ISA Announces Speaker Lineup for April 29 Edibles Webinar

Industry experts from Undefined Inc, Wana Brands and dreamt will discuss the future of infused edibles

ISA and Vertosa announced today the speaker lineup for their upcoming webinar “Form, Function & Flavor: Edibles for 2021 and Beyond.” Dorian Morris, Founder and CEO of Undefined Inc., Mike Hennesy, Vice President of Innovation at Wana Brands and Carolina Vazquez Mitchell, MS, Chief Science Officer at dreamt will join the live event starting at 2 pm PST on April 29, 2021. This engagement is the second in a series of webinar events stemming from a strategic partnership between ISA and Vertosa, announced in November 2020.

“Our speaker lineup brings together a diverse group of powerful industry leaders, each with their own unique perspective and in-depth knowledge of both the edibles market, and the cannabis industry as a whole,” said Jacqueline Rosales, President of ISA. Jacqueline will moderate the event and lead the conversation about product development in the edibles market and how the products of the future will fit into consumers’ lives. The event is free and open to the public. Attendees can register here.

In 2021, we’ve seen an explosion in new edibles products that address specific needs – sleep, anxiety, creativity, energy, diet support and immune support. Innovative brands are embracing new delivery forms, flavors and functions to meet consumers’ evolving interests.

“With stress at an all-time high, accessibly priced, plant-based solutions are even more important now,” said Dorian Morris, Undefined Beauty Founder and CEO. Morris was recently featured in the Target Takeoff Beauty cohort, in which she discussed her new collection, focused on adaptogenic mushrooms for stressed skin.

MEET THE SPEAKERS
Dorian Morris

Founder and CEO of Undefined Inc. A true champion of inclusivity within wellness, Dorian Morris is a beauty junkie with deep expertise across categories from cosmetics to haircare to skincare to food/wellness. She is the Founder/CEO of Undefined Inc which includes Undefined Beauty, a clean, conscious, inclusive lifestyle brand focused on democratizing wellness and destigmatizing plant magic.

Adriana Hemans

Vice President of Demand at ISA, where she heads up the Cannabis Research Division. She helps cannabis brands build more customer-centric businesses through data and insights. Adriana’s work has been published in numerous industry publications including mg Magazine, Marijuana Venture, and The Cannigma. She has been invited to speak onstage at cannabis events across the country, including NECANN (Northeast Cannabis Business Conference) and the NCIA’s Annual Cannabis Business Conference.

Austin Stevenson

Chief Innovation Officer at cannabis and hemp infusion technology company Vertosa. Austin plays an integral role in the business development of Vertosa, facilitating partnerships with leading brands to produce top quality cannabinoid-infused beverages, topicals, edibles and more. Prior to joining Vertosa, Austin leveraged his bio-tech experience building the regulatory Hemp/CBD testing program for Eurofins – a world leader in food, environment, and product testing services – where he worked with CVS and Walgreens to test and verify the quality of their retail CBD topicals. Austin and the Vertosa team are also committed to community action and industry leadership. He serves as a Member on the City of Oakland’s Cannabis Regulatory Commission, for which he supports the licensing of equity partners and works to break down financial barriers to entering the industry by championing grant funding. He is also an Advisory Board Member on EAZE’s Momentum Program, a business accelerator designed to support and empower underrepresented founders in the licensed cannabis industry, as well as a founding board member of the Cannabis Beverage Association.

Mike Hennesy

Vice President of Innovation at Wana Brands where he oversees their research and development program, new product design, educational training content and growing partnerships with new cannabis technologies. Hennesy led the team in creating Wana’s new Quick line of gummies and tinctures that use innovative encapsulation techniques to increase the bioavailability of cannabinoids that bypass liver metabolism and take effect quickly. He developed Wana’s online interactive training program for budtenders and employees that covers the science of the endocannabinoid system and directed the development of Wana’s vape line, including the line’s unique proprietary terpene blends.

Carolina Vazquez Mitchell, MS

Founder and Chief Science Officer at dreamt. A gifted academic with deep experience in the developing regulatory standards of the cannabis industry. Carolina’s areas of specialty include organic chemistry and biochemistry research, laboratory testing and laboratory practices, quality assurance, and R&D for cannabis products, pharmaceuticals, foods, and beverages. She has more than 10 years’ experience with organic synthesis and extractions and has extracted DNA, RNA, proteins, terpenes, and other pharmacologically active molecules. Carolina is a nationally recognized cannabis scientist, and has been a featured expert in Rolling Stone, HelloGiggles, mg and Forbes, and was named one of Dope Magazine’s “Outstanding Women in Cannabis.”

