Supercharge your grow with SB1 for massive, sugar-coated, resin-saturated buds exploding with flavor and aroma.
After 25+ years of research, we’ve cracked the code on crafting the sweetest, gooiest, most terpene-rich flower possible.
NanoCarb : Breakthrough nanotechnology enables direct sugar uptake, maximizing brix levels for unsurpassed resin production and terpene enhancement. Unlike conventional products with oversized sugar molecules that only feed substrate microbes, NanoCarb’s nanosized carbohydrates are absorbed directly into your plants, fueling rapid growth, significantly enriching flavor profiles, and intensifying the nose.
Phyto-Sacchara : Advanced Nutrients’ exclusive compound derived from fermented sugarcane extracts. This powerful biostimulant unlocks your flower’s fullest potential , enhancing flavor, quality, and bag appeal like nothing else on the market.
Maximize terpene production for an unforgettable aroma
Amplify bud weight and yield
Increase brix content for rich flavors Push trichome development into overdrive for unparalleled crop value
is the only product available anywhere that guarantees full sugar absorption for tastier, more lucrative
With over 25 years of science-backed innovation, Advanced Nutrients delivers solutions that growers in over 120 countries trust to maximize crop value. Don’t waste your time and money on subpar carbohydrates your plants can’t absorb. Harness SB1’s cutting-edge technology and experience heavier harvests of the frostiest, most mouthwatering flower you’ve ever produced.
Back Issues
GLOBAL MARKET
Cannabis without Borders
The global cannabis economy is taking shape, and the opportunity remains wide open. By embracing higher standards and collaboration, U.S. companies can secure their place at the table.
News, data, trends, and other tidbits for the well-informed professional.
Mastering local search and building digital trust help dispensaries secure lasting growth.
Thoughtful design choices render Zacate’s boutique space calm, modern, and deeply local.
Don’t sleep on CBN. The cannabinoid offers brands a chance to lead the next wave of wellness.
Retailers are blending community, experience, and digital strategy to drive resilient growth.
In today’s industry, company culture may be the smartest growth strategy of all.
“ “
THE ART OF PROGRESS IS TO PRESERVE ORDER AMID CHANGE AND TO PRESERVE CHANGE AMID ORDER.
—ALFRED NORTH WHITEHEAD
When mg Magazine began tracking the evolution of the cannabis industry in 2015, most companies were single-lane operations. Back then, dispensaries sold mostly flower, and cultivators grew crops. Edibles makers focused on crafting sweet treats that tasted like real food, and vape manufacturers devoted their attention to developing the perfect pairing of hardware and oil.
The playbook was simpler in those days. Verticals were distinct, and specialization drove innovation.
Things have changed. As the industry expanded and consumers became more demanding, companies began swerving into other lanes—tentatively, at first—to give their fans more options. Then to claim more market share. Then, as the inevitable saturation and contraction crept in, merely to stay competitive. Today, few companies operate in a single vertical. Retailers market house-branded edibles, vapes, and joints; cultivators craft pre-rolls and sell concentrates, edibles, and clones; and manufacturers produce lines of related products that encompass many categories. Diversification isn’t optional. It is survival.
Operators no longer ask whether they should expand their product lines; instead, they strategize how to grow into new categories, markets, ownership models, and channels for reaching consumers. From CBN to infused edibles, from design-driven retail to employee stock ownership plans, the strategies explored in
this issue showcase a maturing industry that is experimenting with growth on every front.
The question today is whether diversification builds resilience or distraction. Successful companies are exploring ways to balance the urge to excel with the need to expand. The most agile have found ways to focus on their core mission while stretching into adjacencies that strengthen their brand, attract talent, and keep consumers engaged. It’s a delicate act requiring both creativity and discipline.
Ten years ago, few imagined cannabis businesses would be debating ESOPs, analyzing global summit insights, or fine-tuning retail architecture as carefully as any luxury brand. Yet, here we are. Once again, the industry is proving it can adapt as quickly as laws, tastes, and markets shift.
As you turn these pages, consider the wisdom Whitehead offered: True progress means holding steady while evolving boldly. Businesses that thrive despite challenges know the future is not built in a single stroke but piece by piece, portfolio by portfolio, voice by voice.
