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class="content-feed-list"><div class="sc-kBgFRC ipCBvu benzinga-brief-block-wrapper "><div class="sc-bgfaXv jwTcVb benzinga-brief-block teaser "><div class="brief-sidebar-info"><div><div class="ticker-list"></div><div class="brief-datetime"><span class="brief-time">08:30pm ET</span><span class="brief-date">11/22/2024</span></div></div><div class="brief-sidebar-info-under"></div></div><div class="brief-main-info"><div class="benzinga-brief-block-header"><a href="https://www.benzinga.com/government/regulations/24/11/42146896/exclusive-how-equa-tackles-stigma-in-cannabis-insurance-with-tailored-solutions">EXCLUSIVE: How EQUA Tackles Stigma In Cannabis Insurance With Tailored Solutions</a></div><div class="brief-teaser">Discover how EQUA tackles stigma in cannabis insurance in Canada with tailored solutions, education, and advocacy to help businesses thrive.</div><a class="read-more" href="https://www.benzinga.com/government/regulations/24/11/42146896/exclusive-how-equa-tackles-stigma-in-cannabis-insurance-with-tailored-solutions">Read More</a></div></div></div><div class="sc-kBgFRC ipCBvu benzinga-brief-block-wrapper "><div class="sc-bgfaXv jwTcVb benzinga-brief-block teaser "><div class="brief-sidebar-info"><div><div class="ticker-list"></div><div class="brief-datetime"><span class="brief-time">06:48pm ET</span><span class="brief-date">11/22/2024</span></div></div><div class="brief-sidebar-info-under"></div></div><div class="brief-main-info"><div class="benzinga-brief-block-header"><a href="https://www.benzinga.com/24/11/42145274/the-most-authentic-celebrity-story-in-cannabis-building-trust-through-real-connections">'The Most Authentic Celebrity Story In Cannabis': Khalifa Kush Exec</a></div><div class="brief-teaser">Authentic connections in celebrity-backed cannabis brands can set them apart in a competitive industry. Khalifa Kush's approach builds trust and relatability with customers. Genuine involvement from a celebrity founder fosters loyalty and credibility.</div><a class="read-more" href="https://www.benzinga.com/24/11/42145274/the-most-authentic-celebrity-story-in-cannabis-building-trust-through-real-connections">Read More</a></div></div></div><div class="sc-kBgFRC ipCBvu benzinga-brief-block-wrapper "><div class="sc-bgfaXv jwTcVb benzinga-brief-block teaser "><div class="brief-sidebar-info"><div><div class="ticker-list"></div><div class="brief-datetime"><span class="brief-time">05:48pm ET</span><span class="brief-date">11/22/2024</span></div></div><div class="brief-sidebar-info-under"></div></div><div class="brief-main-info"><div class="benzinga-brief-block-header"><a href="https://www.benzinga.com/markets/cannabis/24/11/42144102/california-has-the-finest-weed-in-the-world-says-lab-expert-and-how-to-save-its-struggling-market">California Has The Finest Weed In The World, Says Lab Expert, And How To Save Its Struggling Market</a></div><div class="brief-body"><p>California, known for its ideal climate and rich cannabis history, is regarded as one of the best places to grow weed. The state has also led U.S. cannabis reform, from the first legalization ballot initiative in 1972 to becoming the first state to legalize medical marijuana in 1996. A decade later, in 2016, it legalized recreational use. Since then, California, home to the world's largest cannabis market, has faced significant challenges.</p> <p>Small pot farms in regions like the Emerald Triangle have struggled to survive due to oversupply and falling prices, <a href="https://www.sfgate.com/cannabis/article/california-cannabis-farms-struggle-19907579.php">writes</a> SF Gate. Issues like <a href="https://anresco.com/exclusive-we-tested-top-california-prerolls-for-potency-inflation/">inappropriate labeling</a>, lab shopping, and a <a href="https://www.benzinga.com/top-stories/24/06/39487551/pesticide-contamination-poses-serious-health-risks-in-californias-cannabis-industry">pesticide scandal</a> have also plagued the industry. While legal cannabis sales <a href="https://www.benzinga.com/markets/cannabis/24/06/39195663/legal-california-cannabis-market-on-the-verge-of-collapse-while-illegal-growers-thrive-destroyin">decline</a>, cartel operations <a href="https://www.benzinga.com/markets/cannabis/24/06/39188435/californias-cartel-cannabis-flourishes-in-national-parks-weed-grown-on-public-lands-accounts-for">thrive in national parks</a>.</p> <p>To explore these challenges, we spoke to <strong>Josh Wurzer</strong>, chief compliance officer and co-founder of <strong>SC Labs</strong>, one of the first to raise concerns about pesticide testing. "From the beginning, our goal has been to be the most science-focused testing laboratory in the cannabis industry," Wurzer told Benzinga.</p> <p>"We are committed to promoting safe cannabis consumption by ensuring the quality and safety of cannabis cultivation and product manufacturing. Our passion for the plant drives us to support research into its chemical composition, exploring how these compounds influence the flavor, aroma, and unique effects of different strains."</p> <h2 class="wp-block-heading"><strong>P</strong><strong>esticides, Inaccurate Labeling And Lab Shopping</strong></h2> <p>In 2023, there was a <a href="https://www.benzinga.com/markets/cannabis/24/06/39505507/cannabis-recall-in-california-after-investigation-finds-dangerous-pesticides-in-popular-weed-pro">cannabis recall</a> after an investigation found dangerous pesticides in popular weed products and a lawsuit against <a href="https://www.benzinga.com/markets/cannabis/24/06/39533403/california-lawsuit-takes-aim-at-cannabis-lab-shopping-as-dangerous-pesticides-end-up-in-popular-">cannabis lab shopping</a>. According to Wurzer, who is also a board member of multiple cannabis industry organizations, including the U.S. Pharmacopeial Convention (USP), lab shopping has become a significant issue within the testing industry.</p> <p>"This problem primarily stems from the fact that the THC concentration in cannabis and cannabis concentrates has become a key factor in determining the wholesale price of these products. This creates a strong incentive for growers and manufacturers to seek out laboratories that report the highest THC concentrations, regardless of the accuracy of the data," he said.</p> <p>He added that cannabis is vulnerable to pests like spider mites and fungal pathogens like powdery mildew. With no approved pesticides and strict testing requirements, managing these threats is challenging and expensive. Some producers bypass detection by using lenient labs.</p> <p>While regulators are in charge of overseeing the quality of lab testing, growers and producers are those financially impacted by unfavorable results, Wurzer adds. Without the enforcement of penalties for these actions, "unethical behavior is incentivized."</p> <p>"I certainly don’t envy our regulators," he said. "Many of them are working hard to do the best they can within the constraints of the current rules and restrictions. It’s no small task to try and organize an industry that has been so fragmented, especially when so many people are struggling financially, and there are numerous competing interests at play."</p> <p><strong>Read Also: <a href="https://www.benzinga.com/markets/cannabis/24/10/41573828/mold-lead-e-coli-and-other-deadly-contaminants-found-in-90-of-illegal-cannabis-samples-in-uk">Mold, Lead, E.Coli And Other Deadly Contaminants Found In 90% Of Illegal Cannabis Samples In UK</a></strong></p> <p><em><strong>Get Benzinga's exclusive analysis and the top news about the cannabis industry and markets daily in your inbox for free. Subscribe to our newsletter <a rel="noreferrer noopener" href="https://newsletteremail.benzinga.com/subscribe">here</a>. If you're serious about the business, you can't afford to miss out.</strong></em></p> <h2 class="wp-block-heading">Cannabis Will Likely Always Be Affected By HLVd</h2> <p>In 2019, a hop-latent viroid (HLVd) was identified as an infectious pathogen devastating cannabis farms in California by infiltrating plants and ruining entire crops just before they're ready for harvest. According to a 2021 estimate, it affected 90% of California cannabis crops.</p> <p>Wurzer explained that cannabis will likely always be affected by HLVd, the same way that potato farmers are continuously plagued with the Mosai Virus. However, the cannabis industry has developed a support system that enables growers to mitigate HLVd’s effects. This has enabled the breeding of resistant strains, improving hygiene practices in nurseries and conducting regular monitoring through testing.</p> <h2 class="wp-block-heading"><strong>Fixing Some Of The Challenges</strong></h2> <p>In view of HLVd, dangerous pesticides and inaccurate labeling, the question is: have California consumers lost trust in the state’s legal cannabis products? This could be one of the reasons why the illicit market is still thriving; consumers are turning to cheaper products. Wurzer notes that the price difference between regulated and black markets is significant.</p> <p>Another challenge comes from the hemp market and the confusion about what is and is not legal. To save the industry, regulators need to address the competition from intoxicating cannabinoids in the hemp market, which is currently mostly unregulated and flooded with dangerous synthetic chemicals, he explains.</p> <p>Wurzer suggests reducing taxes and regulatory burdens on growers and producers without compromising the quality and safety of products. Profiteers selling unsafe products need to be disincentivized, and ultimately, "the path forward must include federal legalization."</p> <h2 class="wp-block-heading"><strong>F</strong><strong>inest Cannabis In The World</strong></h2> <p>Wurzer believes there's no other place on earth that can match the quality of cannabis grown in California, and "as long as that remains true, we have a real opportunity to fix this mess."