One of the key highlights at Meadowlands 2024 was the panel focused on the evolving landscape of cannabis retail.
Moderated by Meadow's own Ryan Bush, this roundtable brought together industry leaders from across California to share insights, celebrate wins, and brainstorm ways to push the industry forward.
From evolving consumer preferences to navigating the regulatory landscape, the panel offered a candid look at the day-to-day realities of running a cannabis business.
Meet the Panelists:
- Ryan Bush, Meadow POS: Head of the Sales Department at Meadow, Ryan has been with the company since the beginning and offers a deep understanding of cannabis retail.
- Yvonne de la Rosa Green, 99 High Tide: CEO of Malibu’s all-vegan dispensary, Yvonne brings years of experience focused on wellness and healing through cannabis.
- Tariq Alazarie, BASA Collective: Tariq runs one of San Francisco’s longest-standing dispensaries, BASA, and has been navigating the industry since 2003.
- Courtney Caron, The Artist Tree: Co-owner of The Artist Tree, Courtney has grown a chain of nine stores that combine cannabis with the arts across California.
- Cody Bass, Tahoe Wellness Center: Founder of Tahoe Wellness Center and the mayor of South Lake Tahoe, Cody offers a dual perspective on cannabis business and local government.
- Salwa Ibrahim, Cookies Oakland: Salwa, co-founder of Cookies Oakland, has been instrumental in shaping cannabis events and retail in California.
- Laurel Washburn, Marin Gardens: Owner of Marin Gardens, Laurel focuses on delivering quality cannabis through Marin County’s first delivery service.
- Julie Germenis, Eagle Eye Napa: Julie oversees operations and buying at Eagle Eye Napa, catering to both locals and wine tourists in Napa Valley.
This panel gave a raw, real look at what’s working, what’s not, and what the future holds.
Here’s a breakdown of the biggest takeaways from the discussion—everything you need to know to thrive in the ever-evolving world of cannabis retail.
Understanding Regional Consumer Differences
Courtney from The Artist Tree emphasized the importance of knowing your local market. Consumer preferences vary widely across California. For instance, pre-rolls are a hit in Los Angeles, while Fresno leans toward concentrates and edibles. Retailers who understand these regional differences and adjust their inventory accordingly are better positioned to succeed.
Key Takeaway: Local market knowledge is crucial—tailor your offerings to meet regional demands.
Moving Beyond THC Percentages
Yvonne from 99 High Tide highlighted the need to educate consumers beyond the traditional focus on THC percentages. Her dispensary prioritizes wellness, guiding customers toward products that contain beneficial terpenes and cannabinoids tailored to individual health needs.
Takeaway: Educate your customers on the full spectrum of cannabis—terpenes and cannabinoids have a stronger impact on their experience than THC alone. This level of personalized service also helps you stand out amongst the competition.
Adapting to Shifting Sales Trends
Cody from Tahoe Wellness explained how shrinking cart sizes post-COVID have forced his team to focus on value-priced products. Consumers are looking for more bang for their buck, and retailers who can offer value without sacrificing quality are thriving. With that being said, may customers are not looking to sacrifice quality for a deal.
Key Takeaway: Offer value-priced products to meet customer demands and maintain profitability.
Embracing Consumption Lounges
The recent passing of AB 1775 in California opens up new opportunities for consumption lounges, which could be the next big trend in cannabis retail. Cody views these lounges as key to building community, offering unique experiences with food, drink, and cannabis in a social space. Some are eager to create vibrant, social spaces that blend cannabis with food and entertainment, while others plan to wait and see how profits develop.
Key Takeaway: Consumption lounges present an exciting avenue for retailers to create memorable experiences and drive engagement.
The Need for Unified Industry Advocacy
Both Cody and Salwa from Cookies stressed the need for the industry to come together to push for legislative changes, such as reducing California’s excise tax. A voter-led initiative might be the most effective way to achieve these reforms.
Key Takeaway: Collaboration and collective action are essential for meaningful policy changes in the cannabis industry.
While these highlights provide a glimpse into the broader discussion, the full conversation offers even deeper insights into the complexities of California cannabis.
Listen to the full recording of the Retail Therapy session at Meadowlands 2024.
For cannabis brands that want to get into a new retail shop, here are some tips from our panelists on how to best create a working relationship with the retailers.
- Pricing and Promotions: Offer competitive pricing and work with retailers on promotional deals.
- Product Differentiation: Highlight what is special or unique about your product.
- Brand Support: Actively support your brand through demos, collaborations, and marketing.
- Budtender Relationships: Build relationships with budtenders by providing them with samples and product information.
- Order Minimums: Be mindful of order minimums, particularly with smaller operations like some delivery services.
- Packaging: Invest in appealing and interesting packaging.
Final Thoughts: Adapting to Survive, Uniting for Progress
The cannabis retail landscape in California may be tough right now, but it’s also full of opportunity for those ready to adapt and think creatively. As consumer preferences shift and the industry continues to evolve, staying flexible is key—whether that means diversifying product lines, investing in your customer experience, or tapping into the potential of consumption lounges.
But here’s the thing: success won’t happen in isolation. The panel made it clear that to truly thrive, cannabis retailers need to work together. Whether through pushing for legislative change or supporting each other in navigating the ups and downs of the market, collaboration and advocacy will be the driving forces behind a stronger, more sustainable future.
So, if you're in this industry for the long haul, now is the time to step up—get involved, innovate, and unite with others who share the vision of a more accessible, equitable cannabis market. The challenges may be real, but so are the opportunities.
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Our software streamlines your operations, simplifies compliance, and helps you deliver exceptional customer service. From inventory management to online ordering, Meadow provides everything you need to thrive in the competitive cannabis market.
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