ABOUT VERTOSA

Vertosa creates industry-leading active ingredients for infused product makers. Their catalog of patented and patent-pending nano-emulsions are carefully designed  for the specific needs of each customer, with pre-suspended aqueous solutions that create incredibly homogeneous and stable products while maximizing bioavailability, clarity, and taste. Vertosa works closely with their lab partners and clients of all sizes throughout the manufacturing process to achieve target potency and successfully bring consistent, reliable, quality infused products to market.  Learn more about Vertosa at vertosa.com.

ABOUT WANA BRANDS

Wana Brands is the No. 1 edibles brand in North America. Wana leads the industry in quality, consistency and potency, providing a range of different options that enable customers to create the specific cannabis experience they want. Wana products offer diverse product forms, four different CBD/THC ratios as well as a variety of different dosages, onset times and duration of effects. The portfolio is designed so products can be used singly or in combination to address specific health, wellness, and recreational needs. Wana products are available in California, Colorado, Florida, Illinois, Maryland, Michigan, Missouri, Ohio, Arizona, Oregon, and Oklahoma dispensaries, with Massachusetts among the states imminently coming online. Wana Brands is available internationally in Canada. For more information or to subscribe to Wana’s e-newsletter, visit www.wanabrands.com.

ABOUT UNDEFINED INC

Undefined is clean, conscious, inclusive plant magic. We live at the intersection of wellness meets adaptogens (like beautiful CBD) meets purpose-driven conscious capitalism. My mission is to “undefine” and democratize beauty and destigmatize plant-based solutions through an unapologetic, uncompromising, unfiltered approach. Wellness shouldn’t be illusive or exclusive—let’s democratize it.

Undefined Inc partners with BIPOC founded, female-led, LGBTQ+ suppliers from their manufacturing partners to their creative team.

ABOUT DREAMT

dreamt is an award-winning sleep aid made with cannabis. The science-backed formula is a precise blend of THC, CBD, and other sleep-inducing compounds, such as melatonin, valerian root, and L-theanine. This unique formula was created by dreamt’s founder and Chief Scientific Officer, Carolina Vazquez Mitchell, to treat her insomnia during her chemistry PhD at USC.

dreamt is a female and minority-owned social equity business based in Los Angeles.

ISA Group Launches First Ever Cannabis Consumer Research Panel

The Green Time is a cannabis-focused research community, providing feedback to a multitude of cannabis brands

SoapBoxSample, a member of The ISA Group, announced today the launch of their new cannabis-focused research panel – The Green Time. The first of its kind, The Green Time is composed of both cannabis consumers and industry professionals. The community was created to gather open and honest feedback about cannabis products, brands and services. The goal is to fuel brands with data and insights, helping cannabis companies develop a strategic advantage through the deep understanding of their customers and future customers. The U.S. cannabis market is expected to top $40 billion annually by 2025, according to projections published by Forbes magazine.

“We believe in empowering the cannabis community through research. The brands of tomorrow rely on feedback from consumers to improve their products, services and marketing,” said Jacqueline Rosales, President of the ISA Group. “We believe that the new era of cannabis will be driven by data and shaped by the people who use it and love it.”

The Green Time was developed to meet a specific need within the market – quick and targeted access to cannabis consumers. The ISA Group is committed to constantly updating its products and services to meet the evolving needs of the industry. Brands can target consumers based on their preferred delivery form, frequency of consumption, method of obtaining, monthly spend, and other lifestyle considerations. All members of the Green Time are subject to a rigorous screening process, including identity authentication checks and age confirmation (21+) through Imperium’s Veritas and Relevant ID services. In addition, SoapBoxSample applies its own in-house security processes to ensure the highest-quality participants in all research studies.