</p> <p>Once cannabis is allowed to cross state lines, California will have a significant advantage, he adds. "No one will want to purchase inferior synthetic THC flowers from other states when they can get high-quality sun-grown flowers from Mendocino, Humboldt, and Santa Cruz. I’ll confidently put our sun-grown flowers up against the best indoor cannabis produced anywhere else in the world, and I have the lab data to back up those claims."</p> <p>In April 2023, SC Labs partnered with another major laboratory network to develop the <a href="https://www.benzinga.com/markets/cannabis/23/04/31680816/sc-labs-and-act-laboratories-launch-trust-in-testing-certification-to-set-a-higher-standard-for-">Trust in Testing Certification</a> a set of enhanced national standards for cannabis testing. This program is "designed to address some of the gaps in state regulations that have allowed unscrupulous labs to produce questionable data or manipulate the system," Wurzer details. There's been a significant interest from retailers looking for a trustmark that provides confidence in the products they offer. SC Lab's goal is to establish a group of laboratories dedicated to doing things the right way.</p> <p><strong>Read Next</strong>:</p> <ul> <li><a href="https://www.benzinga.com/government/regulations/24/11/42127449/colorados-marijuana-sales-tax-revenue-slump-amid-hemp-competition">Colorado’s Marijuana Sales, Tax Revenue Slump Amid Hemp Competition</a></li> </ul> <p><em>Photo: Courtesy of real_content via Shutterstock</em></p></div><a class="read-more" href="https://www.benzinga.com/markets/cannabis/24/11/42144102/california-has-the-finest-weed-in-the-world-says-lab-expert-and-how-to-save-its-struggling-market">Read More</a></div></div></div><div class="sc-kBgFRC ipCBvu benzinga-brief-block-wrapper "><div class="sc-bgfaXv jwTcVb benzinga-brief-block teaser "><div class="brief-sidebar-info"><div><div class="ticker-list"></div><div class="brief-datetime"><span class="brief-time">04:42pm ET</span><span class="brief-date">11/21/2024</span></div></div><div class="brief-sidebar-info-under"></div></div><div class="brief-main-info"><div class="benzinga-brief-block-header"><a href="https://www.benzinga.com/24/11/42117877/innovation-starts-at-the-farm-how-cannabis-brands-balance-quality-with-consumer-demand">'Innovation Starts At The Farm': How Cannabis Brands Balance Quality With Consumer Demand</a></div><div class="brief-teaser">Lisa Weser and other cannabis industry professionals discussed the balance between consumer demand and quality production at the Cannabis Market Spotlight event in Anaheim. They explored different perspectives on the topic and emphasized the importance of meeting consumers' needs while maintaining high standards. This highlights the ongoing conversation in the industry about striking a balance between meeting preferences and ensuring quality. </div><a class="read-more" href="https://www.benzinga.com/24/11/42117877/innovation-starts-at-the-farm-how-cannabis-brands-balance-quality-with-consumer-demand">Read More</a></div></div></div><div class="sc-kBgFRC ipCBvu benzinga-brief-block-wrapper "><div class="sc-bgfaXv jwTcVb benzinga-brief-block teaser "><div class="brief-sidebar-info"><div><div class="ticker-list"></div><div class="brief-datetime"><span class="brief-time">03:52pm ET</span><span class="brief-date">11/21/2024</span></div></div><div class="brief-sidebar-info-under"></div></div><div class="brief-main-info"><div class="benzinga-brief-block-header"><a href="https://www.benzinga.com/general/biotech/24/11/42116309/traceable-reliable-stable-seeds-dutch-passion-the-cannabis-biotech-you-didnt-know-you-needed">Traceable, Reliable, Stable Seeds: Dutch Passion, The Cannabis Biotech You Didn't Know You Needed</a></div><div class="brief-teaser">Dutch Passion Seeds plans to collaborate with local partners to supply clones and, eventually, branded cannabis flowers to German consumers.</div><a class="read-more" href="https://www.benzinga.com/general/biotech/24/11/42116309/traceable-reliable-stable-seeds-dutch-passion-the-cannabis-biotech-you-didnt-know-you-needed">Read More</a></div></div></div><div class="sc-kBgFRC ipCBvu benzinga-brief-block-wrapper "><div class="sc-bgfaXv jwTcVb benzinga-brief-block teaser "><div class="brief-sidebar-info"><div><div class="ticker-list"></div><div class="brief-datetime"><span class="brief-time">09:00pm ET</span><span class="brief-date">11/20/2024</span></div></div><div class="brief-sidebar-info-under"></div></div><div class="brief-main-info"><div class="benzinga-brief-block-header"><a href="https://www.benzinga.com/24/11/42098929/culture-is-not-something-you-can-buy-why-genuine-engagement-matters-in-cannabis">'Culture Is Not Something You Can Buy': Why Genuine Engagement Matters In Cannabis</a></div><div class="brief-teaser">Chelsea Kossower of Puffco highlighted the importance of authenticity in the cannabis industry. Brands must understand and engage with the community for long-term success.</div><a class="read-more" href="https://www.benzinga.com/24/11/42098929/culture-is-not-something-you-can-buy-why-genuine-engagement-matters-in-cannabis">Read More</a></div></div></div><div class="sc-kBgFRC ipCBvu benzinga-brief-block-wrapper "><div class="sc-bgfaXv jwTcVb benzinga-brief-block teaser "><div class="brief-sidebar-info"><div><div class="ticker-list"></div><div class="brief-datetime"><span class="brief-time">08:57pm ET</span><span class="brief-date">11/20/2024</span></div></div><div class="brief-sidebar-info-under"></div></div><div class="brief-main-info"><div class="benzinga-brief-block-header"><a href="https://www.benzinga.com/news/events/24/11/42098878/struggle-resiliency-and-a-positive-future-the-road-ahead-for-californias-cannabis-market">'Struggle, Resiliency And A Positive Future': The Road Ahead for California's Cannabis Market</a></div><div class="brief-teaser">Beard Bros Pharms co-founder Jeff Levers shares his thoughts on California's cannabis industry.</div><a class="read-more" href="https://www.benzinga.com/news/events/24/11/42098878/struggle-resiliency-and-a-positive-future-the-road-ahead-for-californias-cannabis-market">Read More</a></div></div></div></div></div></div></div></div></div></main></div><div><div class="sc-bbxCgr iDlqaR layout-sidebar flex-none justify-between"><div class="lazyload-wrapper "><div class="lazyload-placeholder"></div></div></div></div></div></div></div><div class="lazyload-wrapper "><div class="lazyload-placeholder"></div></div></div></div><div></div></div><div class="footer"><div class="footer-top-section"><div class="benzinga-links-section"><div class="logo-and-socials-wrapper"><span class="sc-kClXGk hNBOhY benzinga-logo light presentation"><svg height="100%" role="img" viewBox="0 0 471.1 63.8" width="100%" xmlns="http://www.w3.org/2000/svg"><path d="M67.7 63.8h45.2V51.9H81.4V37.3h26.1V25.4H81.4V11.9h31.7V0H67.7zm99.6-23.6L137.7 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href="https://www.benzinga.com/sitemap" class="sc-jQuReu hsVDou">Sitemap</a></li></ul><div class="copyright-section text-center w-full whitespace-nowrap mt-2">© 2024 Benzinga | All Rights Reserved</div></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"brokerWidget":null,"headerProps":{"hideBanner":true,"hideFooter":false,"hideNavigationBar":false,"hideQuoteBar":false,"hideSearchBar":true,"isMainDrawerVisible":true},"metaProps":{"author":"Benzinga","canonical":"https://www.benzinga.com/cannabis/interviews","dateCreated":"2019-04-18T13:11:44.000-04:00","dateUpdated":"2024-02-07T09:58:33.000-05:00","description":"","dimensions":{"authorName":"Benzinga","contentType":"evergreen"},"hrefLanguage":"en","image":null,"ogImage":null,"ogType":"article","robots":"","structuredData":{"pageType":"Article"},"title":"Cannabis Interviews","vertical":["Cannabis"]},"pageTargeting":{"BZ_AUTHOR":"Benzinga","BZ_CHANNEL":[],"BZ_PTYPE":"page","BZ_TAG":["Cannabis"]},"post":{"id":35286,"title":"Cannabis Interviews","post_type":"page","robots":"","intro":null,"slug":"interviews","template":"page","canonical_link":"https://www.benzinga.com/cannabis/interviews","image":null,"taxonomies":[{"term_taxonomy_id":190,"term_id":190,"taxonomy":"page-type","description":"","parent":0,"count":83,"term":{"term_id":190,"name":"Full Width","slug":"full-width"}},{"term_taxonomy_id":192,"term_id":192,"taxonomy":"verticals","description":"","parent":0,"count":183,"term":{"term_id":192,"name":"Cannabis","slug":"cannabis"}}],"parent":[],"meta":{"title":"Cannabis Interviews","description":"","image":null,"author":"Benzinga","authorSlug":"benzinga","postId":35286,"publishedDate":"2019-04-18T17:11:44.000000Z","modifiedDate":"2024-02-07T14:58:33.000000Z","verifiedUserSlug":null,"verifiedBy":null,"editedUserSlug":null,"editedBy":null,"hrefLanguage":"en"},"breadcrumbs":[{"id":232396,"href":"/cannabis","name":"Latest Cannabis News"},{"id":35286,"href":"/cannabis/interviews","name":"Cannabis Interviews"}],"blocks":[{"blockName":"acf/content-feed","attrs":{"name":"acf/content-feed","data":{"contentFeedProps":{"title":"Interviews With Cannabis Executives, Investors, Celebrities \u0026 Policy Makers","contentId":"","link":"","limit":7,"channelAndTagQueryOperator":"and","poolLatest":true,"loadMore":true,"loadMoreButton":false,"loadMoreDevice":false,"showCommentCount":false,"isInfinite":true,"raptiveAdPlacementIndex":null,"query":{"displayOutput":"full","limit":7,"excludeAutomated":true,"excludeSponsored":true,"primaryChannel":"123430","channels":[125566],"channelAndTagQueryOperator":"and"},"nodes":[{"assets":[{"type":"image","title":"equaloretta","alt":"Loretta Eldridge, EQUA’s director of marketing, communications and strategic partnerships.","source":"","mime":"image/png","primary":true,"attributes":{"fid":"901181","filename":"equaloretta.png","filepath":"files/images/story/2024/11/22/equaloretta.png","filesize":0,"image_attributes":{"resolution":{"height":0,"width":0,"dpi":0}}}}],"author":"Patricio Liddle","body":"\u003cp\u003e\u003cstrong\u003eEQUA Specialty Risk Partners\u003c/strong\u003e, a Canadian-owned insurance brokerage, is taking on one of the cannabis industry's most pervasive challenges: stigma. Through education, advocacy and innovative risk management strategies, EQUA seeks to transform how \u003ca href=\"http://benzinga.com/cannabis\"\u003ecannabis\u003c/a\u003e businesses access insurance.