Kathee Brewer Editorial Director
BIDDING PROCEDURES
Both properties and equipment are part of a Court-Ordered Sale - As is and Where is The licenses associated with the businesses are NOT included in the sale
All bids must be submitted in APA format in email & writing to the below mentioned email addresses
Located in Northern Oakland County, MI
Both properties are located within a 1/2 mile from one another in Lake Orion, MI
Contributors
Will Read
As founder and CEO of CannaPlanners, Will Read brings a no-nonsense approach to disrupting the industry. His background is as dynamic as his leadership style, spanning music, tech, and entrepreneurship. After sharpening his businessdevelopment skills at Apple, he launched CannaPlanners in 2016 to normalize cannabis through bold design and nextlevel digital marketing. cannaplanners.com
Tyler Jacobson
Based in Denver, Tyler Jacobson is director of marketing at Hybrid Marketing Co., a full-service creative agency serving highly regulated industries including cannabis and hemp. With more than twenty years of digital marketing experience, he specializes in turning visions into actionable outcomes by understanding customer needs, simplifying complexity, and aligning teams around shared goals. hybridmarketingco.com
Darren Gleeman
Alice Moon
A Los Angeles-based entrepreneur with fourteen years of experience in the cannabis industry, Alice Moon works as a senior publicist at public relations and marketing agency Kip Morrison & Associates. Green Market Report named her to its “100 Most Important Women in Cannabis” list, and she was among Marijuana Venture’s “40 Under 40” in 2023. kmacannabis.com
As managing partner at MBO Ventures, serial entrepreneur and prolific angel investor Darren Gleeman assists clients with employee stock ownership plans (ESOPs) and capital management. Previously, he served as managing partner at hedge fund GB Trading. Gleeman holds a patent on ESOP methodology for the cannabis industry and received Green Market Report’s 2024 Top Financial Advisor award. mboventures.com
Chris Karazin
By employing a logic-driven approach and a strong grasp of market dynamics, Chris Karazin shaped Carolindica into one of North Carolina’s most successful brands. Karazin founded the hemp company in 2019 after working in outside sales for a residential solar energy firm. He is a graduate of Appalachian State University. carolindica.com
Editorial Director Kathee Brewer
Creative Director Angela Derasmo
Digital Strategist Dexter Nelson
Contributing Writers Alice Moon, Alyson Jaen Esq., Anthony Coniglio, Brendan McKee, Chloe KSL, Chris Karazin, Corey Keller, Danny Reed, Darren Gleeman, Ellen Holland, Evan Senn, Jeff Adams, Justin M. Brandt Esq., Kim Prince, Laura A. Bianchi Esq., Leah Eisenberg Esq., Marc Beginin Esq., Michael Mejer, Pam Chmiel, Rachel Gillette Esq., Rachel Permut, Richard Proud, Robert T. Hoban Esq., Ruth Rauls Esq., Shane Johnson MD, Shawna Seldon McGregor, Sue Dehnam, Tara Coomans, Taylor Engle, Tyler Jacobson, Will Read
Artists/Photographers Mike Rosati, Christine Bishop, Unsplash
ADVERTISING SALES & CLIENT SERVICES
BRANDI MESTA
Senior Account Executive
Brandi@inc-media.com (424) 703-3198
BUSINESS OFFICES
Managing Member & CEO
Darren Roberts
Circulation Manager
Faith Roberts
CRM Manager
Travis Abeyta
Accounting
Brittany Gambrell
Diane Sarmiento
Subscriptions subscribe.mgmagazine.com
Back Issues store.mgmagazine.com
Mailing Address
Inc Media | mg Magazine 23055 Sherman Way, Box 5069 West Hills, CA 91308 (310) 421-1860
BRYCE MCDONALD
Account Manager
Bryce@inc-media.com (559) 350-2477
POSTMASTER
Vol.11, No.9 | September 2025 Printed in U.S.A.
mg Magazine (ISSN 2379-1659) is published monthly by Incunabulum LLC. Periodical Postage Paid at Las Vegas Post Office and additional mailing locations. POSTMASTER: Send all UAA to CFS. NON-POSTAL AND MILITARY FACILITIES corrections to: PO Box 5069, West Hills CA 91308.
While mg Magazine’s editorial team considers its sources reliable, inaccuracies may occur. Readers should independently verify all information before taking any action. Neither Incunabulum LLC nor its employees, consultants, or vendors assume responsibility for errors, omissions, or the views expressed by contributors.
All letters and other submissions to the editorial department are considered unconditionally assigned for publication and copyright purposes. Submissions may be edited, commented upon, and used in any format or medium, including print, digital, online, and promotional materials.
mg Magazine is not responsible for the content of external websites or advertisements. Opinions expressed by contributors do not necessarily reflect those of the publisher.
The Newsroom
Google Allows Cannabis Ads in Canada
MOUNTAIN VIEW, Calif.– A limited number of Canadian cannabis businesses are piloting a new Google Ads program. Launched August 25, the program allows federally licensed operators in good standing with their regulators to advertise specific products and services on Google’s search results pages. Set to run for up to twenty weeks, the pilot program seeks “to explore user interest and inform potential future policy updates,” according to the search giant.
Consumers who do not wish to see the ads will be allowed to opt out.
The move comes a month shy of eight years after Canada federally legalized recreational use and almost three years after Google updated its policy to allow ads for FDA-approved CBD-based pharmaceuticals and topical, hemp-derived CBD products containing 0.3 percent or less THC.
For operators in the United States, the old regime still stands. Google Ads specifically bans marijuana alongside hardcore illicit drugs like cocaine, crystal meth, and heroin. The platform also bars any other “substances that alter mental state for the purpose of recreation or otherwise induce ‘highs,’” Google’s terms state. Pipes, bongs, and cannabis coffee shops are prohibited, too, as are “ads for instructional content about producing, purchasing, or using recreational drugs.” Ads promoting hemp-derived THC products are not allowed, although the search engine does include “In stores nearby” call-outs among results for search terms like “hemp-derived THC beverages.”
Photo:
Seeds May Make Beer Healthier
Enriching beer wort with Cannabis sativa seeds during brewing enhances the beverage’s nutritional profile, according to government-funded research at four Polish universities. The research, published in the journal Molecules, determined the amino acids, fermentable sugars, polyphenols, and cannabinoids in the seeds contribute not only a unique flavor and aroma, but also healthful bioactive compounds.
Gateway to Hard Veggies
In a lighthearted survey conducted by Homegrown Cannabis Co., two-thirds (66 percent) of home growers said cultivating weed inspired them to start growing tomatoes, making cannabis a surprising “gateway crop” to America’s favorite backyard vegetable. Some respondents said their newfound passion for gardening expanded to include basil, strawberries, chili peppers, and even giant pumpkins.
Powered by
Turn Website Clicks into Customers
Over 60% of cannabis customers start their journey online, and online orders can make up 30–50% of sales.
Today’s cannabis shoppers expect the same smooth, personalized online experience they get from major e-commerce brands.
A poorly designed website or one using embedded iframes limits visibility, blocks SEO, and prevents access to key data like customer behavior and cart activity. Without a proper conversion funnel, you’re missing out on sales and valuable insights needed to grow.
Recommendations:
Use a CMS that integrates with a native e-commerce menu to display dynamic, real-time content on your website. It reduces manual updates, keeps your site fresh, and creates a smoother path to purchase.
Leaves May Hold Biomedical Promise
STELLENBOSCH, South Africa – Researchers at a South African university uncovered twenty-five chemical compounds never before identified in Cannabis sativa; sixteen of those are rare secondary metabolites that may have significant implications for biomedical research.
