Catering to the Canna-Curious

How do you appeal to new consumers who are interested in partaking of the plant for the first time? These entrepreneurs have built their businesses on answering this question.

THOR BENSON

As adult-use cannabis becomes legal in more states, it is also becoming more socially and culturally acceptable. Those who just five years ago would never have dreamed of visiting a dispensary or gorging on a gummy are now interested in doing just that. They’re the canna-curious, and they’re a massive untapped market. But there is still a stigma attached to weed, fueled by years of anti-pot propaganda, seedy past business practices of the black market, and an overall lack of knowledge, that can prevent the canna-curious from giving pot a shot. We asked some of the industry’s top CEOs what they’re doing to appeal to this new kind of consumer. Make your product approachable. “Dispensaries can be very off-putting and weird to the uninitiated—dark, opaque window treatments, armed guards, less-than-desirable…

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Green Entrepreneur (Digital) - 1 Issue, Fall 2019

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