\u0026nbsp;\u003c/p\u003e\n\n\n\n\u003cp\u003eIn an exclusive conversation with Benzinga, \u003cstrong\u003eLoretta Eldridge\u003c/strong\u003e, EQUA's director of marketing, communications and strategic partnerships, and \u003cstrong\u003eMatt Jardine\u003c/strong\u003e, cannabis client executive, spoke about the company's mission to create insurance solutions without stigma.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003e\u003cstrong\u003eUncovering The Impact Of Stigma On Canada\u0026#8217;s Cannabis Operators\u003c/strong\u003e\u003c/h3\u003e\n\n\n\n\u003cp\u003eEQUA was founded in 2020 as a specialty brokerage for complex commercial risks. Initially focusing on industries like construction and technology, the company ventured into cannabis after Eldridge, a lifelong cannabis advocate and former director of marketing at \u003cstrong\u003eAmple Organics\u003c/strong\u003e, joined the team. \u0026#8220;I\u0026#8217;m transparently a lifelong consumer, a medical patient. I am really dedicated to the cannabis community because it is my community,\u0026#8221; Eldridge said.\u003c/p\u003e\n\n\n\n\u003cp\u003eThe shift began when Eldridge continued attending cannabis events and noticed a pressing need for insurance solutions. Business owners approached her with urgent requests for help. \u0026#8220;It got to the point where in one of those conversations a woman I was chatting to started to get emotional. The one woman said, \u0026#8216;I met you for a reason today. I need help,'\u0026#8221; Eldridge recalled.\u003c/p\u003e\n\n\n\n\u003cp\u003eThese interactions prompted \u003cstrong\u003etwo years of in-depth research involving nearly 60 industry leaders across 20 sub-sectors\u003c/strong\u003e. What the EQUA team found was alarming. Canadian cannabis operators faced inflated premiums, limited market capacity and policies riddled with exclusions.\u003c/p\u003e\n\n\n\n\u003cp\u003eJardine elaborated on the practical impacts of stigma, particularly for cultivators and processors. \u0026#8220;You could have a neighboring risk that\u0026#8217;s a greenhouse and they would have completely different premiums for the exact same size facilities\u0026#8230; We have coined that the cannabis surcharge,\u0026#8221; he noted.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003e\u003cstrong\u003eEQUA's Strategy: Education, Collaboration \u0026amp; Customized Solutions\u003c/strong\u003e\u003c/h3\u003e\n\n\n\n\u003cp\u003eHowever, EQUA has taken a proactive approach to dismantle these barriers, rooted in education and collaboration. Eldridge highlighted the importance of connecting cannabis operators directly with underwriters to dismantle biases. \"We invite underwriters to tour facilities, see the stringent security measures and understand the hyper-regulated nature of the industry,\" she explained. These efforts have led to the entry of new insurance markets, gradually alleviating stigma.\u003c/p\u003e\n\n\n\n\u003cul\u003e\n\u003cli\u003e\u003cstrong\u003e\u003cem\u003eGet Benzinga\u0026#8217;s exclusive analysis and the top news about the cannabis industry and markets daily in your inbox for free. Subscribe to our newsletter \u003c/em\u003e\u003c/strong\u003e\u003ca href=\"https://newsletteremail.benzinga.com/subscribe\"\u003e\u003cstrong\u003e\u003cem\u003ehere\u003c/em\u003e\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e\u003cem\u003e. If you\u0026#8217;re serious about the business, you can\u0026#8217;t afford to miss out.\u003c/em\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\n\n\n\u003cp\u003eCustomization lies at the heart of EQUA\u0026#8217;s strategy. By deeply understanding each client\u0026#8217;s unique needs, they tailor insurance packages accordingly. Jardine shared an example where EQUA reduced a client's stock coverage to align with actual inventory needs, saving thousands of dollars. \"We personalize every policy, ensuring it matches the operator's specific requirements and eliminates unnecessary costs,\" Jardine said.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003e\u003cstrong\u003eU.S. Laws Limit Cannabis Insurance Access\u003c/strong\u003e Globally\u003c/h3\u003e\n\n\n\n\u003cp\u003eLimited global insurance capacity due to \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/11/42093641/dea-is-compromised-doj-should-replace-it-in-cannabis-rescheduling-claims-joint-motion\"\u003eU.S. federal illegality\u003c/a\u003e further complicates problems, leaving Canadian businesses with fewer competitive options. This limits market capacity and sustains high premiums. Eldridge described the situation as a funnel, with stigma and legal barriers narrowing options at every level.\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eRead Also: \u003c/strong\u003e\u003ca href=\"https://www.benzinga.com/markets/cannabis/24/09/40900626/legal-medical-cannabis-could-save-us-healthcare-29b-annually-new-study-finds\"\u003e\u003cstrong\u003eLegal Medical Cannabis Could Save US Healthcare $29B Annually, New Study Finds\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\n\n\n\u003cp\u003eShe also emphasized the importance of global outreach: \u0026#8220;We don\u0026#8217;t have to just go to the United States, we educate and engage with underwriters wherever those underwriters are legally allowed to offer these services to Canadian businesses.\u0026#8221;\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003e\u003cstrong\u003e‘Cannabis Surcharge' Also Hits Ancillary Companies\u003c/strong\u003e\u003c/h3\u003e\n\n\n\n\u003cp\u003eAnd the challenges don't stop at plant-touching businesses. Eldridge pointed out that \u003ca href=\"https://www.benzinga.com/markets/cannabis/23/09/34985762/exclusive-unlocking-potential-of-ancillary-companies-in-cannabis-industry\"\u003eancillary companies\u003c/a\u003e, such as equipment manufacturers and technology providers, also face inflated premiums simply for serving cannabis clients. EQUA's role, she explained, includes educating underwriters to separate perceived risks from actual risks and advocating for fairer practices across the supply chain.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003e\u003cstrong\u003eOvercoming Canada's Complex Cannabis Regulations\u003c/strong\u003e\u003c/h3\u003e\n\n\n\n\u003cp\u003eMoreover, navigating Canada's fragmented regulatory landscape is another area where EQUA\u0026#8217;s tailored solutions provide critical support. Each province imposes unique insurance requirements, from product recall policies to liability limits. \u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eRead Also: \u003c/strong\u003e\u003ca href=\"https://www.benzinga.com/markets/cannabis/24/08/40591338/canadas-cannabis-growth-slowed-due-to-federal-gov-inaction-key-industry-leader-says\"\u003e\u003cstrong\u003eCanada\u0026#8217;s Cannabis Growth Slowed Due To Federal Gov Inaction, Key Industry Leader Says\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\n\n\n\u003cp\u003eJardine noted that non-compliance can void policies, making EQUA's role in reviewing agreements and ensuring alignment indispensable for multi-province cannabis operators.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003e\u003cstrong\u003eEQUA's Vision For Industry Transformation\u003c/strong\u003e\u003c/h3\u003e\n\n\n\n\u003cp\u003eWhen asked about their views on the future evolution of cannabis insurance, Eldridge expressed optimism. \"The industry is waking up and wanting to support these companies because it's the right thing to do,\" she said. Jardine echoed this sentiment, predicting that increased competition and nuanced underwriting will lead to fairer premiums within the next two years.\u0026nbsp;\u0026nbsp;\u003c/p\u003e\n\n\n\n\u003cp\u003eWith its focus on advocacy, education and tailored solutions, EQUA is reshaping how insurance is perceived in the cannabis industry. As Eldridge put it, \"We're just at the beginning of the precipice of change and we're proud to be leading the charge.\"\u0026nbsp;\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eRead Next:\u003c/strong\u003e\u003c/p\u003e\n\n\n\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"https://www.benzinga.com/24/11/42130221/the-best-and-worst-performing-states-for-cannabis-sales-in-2024-ytd-winners-and-losers\"\u003e\u003cstrong\u003eBest And Worst Performing States For Cannabis Sales In 2024: YTD Winners \u0026amp; Losers\u003c/strong\u003e\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\n\n\n\u003cp\u003e\u003cem\u003eImage courtesy of EQUA.\u003c/em\u003e\u003c/p\u003e","channels":[{"tid":123430,"vid":1,"name":"Cannabis"},{"tid":57,"vid":1,"name":"News"},{"tid":144213,"vid":1,"name":"Regulations"},{"tid":138079,"vid":1,"name":"Top Stories"},{"tid":145889,"vid":1,"name":"Exclusives"},{"tid":125566,"vid":1,"name":"Interview"},{"tid":26330,"vid":1,"name":"Insurance","description":"Coverage of Insurance."