The ISA Group is committed to moving the cannabis industry forward. Their cannabis research has been featured in Mg Magazine, Marijuana Venture and The Cannigma. Their ongoing research explores a variety of topics, including different types of cannabis gifters (Traditional, Shared-experience, Altruistic) and the effect of COVID-19 on cannabis consumers. In March 2020, a significant portion of cannabis consumers began turning to cannabis products for wellness and emotional health reasons. Among those who reported consuming more cannabis since the COVID-19 outbreak, 60% said they were doing so to relieve stress, 57% to ease anxiety and 34% were consuming to combat cabin fever.

In November of 2020, The ISA Group announced their strategic partnership with Vertosa, a leading hemp and cannabis technology company based in Oakland, CA that provides customized emulsion systems for infused beverages, edibles, cosmetics, and more. The partnership combines ISA’s research on the unique attitudes and experiences of cannabis customers with Vertosa’s experience in bringing cannabis-infused products to the market. They recently partnered on a cannabis webinar titled, “From Concept to Conception,” which featured two female Co-Founders in the cannabis beverage space. During this webinar, the ISA Group shared insights about cannabis beverage consumers and described the biggest hurdles for cannabis beverage makers.

Consumers interested in becoming a member of The Green Time, can find out if they qualify here: www.TheGreenTime.com.

About SoapBoxSample and ISA Group

You Don’t Know What You Don’t Know.

We believe that the new era of cannabis will be driven by data. Brands that deeply understand their customers have a strategic advantage. We connect cannabis brands with the people who matter most – their customers (and future customers). We provide guidance on the best ways to engage your target audience, and how to ask the questions that will support your business objectives. Clients leverage our expertise to develop new products, test marketing and advertising, understand opportunities in emerging markets (such as newly legal states), create detailed profiles of their customers, and stay on top of developing trends.

To learn more, visit www.isacorp.com/specialty/cannabis-research, where you can sign up for our weekly CANNAfact Friday newsletter. Get in touch: hello@isacorp.com.

COVID-19 May Affect Drivers of US Cannabis Consumption

Research from SoapBoxSample Reveals Cannabis Consumers Willing to Forgo Cannabis if Shortages Arise during COVID-19

March 30, 2020, Los Angeles, CA — Research firm SoapBoxSample released new data today from their ongoing CANNApinion Poll research initiative. The survey of 1,000 US cannabis consumers, fielded March 21 – March 24, 2020, focused on how the recent COVID-19 outbreak may be affecting cannabis consumption habits. While some report that they are consuming more cannabis as a way to relieve stress and anxiety, others say that they are consuming and purchasing less because they want to avoid going out in public to make their purchases (36% of those who report consuming less cannabis).

About half (51%) of those surveyed say they are somewhat or very concerned that their personal supply will run out during the recommended quarantine. A majority of respondents (68%) agreed or strongly agreed with the statement: If I run out during this time, that’s ok, I can live without it. When asked what they would do if their supply ran out, 55% said they will abstain and go without. These stats may indicate that there are a number of recreational cannabis consumers in the US who are not concerned about the possibility of having to forgo cannabis if their supply runs out, suggesting responsible consumption habits overall.

“In an emerging industry like cannabis, consumer habits are still in the beginning stages of development, and the cultural changes caused by COVID-19 are likely to have long lasting, or permanent effects within the cannabis industry.” said Jacqueline Rosales, COO of SoapBoxSample/icanmakeitbetter. “Perceived shortages, disruptions to family life, and changes at the dispensary can all significantly impact the choices consumers make.”

COVID-19 may be impacting consumers’ product choices, spending, and shopping habits, but this research suggests the pandemic may also affect the underlying reasons that drive cannabis consumption. Of those who said they were consuming more cannabis than usual since the pandemic, top reasons include stress relief (60%), to ease anxiety (57%), to ease fear/panic (34%) and as a way to cope with cabin fever (34%).

Among respondents who obtain cannabis through legal dispensaries, 57% have noticed changes in stores. Those who noticed changes reported seeing social distancing practices (50%), dispensaries offering online and pickup orders (41%), budtenders wearing gloves (33%), and hand sanitizing stations (39%). Consumers are also noticing changes to cannabis delivery services. Among respondents who obtain cannabis through legal delivery services, 45% have noticed changes. Of those who noticed changes to delivery services, 41% have experienced longer wait times for deliveries, items out of stock (38%), and delivery drivers wearing masks (38%).

