community and Customer Reviews

    At the heart of Weedmaps is a thriving community grounded in genuine customer reviews. These reviews are more than just opinions; they guide new users navigating the vast cannabis landscape. They offer insights into the quality of products and the reliability of dispensaries, helping others make informed choices.

    This community-driven approach fosters trust and helps maintain high standards across the platform, ensuring that everyone's cannabis experience is nothing short of excellent.

    Weedmaps is enhancing how we access and interact with cannabis productsWeedmaps is enhancing how we access and interact with cannabis products

    State-of-the-Art Tech for Enhanced User Experience

    Weedmaps isn't just about connecting you to cannabis; it's about enhancing that connection through cutting-edge technology. Their platform is a tech wonderland, offering personalized recommendations that adapt to your preferences and history.

    Location-based searches make finding local dispensaries a breeze, ensuring you're always just a few clicks away from your next cannabis experience. This seamless integration of technology ensures that every interaction with Weedmaps is intuitive, satisfying, and tailored to your individual cannabis journey.

    Weedmaps offers personalized recommendations that adapt to your preferences and history.Weedmaps offers personalized recommendations that adapt to your preferences and history

    Learn More

    Weedmaps stands out as a trailblazer in the cannabis industry, revolutionizing how we access and interact with cannabis. From its vast network of dispensaries fulfilling online orders and deliveries, coupled with educational resources and a robust community of reviews, Weedmaps has reshaped the cannabis experience.

    So click here to dive into this tech-driven, user-friendly platform and learn how it can transform your cannabis journey.

    Please note: We may receive a commission for purchases made through the links in this article.

    40 Tons NY Launch (l-to-r): 40 Tons' COO Anthony Alegrete, Chef for Higher's Hawaii Mike Salman, 40 Tons' Corvain Cooper and CEO Loriel Alegrete.
    40 Tons NY Launch (l-to-r): 40 Tons' COO Anthony Alegrete, Chef for Higher's Hawaii Mike Salman, 40 Tons' Corvain Cooper and CEO Loriel Alegrete.
    40 Tons
    Industry

    Beyond Good Intentions: How 40 Tons is Advancing Real Social Equity in Cannabis

    It is clear for anyone to see, 40 Tons represents the vanguard of mission-driven cannabis brands using business as a force for social repair.

    In the burgeoning legal cannabis industry, it's easy for brands to pay lip service to social justice without taking meaningful action. But California-based 40 Tons is beyond good intentions. Through innovative initiatives centered on employment and education, this Black-owned brand is driving tangible impact for communities harmed by the War on Drugs.

    In a significant move towards both advocating and advancing social equity in New York's budding cannabis industry, 40 Tons, has announced its official entry into the Empire State marketplace through strategic partnerships with HPI Canna

    Founded by Loriel Alegrete, 40 Tons has its roots in a deeply personal journey. 40 Tons was created when her husband, Anthony, and lifelong friend, Corvain Cooper, were unjustly incarcerated on cannabis-related charges. Thankfully, both men have since been released, and together with Loriel, they have transformed 40 Tons into a powerful advocate for restorative justice, decriminalization, legalization and rehabilitation.

    As 40 Tons prepares to make its debut in New York, the brand unveiled a series of unique activations intended to give back to the entire cannabis supply chain. The journey began on Saturday, January 20th, with an appearance at the New York Cannabis Retail Association's (NYCRA) Industry Party in Brooklyn. Set against the backdrop of Bushwick's Fine & Raw Chocolate Factory, this event offered industry stakeholders the first opportunity to network and collaborate with the 40 Tons team. 

    “It's a chance to connect with a brand that stands for social justice and community empowerment,” said NYCRA’s Britni Tantalo.

    For co-founder Corvain Cooper, January 20th also held special significance as it marked the three year anniversary since his release from a life sentence for cannabis. "It feels so empowering to now help create opportunities for those overcoming similar challenges," he shared with Honeysuckle Magazine, underscoring the importance of 40 Tons' mission.

    Corvain Cooper, Co-Founder, 40 Tons40 Tons' Co-Founder Corvain Cooper

    On Sunday, January 21st, 40 Tons held a public launch at CONBUD’s new dispensary at 85 Delancey Street. These events were not only opportunities for the public to engage with the brand but also serve as recruitment forums. 

    With their entry in the New York market, 40 Tons is actively seeking brand ambassadors and account representatives to join their team and further their mission along the East Coast.