}],"created":"2024-11-22T20:30:27Z","createdAt":"2024-11-22T20:30:27Z","id":42146896,"image":"https://www.benzinga.com/files/images/story/2024/11/22/equaloretta.png","isBzPost":true,"isBzProPost":true,"meta":{"SectorV2":{},"Partner":null,"PartnerTaxonomy":null,"SEC":null,"Author":null,"Authors":[{"uid":"0","name":""}],"Flags":{"ShowCopyrightNotice":true,"EvergreenContent":false,"ShowAdvertiserDisclosure":false,"ContributedContent":false,"AddGoogleStandoutMetaTag":false,"MediaSiteDNDOverride":false,"SendToYahooFinance":false,"SendToRobinhood":true,"SendToMSN":false},"Reach":{"Disclosure":{}},"Reference":null,"Ext":null,"wp_post_meta":{"campaign_strategy":"Default","post_id":660432,"post_path":"government/regulations/24/11/42146896/exclusive-how-equa-tackles-stigma-in-cannabis-insurance-with-tailored-solutions","post_type":"post"}},"nodeId":42146896,"stocks":[],"storyId":"6740e9d7b6cb720001aa3584","tags":[{"tid":712759,"vid":3,"name":"Canada Cannabis"},{"tid":756240,"vid":3,"name":"Cannabis Insurance"},{"tid":945531,"vid":3,"name":"EQUA"},{"tid":945532,"vid":3,"name":"EQUA Specialty Risk Partners"},{"tid":945533,"vid":3,"name":"Loretta Eldridge"},{"tid":945534,"vid":3,"name":"Matt Jardine"}],"teaser":"Discover how EQUA tackles stigma in cannabis insurance in Canada with tailored solutions, education, and advocacy to help businesses thrive.","teaserText":"Discover how EQUA tackles stigma in cannabis insurance in Canada with tailored solutions, education, and advocacy to help businesses thrive.","tickers":[],"title":"EXCLUSIVE: How EQUA Tackles Stigma In Cannabis Insurance With Tailored Solutions","updated":"2024-11-22T20:30:27Z","updatedAt":"2024-11-22T20:30:27Z","url":"https://www.benzinga.com/government/regulations/24/11/42146896/exclusive-how-equa-tackles-stigma-in-cannabis-insurance-with-tailored-solutions"},{"assets":[{"type":"image","title":"Wiz Khalifa Duki","alt":"Wiz Khalifa Duki","source":"","mime":"","primary":true,"attributes":{"fid":"901157","filename":"Wiz-Khalifa-Duki.png","filepath":"files/images/story/2024/11/22/Wiz-Khalifa-Duki.png","filesize":0,"image_attributes":{"resolution":{"height":0,"width":0,"dpi":0}}}}],"author":"Abbey Higginbotham","body":"\u003cp\u003eAt the recent \u003cstrong\u003e\u003ca href=\"https://cannabismarketspotlight.com/california/anaheim-november-12/\"\u003eCannabis Market Spotlight: California\u003c/a\u003e\u003c/strong\u003e event in Anaheim, \u003cstrong\u003eDJ Saul\u003c/strong\u003e, CEO of \u003cstrong\u003eB\u0026amp;Y Ventures\u003c/strong\u003e, shared his perspective on the role of genuine connections in celebrity-backed cannabis brands. Representing \u003cstrong\u003eKhalifa Kush\u003c/strong\u003e, the cannabis line co-founded by \u003cstrong\u003eWiz Khalifa\u003c/strong\u003e, Saul spoke about how an authentic brand connection can set companies apart in a competitive industry.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eBuilding Trust Through Authentic Branding\u003c/h3\u003e\n\n\n\n\u003cp\u003e\"Khalifa Kush has the most authentic celebrity story in the space,\" Saul said, suggesting that this foundation has helped the brand resonate with consumers who value a true connection between the brand and its namesake.\u003c/p\u003e\n\n\n\n\u003cp\u003eUnlike many celebrity-driven ventures, Khalifa Kush reflects Khalifa\u0026#8217;s personal values and public image, building a sense of trust and relatability with fans and customers.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eLessons from the Industry\u003c/h3\u003e\n\n\n\n\u003cp\u003eDuring the panel, Saul also pointed to \u003cstrong\u003ePlanet 13\u003c/strong\u003e's approach to celebrity involvement as a meaningful example. \u003cstrong\u003eLee Fraser\u003c/strong\u003e of Planet 13 described their focus on bringing celebrity partnerships to life in real, engaging ways. Saul agreed that this approach helps create a strong and genuine connection with audiences.\u003c/p\u003e\n\n\n\n\u003cp\u003eReflecting on audience reactions during the discussion, Saul noted that \"a lot of heads [were] nodding out there,\" indicating broad agreement among attendees about the importance of real connections in brand development.\u003c/p\u003e\n\n\n\n\u003cp\u003eSaul's comments highlight an approach that many in the cannabis industry are now focusing on—authentic celebrity-driven branding that goes beyond mere endorsements. \u003c/p\u003e\n\n\n\n\u003cp\u003eKhalifa Kush's model suggests that genuine, aligned involvement from a brand's celebrity founder can foster loyalty and credibility, distinguishing it from others in the field.\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cem\u003eImage: Wiz Khalifa Duki\u003c/em\u003e\u003c/p\u003e","channels":[{"tid":123430,"vid":1,"name":"Cannabis"},{"tid":29618,"vid":1,"name":"Events"},{"tid":145889,"vid":1,"name":"Exclusives"},{"tid":125566,"vid":1,"name":"Interview"}],"created":"2024-11-22T18:48:39Z","createdAt":"2024-11-22T18:48:39Z","id":42145274,"image":"https://www.benzinga.com/files/images/story/2024/11/22/Wiz-Khalifa-Duki.png","isBzPost":true,"isBzProPost":true,"meta":{"SectorV2":{},"Partner":null,"PartnerTaxonomy":null,"SEC":null,"Author":null,"Authors":[{"uid":"0","name":""}],"Flags":{"ShowCopyrightNotice":true,"EvergreenContent":false,"ShowAdvertiserDisclosure":false,"ContributedContent":false,"AddGoogleStandoutMetaTag":false,"MediaSiteDNDOverride":false,"SendToYahooFinance":false,"SendToRobinhood":true,"SendToMSN":true},"Reach":{"Disclosure":{}},"Reference":null,"Ext":null,"wp_post_meta":{"campaign_strategy":"Default","post_id":649145,"post_path":"24/11/42145274/the-most-authentic-celebrity-story-in-cannabis-building-trust-through-real-connections","post_type":"post"}},"nodeId":42145274,"stocks":[],"storyId":"6740d1fcb6cb720001aa2ea4","tags":[{"tid":945527,"vid":3,"name":"B\u0026amp;Y Ventures"},{"tid":19712,"vid":3,"name":"California"},{"tid":664761,"vid":3,"name":"California cannabis"},{"tid":745185,"vid":3,"name":"Cannabis"},{"tid":928815,"vid":3,"name":"CannaSpotlight"},{"tid":839415,"vid":3,"name":"DJ Saul"},{"tid":868681,"vid":3,"name":"Expert Ideas"},{"tid":765113,"vid":3,"name":"Khalifa Kush"},{"tid":740652,"vid":3,"name":"Planet 13"},{"tid":913345,"vid":3,"name":"Stories That Matter"},{"tid":513623,"vid":3,"name":"Wiz Khalifa"}],"teaser":"Authentic connections in celebrity-backed cannabis brands can set them apart in a competitive industry. Khalifa Kush\u0026#39;s approach builds trust and relatability with customers. Genuine involvement from a celebrity founder fosters loyalty and credibility.","teaserText":"Authentic connections in celebrity-backed cannabis brands can set them apart in a competitive industry. Khalifa Kush\u0026#39;s approach builds trust and relatability with customers. Genuine involvement from a celebrity founder fosters loyalty and credibility.","tickers":[],"title":"\u0026#39;The Most Authentic Celebrity Story In Cannabis\u0026#39;: Khalifa Kush Exec","updated":"2024-11-22T18:48:40Z","updatedAt":"2024-11-22T18:48:40Z","url":"https://www.benzinga.com/24/11/42145274/the-most-authentic-celebrity-story-in-cannabis-building-trust-through-real-connections"},{"assets":[{"type":"image","title":"cannabis, blunt, smoking, marijuana, weed","alt":"cannabis, blunt, smoking, marijuana, weed","source":"Photo: Courtesy of real_content via Shutterstock ","mime":"","primary":true,"attributes":{"fid":"901137","filename":"cannabis--blunt--smoking--marijuana--wee.jpeg","filepath":"files/images/story/2024/11/22/cannabis--blunt--smoking--marijuana--wee.jpeg","filesize":0,"image_attributes":{"resolution":{"height":0,"width":0,"dpi":0}}}}],"author":"Nina Zdinjak","body":"\u003cp\u003eCalifornia, known for its ideal climate and rich cannabis history, is regarded as one of the best places to grow weed. The state has also led U.S. cannabis reform, from the first legalization ballot initiative in 1972 to becoming the first state to legalize medical marijuana in 1996. A decade later, in 2016, it legalized recreational use. Since then, California, home to the world's largest cannabis market, has faced significant challenges.\u003c/p\u003e\n\n\n\n\u003cp\u003eSmall pot farms in regions like the Emerald Triangle have struggled to survive due to oversupply and falling prices, \u003ca href=\"https://www.sfgate.com/cannabis/article/california-cannabis-farms-struggle-19907579.php\"\u003ewrites\u003c/a\u003e SF Gate. Issues like \u003ca href=\"https://anresco.com/exclusive-we-tested-top-california-prerolls-for-potency-inflation/\"\u003einappropriate labeling\u003c/a\u003e, lab shopping, and a \u003ca href=\"https://www.benzinga.com/top-stories/24/06/39487551/pesticide-contamination-poses-serious-health-risks-in-californias-cannabis-industry\"\u003epesticide scandal\u003c/a\u003e have also plagued the industry. While legal cannabis sales \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/06/39195663/legal-california-cannabis-market-on-the-verge-of-collapse-while-illegal-growers-thrive-destroyin\"\u003edecline\u003c/a\u003e, cartel operations \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/06/39188435/californias-cartel-cannabis-flourishes-in-national-parks-weed-grown-on-public-lands-accounts-for\"\u003ethrive in national parks\u003c/a\u003e.\u003c/p\u003e\n\n\n\n\u003cp\u003eTo explore these challenges, we spoke to \u003cstrong\u003eJosh Wurzer\u003c/strong\u003e, chief compliance officer and co-founder of \u003cstrong\u003eSC Labs\u003c/strong\u003e, one of the first to raise concerns about pesticide testing. \"From the beginning, our goal has been to be the most science-focused testing laboratory in the cannabis industry,\" Wurzer told Benzinga.\u003c/p\u003e\n\n\n\n\u003cp\u003e\"We are committed to promoting safe cannabis consumption by ensuring the quality and safety of cannabis cultivation and product manufacturing. Our passion for the plant drives us to support research into its chemical composition, exploring how these compounds influence the flavor, aroma, and unique effects of different strains.\"\u003c/p\u003e\n\n\n\n\u003ch2 class=\"wp-block-heading\"\u003e\u003cstrong\u003eP\u003c/strong\u003e\u003cstrong\u003eesticides, Inaccurate Labeling And Lab Shopping\u003c/strong\u003e\u003c/h2\u003e\n\n\n\n\u003cp\u003eIn 2023, there was a \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/06/39505507/cannabis-recall-in-california-after-investigation-finds-dangerous-pesticides-in-popular-weed-pro\"\u003ecannabis recall\u003c/a\u003e after an investigation found dangerous pesticides in popular weed products and a lawsuit against \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/06/39533403/california-lawsuit-takes-aim-at-cannabis-lab-shopping-as-dangerous-pesticides-end-up-in-popular-\"\u003ecannabis lab shopping\u003c/a\u003e. According to Wurzer, who is also a board member of multiple cannabis industry organizations, including the U.S. Pharmacopeial Convention (USP), lab shopping has become a significant issue within the testing industry.