The rare secondary metabolites are part of a class of biological compounds called flavoalkaloids, which are known to exist in other plants including some teas and ornamental lilies, lavender, and the arrow poison tree. In unrelated research, the compounds have exhibited diverse biological behavior, including potential antitumor and antioxidant properties. Using a combination of two-dimensional liquid chromatography, reversed-phase liquid chromatography, and high-resolution mass spectrometry, Magriet Muller, PhD, and André J. de Villiers of the Department of Chemistry and Polymer Science at Stellenbosch University detected flavoalkaloids in the leaves of one of three South African commercial strains they analyzed. The sixteen flavoalkaloids Muller and Villiers detected appear to be unique to cannabis.
As they analyzed the flowers and leaves of the strains Cape Cookie, CBG, and Blue Sky, the scientists also documented sixty-three additional phenolic compounds commonly found in fruits and vegetables. They were particularly intrigued by the wide variation in the chemical composition of the sample strains and suggested the plant may represent an even bigger potential biomedical resource than has been proposed previously.
“[A] number of flavonoid-glycosides previously identified in Cannabis were not detected in the present work, which, considering the number of flavonoids identified here for the first time, emphasizes the high variability in phenolic composition of the genus,” Muller and Villiers wrote in their findings. “In light of [the flavoalkaloids’] relative rarity and reported biological activity, further research aimed at their structural elucidation and assessing their prevalence in Cannabis is certainly warranted.”
The study, “Comprehensive two-dimensional liquid chromatographic analysis of Cannabis phenolics and first evidence of flavoalkaloids in Cannabis,” was published in the August issue of the peer-reviewed Journal of Chromatography A
“Medical marijuana? I’m in favor of it 100 percent. But [adult use], perhaps not. It’s causing a lot of problems out there.”
—Donald J. Trump, February 2016
Bank on It
Despite the popularity of their products, cannabis operators still face banking challenges in 2025.
63% contend with high fees 40% operate without banking services
(Source: LeafLink survey, 2025) bank with a local institution
11% have experienced account closure 10%
There Oughta Be a Law
Cannabis isn’t the only industry with an illicit-market problem. According to Euromonitor International’s World Market for Nicotine 2025 report, illicit e-cigs compose about threequarters of the global vapor market. The U.S. leads in unauthorized sales volume, with market penetration exceeding 80 percent.
In August, the Eleventh U.S. Circuit Court of Appeals became the second federal appellate court to rule the Second Amendment guarantees medical cannabis patients the right to own firearms. The Fifth Circuit rendered a similar decision in August 2024. Courts Back Patients’
Calyx Cure
Designed to bring consistency, simplicity, and precision to one of the most variable stages of post-harvest processing, Calyx Cure is a curing pouch that functions as a self-regulating microclimate. Available in three sizes, the pouches are crafted from a proprietary nine-layer film that off-gasses CO2, volatile organic compounds, and excess moisture without burping or humidity packs.
Moonglue
Originally engineered for use with commercial pre-roll machines, Sorting Robotics’ ready-to-use Moonglue makes crafting joints, blunts, or kief-coated cannagars smooth, clean, and reliable. Designed for personal and commercial use, the adhesive is tasteless and odorless, works with all wraps, and dries clear with no sticky residue. Vegan and sugar-free; contains only food-grade ingredients.
Found or Forgotten
WHAT WAS ONCE LOCATION, LOCATION, LOCATION HAS BECOME SEARCH, RANKINGS, AND RESULTS.
BY TYLER JACOBSON
According to Grand View Research, canna-tourism brought in about $10.23 billion in 2023. Grand View analysts project the sector will hit $23.73 billion by 2030. While optimistic forecasts are welcome, those of us working in this tightly regulated industry have good reason to doubt the United States market will experience such rapid growth. Take Colorado, for example. Despite being a mature adult-use market, the state’s Department of Revenue has reported year-over-year declines in cannabis spending since 2021. In 2024, sales were the lowest they’ve been since 2018.
There’s no singular cause for the drop, but it’s possible the novelty of visiting Colorado for a legal high has worn off. With twenty-four states offering legal adult use and others enabling thriving hemp-derived THC markets, there’s simply less incentive to travel. If a similar experience is available nearby, why fly?
Ironically, this decline has led many dispensaries, especially those near airports, to ask whether they should invest in outbound digital advertising aimed at incoming tourists. While the logic is understandable, my agency wanted to know if the idea had legs or was just wishful thinking. So, we conducted a consumer survey to find out.
Advertising to tourists at the airport is an awareness play. The idea: A visitor lands, opens their phone, sees your ad, and either places an order or remembers your brand later when searching for a dispensary. There’s a catch, though: One impression is rarely enough.
So how do cannabis consumers obtain plant products when traveling?
The tourist survey we conducted revealed 52.7 percent of traveling consumers bring their stash with them, while 47.3 percent buy at their destination. That’s nearly a fifty-fifty split, which is great news for dispensaries hoping to serve travelers, even if they’re not visiting for cannabis alone.
CANNA-TOURISM GROWTH VS. COLORADO DECLINE
$23.73B (2030)
$10.23B (2023)
(2021) $1.40B (2024)
TRAVELER PURCHASE HABITS
52.7%
But survey respondents ranked airport proximity dead last among criteria they consider when searching for a dispensary while on the road. In addition, most out-of-towners don’t search by dispensary name. Instead, like locals, they search for “dispensary near me.” This means brand visibility in local search is far more impactful than a flashy banner ad at baggage claim.
Whether you’re marketing to locals or tourists, your first priority should be making sure consumers can find your business in search engines. For the biggest impact, focus on your local audience. According to Forbes, acquiring a new customer can cost up to seven times more than retaining an existing one. That makes locals the better investment for most dispensary marketing budgets, especially considering most tourists who responded to our survey indicated dispensary recommendations from friends and locals were nearly as influential as product selection and price. Locals aren’t just your most valuable customers; they’re also your best marketers.