    In the near future, consumers in New York will be able to find 40 Tons-branded flower and pre-rolls at state-licensed dispensaries, such as CONBUD. 

    These collaborations extend beyond delivering quality cannabis products; it is a collective effort to support legacy cannabis operators in New York and across the country, from the supply chain to retail, with a strong commitment to advancing social justice initiatives.

    Sephida Artis-Mills, Chief Strategy Officer of HPI Canna, emphasizes their dedication to both quality products and social justice, stating in Honeysuckle Magazine, "This collaboration is the beginning of a collective community effort."

    CONBUD, led by founder and CEO Coss Marte, who himself has a unique origin story which include cannabis convictions, is deeply committed to its mission of employing formerly incarcerated individuals and sharing their stories. 

    Marte believes that the partnership with 40 Tons is a step toward reshaping the national narrative surrounding cannabis, bridging the gap between exceptional cannabis experiences and their shared mission to empower, educate, and uplift those impacted by injustice.

    Beyond merely offering cannabis products, 40 Tons also donates a portion of proceeds to nonviolent cannabis prisoners and provides formerly incarcerated individuals with employment opportunities.

    Their 40 Tons Careers division connects marginalized communities with education and jobs through conferences and partnerships. By actively recruiting top cannabis companies committed to hiring and training system-impacted talent, 40 Tons Careers opens doors for diverse applicants. 

    "We want to empower these communities to thrive in the legal market which they helped establish," said CEO Loriel Alegrete.

    Loriel Alegrete, CEO, 40 Tons40 Tons' CEO Loriel Alegrete

    40 Tons New York welcome tour continued with an exclusive product launch event on Thursday, January 25th, in collaboration with Chef For Higher, an esteemed culinary culture brand led by "Hawaii" Mike Salman. Alongside showcasing their products, 40 Tons previewed a 15-minute documentary and engaged in a fireside chat with attendees.

    40 Tons co-founder and Chief Operations Officer Anthony Alegrete shared his personal connection to New York with Honeysuckle Magazine, saying, "As someone who knows the history and deeply respects the New York culture, it's important to me that these roots are reflected in our brand."

    It is clear for anyone to see, 40 Tons represents the vanguard of mission-driven cannabis brands using business as a force for social repair. By aligning sustainable revenue with community uplift, 40 Tons offers a model for grounded, accountable social equity programs. One that moves beyond rhetoric to drive institutional change.

    As the cannabis industry matures, the principles of inclusion and justice must not be forgotten. 40 Tons' work breathes life into these ideals, forging paths to economic mobility for the communities who suffered most under prohibition.

    Their success only serves to illustrate the positive ripples one ethically focused company can generate. By starting with and focusing on those people most impacted, 40 Tons transforms hardship into hope.

    In summary, 40 Tons' entry into New York's cannabis market is not just about selling cannabis products; it's a powerful statement of commitment to social equity and justice reform. 

    Through partnerships, recruitment efforts, and a passionate team, 40 Tons is set to make a lasting impact, bringing hope and opportunity to those who have been impacted by the injustices of the past. 

    Their touch down in New York simply represents a homecoming, a return to roots, and a promise to reflect the essence of the city in their brand. As the cannabis industry matures here in New York and across the country, it will be brands like 40 Tons that remind us that business can be a force for positive change and community upliftment.

    To that, we say welcome to New York 40 Tons! 

    40 Tons Launches in New York40 Tons Launches in New York

    New York Cannabis Retail Association (NYCRA)
    New York Cannabis Retail Association (NYCRA)
    Industry

    Together We Thrive: New York Cannabis Retail Association's Vision of Collective Progress in Cannabis Retail

    How NYCRA's Mission of Collaboration over Competition is Building a Bridge to the Future of NY Cannabis

    On a bitter cold Saturday night in January, the New York Cannabis Retail Association (NYCRA) hosted one of the most electrifying events of the year for cannabis aficionados and industry insiders. 

    Set to transform the New York cannabis landscape, this soirée in Bushwick, Brooklyn was not just another party; it was a long overdue milestone in the journey of cannabis industry evolution in the Empire State.

