Kevin Moses

🚨 Insightful DEA Report: Illicit marijuana flowers average a THC potency of 16%. 🌿💨 This statistic underscores a significant advantage of purchasing from licensed dispensaries—quality and safety. Unlike the unregulated market, dispensaries offer products that are tested, compliant, and consistent in their THC content. This not only ensures a safer consumer experience but also supports the legal cannabis industry committed to high standards. Why risk the unknown? Choose quality, safety, and reliability every time with dispensary-bought cannabis. Let's advocate for more informed consumer choices and support regulations that emphasize these benefits. Stay informed and choose wisely. #CannabisIndustry #ConsumerSafety #DispensaryQuality #THCPotency #RegulatedCannabis

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Yes, people search for #cannabis products by name and it can add measurable new revenue to your #dispensaries bottom line, DM if you think it might be time to upgrade your eCommerce.

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People are missing the one key stat in all this Cali vs MI talk: Sales per retailer…. This stat not only shows how viable cannabis retailers in a given state are relative to eachother, but it gives us important perspective when we look at other data points. Cali: $1b / 1,224 = $803,858 per retailer Michigan $786m / 994 = $790,744 per retailer Yes, Michigan is selling a LOT more per capita, but we also have a LOT more stores per capita. California has about 4x the population of Michigan, but only 1.2x as many dispensaries. To me, this only further evidences Michigan’s claim to the top spot. We have almost 4x as many dispensaries per person here in Michigan, and despite this, those stores are doing roughly the same annual sales as those in California. Michiganders love weed. A couple years ago, when the price per lb dropped 50% almost overnight, a lot of people thought it was the end. But what did consumers do? They bought THREE TIMES the cannabis in the following year, growing the overall market 1.5x. Michigan to the Moon!

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🌿 “Awareness has been the key driver. People still like cannabis and alcohol, but consumers are now realizing hemp-derived cannabinoids are just as good as any other cannabinoid.” - Glenn McElfresh The hemp beverage market is experiencing a remarkable transformation. Here’s why awareness is changing the game: 1. Consumer Education: As consumers become more educated about the benefits of hemp-derived cannabinoids, they’re increasingly opting for these products. Hemp beverages, which can be psychoactive, are gaining popularity due to their ability to offer similar benefits to traditional cannabis products, appealing to both recreational and wellness-focused consumers. 2. Health and Wellness Trends: The health and wellness movement has fueled interest in hemp beverages. People are seeking natural alternatives that promote relaxation and overall well-being. The inclusion of adaptogens like Lion’s Mane, Ashwagandha, and others in hemp beverages enhances their appeal, providing additional health benefits and catering to the holistic health market. 3. Market Innovation: The hemp beverage market is thriving with innovative products that cater to a wide range of tastes and preferences. From sparkling water infused with CBD and adaptogens to functional beverages with added vitamins and minerals, the variety is expanding rapidly, attracting a diverse consumer base. 4. Accessibility and Convenience: Hemp beverages are becoming more accessible, available in mainstream retail locations and online. This convenience makes it easier for consumers to incorporate hemp-derived cannabinoids into their daily routines, further driving market growth. The growing awareness and acceptance of hemp beverages signal a significant shift in consumer behavior. It’s exciting to see how education and innovation are driving this sector forward. For a deeper dive into this topic, check out my latest article linked in the comments.