Ultimately, how people find you matters more than who they are. Search catches people at the moment they’re ready to buy.
In May 2024, a massive Google algorithm documentation leak gave search engine optimization (SEO) professionals an unprecedented look into how search rankings actually work. While SEO pros long had relied on inferences and clues, the leak confirmed many longstanding assumptions and uncovered some new priorities that matter a lot for dispensaries.
One of the most important priorities the documentation revealed is the way Google Business Profiles (GBPs) influence the search algorithm. If you haven’t already claimed a profile for your business, do so immediately. Then optimize it. Dispensaries face stricter advertising limits than traditional businesses, but a GBP is one of the few places that doesn’t censor cannabis businesses. Better yet, all businesses—traditional and plant-centered alike—play by the same GBP rules.
GBPs show up in local search results based on relevance, reviews, and proximity. Dispensaries must ensure they categorize themselves as a “cannabis store.” Otherwise, they risk not showing up in search results for terms like “dispensary near me.”
GBPs also collect reviews, much like businesses represented on Yelp and other directories, and both review volume and positivity matter. Encourage customers to leave a review on your business’s profile.
Google’s leaked docs also revealed something else: The search giant evaluates businesses as entities, and websites are only part of the whole. In addition to considering website traffic and reviews, Google looks at how businesses are talked about across the web and whether their website’s content indicates they are an authority in their field.
Consequently, a good strategy for boosting your appearance in search engine results is to focus your content on what you sell and where you sell it. Every page should reinforce your identity as a cannabis retailer in a specific location.
If your site includes a blog or educational content, draw a clear line from every topic back to cannabis products and purchasing.
Another surprise: Conventional SEO wisdom leaned heavily on the value of backlinks, which are links from other respected sites to yours. It turns out Google now cares less about backlinks than it does about mentions. If authoritative industry publications or other relevant sites are talking about your business, that sends a strong authority signal. The most impactful signals are those with a clear cannabis context.
This is one of the clearest takeaways from the leak: Positive mentions from relevant, trustworthy sources help establish your business as legitimate and successful in its sector.
One way to gain mentions is through well-thought-out, meaningful public relations campaigns. Media citation campaigns are a foundational local SEO tactic. Another type of tried-and-true citation campaign involves submitting your dispensary’s details (name, address, phone number, hours, etc.) to reputable business directories and local listing services. Listing your business in multiple directories proves the operation is real and open to the public. Accuracy counts here, so police the listings every so often to ensure they remain up to date. Conflicting directory information can harm a dispensary’s Google visibility.
Also ensure your website has a unique page for each physical dispensary location. Your homepage can’t be expected to rank for every local query. At our agency, we follow a simple philosophy: One page per keyword. That means if you want customers to find you when searching for a “dispensary near Capitol Hill,” your site should include a page dedicated to that specific location. If you operate a dispensary in Dupont Circle, for example, a page devoted to that dispensary might mention the distance to the Capitol complex along with hours of operation, products, and prices.
Location pages can help you rank locally and create a better user experience. They allow dispensary chains to include detailed info about each store— directions, parking, product menus, events—so the customer doesn’t have to dig. In addition to traditional SEO strategies, businesses need to be aware of the emergence of search results augmented by artificial intelligence (AI). We are in the midst of a transition from traditional search to AI search.
There are some complex technical considerations that AI favors in search results, but for the most part dispensaries should focus on ensuring these answer engines have enough information about and trust in your business to recommend it when consumers ask relevant questions.
Dispensary marketing budgets often are limited, so make every dollar work smarter by boosting organic visibility. Start with a Google Business Profile. Optimize your site’s content. Build out citations by earning relevant mentions. And above all else, invest in strategies that build trust and visibility for the long term. Search optimization is a long game. Success won’t be an overnight accomplishment, but it will have lasting value once achieved.
HOW GOOGLE
BUSINESS
PROFILES (GBPS) INFLUENCE SEARCH
DISPENSARY MARKETING PRIORITIES
Claim & optimize Google Business Profile. Ensure correct category (“Cannabis Store”). Collect reviews.
Build mentions & citations.
Create local landing pages.
Optimize for AI search.
Where Nature Meets Nuance
A collaboration between Zacate and Display Dispensary created a calm, boutique-inspired retail space that blends seamlessly into its community.
Situated at the confluence of the Delaware River and Rancocas Creek and originally settled by Quakers, Delran, New Jersey, is known as a tight-knit community. So, when Zacate’s owners set out to design a dispensary for the small but growing Philadelphia suburb, their goal was simple but ambitious: fit in by creating a space that didn’t feel like a dispensary at all. Instead of going for flashy or overly thematic, the brand envisioned a space both understated and rooted in natural elegance mirroring the area’s celebrated geography. That vision came to life with
the help of the Display Dispensary team, who worked closely with the brand to develop customized display solutions that feel effortless and intentional.
“We knew from the start that the main goal was to create a location that didn’t feel like your typical dispensary,” said Jeff Sunga, head of business development at Display Dispensary. “Zacate had a clear vision of something calm, elevated, and welcoming, so the project was about designing with intention and keeping things minimal and warm while really dialing in to how people will move through the space.”
The interiors lean heavily on organic textures: light wood finishes, softpanel blinds, and clean architectural lines. Display Dispensary’s challenge was to design and build fixtures that complemented the aesthetic without intruding on the space’s sophisticated, minimalist appeal. The Zacate team wanted the interior to “breathe” in the tradition of high-end clothing and jewelry boutiques where the design is remarkable because of its impeccable understatement.
“We knew the displays had to match that minimal, natural feel—nothing too loud or bulky,” Sunga said. “So, we focused on our Dispensary123 displays, which use materials and finishes that blend in with the space. The idea was to keep everything really architecturally clean and simple so the product and the environment could speak for themselves.”
Glass island showcases became the centerpieces of the floor plan, offering both visual harmony and practical ease of use. The muted, matte-black frames nearly disappear, allowing both products and the customer experience to take center stage.
