Leafly's Take: Cannabis Reclassification, Consumer Choices And The Budtender Connection

In an exclusive interview with Benzinga, Carlos Pinto, chief commercial officer (CCO) of Leafly Holdings Inc. LFLY discussed the strategic shift the cannabis marketplace and education platform has undergone. He also shared his perspective on the Department of Health and Human Services (HHS) recent recommendation to reclassify cannabis from Schedule I to Schedule III. 

Leafly's Transformation: From Cannabis News To A Thriving Marketplace

Carlos Pinto, an expert in commercialization will be a featured speaker at the upcoming Benzinga Cannabis Capital Conference in Chicago on September 27 - 28. 

Recognized as a cannabis industry news agency, Leafly is undergoing a transformative shift into a dynamic marketplace that caters to consumer education and product preferences. Pinto said their focus has evolved beyond news reporting to delivering essential information about cannabis strains, products, and user reviews.

He underscored Leafly's recent partnership with GetGreenlane and its significance for the B2B sector streamlining processes for retailers and ensuring real-time inventory synchronization.

Cannabis Content Preferences: A Shift Towards Education And Market Engagement

Pinto explained Leafly’s shift from news-centric to education-focused cannabis content, propelled by factors such as maturing legal markets and evolving consumer demographics. He referred to certain trends influencing these changes in consumption and branding:

• In fully legalized cannabis markets, consumers are now showing a growing interest in informative content encompassing strain details, product trends, and consumption methods.
• There is a noteworthy demographic shift, with a growing population aged 55 and above engaging with or exploring cannabis.
• Even in illicit cannabis markets, Leafly's educational content remains popular and helps consumers make informed decisions.
• The cannabis market exhibits localized and fragmented behavior, with consumer preferences varying between neighboring states.
• Cannabis oversupply issues can impact prices and the illicit market in other states.
• This diversity presents a challenge in adapting the platform to cater to individual market preferences.

In this context, Leafly aims to provide robust data for informed product choices and industry standardization while addressing information gaps and catering to diverse demographics.

Subtle Optimism And Caution: Cannabis Industry's Regulatory Shift

Leafly’s CCO acknowledged the positive step forward this represents for the industry but emphasized the complexity of the situation.

While the potential reclassification of cannabis under FDA regulation is cause for celebration, Pinto pointed out the uncertainties that loom, such as the extent of FDA influence and the potential overwrite of existing state regulations.

Pinto cautiously argued that the recommendation would likely pass in February and anticipated increased federal funding for research and possibly faster progress on the SAFE Act.

However, he is cautiously optimistic about the pharmaceutical industry's role, highlighting both the benefits, such as rigorous research and compliance, and concerns about cannabis becoming overly pharmaceutical.

"These are good news, but there is a lot more complexity behind all of this. This is still very early in the game, and we just don't know the extent of the regulation or influence that the FDA will exert over the entire industry. We're uncertain whether the FDA might revise some of the regulations in individual markets, leaving us with more questions than answers at this stage," he said. "On the positive side, if this passes—and I believe it will, possibly in February—it could secure additional federal funding for research and potentially expedite the SAFE Act, opening new opportunities for the entire industry."

Unlocking the Future of Cannabis Branding in The Digital Landscape - A Preview Of The Next Benzinga CCC

In addition, Pinto provided an exclusive glimpse into the upcoming Benzinga Cannabis Capital Conference's discussion on building a robust digital presence for cannabis brands.

The Benzinga Cannabis Capital Conference, where deals get done, is returning to Chicago this September 27 - 28. Do not miss the opportunity to attend the most important conference for cannabis investors.

He noted that brands are increasingly focused on creating their ecosystems to engage consumers from the initial journey to building long-term loyalty. This evolving strategy necessitates the integration of brands, products and retailers to provide consumers with the best possible experience.

Budtender Connection 

Drawing an analogy from the retail segment, where budtenders have a significant influence on consumer choices, Pinto explained that Leafly strives to act as the "connective tissue" between brands and retailers.

"Think of it like going to a bar and searching for your favorite drink. Sometimes, they don't have your preferred brand, but you ask the bartender for their recommendation as an alternative. What we've discovered is that budtenders at retail cannabis stores wield significant influence over consumer choices. Our role at Leafly is to connect the unique qualities of these products to the bartenders through education and by providing the necessary data to assist them in advising consumers. This, in turn, helps brands cultivate loyal consumers for their products."

The Benzinga Cannabis Capital Conference promises to delve deeper into these transformative strategies, offering valuable insights for cannabis brands aiming to excel in the digital era. Get your tickets today before prices increase and secure a spot at the epicenter of cannabis investment and branding.

Photo by Joe Pee on Unsplash.