The Green Repeal - A Guide to Cannabis Marketing & Advertising

There’s a cannabinoid revolution happening right now, and more people are reaping the rewards and health benefits of technology, innovation, and science. And we’re thrilled to be joined by a true pioneer in the cannabis industry, Roy Lipski. Roy is the founder of Bud Love, a “cocktail mixer” designed to complement cannabis experiences. He’s led growing technology companies based on cutting-edge science for more than 20 years. These include Creo, a biotechnology company that produces novel cannabinoids using, believe it or not, fermentation. In this episode, you’ll learn why Roy is all-in on CBG (the mother cannabinoid) and why it was such a massive milestone to be able to produce on a large scale. Roy talks about Bud Love’s unique value propositions, the shocking results of their blind tests of CBG and THC drinks, and what the future holds for producing cannabinoids at scale with purity and consistency without THC and cannabis. KEY TAKEAWAYS What makes CBG different from other cannabis compounds. How Bud Love products complement cannabis and acts like a cocktail mix, counteracting the undesirable effects of THC. What Bud Love is doing to educate consumers about their unique products. How to get the most out of Bud Love. Why Roy believes cannabis is basically legal already. Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/63 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

What does it really mean to be a social equity business? How can operators in the cannabis space provide access and opportunities to people affected negatively by the war on drugs and give back to their communities in ways that make a real difference? To answer these questions, we’re talking to Tamika Samson and Beth Waterfall. Tamika is the CEO of KushKart, Beth is the CEO of Beth Waterfall Creative, and the Chief Marketing Officer at KushKart. Tamika is one of Beth’s clients, and her company is the first majority women-owned social equity cannabis delivery business in Massachusetts. Beth has over 15 years of experience amplifying brands through marketing, communications, and strategic business development and has been uniquely focused on bringing her expertise to the cannabis industry since 2015. In this episode, Beth and Tamika share how they’ve built not just an incredible business, but a company that really does give back. You’ll learn all about social equity licensing, Beth’s unique work as a marketer and educator in the cannabis space, and how she helps brands like Tamika’s grow thoughtfully and meaningfully while empowering historically underserved people. KEY TAKEAWAYS How Tamika became a social equity license holder and what this process looks like. How Beth joined KushKart as its Chief Marketing Officer–and how she chooses the clients she works with. Why Beth says that attending NECANN changed her life–and what inspired her to launch her educational nonprofit, ELEVATE Northeast. What it means to be a responsible member of the cannabis community. What KushKart is working on as they gear up to become Cape Cod’s only cannabis delivery provider. Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/62 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

There’s a greater appetite for cannabis events than ever before–and today’s guest is doing some amazing stuff to create safe, fun, and upscale opportunities and experiences for people who want to partake!  We’re talking to Mark Rafailovich. Mark is the founder and owner of Spleaf, which he launched by selling homemade THC brownies when he was a freshman at Brooklyn College, before turning it into a full-fledged business.  These days, Mark is all-in on gourmet edibles and creating special experiences. He’s bringing people together so they can enjoy great products like his in amazing environments, and to normalize and de-stigmatize cannabis use in common, everyday settings.  In today’s conversation, we talk to Mark about his journey from the former Soviet Union to entrepreneurship in New York City, how he creates a wide array of highly specialized cannabis products and presents them at complementary events, and  how the audience for cannabis (and what they want) is rapidly changing.  KEY TAKEAWAYS How cannabis can serve as an alternative to alcohol (and why it isn’t a gateway drug). How Mark started Spleaf in college, then used his knowledge from film school and the restaurant world to create gorgeously documented products and truly unique cannabis products. How cannabis beverages can function as an analogue to alcohol–and the issues making it difficult to serve these products in many cities. How Mark aims to create a pop-up experience vibe at his events and not just a shopping event. Why Mark thinks we’ll see federal legalization no sooner than 2027. Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/61 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