\u003c/p\u003e\n\n\n\n\u003cp\u003e\"This problem primarily stems from the fact that the THC concentration in cannabis and cannabis concentrates has become a key factor in determining the wholesale price of these products. This creates a strong incentive for growers and manufacturers to seek out laboratories that report the highest THC concentrations, regardless of the accuracy of the data,\" he said.\u003c/p\u003e\n\n\n\n\u003cp\u003eHe added that cannabis is vulnerable to pests like spider mites and fungal pathogens like powdery mildew. With no approved pesticides and strict testing requirements, managing these threats is challenging and expensive. Some producers bypass detection by using lenient labs.\u003c/p\u003e\n\n\n\n\u003cp\u003eWhile regulators are in charge of overseeing the quality of lab testing, growers and producers are those financially impacted by unfavorable results, Wurzer adds. Without the enforcement of penalties for these actions, \"unethical behavior is incentivized.\"\u003c/p\u003e\n\n\n\n\u003cp\u003e\"I certainly don\u0026#8217;t envy our regulators,\" he said. \"Many of them are working hard to do the best they can within the constraints of the current rules and restrictions. It\u0026#8217;s no small task to try and organize an industry that has been so fragmented, especially when so many people are struggling financially, and there are numerous competing interests at play.\"\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eRead Also: \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/10/41573828/mold-lead-e-coli-and-other-deadly-contaminants-found-in-90-of-illegal-cannabis-samples-in-uk\"\u003eMold, Lead, E.Coli And Other Deadly Contaminants Found In 90% Of Illegal Cannabis Samples In UK\u003c/a\u003e\u003c/strong\u003e\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cem\u003e\u003cstrong\u003eGet Benzinga's exclusive analysis and the top news about the cannabis industry and markets daily in your inbox for free. Subscribe to our newsletter \u003ca href=\"https://newsletteremail.benzinga.com/subscribe\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehere\u003c/a\u003e. If you're serious about the business, you can't afford to miss out.\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\n\n\n\n\u003ch2 class=\"wp-block-heading\"\u003eCannabis Will Likely Always Be Affected By HLVd\u003c/h2\u003e\n\n\n\n\u003cp\u003eIn 2019, a hop-latent viroid (HLVd) was identified as an infectious pathogen devastating cannabis farms in California by infiltrating plants and ruining entire crops just before they're ready for harvest. According to a 2021 estimate, it affected 90% of California cannabis crops.\u003c/p\u003e\n\n\n\n\u003cp\u003eWurzer explained that cannabis will likely always be affected by HLVd, the same way that potato farmers are continuously plagued with the Mosai Virus. However, the cannabis industry has developed a support system that enables growers to mitigate HLVd\u0026#8217;s effects. This has enabled the breeding of resistant strains, improving hygiene practices in nurseries and conducting regular monitoring through testing.\u003c/p\u003e\n\n\n\n\u003ch2 class=\"wp-block-heading\"\u003e\u003cstrong\u003eFixing Some Of The Challenges\u003c/strong\u003e\u003c/h2\u003e\n\n\n\n\u003cp\u003eIn view of HLVd, dangerous pesticides and inaccurate labeling, the question is: have California consumers lost trust in the state\u0026#8217;s legal cannabis products? This could be one of the reasons why the illicit market is still thriving; consumers are turning to cheaper products. Wurzer notes that the price difference between regulated and black markets is significant.\u003c/p\u003e\n\n\n\n\u003cp\u003eAnother challenge comes from the hemp market and the confusion about what is and is not legal. To save the industry, regulators need to address the competition from intoxicating cannabinoids in the hemp market, which is currently mostly unregulated and flooded with dangerous synthetic chemicals, he explains.\u003c/p\u003e\n\n\n\n\u003cp\u003eWurzer suggests reducing taxes and regulatory burdens on growers and producers without compromising the quality and safety of products. Profiteers selling unsafe products need to be disincentivized, and ultimately, \"the path forward must include federal legalization.\"\u003c/p\u003e\n\n\n\n\u003ch2 class=\"wp-block-heading\"\u003e\u003cstrong\u003eF\u003c/strong\u003e\u003cstrong\u003einest Cannabis In The World\u003c/strong\u003e\u003c/h2\u003e\n\n\n\n\u003cp\u003eWurzer believes there's no other place on earth that can match the quality of cannabis grown in California, and \"as long as that remains true, we have a real opportunity to fix this mess.\"\u003c/p\u003e\n\n\n\n\u003cp\u003eOnce cannabis is allowed to cross state lines, California will have a significant advantage, he adds. \"No one will want to purchase inferior synthetic THC flowers from other states when they can get high-quality sun-grown flowers from Mendocino, Humboldt, and Santa Cruz. I\u0026#8217;ll confidently put our sun-grown flowers up against the best indoor cannabis produced anywhere else in the world, and I have the lab data to back up those claims.\"\u003c/p\u003e\n\n\n\n\u003cp\u003eIn April 2023, SC Labs partnered with another major laboratory network to develop the \u003ca href=\"https://www.benzinga.com/markets/cannabis/23/04/31680816/sc-labs-and-act-laboratories-launch-trust-in-testing-certification-to-set-a-higher-standard-for-\"\u003eTrust in Testing Certification\u003c/a\u003e a set of enhanced national standards for cannabis testing. This program is \"designed to address some of the gaps in state regulations that have allowed unscrupulous labs to produce questionable data or manipulate the system,\" Wurzer details. There's been a significant interest from retailers looking for a trustmark that provides confidence in the products they offer. SC Lab's goal is to establish a group of laboratories dedicated to doing things the right way.\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eRead Next\u003c/strong\u003e:\u003c/p\u003e\n\n\n\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"https://www.benzinga.com/government/regulations/24/11/42127449/colorados-marijuana-sales-tax-revenue-slump-amid-hemp-competition\"\u003eColorado\u0026#8217;s Marijuana Sales, Tax Revenue Slump Amid Hemp Competition\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\n\n\n\u003cp\u003e\u003cem\u003ePhoto: Courtesy of real_content via Shutterstock\u003c/em\u003e\u003c/p\u003e","channels":[{"tid":123430,"vid":1,"name":"Cannabis"},{"tid":57,"vid":1,"name":"News"},{"tid":145889,"vid":1,"name":"Exclusives"},{"tid":125566,"vid":1,"name":"Interview"}],"created":"2024-11-22T17:48:51Z","createdAt":"2024-11-22T17:48:51Z","id":42144102,"image":"https://www.benzinga.com/files/images/story/2024/11/22/cannabis--blunt--smoking--marijuana--wee.jpeg","isBzPost":true,"isBzProPost":true,"meta":{"SectorV2":{},"Partner":null,"PartnerTaxonomy":null,"SEC":null,"Author":null,"Authors":[{"uid":"0","name":""}],"Flags":{"ShowCopyrightNotice":true,"EvergreenContent":false,"ShowAdvertiserDisclosure":false,"ContributedContent":false,"AddGoogleStandoutMetaTag":false,"MediaSiteDNDOverride":false,"SendToYahooFinance":false,"SendToRobinhood":true,"SendToMSN":true},"Reach":{"Disclosure":{}},"Reference":null,"Ext":null,"wp_post_meta":{"campaign_strategy":"Default","post_id":660812,"post_path":"markets/cannabis/24/11/42144102/california-has-the-finest-weed-in-the-world-says-lab-expert-and-how-to-save-its-struggling-market","post_type":"post"}},"nodeId":42144102,"stocks":[],"storyId":"6740c3ffb6cb720001aa29d4","tags":[{"tid":918872,"vid":3,"name":"California cannabis labs"},{"tid":919963,"vid":3,"name":"California illegal cannabis"},{"tid":897439,"vid":3,"name":"Josh Wurzer"},{"tid":851722,"vid":3,"name":"lab shopping"},{"tid":783381,"vid":3,"name":"SC Labs"}],"teaser":" ","teaserText":" ","tickers":[],"title":"California Has The Finest Weed In The World, Says Lab Expert, And How To Save Its Struggling Market","updated":"2024-11-22T17:48:51Z","updatedAt":"2024-11-22T17:48:51Z","url":"https://www.benzinga.com/markets/cannabis/24/11/42144102/california-has-the-finest-weed-in-the-world-says-lab-expert-and-how-to-save-its-struggling-market"},{"assets":[{"type":"image","title":"AI-Generated Image","alt":"weed cannabis marijuana terrascend earnings results","source":"AI-Generated Image ","mime":"","primary":true,"attributes":{"fid":"900785","filename":"AI-Generated-Image_0.jpeg","filepath":"files/images/story/2024/11/21/AI-Generated-Image_0.jpeg","filesize":0,"image_attributes":{"resolution":{"height":0,"width":0,"dpi":0}}}}],"author":"Abbey Higginbotham","body":"\u003cp\u003eAt the \u003cstrong\u003e\u003ca href=\"https://cannabismarketspotlight.com/california/anaheim-november-12/\"\u003eCannabis Market Spotlight: California\u003c/a\u003e \u003c/strong\u003eevent in Anaheim, \u003cstrong\u003eLisa Weser\u003c/strong\u003e, founder and CEO of \u003cstrong\u003eTrailblaze\u003c/strong\u003e, addressed a core debate within the cannabis industry: balancing consumer-driven product trends with a commitment to quality production. \u003c/p\u003e\n\n\n\n\u003cp\u003eWeser, alongside other industry professionals, shared insights on how cannabis brands can adapt to shifting consumer preferences while remaining true to high production standards.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eConsumer Demand or Industry Direction?\u003c/h3\u003e\n\n\n\n\u003cp\u003eWeser'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 \u0026amp; Barkley, Jetty Extracts, Natura, and Timeless Vapes, Weser observed that perspectives on this issue vary widely.\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eSee Also: \u003ca href=\"https://www.benzinga.com/news/events/24/11/42115223/tax-woes-hemp-rules-california-cannabis-authority-nicole-elliott\"\u003eFrom Tax Woes To Hemp Rules: Department Of Cannabis Control\u0026#8217;s Nicole Elliott Outlines Regulatory Goals\u003c/a\u003e\u003c/strong\u003e\u003c/p\u003e\n\n\n\n\u003cp\u003eOne 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. \u003c/p\u003e\n\n\n\n\u003cp\u003e\"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.