Semi-gloss pipe-type shelf supports add a touch of industrial chic, while white locking drawer units with glass showcase tops provide an elegant backdrop against which products pop. A checkout counter finished in durable white and light-oak laminate adds refinement to utility.
“We ended up customizing the islands specifically for Zacate’s layout, which gave them a unique and functional centerpiece that fit seamlessly into the store’s flow,” Sunga said. “We also helped with the concept and layout for the store’s ‘green wall’ and panel blinds, both of which add subtle texture and softness to the space without distracting from the product. Even though we didn’t produce those elements, collaborating on the visual
direction helped tie everything together and keep the brand experience consistent.”
At Zacate, shopping isn’t rushed. The customer’s journey through the store is thoughtful by design, and the displays play an enormous role in setting the pace.
“In a place like Zacate, where the whole vibe is relaxed and thoughtful, the fixtures have to support that,” Sunga said. “We designed everything to slow the shopping experience down a bit; to give people space to explore, take their time, and not feel rushed. The interior design helps customers feel comfortable, which I think builds trust and makes the experience more personal.”
The design ethos is apparent in every detail, from the carefully positioned green
Practical, visually lightweight glass island showcases form the centerpiece of Zacate’s floor plan.
wall to the understated lighting and curated flow. The result is a space where product, brand, and atmosphere work in unison.
For a project with such a specific look and feel, customizability of quickturnaround fixtures is essential. Display Dispensary took a strategic approach, tailoring its stock systems to meet Zacate’s spatial and stylistic needs while at the same time providing cost-efficient service that worked with the project’s timeline.
“What stood out was how well our Dispensary123 system fit into the overall space,” Sunga said. “Zacate has such a specific and relaxed aesthetic, and the fact that our fixtures could drop in and still feel intentional was a huge win. It reinforced that good design doesn’t have to be overly complex; it just needs to be thoughtful.
“It was also a great reminder of how important it is to align with the client’s
vision early on so every design move feels cohesive,” he added.
As cannabis retail continues to evolve, projects like Zacate set a new standard not just for design, but also for customer experience. For Display Dispensary, the project served as the latest reminder of what’s possible when client and collaborator work together to bring a unique design concept to life.
Fixtures shape not only the look but also the “feel” of a space. At Zacate, intentional design translated into measurable value— creating an environment that encourages longer visits, supports customer trust, and aligns seamlessly with brand identity. By pairing adaptable fixture systems with a clear, client-driven vision, Display Dispensary delivered a cost-efficient, onbrand solution that sets a benchmark for cannabis retail design.
Zacate fits into its Philadelphia-suburban surroundings by looking like a trendy, upscale boutique.
Rest Assured
As the wellness world chases more restorative sleep, a little-known cannabinoid is quietly becoming the next big thing.
BY CHRIS KARAZIN
If you’ve ever reached for a melatonin product after a long day, you aren’t alone. Sleep aids are big business in the wellness world, and for good reason. According to the Centers for Disease Control, nearly one third of adults in the United States say they get less than the recommended seven hours of sleep per night. The deficit drives millions of restless dreamers to try everything from over-the-counter pills and sleepy teas to prescription sedatives.
Proper sleep is genuinely out of reach for many people today, not just because of trends like grind or hustle culture, but also because of real physiological dysregulation, chronic stress, and the interference of modern lifestyles. For thousands of years, humans have tried to understand what happens when we sleep. While sleep science is still relatively young, modern medicine
has long advocated for a nighttime rest of seven to nine hours in a cool, quiet environment. Sleepmaxxing, an umbrella term for a viral TikTok trend that encompasses users sharing “sleep hacks” for wellness, is just today’s branded version of that enduring human quest to get the restorative rest we need.
Melatonin is a popular sleep supplement that can be effective, but it also has downsides. Many people don’t realize the body naturally produces only about thirty micrograms of melatonin per night, yet many commercial gummies contain one to ten milligrams, which is thirty to 300 times more than our bodies make. This massive dosing can overwhelm the body’s natural cycles, leading to next-day grogginess, vivid dreams or nightmares, and even dependence over time as users increase their dose and struggle to taper off. These
Photo: Patrick Robert Doyle / Unsplash
challenges have sparked interest in alternative natural sleep aids like the minor cannabinoid cannabinol (CBN), which is earning a reputation for aiding restful sleep.
What makes CBN fundamentally different? Unlike melatonin, which tells the brain it’s time to sleep by shifting the body’s internal clock, CBN doesn’t override the natural circadian rhythm. Instead, it supports relaxation through different pathways in the body, helping users unwind and fall asleep naturally without forcing the process. CBN interacts with the body’s endocannabinoid system, which comprises receptors that process cannabinoids found in hemp and cannabis. By binding to the CB1 receptors in the central nervous system and CB2 receptors throughout the body, CBN signals it’s time to relax. Rather than disrupting the sleep cycle, it works with natural rhythms, offering a gentler, more balanced approach to rest.
CBN is one of more than 100 cannabinoids found in cannabis and hemp plants, but it has a unique origin story. Unlike THC or CBD, which are produced by the plant’s biosynthesis, CBN is a product of time. The same way wine or cheese develops a different presentation, or palate, when aged, cannabis and hemp yield a “sleepier” effect when aged. Older, well-cured (and often darker) cannabis tends to contain higher concentrations of CBN.
As cannabis ages—particularly if it’s exposed to heat, air, or light—THC oxidizes and breaks down into CBN, a molecule that’s much less psychoactive (about one-fourth as potent by most measures) but has a fascinating set of natural effects, especially on sleep quality. Chemically, CBN is psychoactive, but its high is extremely mild and many people won’t notice any “buzz” at all. Instead, they may perceive more of a subtle sense of full-body relaxation.
While there is still a long way to go with clinical research on CBN (thanks to regulatory hurdles), animal studies and decades of consumer anecdotes offer plenty of reasons to be excited about the substance’s sedative effects. In early research, CBN was shown to prolong deep sleep time in mice, especially when paired with other cannabinoids like THC.