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Where are the Cannabis #marketers? I recently attended CannMed24 in Florida. As a former marketing guy from Procter & Gamble, I was crying marketing ''nerd tears'' over the amount of amazing #innovation on display😭. But a startling realization hit me: there were no Cannabis #marketing professionals present. There were amazing #leaders at the forefront of #RandD in Cannabis. Like Dr Ethan Russo, MD, Dr. Bonni Goldstein MD, and major companies like Advanced Nutrients, Trulieve and Cookies—but not much #commercialization. It was an ''Ah Ha'' moment. I realized that's probably why so many Cannabis products I saw at Hall of Flowers are basically all the #same. Flower is flower, vape oil is vape oil, edibles just edible etc. Only differentiation is through brand identity or #nonsensical THC levels. There's a huge #disconnect between R&D & consumer engagement. For example: -->There's no groups (that I know of at least) conducting regular, #qualitative insight focus groups with consumers in Cannabis except for one or two agencies (e.g. omnibus consumer #insights). -->There's no groups regularly fielding #quantitative needs-based market #segmentation, habits & practices, or satisfaction/dissatisfaction studies to understand the market's consumer groups & market's Jungian #archetypes. One moment really stood out to me. There was a #poster on a tripod showing research proving high bio-availble-CBD cures #restlessleg syndrome. (I looked it up: a condition affecting 29 million Americans). Yet, no one is commercializing this life-changing product to the standards it deserves. Imagine if even half of these #sufferers spent $200 a year on effective medical CBD products. (I added that up: $2.9 billion in annual revenue). Thinking about my experience at Procter & Gamble, where we pushed, harassed, #tortured and browbeat R&D teams to #innovate billion-dollar ideas, it was shocking to see so many R&D people and their innovations at CannMed24 just lying around.... with #few poised to reach the market effectively. I counted at least 7, billion-dollar ideas (as seen through a P&G lens). At P&G, we not only developed but also #commercialized innovative ideas, turning them into billion-dollar products. For example, P&G found the psyllium-based supplement market growing at 7.3% CAGR to reach US$3 Billion by 2033 & #positioned brand Metamucil to ride that #wave. At CannMed24, there were plenty of investors and plenty of innovations, but not many people who could apply the science to #commercialize these ideas. We need to #bridge this gap between groundbreaking research and commercialization to truly realize the potential of Cannabis science. I can’t wait for CannMed25! Ultimately, we'll only succeed when we can #apply the science to our product development. But most marketers are more interested in #SEO than Science. Indeed, whoever wins in the coming years in Cannabis, will have understood & mastered the #appliance of the science in #Cannabis

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The landscape of cannabis is clearly shifting. The winners in the New World of Cannabis will be the ones who do these four things: Form Strong Partnerships …with complimentary operators in their supply chain. …with providers of capital. …with strong vendors. Maintain Equal Scale Across All Investments …so their manufacturing lines don’t sit idle. …so their marketing spend actually reaches people who can buy from them. …so they aren’t handicapped by an oversized cultivation facility. …so they don’t throw good money after bad. Operate Lean …because change is coming and change requires capital. …because bigger money is coming into the market that can lose money for a LONG time. …because prices will drop, elbows will get sharp, and assets will be cheap. Get Really Good at One Thing …or be a master (read: market leader) of none. …or someone else will, and they’ll do it cheaper than you. …or have a ton of money, becuase being really good at one thing is expensive, and being really good at a lot of things is REALLY expensive.

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Check out my recent conversation with Christopher Campbell of The Food Institute We talked about the big funding gap in early-stage CPG investing and the growing power of angels... ...and how institutional investors' bias towards pro-operators has only grown since COVID. https://lnkd.in/gFu7D8XV #investing #business #entrepreneurship

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Independence Day sales spike trends from CannMenus! Take a look at this analysis of WoW sales volume spikes on the 3rd of July this year. #cannabisindustry #data #analytics

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How Does Big CPG Look at Cannabis?   A few weeks ago, I assessed how Big Tobacco will step further into the cannabis space. This time, we'll consider consumer packaged goods companies. In our industry, few topics generate as much heat - and as little light.  To best answer the question, it helps to be employed at a CPG firm or work closely with them.  I’m fortunate to have done both (at P&G, Maple Leaf Foods and SC Johnson). CPG is a loose collection of national and global companies that sell everyday products like food, alcohol and household products to consumers.  CPG firms focus on uncovering consumer insights, creating IP and building differentiated brands. The large players typically compete in mature markets and leverage sophisticated practices and consumer data to develop multi-year strategic plans.  Why should cannabis firms care about CPG? > LPs & MSOs will need to play defence when more CPG firms enter the sector; > CPG firms can provide an M&A exit, world class capabilities and capital to a worthy weed company; > Despite differences, cannabis businesses can learn a lot from their CPG peers. I have consulted to some CPG firms who were thinking about entering the cannabis and CBD markets.  The scopes of work can give you a sense of what CPG really care about and how they might enter the cannabis space. In each case, my strategy and analytical work focused on 3 areas:  1. Defining the real market CPG cares a lot about choosing profitable markets and segments to compete in.  Big CPG needs to capture significant shares of large markets to justify the capital and organizational investment.  These generation 2.0 CPG players are also not naïve or overly exuberant.  They won’t fall for TAM fantasies or be seduced by the performance of legacy MSOs and LPs. 2. Identifying material risks These are risk-aware companies.  A ‘test & learn’ approach will be the entry path of some firms. They understand that you make money by not squandering it and by ensuring your limited capital is deployed in the best 'risk vs reward' situation. Furthermore, CPG take things like product safety, regulatory compliance and ESG very seriously.  3. Understanding the regulations:  today and tomorrow As expected, CPG want to know what’s allowed and not allowed by market. Furthermore, they want to understand what the path to legalization or relevant reform is. Two other strategic questions inevitably entered the strategy deliberations: - Can you differentiate and win at the consumer & trade level? - What is the fit with their existing capabilities and assets? Some LPs have danced with CPG partners and investors, with less than ideal results.  These are more teething pains and less an indictment of the CPG-cannabis fit.  Our sector has barely felt the impact of the big CPG players.  That moment will soon come. 🔔 Hit that follow bell to always get my unique, impactful content #cannabisindustry #CPG #cannabis #FMCG #cannabis #strategy