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eBack to Basics: Quality First\u003c/h3\u003e\n\n\n\n\u003cp\u003eIn 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.\u003c/p\u003e\n\n\n\n\u003cp\u003eThis 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.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eStriking a Balance\u003c/h3\u003e\n\n\n\n\u003cp\u003eWeser 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.\u003c/p\u003e\n\n\n\n\u003cp\u003eThis 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.\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eNow Read:\u003c/strong\u003e\u003c/p\u003e\n\n\n\n\u003cul\u003e\n\u003cli\u003e\u003cstrong\u003e\u003cstrong\u003e\u003ca href=\"https://www.benzinga.com/24/11/42111795/californias-cannabis-future-why-one-expert-believes-the-market-will-hold-strong\" target=\"_blank\" rel=\"noreferrer noopener\"\u003eCalifornia's Cannabis Future: Why One Expert Believes The Market Will Hold Strong\u003c/a\u003e\u003c/strong\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\n\n\n\u003cp\u003e\u003cem\u003eImage: AI-Generated Image\u003c/em\u003e\u003c/p\u003e","channels":[{"tid":123430,"vid":1,"name":"Cannabis"},{"tid":29618,"vid":1,"name":"Events"},{"tid":138079,"vid":1,"name":"Top Stories"},{"tid":145889,"vid":1,"name":"Exclusives"},{"tid":125566,"vid":1,"name":"Interview"}],"created":"2024-11-21T16:42:34Z","createdAt":"2024-11-21T16:42:34Z","id":42117877,"image":"https://www.benzinga.com/files/images/story/2024/11/21/AI-Generated-Image_0.jpeg","isBzPost":true,"isBzProPost":true,"meta":{"SectorV2":{},"Partner":null,"PartnerTaxonomy":null,"SEC":null,"Author":null,"Authors":[{"uid":"0","name":""}],"Flags":{"ShowCopyrightNotice":true,"EvergreenContent":false,"ShowAdvertiserDisclosure":false,"ContributedContent":false,"AddGoogleStandoutMetaTag":false,"MediaSiteDNDOverride":false,"SendToYahooFinance":false,"SendToRobinhood":true,"SendToMSN":true},"Reach":{"Disclosure":{}},"Reference":null,"Ext":null,"wp_post_meta":{"campaign_strategy":"Default","post_id":649183,"post_path":"24/11/42117877/innovation-starts-at-the-farm-how-cannabis-brands-balance-quality-with-consumer-demand","post_type":"post"}},"nodeId":42117877,"stocks":[],"storyId":"673f62f63f4e8b0001bb0f28","tags":[{"tid":19712,"vid":3,"name":"California"},{"tid":745185,"vid":3,"name":"Cannabis"},{"tid":920078,"vid":3,"name":"Cannabis Market Spotlight: California"},{"tid":928815,"vid":3,"name":"CannaSpotlight"},{"tid":868681,"vid":3,"name":"Expert Ideas"},{"tid":867584,"vid":3,"name":"Lisa Weser"},{"tid":913345,"vid":3,"name":"Stories That Matter"},{"tid":867583,"vid":3,"name":"Trailblaze"}],"teaser":"Lisa Weser and other cannabis industry professionals discussed the balance between consumer demand and quality production at the Cannabis Market Spotlight event in Anaheim. They explored different perspectives on the topic and emphasized the importance of meeting consumers\u0026#39; needs while maintaining high standards. This highlights the ongoing conversation in the industry about striking a balance between meeting preferences and ensuring quality. ","teaserText":"Lisa Weser and other cannabis industry professionals discussed the balance between consumer demand and quality production at the Cannabis Market Spotlight event in Anaheim. They explored different perspectives on the topic and emphasized the importance of meeting consumers\u0026#39; needs while maintaining high standards. This highlights the ongoing conversation in the industry about striking a balance between meeting preferences and ensuring quality. ","tickers":[],"title":"\u0026#39;Innovation Starts At The Farm\u0026#39;: How Cannabis Brands Balance Quality With Consumer Demand","updated":"2024-11-21T16:42:34Z","updatedAt":"2024-11-21T16:42:34Z","url":"https://www.benzinga.com/24/11/42117877/innovation-starts-at-the-farm-how-cannabis-brands-balance-quality-with-consumer-demand"},{"assets":[{"type":"image","title":"Courtesy of Dutch Passion Seeds","alt":"weed marijuana cannabis amsterdam dutch","source":"Courtesy of Dutch Passion Seeds ","mime":"","primary":true,"attributes":{"fid":"900760","filename":"Courtesy-of-Dutch-Passion-Seeds.jpeg","filepath":"files/images/story/2024/11/21/Courtesy-of-Dutch-Passion-Seeds.jpeg","filesize":0,"image_attributes":{"resolution":{"height":0,"width":0,"dpi":0}}}}],"author":"Nicolás Jose Rodriguez","body":"\u003cp\u003eFrom cost savings to ensuring consistent quality, the foundation of every successful investment begins with reliable seeds. Developing such genetics is no small feat; it takes decades, even generations, to achieve perfection. Few companies embody this legacy better than \u003cstrong\u003eDutch Passion Seeds\u003c/strong\u003e, an Amsterdam-based pioneer founded in 1987.\u003c/p\u003e\n\n\n\n\u003cp\u003eWith a track record of innovation, including introducing feminized seeds, Dutch Passion has built a reputation for producing traceable, stable genetics, under the highest standards.\u003c/p\u003e\n\n\n\n\u003cp\u003e\"Everything starts with a seed,\" \u003cstrong\u003eFrancesco\u003c/strong\u003e, global sales director of Dutch Passion Seeds told Benzinga Cannabis in an exclusive interview. \"Without good genetics, there's no foundation for cultivation or scaling operations.\"\u003c/p\u003e\n\n\n\n\u003cul\u003e\n\u003cli\u003e\u003cstrong\u003e\u003cstrong\u003e\u003cem\u003eGet Benzinga\u0026#8217;s exclusive analysis and the top news about the cannabis industry and markets daily in your inbox for free. Subscribe to our newsletter\u0026nbsp;\u003ca href=\"https://newsletteremail.benzinga.com/subscribe\" target=\"_blank\" rel=\"noreferrer noopener\"\u003ehere\u003c/a\u003e. You can't afford to miss out if you\u0026#8217;re serious about the business.\u003c/em\u003e\u003c/strong\u003e\u003c/strong\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eA Global Mission Rooted In Quality\u003c/h3\u003e\n\n\n\n\u003cp\u003eFrancesco emphasized Dutch Passion\u0026#8217;s commitment to maintaining quality through centralized production in the Netherlands. \u0026#8220;All our seeds are produced in-house, allowing us to control every aspect of the process.\u0026#8221; This strategy ensures consistency and upholds their reputation, even as demand for seeds continues to rise globally.\u003c/p\u003e\n\n\n\n\u003cp\u003eThe company's infrastructure includes expert breeders—some with decades of experience—who pass down their craft to the next generation. For example, the celebrated Orange Bud strain has been cultivated by the same breeder for over 35 years.\u003c/p\u003e\n\n\n\n\u003cfigure class=\"wp-block-image size-large\"\u003e\u003cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https://editorial-assets.benzinga.com/wp-content/uploads/2024/11/21094636/Dutch-Indoor-2-1024x768.jpg\" alt=\"\" class=\"wp-image-659010\" srcset=\"https://editorial-assets.benzinga.com/wp-content/uploads/2024/11/21094636/Dutch-Indoor-2-1024x768.jpg 1024w,https://editorial-assets.benzinga.com/wp-content/uploads/2024/11/21094636/Dutch-Indoor-2-300x225.jpg 300w,https://editorial-assets.benzinga.com/wp-content/uploads/2024/11/21094636/Dutch-Indoor-2-768x576.jpg 768w,https://editorial-assets.benzinga.com/wp-content/uploads/2024/11/21094636/Dutch-Indoor-2.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" /\u003e\u003cfigcaption class=\"wp-element-caption\"\u003e\u003cem\u003eCourtesy of Dutch Passion Seeds\u003c/em\u003e. \u003c/figcaption\u003e\u003c/figure\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eLessons From Canada: A Mature Market's Impact On Cultivation And Sales\u003c/h3\u003e\n\n\n\n\u003cp\u003eCanada, one of the first major countries to legalize recreational cannabis, has been both a significant opportunity and a learning curve for Dutch Passion. Before legalization, \u003ca href=\"https://www.benzinga.com/topic/canada-cannabis\"\u003eCanada\u003c/a\u003e was a leading market for the company's seeds, driven by high demand from home growers. However, Francesco explained that legalization shifted consumer behavior, leading to a notable decline in home cultivation.\u003c/p\u003e\n\n\n\n\u003cp\u003e\"When legal cannabis products became widely available, domestic cultivation dropped significantly,\" he said. This trend, Francesco noted, has been replicated in other countries following legalization, such as\u003ca href=\"https://www.benzinga.com/topic/thailand-cannabis\"\u003e Thailand\u003c/a\u003e. For Dutch Passion, the shift required adaptation, including launching branded \u003ca href=\"https://www.benzinga.com/topic/pre-rolls\"\u003epre-rolls\u003c/a\u003e and flowers in Canada.\u003c/p\u003e\n\n\n\n\u003cp\u003eDespite an initial sales peak, Francesco acknowledged that the Canadian market has become increasingly saturated, with competition and price pressures impacting profitability. \u0026#8220;We saw strong demand for about two years post-legalization, but the market is now stabilizing at lower levels.\u0026#8221;\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eRead Also: \u003ca href=\"https://www.benzinga.com/analyst-ratings/analyst-color/24/07/39609582/europe-is-turning-cash-flow-positive-well-see-what-happens-in-the-u-s-largest-canna\"\u003eEurope Is Turning Cash Flow Positive, \u0026#8216;We\u0026#8217;ll See What Happens In The U.S.,\u0026#8217; Says Curaleaf\u0026#8217;s Boris Jordan\u003c/a\u003e\u003c/strong\u003e\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eEmerging Markets: Thailand And Germany\u003c/h3\u003e\n\n\n\n\u003cp\u003eThailand is quickly becoming a major cannabis seed market in Asia, and Dutch Passion is capitalizing on the opportunity. Building on a year of growing seed distribution and local partnerships, the company recently opened a compliant dispensary in Bangkok. Francesco called the move essential for navigating this dynamic market.