    Unlike typical industry meet-ups, this grand event served as a vibrant showcase for over 50 leading cannabis companies in New York’s budding legal cannabis industry with the best of the state’s cannabis retailers, cultivators, processors and service providers including but not limited to On The Revel, Nanticoke, Chef for Higher, Dagmar Cannabis, Feel Good, ConBud, Terp Bros, Honeysuckle Magazine, Airo Brands, Ayrloom, Dutchie, Veterans Choice Creations, Heavy Hitters, AlphaRoot, Jaunty, Jetty Extracts, PAX, Nabis, Cannabis Collective, Temeka Group, Lobo, Kiva, Eureka, Alchemy Pure, Ravens View Genetics, FLAMER, TribeTokes, The Flowery, Park Jordan, FlowerHouse, Ten-Ten Cannabis, NOWAVE, The Heavy Smoke, Asian Cannabis Rountable, Cat Ouelette, StupidDOPE, NY Cannabis Insider, 40 Tons, among many others.

    Among the event’s highlights, social impact brand 40 Tons made its official entrance into New York’s marketplace through partnerships with CONBUD and HPI Canna, a state-licensed processor.

    40 Tons is recognized across the country for its work in providing second chances to people with cannabis convictions, and its efforts to help currently incarcerated citizens. Now, New Yorkers will have the opportunity to support the brand in their own backyard, as sales of their packaged flower and pre-rolls will boost business for dispensaries across the state. 

    With such a large contingent of NY's legal cannabis industry in the building, the event fully embodied NYCRA’s commitment to nurturing a thriving, responsible cannabis market, serving as a hub for connections, knowledge-sharing, and empowerment for cannabis industry professionals. 

    As a non-profit organization, NYCRA is a bastion of support, education, and networking for stakeholders in the cannabis market. it’s a nexus for future-forward ideas and collaborations. 

    On the heels of the New York Cannabis Retail Association (NYCRA) biggest event of 2024, NYCRA also announced a strategic partnership with LeafLink, the nation’s largest wholesale cannabis marketplace, further solidifying its commitment to revolutionizing the New York cannabis landscape.

    The NYCRA and LeafLink Partnership

    The collaboration marks a significant step for both organizations. LeafLink's expertise in creating efficient marketplaces will be instrumental for NYCRA members, helping New York operators to reduce operational costs and streamline business processes. The partnership aims to introduce a cash-back rewards program, offer discounts, and boost advertising opportunities for sellers affiliated with NYCRA.

    Jayson Tantalo, VP of Operations at NYCRA, expressed enthusiasm about the partnership, highlighting its potential to provide members with access to a platform that simplifies transactions and back-office functions. 

    Jayson Tantalo, New York Cannabis Retail AssociationNYCRA Co-Founder and VP Operations, Jayson Tantalo

    Rodney Holcombe, Director of Public Policy at LeafLink, echoed this sentiment, emphasizing the support this partnership will offer to retailers in the burgeoning market.

    NYCRA’s 230 members, already engaged in a vibrant community via a dedicated Discord channel, stand to gain significantly from this partnership. LeafLink will provide a secure, efficient platform for these members to expand upon their established relationships. The platform offers functionalities for placing and tracking orders, making payments, and monitoring business activities.

    For brands looking to sell to retailers and already active on the NYCRA Discord channel, LeafLink is offering a 10% discount on annual contracts. This initiative is set to enhance visibility and sales opportunities for these brands, further driving the growth of the New York cannabis market.

    Another key feature of this partnership is LeafLink’s Payment Solutions, which offers a cost-effective method for retailers to pay vendors directly through the marketplace. This system not only ensures security and compliance but also reduces the reliance on cash transactions. NYCRA retail members will have the opportunity to earn additional cash back for all 2024 wholesale purchases made through LeafLink’s Payment Solutions.

    NYCRA’s partnership with LeafLink is a testament to its commitment to fostering a thriving and responsible cannabis market in New York and stands as a beacon of innovation and efficiency, paving the way for a more connected and prosperous cannabis community. 

    The NYCRA extends an open invitation to all industry stakeholders to join its ranks. By signing up at newyorkcannabisretailassociation.org/join/, you can be part of this exciting industry transformation. It’s a chance to align with the pioneers and visionaries of the cannabis world.

    For those eager to keep a finger on the pulse of this event, NYCRA is active on Instagram @nycannabisretailassociation. Followers can expect a stream of updates, exclusive content, and info about lobbying efforts. 

    The excitement within the New York cannabis community is palpable and despite all the hurdles faced to date, 2024 is shaping up to be a watershed year for the industry here in the Empire State. 

    Because, if you can make it here, you can make it anywhere. But let’s be honest, making it here is really all that matters. And, NY cannabis is going to make it, just you watch.

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