To qualify for participation in this study, respondents must have consumed cannabis in the last 90 days and indicated their awareness of COVID-19. SoapBoxSample conducts bi-monthly surveys of cannabis consumers, designed to measure the cannabis ecosystem, including product preferences, purchasing habits and lifestyle trends. To learn more about cannabis research visit soapboxsample.com/cannabis.

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The Cannabis Conundrum Continues

By Dan Parcon, VP of Operations, SoapBoxSample

With the US cannabis industry expected to reach $13.6 billion in sales in 2019 and a whopping $66.3 billion by the end of 2025 (Forrester Research, 2019), the growth and adoption of cannabis is laden with challenges at every point in the seed to sale ecosystem. It’s fair to say at this point, the surface has only been scratched.

The rapid growth of the cannabis industry is evidenced by the number of cannabis business events that take place every year across the United States. In maturing markets, gatherings like these are crucial to the evolution of the marketplace. By learning from each other, cannabis business leaders can then draw upon the shared experiences of the community to help them navigate the new era of cannabis. Last month, cannabis thought leaders, business owners, investors, and experts gathered at the National Cannabis Industry Association event in Long Beach, CA. The chatter ranged from legislation to supply-and-demand to branding.

Brands and Dispensaries Face Big Hurdles in Earning Consumer Trust

As expected, there was endless conversation around the vaping controversy. A mishap in an emerging market like cannabis can have immediate and direct implications, and the industry may remain on high alert for the long term. With the real-time and rapid spread of news, and having little control over the narrative, those in the industry have a delicate balancing act to maintain.

“Our research has shown time and again that while consumers are insatiably curious about cannabis products, brands still have a lot of work to do in gaining consumer trust. The current vape crisis is a major setback for the industry, that is likely to impact consumers’ attitudes and behaviors for years to come,” said Jacqueline Rosales, COO of SoapBoxSample.

The idea that bootleg or “backyard” vapes are making their way to consumers, tainting things for those who do things right, puts stakeholders at risk. Lindsay Robinson Executive Director, California Cannabis Industry Association, stated “Counterfeit cartridges with very prominent names are being sold in illicit stores, often times people have a very hard time figuring out what is real and what isn’t real.”

The problem of consumers being distrustful of cannabis products extends beyond vapes and vape cartridges. Cannabis consumers are also wary of accurate labeling of other products, including the flower itself. Recent finding from SoapBoxSample’s CANNApinion poll, a bi-monthly survey of 1,000 US cannabis consumers, revealed that 28% of cannabis consumers say they are not very or not at all confident that the strains they purchase in dispensaries are accurately labeled. Dispensaries and brands face a big challenge in gaining the public’s trust. To move forward as an industry, companies need to assure their customers that their products are safe, legitimate, and accurately labeled.

Dispensaries Should Focus on the Shopping Experience to Build Loyalty

Experience plays a big role in the success of a dispensary. Jennifer Whetzel, Founder of Ladyjane Branding, said, “I’ve talked to a number of people who turned away from going to dispensaries due to their shopping experience.”

In more mature markets, the consumer has choices and can go elsewhere or leverage a delivery from their home. The great number of cannabis considerers account for much of the expected growth in the market. While they seek info online, they also rely on the expertise of those in the dispensary. A negative experience may not just lead the customer away from the specific dispensary, but away from even considering cannabis – whether it be for medical or recreational use. Perhaps of even more concern is budtenders and dispensary workers making uninformed recommendations resulting in negative experiences for the users.

SoapBoxSample’s recent CANNApinion Poll revealed that 57% of cannabis consumers say a consistent budtender is extremely or very important while only 30 % say they trust the advice of a budtender when researching products.

Brands and dispensaries must understand the products being sold, what products are trending, and more importantly, what their target audience is searching for. Many times consumers are looking for education and information, and most (66%) feel that they don’t have enough information to make an informed decision (CANNApinion Poll, August, 2019).

Marketing Messages Must Match the Consumer Wants and Needs

“Sometimes our message (of fun) gets a little lost, as being advocates we like to talk about core benefits. Sometimes these products are better for a fun and recreational use and there is no reason to shy away from that as long as we are targeting responsibly.” – Taylor West, Partner Heart and Mind Media.

There are some brands and markets solely focused on the medicinal benefits. Others market to recreational users. In some marketing, there is no delineation. With many scurrying to be first or at least quick to market, it seems traditional business practices around marketing, branding and adverting are being lost.