\u003c/p\u003e\n\n\n\n\u003cp\u003eMeanwhile, Germany's impending recreational cannabis legalization represents a game-changing opportunity.\u003c/p\u003e\n\n\n\n\u003cp\u003eDutch Passion plans to supply clones and eventually, branded flowers to German consumers. \"The \u003ca href=\"https://www.benzinga.com/topic/germany-cannabis\"\u003eGerman market\u003c/a\u003e will reshape Europe's cannabis landscape,\" Francesco said. Collaborating with local partners is integral to their strategy, as is leveraging their strong genetics portfolio to meet rising demand.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eChile And Argentina\u003c/h3\u003e\n\n\n\n\u003cp\u003eChile has served as Dutch Passion's gateway to Latin America, thanks to its progressive stance on cannabis seeds. \"\u003ca href=\"https://www.benzinga.com/markets/cannabis/23/05/32581583/new-law-against-drug-trafficking-allows-medical-cannabis-use-in-chile\"\u003eChile\u003c/a\u003e legalized cannabis seeds, making it an ideal market for our entry,\" Francesco explained. The country's burgeoning growing shops and cultural acceptance of cannabis have positioned it as a regional leader.\u003c/p\u003e\n\n\n\n\u003cp\u003eArgentina, on the other hand, \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/10/41521064/controversy-over-medical-cannabis-exclusion-as-argentina-issues-new-hemp-regulation-experts-weig\"\u003eoffers untapped potential, but navigating its regulatory framework remains challenging\u003c/a\u003e. Francesco praised the country\u0026#8217;s medicinal cannabis laws, which allow patients to grow their plants. However, he noted that the\u003cstrong\u003e Instituto Nacional de Semillas (INASE)\u003c/strong\u003e, \u003ca href=\"https://www.benzinga.com/topic/argentina-cannabis\"\u003eArgentina's regulatory body\u003c/a\u003e, faces overwhelming demands with limited resources.\u003c/p\u003e\n\n\n\n\u003cp\u003e\"INASE is under incredible pressure with over 850 registration requests, yet there is only one person dedicated to cannabis applications. It's an unsustainable workload,\" he said. Streamlining these processes could unlock Argentina's potential as a major player in cannabis genetics.\u003c/p\u003e\n\n\n\n\u003cfigure class=\"wp-block-image size-large\"\u003e\u003cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"768\" src=\"https://editorial-assets.benzinga.com/wp-content/uploads/2024/11/21094738/Dutch-Indoor-3-1024x768.jpg\" alt=\"\" class=\"wp-image-659013\" srcset=\"https://editorial-assets.benzinga.com/wp-content/uploads/2024/11/21094738/Dutch-Indoor-3-1024x768.jpg 1024w,https://editorial-assets.benzinga.com/wp-content/uploads/2024/11/21094738/Dutch-Indoor-3-300x225.jpg 300w,https://editorial-assets.benzinga.com/wp-content/uploads/2024/11/21094738/Dutch-Indoor-3-768x576.jpg 768w,https://editorial-assets.benzinga.com/wp-content/uploads/2024/11/21094738/Dutch-Indoor-3.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" /\u003e\u003cfigcaption class=\"wp-element-caption\"\u003e\u003cem\u003eCourtesy of Dutch Passion Seeds\u003c/em\u003e. \u003c/figcaption\u003e\u003c/figure\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eRead Also:\u003ca href=\"https://www.benzinga.com/markets/cannabis/24/10/41467100/hemp-finally-gets-regulated-in-argentina-will-it-boom-like-the-countrys-many-other-ag-products\"\u003e Hemp Finally Gets Regulated In Argentina: Will It Boom Like The Country\u0026#8217;s Many Other Ag Products?\u003c/a\u003e\u003c/strong\u003e\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eChallenges In Argentina's Import Market\u003c/h3\u003e\n\n\n\n\u003cp\u003eArgentina's restrictive import framework and complex customs regulations pose significant barriers for global players like Dutch Passion. Francesco acknowledged that bureaucratic \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/09/40881984/more-than-3-billion-at-stake-how-regulatory-red-tape-is-holding-back-australias-cannabis-legaliz\"\u003ered tape\u003c/a\u003e and inconsistent import policies make it difficult for international companies to establish a foothold in the country.\u003c/p\u003e\n\n\n\n\u003cp\u003eHowever, he highlighted the potential for collaboration. \"We've seen legalization processes in many countries and can offer our expertise to Argentine authorities to build a system that benefits everyone—from growers to regulators.\"\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eBalancing Costs And Innovation\u003c/h3\u003e\n\n\n\n\u003cp\u003eOperating in the Netherlands comes with higher production costs due to labor and energy expenses. Despite this, Francesco emphasized that Dutch Passion remains competitive by offering a diverse catalog with price points ranging from affordable staples to premium, limited-edition \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/06/39486937/is-old-school-better-how-nostalgia-cannabis-vintage-strains-are-reshaping-cannabis-markets\"\u003egenetics\u003c/a\u003e. \"Our pricing reflects the quality and innovation behind each strain,\" he said.\u003c/p\u003e\n\n\n\n\u003cp\u003eThis approach also allows them to cater to both small-scale growers and larger cultivators in need of bulk seeds. For the latter, Dutch Passion provides wholesale packages of up to 100 seeds per order, ensuring accessibility for commercial operations without compromising quality.\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eRead Also:\u003ca href=\"https://www.benzinga.com/markets/cannabis/24/11/41997646/tilray-joins-german-cannabis-fiesta-with-first-locally-grown-strains\"\u003e Tilray Joins German Cannabis Fiesta With First Locally Grown Strains\u003c/a\u003e\u003c/strong\u003e\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eLooking Forward\u003c/h3\u003e\n\n\n\n\u003cp\u003eDutch Passion Seeds continues to invest in innovation, such as developing sterile genetics resistant to \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/09/40972472/x-rays-microwaves-and-now-what-this-company-freezes-weed-at-320-f-to-kill-mold-and-save-a-ton\"\u003epests and mold\u003c/a\u003e, which could revolutionize cannabis cultivation.\u003c/p\u003e\n\n\n\n\u003cp\u003eFrancesco emphasized the importance of adaptability in an industry shaped by shifting regulations and consumer preferences.\u003c/p\u003e\n\n\n\n\u003cp\u003e\"Our future lies in creating strains that maximize terpenes and cannabinoids while improving resistance to environmental stresses,\" he said.\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eRead Next: \u003ca href=\"https://www.benzinga.com/general/biotech/24/11/41997354/selling-weed-is-like-a-sneaker-drop-running-out-isnt-a-problem-for-this-company\"\u003eSelling Weed Is Like A Sneaker Drop: Running Out Isn\u0026#8217;t A Problem For This Company\u003c/a\u003e\u003c/strong\u003e\u003c/p\u003e","channels":[{"tid":19868,"vid":1,"name":"Biotech"},{"tid":123430,"vid":1,"name":"Cannabis"},{"tid":927212,"vid":1,"name":"Market Summary"},{"tid":57,"vid":1,"name":"News"},{"tid":17412,"vid":1,"name":"Entrepreneurship"},{"tid":125557,"vid":1,"name":"Eurozone"},{"tid":30777,"vid":1,"name":"Retail Sales"},{"tid":38926,"vid":1,"name":"Success Stories"},{"tid":40436,"vid":1,"name":"Small Business"},{"tid":145889,"vid":1,"name":"Exclusives"},{"tid":2,"vid":1,"name":"Markets"},{"tid":125566,"vid":1,"name":"Interview"}],"created":"2024-11-21T15:52:55Z","createdAt":"2024-11-21T15:52:55Z","id":42116309,"image":"https://www.benzinga.com/files/images/story/2024/11/21/Courtesy-of-Dutch-Passion-Seeds.jpeg","isBzPost":true,"isBzProPost":true,"meta":{"SectorV2":{},"Partner":null,"PartnerTaxonomy":null,"SEC":null,"Author":null,"Authors":[{"uid":"0","name":""}],"Flags":{"ShowCopyrightNotice":true,"EvergreenContent":false,"ShowAdvertiserDisclosure":false,"ContributedContent":false,"AddGoogleStandoutMetaTag":false,"MediaSiteDNDOverride":false,"SendToYahooFinance":false,"SendToRobinhood":true,"SendToMSN":false},"Reach":{"Disclosure":{}},"Reference":null,"Ext":null,"wp_post_meta":{"campaign_strategy":"Default","post_id":658974,"post_path":"general/biotech/24/11/42116309/traceable-reliable-stable-seeds-dutch-passion-the-cannabis-biotech-you-didnt-know-you-needed","post_type":"post"}},"nodeId":42116309,"stocks":[],"storyId":"673f57533f4e8b0001bb08cb","tags":[{"tid":858101,"vid":3,"name":"Amsterdam cannabis"},{"tid":777316,"vid":3,"name":"Argentina Cannabis"},{"tid":815548,"vid":3,"name":"Cannabis Genetics"},{"tid":842488,"vid":3,"name":"Cannabis Seeds"},{"tid":898028,"vid":3,"name":"Chile Cannabis"},{"tid":768275,"vid":3,"name":"Dutch Passion"}],"teaser":"Dutch Passion Seeds plans to collaborate with local partners to supply clones and, eventually, branded cannabis flowers to German consumers.","teaserText":"Dutch Passion Seeds plans to collaborate with local partners to supply clones and, eventually, branded cannabis flowers to German consumers.","tickers":[],"title":"Traceable, Reliable, Stable Seeds: Dutch Passion, The Cannabis Biotech You Didn\u0026#39;t Know You Needed","updated":"2024-11-21T15:52:55Z","updatedAt":"2024-11-21T15:52:55Z","url":"https://www.benzinga.com/general/biotech/24/11/42116309/traceable-reliable-stable-seeds-dutch-passion-the-cannabis-biotech-you-didnt-know-you-needed"},{"assets":[{"type":"image","title":"cannabis-ai3 copy","alt":"cannabis-ai3 copy","source":"","mime":"","primary":true,"attributes":{"fid":"900540","filename":"cannabis-ai3-copy.jpeg","filepath":"files/images/story/2024/11/20/cannabis-ai3-copy.jpeg","filesize":0,"image_attributes":{"resolution":{"height":0,"width":0,"dpi":0}}}}],"author":"Abbey Higginbotham","body":"\u003cp\u003eAt the recent \u003ca href=\"https://cannabismarketspotlight.com/california/anaheim-november-12/\"\u003e\u003cstrong\u003eCannabis Market Spotlight: California\u003c/strong\u003e \u003c/a\u003eevent in Anaheim, \u003cstrong\u003eChelsea Kossower\u003c/strong\u003e, \u003cstrong\u003ePuffco\u003c/strong\u003e's vice president of global expansion, emphasized the need for authenticity in the cannabis industry. \u003c/p\u003e\n\n\n\n\u003cp\u003eSpeaking to a crowd of industry peers and enthusiasts, Kossower addressed how brands can best connect with the cannabis community by moving beyond traditional sales tactics.