Running a successful event of any kind isn’t easy. And running a successful event in the cannabis space isn’t any easier. But that’s exactly what Marc Shepard is doing, and he’s helping local communities and industries to thrive and grow. Marc is the founder of NECANN–the world’s largest B2B cannabis convention–as well as a member of the MassCann/NORML and Mass Grower Advocacy Council. Over the course of 20 years, he’s produced and executed cannabis events all over New England, advocated tirelessly for cannabis legalization across a ton of outlets, and is a massive Silver Age Marvel nerd. In fact, he’s also the owner and founder of the Salty Comics Corp. In this conversation, you’ll hear the inside story of how NECANN started and how it’s expanded across a number of states and markets. You’ll also hear all about NECANN’s upcoming High LifeStyle Show, which will be their first-ever consumer event, and how you can make plans to attend. KEY TAKEAWAYS What NECANN’s mission is and how they became an alternative to a showcase of major brands by helping local businesses. Why making the events affordable for businesses and attendees is such a high priority. The reasons why NECANN isn’t trying to compete with the largest conferences, and instead focuses on doing what those events can’t do. How the NECANN Cup, which celebrates local growers, is judged and how they select their judges. What Marc has planned for the NECANN High LifeStyle show coming up on Oct 7-9th. Why social justice and expungement has become a touchy topic on the way to legalization–and what needs to happen to get the best results in the long-term. Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/60 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

While some cultivators might focus on yield or volume, Malek’s Premium Cannabis is all about passion over profit with a flavor-first approach. And joining us today to explain why is Malek’s CMO and Head of Marketing Katherine Wolf. Katherine is a self-confessed branding nerd and a published writer with a passion for helping cannabis companies grow and thrive. She advocates for women in cannabis leadership and safe access to cannabis education and products. She has been published in media outlets such as the Northwest Leaf, MJ Brand Insights, and Skunk Magazine. In our conversation, you’ll learn how Malek’s Premium is always pheno-hunting to create new strains and how sticking to limited runs, and small batches helps cultivate the finest flower. You’ll also hear how they use NFTs in their marketing strategy with the community they’ve built and how they generate a buzz with new strains using social media. KEY TAKEAWAYS Why Malek’s Premium Cannabis focuses on small batch cannabis products with limited runs of 8 to 10 lights per strain. The sense of community that Malek’s has created and how they generate excitement using customer feedback when selecting the strains for new batch consumption. How Malek’s interest in seed breeding became the foundation of their flavor-first guiding philosophy. The obstacles that still exist when using social media or Instagram as a marketing tool to push customers to your website. How Malek’s uses NFTs in their marketing strategy and as a loyalty reward tool. Why Katherine believes destigmatizing cannabis needs to happen before federal legalization.  Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/59 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

If you’ve been following the podcast for a while, you’ve undoubtedly heard us ask our guests: “When do you think we’ll see full federal legalization?” We’ve gotten all kinds of answers, but most of us are making educated guesses at best. To get more of an insider’s perspective, we’re thrilled to be talking to Jarrod Loadholt. He’s a partner at Ice Miller LLP’s cannabis group, where he specializes in cannabis law. Previously, he was the head of Credit Karma’s Washington D.C. office, and before that, he co-founded a full-service public affairs firm with a focus on government relations, public affairs, strategic communications, and electoral campaigns. This makes him more than qualified to discuss this episode’s topic: federal cannabis legalization in the United States. In our conversation, we dig into why cannabis isn’t a huge legislative priority at the federal level right now despite massive support, the incremental changes that could help the industry right now, and what the SAFE Act is–and how you can help get it passed. KEY TAKEAWAYS Why the coming midterms will give us a much clearer picture of what’s to come for cannabis. What makes the cannabis industry so bad at advocating for itself in Washington. Why the SAFE Act has taken way too long to pass–and why the Cannabis Administration Opportunity Act (CAOA) is not happening. Why the Biden administration has yet to embrace mass clemency. How crypto can play a role in cannabis banking despite being a highly speculative, high-risk field. Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/58 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

Every brand has a story, but few have a combination of family recipe, story, and legacy quite like Dr. Norm’s. Dr. Norm was a real person–a well respected M.D. His wife, Audrey, was a professional pharmacist and beloved baker. Their children started a traditional cookie company to honor their mother, and it’s since become one of California’s best selling cannabis cookie and brownie brands. Today’s guest is none other than one of Dr. Norm’s son and a co-founder of the company, Jeff Koz. We met at MJ Unpacked, and we’re thrilled to have him on the podcast to share the story of his brand and his unique experiences. In this episode, you’ll find out how Jeff and his sister broke into the cannabis industry, how Jeff and his sister Roberta honed their product and scaled their business, and the innovations shaping the future of the edibles space. KEY TAKEAWAYS How Dr. Norm’s kids launched a traditional baking company to honor their parents–and what led them to take a leap into cannabis edibles. How Jeff and his sister Roberta learned how to get their flavors and dosages just right with their edibles. The challenges of expanding cannabis brands across state lines. What Dr. Norm’s is doing to tell an authentic story with their brand while exploring activations, lifestyle marketing, and other outlets. Why Jeff thinks we’re still three years away from federal legalization. Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/57 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

