Building Around Novelty, Risks Worth Taking – Cannabis Veterans Reveal Secrets To Dominating Midwestern Marijuana Market

There is an ongoing sentiment in the U.S. that if the Midwest accepts new trends, they’ll be accepted across the nation. In the case of cannabis, with Midwest acceptance it will be deemed non-controversial anymore, writes New Frontier’s chief knowledge officer, Dr. Amanda Reiman. 

In 2012, Washington and Colorado became the first states to legalize recreational marijuana use, but that was not too surprising, because of their progressive politics. Six years later, a real breakthrough for the plant happened when Michigan became the first Midwestern state to legalize adult use. Instead of being viewed as an exception, others soon followed, like Illinois in 2020, Missouri in 2022, Minnesota in 2023, and Ohio the latest to join also last year.

Cannabis laws and consumer preferences differ from state to state. What does the Midwestern cannabis scene have to offer? Cornfields or cash crops? The answers to these questions combined with an informative discussion will be heard at the Benzinga Cannabis Capital Conference this April 16-17. Industry veterans who will share their expertise during this Midwestern panel include Will Bowden of Grasshopper Farms, William McKenzie of Elite Cannabis Operators and Left Coast Holdings, and Denise De Nardi of Higher Love. The discussion will be led by Jamie Cooper of Sensi Media Group. 

According to last year's research data from New Frontier, Midwestern consumers are a bit more likely to use cannabis several times per day than consumers across all adult-use markets (34% vs. 31%). Cannabis enthusiasts in the Midwest are less likely to report use once every day or two (28% vs. 32%) and prefer edibles more than others (26% vs. 22%).

What else? What are other consumer's preferences? Do they choose house brands and single-state operators? What is the licensing process here? Everything on cannabis in the Midwest will be under the microscope at this special panel.

Risk Worth Taking

Will Bowden is the founder and owner Grasshopper Farm in southwest Michigan. He has a diverse professional background in the military, law enforcement, sales, marketing operations and the pharmaceutical industry. He was recruited to the marijuana industry after retiring as Lieutenant Commander from the US Coast Guard. A combination of extensive and successful military and pharmaceutical experience turned out to be a perfect pair for this booming industry. In only one year, Bowden produced a licensed operation with three retail locations, one indoor cultivation, the market leader, and the local team.

One original way Bowden is trying to fight the stigma around cannabis in the Midwest is by offering tours showcasing cultivation and processing secrets.

“If you really want to demystify something, then open your door and show what’s going on,” Bowden previously said. Tours are “the best and most effective way for us to do that.” He admits that there is the risk of inadvertently exposing proprietary information that competitors could steal but, Bodwen says it's a risk worth taking.

Building Around Novelty

William McKenzie is CEO of Left Coast Holdings, a vertically integrated business based in Michigan. He joined the legal cannabis space from the legacy market and founded the Elite Cannabis Operators, a mastermind community for founders and executives in the industry.

"I am a big proponent of going deep, not wide," McKenzie told Marijuana Venture. "I like to learn to do one thing really well, master the shit out of it and then think about doing something else."

Talking about his move from Northern California to Michigan, McKenzie shares that his outdoor flower brand, Caddy, was kind of an anomaly in the state. Most growers were just sending crops directly to extraction.

There were other "People in Michigan weren't growing outdoor smokable flower, it just really wasn't a thing," McKenzie said, adding that the company used that to build its brand around the novelty.

Organic Growing

Denise De Nardi is a chief revenue officer at Higher Love, Michigan's premium marijuana retailer, dominating the Upper Peninsula. Higher Love's concept is based on the belief of marijuana's benefits for wellness and relief, which is why the company is committed to organic cultivation. De Nardi has a key role in overseeing the production of each product from seed to sale, ensuring that customers get premium cannabis, rich in terpenes and potent cannabinoids.

Beyond Higher Love, De Nardi is engaged in helping the cannabis community, offering guidance and support to every individual interested in exploring the therapeutic potential of cannabis. She is also helping social equity applicants to enter and succeed in the space through her mentorship at The Color Of Cannabis.

 Jamie Cooper, a Michigan Market Director of Sensi Media Group, will be guiding this informative discussion between these experts. In January 2023, Jamie was voted #2 Women in Cannabis by the Weed Bar Awards, among other prestigious recognition.

The Benzinga Cannabis Capital Conference is returning to Florida, in a new venue in Hollywood, on April 16 and 17, 2024. The two-day event at The Diplomat Beach Resort will be a chance for entrepreneurs, both large and small, to network, learn, and grow. Renowned for its trendsetting abilities and influence on the future of cannabis, mark your calendars – this conference is the go-to event of the year for the cannabis world.

Get your tickets now on bzcannabis.com – Prices will increase very soon!

Photo: Courtesy of Ryland zweifel via Shutterstock