Cannabis Now co-founder and publisher Eugenio Garcia offered a comprehensive look at the media’s role in shaping the cannabis industry at the recent Benzinga Cannabis Capital Conference.

With a background in cannabis advocacy and media since 2008, Garcia emphasized how crucial it is for the industry to stay informed and engaged through reliable media sources as consumers and professionals navigate the ever-changing market.

Educating and Entertaining: Cannabis Media's Ongoing Role

Garcia talked about the continued importance of cannabis media in educating and engaging audiences.

"What I took away was that people still and actively care about media. They want to be entertained, they want to be educated, and they’re willing to show up to educate themselves," Garcia said, speaking to the packed audience at the conference. He noted the strong turnout, describing it as “standing room only” and acknowledging the audience’s enthusiasm for learning about developments in the cannabis world.

According to Garcia, the high interest in cannabis media shows the industry’s need for continued education, whether in the consumer market or the business-to-business sector. Garcia was particularly struck by how willing attendees were to explore the topics discussed and seek out reliable information from trusted sources.

Investors, Entrepreneurs, Changemakers

During the conference, Garcia had the opportunity to engage with essential figures in the cannabis space, ranging from investors to entrepreneurs. "I’ve been talking to investors. I’ve been talking to entrepreneurs raising capital, and I’ve also been talking to people who are actively in the industry, creating products," he said.

He praised the focused nature of the event, highlighting how it brought together serious participants ready to make deals and move forward.

"Everybody here is intentional… They’re here to do business," Garcia noted. He appreciated the quality of conversations and the opportunity to network with individuals driving the industry forward through product creation and capital investment.

New Documentary on Hemp vs. Cannabis

Garcia also shared exciting news about an upcoming documentary, “Cannabis Now,” is set to release. The short-form, 15-minute documentary explores the emerging psychoactive hemp industry and how it compares to the broader cannabis market.

"We have a short-form, 15-minute documentary coming out… about the psychoactive hemp industry versus the cannabis industry," Garcia said. The documentary, filmed on location in Denver, Colorado, will offer insight into a hot topic in the industry today and will be distributed on “Cannabis Now” platforms in the coming weeks.

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