'Innovation Starts At The Farm': How Cannabis Brands Balance Quality With Consumer Demand

At the Cannabis Market Spotlight: California event in Anaheim, Lisa Weser, founder and CEO of Trailblaze, addressed a core debate within the cannabis industry: balancing consumer-driven product trends with a commitment to quality production.

Weser, alongside other industry professionals, shared insights on how cannabis brands can adapt to shifting consumer preferences while remaining true to high production standards.

Consumer Demand or Industry Direction?

Weser's panel tackled a foundational question: are consumer preferences driving changes in the cannabis industry, or is the industry itself setting expectations? Speaking with experts from Papa & Barkley, Jetty Extracts, Natura, and Timeless Vapes, Weser observed that perspectives on this issue vary widely.

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One common theme in the discussion was the need to "meet consumers where they are," a concept familiar in the consumer goods space. This approach focuses on crafting products that appeal directly to consumers' tastes.

"We're seeing new consumers, especially younger ones, drawn to products with bold flavors," Weser said, noting the appeal of flavor-centric offerings over traditional high-grade cannabis flowers for some segments of the market.

Back to Basics: Quality First

In contrast, other panelists argued for a renewed focus on quality in cannabis production. They expressed concern that while consumer trends are essential, some brands may have strayed too far from the core values of cultivating excellent cannabis. According to Weser, many industry leaders believe that true product quality "starts at the farm," emphasizing that the cannabis industry should prioritize strong cultivation practices rather than relying solely on novelty.

This quality-focused viewpoint suggests that long-term success may be achieved by building on reliable practices, producing products that satisfy discerning customers, and reinforcing brand integrity.

Striking a Balance

Weser highlighted that both approaches hold weight in today's diverse cannabis market. Flavor-driven products may help engage newer consumers while focusing on quality that resonates with established users. "Both approaches are valid in today's market," she remarked, underscoring the importance of accommodating the varied needs of cannabis consumers.

This dialogue reflects a larger conversation in the cannabis industry about balancing the drive to meet consumer preferences with a dedication to sustainable quality. By exploring these perspectives, Weser's panel provided valuable takeaways on how brands can connect with different customer bases while maintaining high standards.

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