While there is acknowledgement within the industry about the need to adopt more sophisticated business practices, change is slow. One year ago (October 2018), at the USCC (US Cannabis Conference) in Phoenix, AZ, thought leaders discussed the role consumer research can play in the development of new cannabis products. Kaila Strong, Director of Marketing at Jupiter Research, had this advice for cannabis marketers — “When we’re dealing with wholesalers all the time I think we lose that connection with the consumer. You probably consume, but you shouldn’t assume that you are your consumer.”

The business challenges being discussed at NCIA all boiled down to one constituent – the consumer. There is no “one” cannabis consumer and therefore there is no “one” marketing strategy. Brands must have clarity on why they exist and who they want to sell to – and then hone in on the why to buy. Without direct feedback and insight in the whats and whys cannabis businesses are playing a dangerous game of guts and guesses. While cannabis companies are focused on staying afloat through the current political and regulatory climate, customer experience and consumer trust is everyone’s responsibility across the full ecosystem – from seed-to-sale.

As a consumer insights company committed to helping cannabis brands grow, we’re proud to be a sponsoring member of the NCIA. Our goal is to keep the cannabis industry moving forward through data and insights. To learn more, please visit https://www.soapboxsample.com/cannabis/.

From Sustainability to CBD – The Shopper Shift

By Jacqueline Rosales, COO, SoapBoxSample and icanmakeitbetter

With the global online grocery market predicted to reach $334 billion by 2022 (Forrester Research, 2019), the transformation of legacy grocery and retail practices, products and mindset is shifting rapidly. The industry is seeing new players enter, and take ownership of a full category, or create a whole new product category in a very short time. The threats are coming from all directions, and retail and grocery brands must not lose focus of the consumer drivers.

Sustainable Products are Now Mainstream

“It takes years to transform an industry that has relied on plastic. Grove Collaborative consumer products will be positive for human and environmental health. Grove consumers are all about celebrating the amazing choice people make across the country.”

– Stu Landesberg, Co-Founder & CEO of Grove Collaborative

Consumers are demanding sustainability — and brands are taking notice. Shoppers are more knowledgeable than ever about the environmental impact of the products that they choose and they are concerned about wasteful packaging. For example, an estimated 5 billion cleaning bottles will be thrown away this year alone. Brands who can address these concerns will have a strategic advantage over those who disregard environmental issues.

Grove Collaborative has embodied sustainability in the products they offer and have recently earned a $1 billion dollar valuation, earning the coveted Unicorn Status. The success of brands like Grove Collective, who make sustainability the cornerstone of their branding, proves that sustainability is becoming the new norm.

Brands Should Heed the E-Commerce Model, Even Offline

 “Stores need to replicate the e-commerce model with the right info at the right time… Customer journeys are like spaghetti – starting at one channel and stringing to the end seamlessly.”

– Doug Stratton, Chief Digital Commerce Officer of The Hershey Company

Brands must eliminate friction at every stage of the consumer journey. Consumers want to be able to go to a company website, order a product and choose to pick-it up in-store or have it delivered. During the process they want everything to work seamlessly. If they have a question, they want to be able to call the store, talk to a store clerk about their order, and have them help with the order without any hiccups.

The consumer experience might be the most important factor for building a successful brand. Companies across the grocery and CPG ecosystem need access to reliable customer feedback to gauge the success of their channels. What your consumers like and dislike should be measured and implemented into new products and marketing strategy. Warning, here comes a shameless plug. Partnering with a research firm who understands the grocery and CPG space is a great way to understand every nuance of your customers’ experiences.

CBD has a Bright Future

“Be prepared to win, get steamrolled, or become an acquisition target.”­

– Bethany Gomez, Managing Director, Brightfield Group

In the CPG industry, cannabidiol (CBD) has been hyped as the next multi-billion-dollar ingredient. The inclusion of CBD in everyday products has exploded, along with consumer interest. New product development, driven by perceived health benefits, presents massive growth opportunities for CPG brands. Some of the biggest opportunities for CBD infusion are in beauty, beverage and pet products. To be successful in these markets, brands should be willing to experiment, take risks, and invest in research to understand the modern cannabis consumer. Relying on guts and guesses will not work.