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Learn about the dangers posed by unregulated Delta-8 and other intoxicating, hemp-derived, synthetic cannabinoid products which are widely available throughout our our communities. Please watch this short video to better understand the risks these products pose to our children's health and the public's well-being, then contact your Ohio State Representative and State Senator and let them know that we want regulation of these products in Ohio. https://lnkd.in/eZYFJQxn https://lnkd.in/gEs3Gx7i

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While the timelines are HIGHLY variable at the moment, between a few months on the short end to multiple years on the long-term forecast on when exactly cannabis rescheduling to Schedule 3 (S3) will be formally approved, the Surfside team wanted to share our initial advice on how to best prepare our current (and future!) clients for the positive impacts on their ability to compliantly advertise & market their products and services. The TL/DR: One of the biggest implications of the rescheduling will be the removal of an Internal Revenue Service (IRS) code known as 280E. With the change in legislation, cannabis businesses expect to be able to take normal tax deductions afforded to other industries on selling, general, and administrative expenses. With that said, the ability to deduct marketing and advertising costs themselves is the pending game changer. Read on below to learn more on how to start preparing..... #cannabis #cannabismarketing #retailmedia #retailmarketing #dispensary #adtech #innovation #ecommerce #digitalmarketing #commercemedia #marijuanarescheduling #measurewhatmatters

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What is the most important element of a loyalty program? We'll go first: budtender by-in. #Vetrina #Cannabis #LoyaltyPrograms #CannabisRetail

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Brewing Adjunct Market Statistics, Segment, Trends and Forecast to 2034 https://lnkd.in/d3T5iT2T Brewing Adjunct Market was estimated at $1.8 billion in 2023 and is predicted to increase at a compound annual growth rate (CAGR) of 4.7% between 2023 and 2028. The brewing adjunct market is booming. Brewing adjuncts are ingredients used to enhance beer flavor, texture, and cost-efficiency. These ingredients include rice, corn, barley, and sugar. As craft brewing gains popularity, the demand for diverse adjuncts is rising. Receive the FREE Sample Report: https://lnkd.in/gKqa3uCD Key Trends in the Brewing Adjunct Market: Rising Popularity of Craft Beer: Craft beer is on the rise. Consumers prefer unique and flavorful beer options. Brewing adjuncts provide the versatility needed for craft brewers to experiment with different flavors and styles. Health and Wellness Trends: Health-conscious consumers seek low-calorie and gluten-free beer options. Brewing adjuncts like rice and corn help produce lighter beers with fewer calories. Gluten-free grains like sorghum and millet cater to those with dietary restrictions. Sustainability in Brewing: Sustainability is crucial. Brewers are using locally sourced and organic adjuncts to meet eco-friendly standards. Sustainable brewing practices appeal to environmentally conscious consumers. Technological Advancements: Technological advancements in brewing enhance the use of adjuncts. Innovative brewing techniques allow for better flavor extraction and consistency. This results in higher-quality beers that meet consumer preferences. Market Segmentations: Global Brewing Adjunct Market: By Company Cargill Ingredion Thomas Fawcett & Sons Advanced Enzyme Technologies Staas Brewing Company Global Brewing Adjunct Market: By Type Solid Liquid Global Brewing Adjunct Market: By Application Fermenting Agent Foam Retention Agent Flavoring Agent Others Global Brewing Adjunct Market: Regional Analysis The regional analysis of the global Brewing Adjunct market provides insights into the market's performance across different regions of the world. The analysis is based on recent and future trends and includes market forecast for the prediction period. The countries covered in the regional analysis of the Brewing Adjunct market report are as follows: North America: The North America region includes the U.S., Canada, and Mexico. The U.S. is the largest market for Brewing Adjunct in this region, followed by Canada and Mexico. The market growth in this region is primarily driven by the presence of key market players and the increasing demand for the product. Europe: The Europe region includes Germany, France, U.K., Russia, Italy, Spain, Turkey, Netherlands, Switzerland, Belgium, and Rest of Europe. Germany is the largest market for Brewing Adjunct in this region, followed by the U.K. and France. The