Human consumers often report a light, gentle sense of calm. Unlike melatonin, CBN’s effects appear more about overall physical and mental relaxation. That difference makes CBN a favorite among people looking to optimize, or sleepmaxx, their rest. Among those seeking the perfect night of sweet dreams, CBN sometimes is paired with magnesium or low-dose THC to achieve deeper, more restorative sleep.
Because CBN forms through oxidation, it’s historically been most abundant in aged cannabis flower. But for today’s manufacturers who aim to deliver consistent doses, CBN is produced by isolating and oxidizing THC or CBD extracts in the lab. The result is a crystalline powder with 99.99-percent purity. This isolate can be carefully dosed and infused into gummies, tinctures, capsules, or vape formulations to deliver precise doses or paired with other compounds for tailored blends.
For sleep, CBN often is blended with small amounts of THC for enhanced sedation or with CBD for overall calm. This approach is rooted in the entourage effect, which is the idea that cannabis compounds work better together than on their own. Because CBN’s psychoactivity is mild, it’s seen as more approachable for sleep than THC edibles, which sometimes cause issues for lower-tolerance users.
As cannabis and hemp research expands alongside nationwide acceptance of a new breed of wellness products, lesser-known minor cannabinoids like CBN see increased demand. An increasing number of consumers seek targeted wellbeing solutions that address their specific needs with as little pharmaceutical interference as possible.
Far from a one-size-fits all solution like over-thecounter options, CBN offers a milder, gentler way to unwind that pairs well with other cannabinoids, complements mindful bedtime rituals, and aligns with a broader shift toward holistic, personalized sleep routines. CBN has earned its spot in sleep routines and just might be the key consumers seeking holistic solutions have been awaiting.
Engineering the Future of Infused Pre-Rolls
XYLEM ROBOTICS’ Y2 SYSTEM SETS A NEW BAR FOR TERPENE-SAFE, GMP-READY INFUSED PRE-ROLL PRODUCTION, COMBINING PRECISION, VERSATILITY, AND SPEED FOR MEASURABLE ROI.
Infused pre-rolls are one of the fastest-growing categories in cannabis, but scaling production while preserving quality has proved challenging for many brands. Enter the Y2 Pre-Roll Infusion System, the latest innovation from Xylem Robotics. The machine is designed to deliver both consistency and customization at scale.
In addition to research and development in the company’s sophisticated laboratory, the Y2 was shaped and tested by the real-world demands of cannabis brands.
“We develop all of our systems with customers on-site to address their actual pain points in real-
time, while adjusting the system’s feature set for the final system that is released,” said Jeff Wu, Xylem’s founder and technical director. “For our original Y1 system, one of our clients tested and provided quality metrics like bleed rate and drip amounts that were acceptable for their customers. We were also able to test out different needle formats as well as gauge and valve designs that helped make the system what it is today. Our double-punch feature for making larger visible hash holes came from this collaboration.”
The Y2 stands out for its ability to infuse highviscosity concentrates—like badder, live rosin, and rosin jelly—at low temperatures. With a minimum
operating temperature of just 36°C (98°F), the system safeguards the delicate terpene profiles that define premium pre-rolls.
“The dogwalkers we tested with one of our customers used rosin jelly,” Wu said. “They were small, and we couldn’t go over 45°C or we would damage the material. Our customer didn’t want to see any bleed, so we came up with a method to doublepunch the infusion hole with the machine’s pump speed at zero.”
The unique pre-punch feature creates a cavity that allows resin to flow in cleanly, rather than seeping slowly and visibly bleeding into the surrounding plant material. Wu said the process is an ideal solution for smaller pre-rolls like dogwalkers.
“For larger pre-roll and blunt infusions, you can opt out of the double-punch feature, because you may want the seepage,” Wu said. Single-punch infusion produces “more even distribution throughout the pre-roll, versus the centered line, while avoiding ‘globbing.’ The seepage in the case of larger pre-rolls can actually improve the smoking experience.”
The Y2’s meticulously calibrated equipment also helps eliminate uneven burns or “canoeing” by giving operators precise control over how and where the concentrate is deposited.
As the industry grows more regulated, readiness for Good Manufacturing Practices (GMP) is no longer optional. But Xylem has worked within GMP’s strict manufacturing guidelines for decades.
“Very few [cannabis ancillary] companies have more than twenty years of hardware manufacturing experience, and even fewer have experience making hardware products for pharmaceutical companies, research institutes, and [United States] government research labs,” said Wu, whose other company, Chemyx, supplies syringe pumps to organizations like Pfizer, Merck, and the Department of Energy. “Because of our background in building GMP products for pharmaceutical companies, we were making GMP considerations from the beginning.”
Xylem also benefits from Chemyx’s streamlined supply chains. In fact, the Y2 is 20-percent more affordable than its predecessor, the Y1. Y2 is selfserviceable, incorporates onboard diagnostics, and features a resin-resistant touchscreen user interface that’s both easy to use and GMP-certified.
Versatility has become key to standing out in a saturated market—and the Y2 delivers. With its universal tray system, the equipment can handle everything from cones and straight tubes to blunt wraps and glass-tipped joints.
“The main issue is that pre-rolls look similar, so format versatility—including custom filter tips—is one of the few physical ways brands can differentiate products,” Wu said. “The market pushed us to adopt versatility in handling these formats. Now, the Y2 can handle any type of pre-roll including the straight hand-roll style prerolls, which are very easy to damage and can crunch when infusing. This flexibility allows brands to exploit any opening they see in the market.”
Beyond tech specs, the Y2 delivers measurable return on investment (ROI), Wu said. Brands report faster production times, reduced labor costs, and fewer chargebacks due to improved consistency. In fact, he added, “most operators generate a return on investment in as little as two months.”
For Wu, delivering quantifiable ROI and eliminating production bottlenecks are personal missions.