We’ve spoken to many entrepreneurs and business leaders in the cannabis industry, and we’ve noticed one overarching theme: everyone is very new and still figuring it out as they go. Even in the most mature markets, things are constantly changing, and new categories are emerging all the time. Today’s guest, Bohb Blair, is relatively new to the industry but has a proven knack for reinvention. He’s the Chief Marketing Officer at Jones Soda–one of the very first craft soda brands to make a splash over two decades ago. These days, Jones is making a name for themselves with Mary Jones Cannabis, their new cannabis-infused beverage and edibles brand, and Bohb is their Chief Brand Officer. Before joining Jones Soda, he spent over 20 years at marketing agencies, including Starcom, and he’s won countless awards for clients, including Pringles, Budweiser, and Airbnb–to name just a few. In this conversation, Bohb shares how he’s launched new products and brands while reinventing himself along the way, what he’s doing to help take Jones into a new category while retaining brand loyalty, and the unique opportunities that bigger brands have right now to enter this industry. KEY TAKEAWAYS Why Jones Soda decided to expand into the cannabis beverage and edibles spaces. The two things that have so many people excited about the cannabis beverage space right now. What Mary Jones Cannabis is doing to build a new, savvy, and age-appropriate community around the brand. How federal legalization, if and when it happens, will change the legality of products across states and require brands to rethink their portfolios. Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/56 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

With so many new markets coming online in the next few years, there are more people than ever before looking for help with permitting, licensing, and everything else that comes with launching a business in a highly regulated industry. When they need that help, they turn to people like today’s guest, Dr. Sherry Boodram. She’s the CEO and co-founder of CannDelta–a regulatory and scientific consulting company that helps clients navigate both the cannabis and psychedelic industries. Dr. Boodram and her team provide regulatory compliance advice to operate in the legal Canadian markets, and they also provide support to international jurisdictions, including the U.S.  Before launching CannDelta, she was actually a part of the Canadian federal government, serving as Health Canada’s Medical Cannabis and Controlled Substances Programs’ Senior Regulatory Compliance and Enforcement Officer. She holds a Ph.D in Chemistry, an honorary B.S. in Biological Chemistry, and certificates in Cannabis Law and Regulation as well as Pharmaceutical Regulatory Affairs and Quality Operations. In this conversation, Sherry walks us through the hoops and hurdles facing people looking to break into the cannabis and psychedelics industries, the mistakes so many people make while trying to ensure that they’re operating legally, and the key differences between the established Canadian and emerging American markets.  KEY TAKEAWAYS The most common mistakes that people make when trying to get cannabis licenses. Why Shelly transitioned out of government to launch CannDelta–and what she’s focused on now. The unique benefits of working with someone who knows Canada’s industry so well for anyone planning a launch in a state like New York or New Jersey. Why medical approvals for psilocybin in a number of states are more likely to happen now than ever before. Why social equity has to be such a big part of the American cannabis story–and how Canada failed to integrate First Nations peoples into its legalization.  Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/55 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal

With New York coming online as a major player in our industry, things are changing fast. New players are looking to enter the field at a rapid pace, and the decisions we make along the way could easily have lasting repercussions for operators and consumers nationwide. But as this industry grows, how do we make it the best it can be? Today, we’re talking to Lulu Tsui. She’s the Co-Founder and Chief Experience Officer at On The Revel, a company working to create curated educational and networking experiences for people breaking into the legal cannabis industry. At her company’s Revelry events and through the Dope People mentorship program, she’s working to help make the cannabis industry more inclusive, more collaborative, and more diverse. Lulu is a designer with over 15 years of experience creating amazing technology, and she’s the president of the Cannabis Media Council, where she works to destigmatize and normalize cannabis use in traditional media. In this episode, Lulu talks about the parallels between tech and cannabis, why she thinks New York has the power to transform the global industry in ways California never will, and the amazing things that can happen when you get like minded people together in the same room. KEY TAKEAWAYS The unique challenges facing the cannabis industry when it comes to data and standardization. Why Lulu is betting big on New York to shape what the cannabis industry of the future will look like. How On the Revel is rethinking their conferences and events to inspire connection and create opportunities for innovators and entrepreneurs. How a COVID pivot led Lulu to create the Dope People series. The logistics of getting a retail license in New York State right now. Show Notes For complete show notes, including transcripts, takeaways, and links to all the resources mentioned, visit SoHoExp.com/54 To learn more about the podcast and get access to all episodes, visit: SoHoExp.com/GreenRepeal