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Remember a couple years ago when I said cannabis is going to end up looking like a convenience store…. Well, gummies and bev and d8 and d9 and thca are in non-rec/med shops across the country, in diverse states from Texas, CA, to MN… And in developed rec markets like MI, you can buy gummies for at $3 for 200mg (cheaper than gummies in the gas station!) If you are launching in a new market, or operating in an existing one, and this isn’t the eventual reality you are building toward, it should be. If you are investing in cannabis and the company you are putting money into hasn’t brutally faced this future with a consistent, well thought out plan, it’s a BIG red flag. Liters will be $2-3k. Lbs will be $4-600. Gummies will be $3-5 per pack at retail. Prerolls will be $2-3. I’m not here to ruin the party. I’m here to help start a new one. Let’s make sure it’s extra funky.

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In cannabis, one issue is that year over year the price per lb drops when lesser quality producers and or growers that are overproducing are forced to sell their product at a discount in order to keep the lights on. To exacerbate this further, “everyone” essentially acquires their genetics from the same sources depending on market (TC Lab or famous hype breeders promising MSOs the best yields and flavor). If I’m growing all dark roast coffee, and you are growing all dark roast coffee, it’s going to be very difficult to differentiate and maintain a value proposition (unqiue and exciting flavor profile for example) which inevitably ends in the plummeting of the value of said strain/product [blue dream is historically a familiar example of this]. All of this combined creates the perfect storm to commoditize Cannabis. How do you protect yourself from becoming tomorrow’s commodity?

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Buying + Assortment are 2 parts of an inventory management puzzle. Buying and assortment planning are used interchangeably within cannabis retail, but they require different types of people. Buying is like deciding what drinks to stock in your kitchen for a party. Allocation is like deciding how many drinks each guest will likely drink and distributing them among various brands, flavours and product types. Buying focuses on acquiring inventory. Buyers are really good at understanding the nuances of how one product might be more attractive to the customer than another. 1. Select Product: Buyers decide which products the store will carry, negotiating with vendors on price, terms, and minimum order quantities. 2. Unique Product Demand: They analyze and work with allocation to review sales data, trends, and competitor information to estimate how many skus need to be within a category. 3. Place Orders: Buyers place orders with vendors for the specific quantities of each product. Assortment allocation focuses on distributing the resources for acquiring inventory. They are good at big trends and know when to make a bet versus pull back. 1. Inventory Spend: Allocators determine how many units of each product should be sent to each store location. 2. Factors: Historical sales data, store size, demographics of the local customer base, and even weather patterns (big category and sub-category trends). 3. Goal: Optimize inventory placement, ensuring each store has the right products in the right quantities to meet customer demand and avoid stockouts or overstocking. A great buyer has their finger on the pulse of product trends and provides qualitative feedback on how/why products sold or didn't. A great allocator pays attention to the big annual trends and customer behaviour. We have all sorts of great inventory content coming up in the Vetrina newsletter.

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THC beverages are going mainstream... The most recent example: Cann x Barstool Sports The two brands announced a strategic partnership earlier today that'll integrate Cann beverages into Barstool media properties including podcasts, videos, and other social content. Just in time for 4/20. Though marketing of cannabis beverages remains murky this deal makes perfect sense given Barstool's ability to organically work products into content + the similarities in audience makeup between the two entities. This is also likely an attempt by Barstool to recreate some of the success it had in helping launch High Noon back in 2020. That engagement helped propel High Noon to the top of the RTD bev-alc world, resulting in a multi-billion $ business for Gallo E & J Winery. So Can(n) this be the 2nd coming of High Noon? The potential is intriguing but it'll be a long road ahead. As it turns out, beverage as a product format remains outside of the top 5 ways consumer prefer to ingest THC today. Here's the breakdown (Numerator data) Edibles - 67% Flower - 48% Vape Cartridge - 37% Pre-rolls - 32% Topicals - 21% Beverages - 14% Certainly surprising to see beverage so low on this list, but to Barstool's benefit Gen-Z'ers are much more likely to opt for bevs. --- We just finished a full analysis of the modern cannabis consumer. If you'd like to see the report drop a comment on this post / shoot me a DM and I'll send it your way. It's eye-opening. Fascinating times in the world of cann-bev... #cpg #cannabis #partnerships #research #beverages

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