“Consumers are intrigued by the availability of new cannabis products. For people who are nervous about the psychoactive effects, CBD-only or CBD-dominant products are a great entry into this category. Meanwhile, companies are approaching the marketplace with CBD products first, because they’re not sure if a product that gets people high is right for their brand. Many companies are still in a test and learn phase,” said Adriana Hemans, Director of Marketing, SoapBoxSample.

Recent findings from SoapBoxSample’s CANNApinion poll show that 10% of U.S. grocery shoppers have consumed food or beverages containing hemp in the past month — and that number is likely to grow rapidly with increasing state legalization. Knowing this, big brands are taking a hard look at how they can capitalize on emerging trends in cannabis. “Larger companies have more to lose, so getting on shelves is easier to do for smaller companies while they wait for the FDA to approve CBD as an additive. The big guys are coming in 18 months when the FDA provides more guidance,” stated Bethany Gomez, Managing Director, Brightfield Group.

Now is an exciting time for the grocery and CPG industry. Sustainability concerns, the growth of the cannabis market, and the need to streamline the consumer journey will transform businesses over the coming years. Brands can gain a competitive advantage by working with a research company that provides thought partnership and consultative approaches. This means going beyond measuring trends, to understand the underlying cultural shifts that drive consumer behavior.

Get in touch to learn more – info@soapboxsample.com.

SoapBoxSample Announces Exciting Partnership with WeedWeek

Industry leaders collaborate to provide research and insights in the cannabis space

WeedWeek, the go-to media company for diverse cannabis news, announced a collaborative partnership with market research firm, SoapBoxSample, creating a council consisting of thought leaders and influencers in the cannabis space. The council will provide insight into the fast-evolving landscape allowing followers to keep their fingers on the pulse of the industry.

SoapBoxSample continues to expand its leadership and position within the cannabis space not only as a research provider, but as a collaborative influencer for brands, ancillary businesses and anyone looking to grow and build a cannabis business or brand.

“It’s so exciting working in a space driven by belief and passion. The opportunity to help businesses survive and thrive in such an explosive industry is not only fulfilling, but exhilarating.” said SoapBoxSample COO,  Jacqueline Rosales. “Every day is something new – a new challenge and a new opportunity. It’s exciting to see the immediate impact of our work helping clients.”

WeedWeek and SoapBoxSample came together on the heels of NECANN, the largest Cannabis Convention on the East Coast with more than 100 speakers, 300 exhibitors and approximately 10,000 attendees. Jacqueline Rosales’ session entitled, “When Patients Become Customers: How Understanding Consumer Types Can Help Your Cannabis Business Survive the Green Rush”, explained how business owners and decision makers can better understand consumer needs and wants through the use of research.

The WeedWeek Council’s responses and ideas will appear in a dedicated section of the WeedWeek newsletter. The council will be comprised of 25-30 people from various backgrounds and expertise in the green space and members are selected based on a competitive application process.

WeedWeek was founded in 2015 by Alex Halperin when he saw a need for a media company covering the many facets of the cannabis industry. Helperin, a successful journalist who has written for Washington Post, LA Times, Huff Post, Hightimes and Business Insider also runs ReCharge Events as well as a podcast. WeedWeek covers politics, law, culture, health and business as they relate to cannabis.

“WeedWeek Council is an exciting new way WeedWeek will share exclusive insights on the green rush with our thousands of readers,” said Alex Halperin.

SoapBoxSample has been actively conducting cannabis research since 2016 and continues to expand its offerings. Most recently, SoapBoxSample launched the CANNApinon poll, a national bi-weekly survey of cannabis consumers whose insights enable industry-specific details on consumer needs and wants for dispensaries, growers, media companies, food and beverage producers, distributors, and the cannabis beauty industry.

WeedWeek and SoapBoxSample are now accepting applications for membership to the WeekWeed Council. For information on how to join, click here.

To learn more about SoapBoxSample’s cannabis offering, visit SoapBoxSample.com/cannabis

About WeedWeek: Founded by award winning journalist Alex Halperin, WeedWeek’s free newsletters aggregate the latest developments in cannabis politics, business, health and science, law and culture. And the podcast features interviews with the most interesting voices in the space. Smart, credible and free, WeedWeek is the best way to keep up with the green rush. Subscribe at WeedWeek.net.[/vc_column_text][/vc_column][/vc_row]