\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eSee Also: \u003ca href=\"https://www.benzinga.com/markets/cannabis/24/11/42097662/ricky-williams-highsman-merges-with-hemp-brand-frozen-fields\"\u003eRicky Williams\u0026#8217; Highsman Merges With Hemp Brand Frozen Fields\u003c/a\u003e\u003c/strong\u003e\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eBuilding Connections through Culture\u003c/h3\u003e\n\n\n\n\u003cp\u003eDuring her panel discussion, Kossower highlighted that cultivating real brand loyalty in cannabis involves more than financial investment. \"Culture is not something you can just throw money at and buy,\" Kossower explained, stressing that brands must deeply understand the community they aim to serve. She recommended approaching the industry with a \"student mentality\" to learn from those who have shaped it and continue to drive it forward.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003ePrioritizing Community Loyalty\u003c/h3\u003e\n\n\n\n\u003cp\u003eAccording to Kossower, Puffco's focus on community loyalty starts with engaging the people who define cannabis culture: growers, advocates, and those developing the craft behind the scenes. \u003c/p\u003e\n\n\n\n\u003cp\u003eShe noted, \"Before the brand loyalty or anything, it's really engaging with the culture and the community loyalty,\" recognizing the individuals who contribute to cannabis brands\u0026#8217; success through dedication to the craft. This approach, she said, fosters a more genuine bond with the community and supports long-term brand success.\u003c/p\u003e\n\n\n\n\u003ch3 class=\"wp-block-heading\"\u003eStaying Positive Amid Industry Challenges\u003c/h3\u003e\n\n\n\n\u003cp\u003eIn light of recent challenges within the cannabis industry, Kossower expressed feeling \"heavy\" but emphasized that Puffco's mission remains unchanged. She reinforced her commitment to advancing the normalization of cannabis, focusing on positivity, and supporting \"the love in the world, not just the negativity.\"\u003c/p\u003e\n\n\n\n\u003cp\u003eThe panel discussion left attendees with a clear takeaway: genuine engagement and respect for cannabis culture are essential for brands that want to make a meaningful impact in the industry. Kossower's insights reaffirm Puffco's commitment to fostering authentic connections within California's cannabis market and beyond.\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cstrong\u003eNow Read:\u003c/strong\u003e\u003c/p\u003e\n\n\n\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"https://www.benzinga.com/24/11/42097377/beer-industrys-oldest-trade-organization-wants-hemp-beverages-to-pay-more-taxes\"\u003e\u003cstrong\u003eBeer Industry\u0026#8217;s Oldest Trade Organization Wants Hemp And Cannabis Beverages To Pay More Taxes\u003c/strong\u003e\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\n\n\n\u003cp\u003e\u003cem\u003eImage: Shutterstock\u003c/em\u003e\u003c/p\u003e","channels":[{"tid":123430,"vid":1,"name":"Cannabis"},{"tid":29618,"vid":1,"name":"Events"},{"tid":138079,"vid":1,"name":"Top Stories"},{"tid":145889,"vid":1,"name":"Exclusives"},{"tid":125566,"vid":1,"name":"Interview"}],"created":"2024-11-20T21:00:26Z","createdAt":"2024-11-20T21:00:26Z","id":42098929,"image":"https://www.benzinga.com/files/images/story/2024/11/20/cannabis-ai3-copy.jpeg","isBzPost":true,"isBzProPost":true,"meta":{"SectorV2":{},"Partner":null,"PartnerTaxonomy":null,"SEC":null,"Author":null,"Authors":[{"uid":"0","name":""}],"Flags":{"ShowCopyrightNotice":true,"EvergreenContent":false,"ShowAdvertiserDisclosure":false,"ContributedContent":false,"AddGoogleStandoutMetaTag":false,"MediaSiteDNDOverride":false,"SendToYahooFinance":false,"SendToRobinhood":true,"SendToMSN":true},"Reach":{"Disclosure":{}},"Reference":null,"Ext":null,"wp_post_meta":{"campaign_strategy":"Default","post_id":649128,"post_path":"24/11/42098929/culture-is-not-something-you-can-buy-why-genuine-engagement-matters-in-cannabis","post_type":"post"}},"nodeId":42098929,"stocks":[],"storyId":"673e4ddfed98f100011b3055","tags":[{"tid":664761,"vid":3,"name":"California cannabis"},{"tid":745185,"vid":3,"name":"Cannabis"},{"tid":920078,"vid":3,"name":"Cannabis Market Spotlight: California"},{"tid":146683,"vid":3,"name":"CCC"},{"tid":945355,"vid":3,"name":"Chelsea Kossower"},{"tid":868681,"vid":3,"name":"Expert Ideas"},{"tid":787707,"vid":3,"name":"Puffco"},{"tid":913345,"vid":3,"name":"Stories That Matter"}],"teaser":"Chelsea Kossower of Puffco highlighted the importance of authenticity in the cannabis industry. Brands must understand and engage with the community for long-term success.","teaserText":"Chelsea Kossower of Puffco highlighted the importance of authenticity in the cannabis industry. Brands must understand and engage with the community for long-term success.","tickers":[],"title":"\u0026#39;Culture Is Not Something You Can Buy\u0026#39;: Why Genuine Engagement Matters In Cannabis","updated":"2024-11-20T21:00:27Z","updatedAt":"2024-11-20T21:00:27Z","url":"https://www.benzinga.com/24/11/42098929/culture-is-not-something-you-can-buy-why-genuine-engagement-matters-in-cannabis"},{"assets":[{"type":"image","title":"California cannabis","alt":"Hemp Cannabis","source":"IA generated image","mime":"","primary":true,"attributes":{"fid":"900539","filename":"California-cannabis.png","filepath":"files/images/story/2024/11/20/California-cannabis.png","filesize":0,"image_attributes":{"resolution":{"height":0,"width":0,"dpi":0}}}}],"author":"Abbey Higginbotham","body":"\u003cp\u003e\u003cstrong\u003eJeff Levers\u003c/strong\u003e, co-founder of \u003cstrong\u003eBeard Bros Pharms\u003c/strong\u003e, shared candid insights into the challenges and potential of California's cannabis industry at the recent \u003cstrong\u003eBenzinga Cannabis Market Spotlight: California\u003c/strong\u003e event in Anaheim. He described the industry in three words: \"struggle, resiliency and a positive future,\u0026#8221; acknowledging the persistent hurdles operators face while expressing optimism for improvement.\u003c/p\u003e\n\n\n\n\u003ch1 class=\"wp-block-heading\"\u003e\u003cstrong\u003eNavigating California's Cannabis Industry\u003c/strong\u003e\u003c/h1\u003e\n\n\n\n\u003cp\u003eLevers highlighted the ongoing challenges within California's cannabis market, noting that high taxation, regulatory complexities and fluctuating demand have posed obstacles.\u003c/p\u003e\n\n\n\n\u003cp\u003eYet, despite these issues, he emphasized the resilience shown by industry participants and the potential for a more stable future. According to Levers, California's cannabis market, though challenging, continues to adapt and find ways to survive.\u003c/p\u003e\n\n\n\n\u003ch1 class=\"wp-block-heading\"\u003e\u003cstrong\u003eExpanding Beard Bros Pharms' Influence\u003c/strong\u003e\u003c/h1\u003e\n\n\n\n\u003cp\u003eBeard Bros Pharms has built a reputation not only through its cannabis products but also as a media voice in the industry. At the event, Levers underscored the role of Beard Bros Media in providing current news, event coverage, and insights into cannabis culture and policy. This dual approach, blending product and media expertise, allows the brand to build connections across states and enhance its influence.\u003c/p\u003e\n\n\n\n\u003cp\u003e\"Our goal in attending Benzinga events,\" Levers noted, \"is expanding our network.\" Having participated in Benzinga events in Florida and Chicago this year, Levers explained how these gatherings create essential networking opportunities across the cannabis landscape. \"If you\u0026#8217;ve attended one, you then realize the value of going to one in another area,\" he remarked.\u003c/p\u003e\n\n\n\n\u003ch1 class=\"wp-block-heading\"\u003e\u003cstrong\u003eEvolving Preferences in Cannabis Consumption\u003c/strong\u003e\u003c/h1\u003e\n\n\n\n\u003cp\u003eWhile Levers describes himself as a \"flower guy\" at heart, he appreciates the broadening range of cannabis products now available, from topicals and edibles to innovative beverage options. \u003c/p\u003e\n\n\n\n\u003cp\u003eThis diversity, he explained, enables consumers to engage with cannabis in new, discreet ways. He still considers flower his \"preferred child\" in the expanding family of cannabis options, highlighting his dedication to cultivation and traditional methods.\u003c/p\u003e\n\n\n\n\u003cp\u003eAs Beard Bros Pharms navigates both the product and media spaces, Levers remains optimistic about the future of cannabis, seeing it as a market that, while tested, has the strength to endure and grow.\u003c/p\u003e\n\n\n\n\u003cp\u003e\u003cem\u003eThe image was created using artificial intelligence. \u003c/em\u003e\u003c/p\u003e","channels":[{"tid":123430,"vid":1,"name":"Cannabis"},{"tid":29618,"vid":1,"name":"Events"},{"tid":145889,"vid":1,"name":"Exclusives"},{"tid":125566,"vid":1,"name":"Interview"}],"created":"2024-11-20T20:57:16Z","createdAt":"2024-11-20T20:57:16Z","id":42098878,"image":"https://www.benzinga.com/files/images/story/2024/11/20/California-cannabis.png","isBzPost":true,"isBzProPost":true,"meta":{"SectorV2":{},"Partner":null,"PartnerTaxonomy":null,"SEC":null,"Author":null,"Authors":[{"uid":"0","name":""}],"Flags":{"ShowCopyrightNotice":true,"EvergreenContent":false,"ShowAdvertiserDisclosure":false,"ContributedContent":false,"AddGoogleStandoutMetaTag":false,"MediaSiteDNDOverride":false,"SendToYahooFinance":false,"SendToRobinhood":true,"SendToMSN":true},"Reach":{"Disclosure":{}},"Reference":null,"Ext":null,"wp_post_meta":{"campaign_strategy":"Default","post_id":649114,"post_path":"news/events/24/11/42098878/struggle-resiliency-and-a-positive-future-the-road-ahead-for-californias-cannabis-market","post_type":"post"}},"nodeId":42098878,"stocks":[],"storyId":"673e4d28ed98f100011b3020","tags":[{"tid":905247,"vid":3,"name":"Beard 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