Roll With The Times: How To Innovate Cannabis Pre-Rolls To Outshine In A Crowded Space
At the recent Benzinga Cannabis Capital Conference in Chicago, industry experts gathered to explore the cannabis pre-roll market, provide vital advice for brands, and assist investors in evaluating their performance and strategies.
Panelists, including Brett Novey, CEO of PharmaCann Inc., Harrison Bard, co-founder of Custom Cones USA, Gabe Mendoza, EVP of Revenue at 4Front Ventures/Mission Dispensaries, and Jason Tueni, founder & CEO of Oak Canna & Wellness, delved into these topics.
Since the pandemic, pre-rolls emerged as the fastest-growing category in both the U.S. and Canada. Within this segment, the best-selling pre-rolls, are infused with terpenes. So what are the pros and cons of using terpenes in pre-rolls?
Terpenes, known for their aroma and flavor, ensure a consistent and enjoyable taste.
"You must be creative and enter the market with a unique selling proposition that sets you apart. For instance, when we ventured into the Washington market, we weren't the first terpene-infused pre-roll, but we were the first to offer both terpene infusion and consistency,” Mendoza explained.
The infusion, often including hash or other compounds, boosts cannabis product potency. The panel stressed the need for a consistent consumer experience achieved through expertly homogenizing terpenes, distillate, keef, and cannabis flowers in pre-rolls.
Quality, variety, and freshness emerged as the key drivers of success in the pre-roll market. Consistency in product quality and availability was emphasized as a fundamental success factor.
It involves meeting the brand's promises consistently, both in terms of the physical product and its availability, which in turn fosters and maintains client trust and loyalty.
“It's not just about maintaining the ...
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