“I was an investor in Eaze, ran a licensed Type 7 volatile cannabis manufacturing lab in California, and experienced the chaotic legalization rollout and subsequent market crash,” he said. “The equipment Xylem produces is the equipment I personally wish I had back then when working on another consumerfacing brand. It would have enabled us to scale effectively and keep up with the large orders coming in from Eaze.”
Instead, he said, bottlenecks in the production process caused frustration, waste, and lost opportunities. He’s determined to eliminate those pain points for Xylem’s customers.
For Wu and the Xylem team, the Y2 is more than a machine. It’s a blueprint for how cannabis manufacturing should evolve: precise, efficient, and built for the realities of an increasingly competitive and regulated market. By blending pharmaceuticalgrade engineering with cannabis-specific ingenuity, Xylem has created a system that lets brands scale without sacrificing the quality that keeps customers coming back. With the pre-roll category exploding in popularity and sales, the Y2 aims to give brands a competitive edge.
xylemtech.com
Cannabis Without BORDERS
A Path to Global Alignment
A global playbook is emerging, creating new opportunities for U.S. cannabis —if the industry is ready to adapt.
BY PAM CHMIEL
While international markets move steadily toward harmonized medical cannabis regulations, the United States remains mired in uncertainty. Without federal reform, U.S. operators risk being sidelined just as the groundwork for a global industry is being laid. Other countries are advancing with pharmaceutical-grade standards and unified frameworks, while the U.S. clings to a patchwork, recreational-first approach that may not meet international requirements. The question now is whether America can adapt quickly enough to join the conversation or be consigned to watching from the sidelines as others set the rules.
Adding to the complexity, U.S. cannabis companies are up against global competitors with access to lowercost labor, better cultivation climates, and more advanced infrastructure. All of this puts U.S.-based consumer packaged goods (CPG) brands hoping to compete globally
at a disadvantage. Although the U.S. has the potential to lead in cannabinoid science and therapeutic development, the country risks being left behind in the global market.
The disconnect between U.S. and international markets was a key topic at the inaugural Global Cannabis Regulatory Summit in Washington, D.C.—a landmark event that brought together regulatory, medical, and trade officials from seventeen countries. The summit marked the first coordinated international effort to align standards and set the groundwork for a unified global industry.
Spearheaded and funded by Will Muecke and Stanton McLean, partners at London-based investment firm Artemis Growth Partners, the summit also focused on discouraging Europe from replicating the U.S.’s fragmented regulatory model. “It became very apparent that where we are in the cannabis cycle in Europe could easily turn into the U.S.’s fragmented system,” said Muecke, who—thanks to an Artemis office in San Jose, California—has watched the
industry develop on both sides of the Atlantic. “We’re at a change point. We need a playbook of concrete steps to get to what we think is a very robust medical market.”
He emphasized adult-use legalization in Europe depends on first ensuring a healthy medical industry. “If medical fails, then we’ll never get to adult use,” he said. “And I think right now we all see medical as a huge success.”
To drive global cohesion, Artemis convened an inviteonly group of regulators and policy leaders from the United Nations, European Union trade groups, U.S. state agencies, and international standards bodies including ASTM, United States Pharmacopeia (USP), and the International Organization for Standardization (ISO). According to Muecke, the goal is to establish a permanent institution representing the entire global supply chain and serving as a trusted point of contact for regulators worldwide.
“We hope to create a single, authoritative body regulators can engage with, whether that’s the INCB [International Narcotics Control Board], EU health ministries, or U.S. federal agencies once reform happens,” he said. “The current ‘walled garden’ approach in the U.S. won’t work on a global scale.”
The shifting international landscape
Despite a growing international reform movement, the global cannabis industry remains highly fragmented. Regions are progressing at markedly different speeds in terms of regulation and market development. In North America, for example, Canadian operators are expanding
abroad because they’re facing flat domestic sales. At the same time, U.S. multistate operators (MSOs) remain boxed in by high taxes, limited capital access, and a continuing federal ban on interstate and international commerce.
With medical markets expanding across twenty-one EU member states, Europe currently leads in regulatory momentum. Germany’s landmark legislation in April 2024 set the tone. Pilot programs in the Netherlands, Switzerland, and the UK are testing different models, with France and Greece preparing to scale up. However, progress in countries like Spain, Portugal, and Poland has slowed.
In Latin America, exports are the primary focus. Colombia has emerged as a global leader in genetics and bulk supply. Brazil is steadily broadening medical access and easing penalties for personal use, but political and legal uncertainty continue to stymie Mexico’s potential.
Oceania’s medical markets, particularly in Australia and New Zealand, are thriving, though regulatory scrutiny is increasing. Africa is still in the early stages of development; South Africa has legalized home cultivation, and Morocco is building out its infrastructure to support medical exports.
Asia remains the most conservative region. Thailand recently backtracked on its adult-use legalization and is redesigning its regulatory framework, while Japan is cautiously expanding medical cannabis and CBD access under strict controls.
International frameworks take shape
In 2020, the World Health Organization (WHO) and UN took a landmark step by removing cannabis from Schedule IV of the Single Convention on Narcotic Drugs. The category is reserved for substances deemed to have little or no medical value. Althought the move didn’t legalize the plant globally or lift existing restrictions in member countries, rescheduling acknowledged the plant’s
therapeutic potential and opened the door for expanded medical research and regulatory reform.
At the heart of international enforcement is the INCB, one of four key bodies tasked with overseeing compliance with global drug-control treaties. Alongside the Commission on Narcotic Drugs, the WHO, and the UN Secretary-General, whose drug-related functions are carried out by the UN Office on Drugs and Crime, the INCB monitors adherence to the 1961 Single Convention on Narcotic Drugs, the 1971 Convention on Psychotropic Substances, and the 1988 UN Convention Against Illicit Traffic in Narcotic Drugs and Psychotropic Substances.
Despite growing public support and scientific validation of cannabis’s medical uses, enforcement remains complicated by a fragmented global legal landscape. Countries like Canada and Germany have adopted progressive regulatory frameworks, while others maintain a strict interpretation of international treaties. The patchwork presents challenges for the INCB as it navigates the tension between treaty compliance and national policy shifts driven by research, patient needs, political expediency, and consumer demand.
Pharma-grade standards set the course
The playbook by which a global industry will operate already is being written in Europe and other regions that are developing medical-first markets. The vast majority of these markets require pharmaceutical-grade protocols, including EU Good Manufacturing Practices (EU-GMP) and Good Agricultural and Collection Practices (GACP), as well as pharmaceutical-level laboratory testing.
Cannabis medicines in Europe must meet the same stringent standards as other controlled substances under the UN’s Single Convention on Narcotic Drugs and national medicines acts. This means all producers of cannabis products must prove consistent chemical composition, define dosage forms, and verify efficacy. Lisbon-based Somai Pharmaceuticals is among the manufacturers with international aspirations who’ve surmounted the challenges. The company produces EUGMP-compliant products in accordance with the EU’s herbal medicine pharmacopoeia and currently operates in twelve countries, with plans to expand to eighteen by the end of 2025. Under EU law, all herbal medicinal products must obtain marketing authorization before export, be evaluated by the European Medicines Agency, and be approved by the European Commission. Once authorized,
products may be distributed in any EU nation that has legalized cannabis.
“It takes roughly two and a half years to get through validation, batches, stability testing, and then regulatory approval for sales to multiple markets,” said Somai Chief Executive Officer Michael Sassano. “Without it, you can’t export to other countries.”
Sita Schubert, Secretary General of the European Medicinal Cannabis Association and a leading voice on regulatory policy, sees this pharma-grade model as the foundation for the industry’s future in Europe. “The EU’s requirement for herbal medicines to have market authorization validates product quality, because it fulfills the EU-GMP standards. But the final part—clinical trials and proven efficacy for a specific indication—is still missing,” she said.
Whether or not a company plans to develop a full pharmaceutical product, Schubert advises all operators to adopt rigorous standards from the outset. “For Americans thinking about entering the European market, you need to understand that we are a medical market. You need to think like pharma and act like pharma,” she said. Her message is clear: Companies must shed the U.S.’s “recreational mindset” and align with strict regulatory expectations to compete globally.
Muecke also pointed to Germany as a model for what a functioning medical market should look like, including providing a legal pathway for developing and commercializing cannabinoid-based medicines.
“If you were to create a cannabinoid medicine in Germany, you’d have a legal market to sell it into,” he said. “There’s no innovation in the U.S. on the medical side, because you have no way of selling a finished product.” Muecke believes moving the plant to Schedule III under the U.S. Controlled Substances Act could change that, giving pharmaceutical companies the green light to invest in cannabinoid drug development. As the law stands now, with cannabis planted on Schedule I alongside illegal drugs like heroin, opium, and fentanyl, there’s no incentive for American pharma companies to invest in developing new cannabinoid medications.
Muecke estimates the opportunity represented by rescheduling could unlock a $100-billion global pharmaceutical segment driven by cannabinoid formulations. He and others argue that establishing and adhering to GMP-level standards isn’t about merely
compliance; it’s also about building products that benefit both medical patients and recreational consumers.
As the global market moves toward standardized quality and safety benchmarks, the U.S. risks being left behind. With no national requirement for GMP compliance, American brands may find themselves struggling to adapt when international trade barriers begin to lift.
“How will the U.S. compete against markets delivering consistent, safe, pharmaceutical-grade products?” Muecke asked. “Because that’s what GMP means.”
Standards bodies chart the path forward
Mueuke identified ASTM International as “the tip of the spear” in pushing the industry toward pharmaceuticalgrade standards. Together with ISO, ASTM is helping lay the groundwork for a globally interoperable system. Standardization begins at the plant level, spanning breeding, cultivation, manufacturing, dosage, and data collection.
At the moment, ASTM is the only global organization with a working group devoted to developing performance and product safety standards for cannabis. Its Committee D37 on Cannabis has published more than sixty standards, with at least thirteen U.S. states adopting or referencing those standards in their regulatory frameworks.
But significant gaps remain. “While the organization is a leading voice, there’s still a need for a central global body to coordinate just cannabis,” said David Vaillencourt, vice chairman of ASTM’s D37 committee.
He noted a shortage of qualified technical experts across multiple domains as one hurdle to creating a set of unified standards. “We need pharmacists to help with dosing protocols for medical cannabis, hardware engineers for vaporizer standards, and toxicologists for evaluating formulations,” he said. Though thirty countries participate in ASTM standards-setting, representation from key scientific and regulatory voices remains limited.
Vaillencourt also pointed to a critical disconnect between the cannabis industry and UN voting members and treaty experts familiar with the Single Convention on Narcotic Drugs. “That’s one of the last links to unify the global industry,” he said. “But many [experts and policymakers] have been reluctant to engage due to political sensitivity.”
He applauded the Artemis team for bridging that divide by establishing a summit that attained buy-in from not only regulators, but also law enforcement. “Bringing two former members of the Bureau of International Narcotics and Law
Enforcement to the Global Cannabis Regulatory Summit was a huge step forward,” Vaillencourt said. “It finally got the conversation going at a serious international level.”
States begin looking beyond borders
The Cannabis Regulators Association (CANNRA) is a nonpartisan, international association comprising government agencies that oversee cannabis and hemp regulation across more than forty-five U.S. states and territories, as well as four additional countries: Canada, the Netherlands, Malta, and Albania. While most members focus on implementing and enforcing policy in their own jurisdictions, conversations increasingly turn toward what international commerce may require.
“This is still a nascent policy area, so state regulators are largely focused on making things work in their respective states,” said CANNRA Executive Director Gillian Schauer, PhD, MPH. “But we do have conversations about how regulations need to evolve for interstate commerce in the U.S. and how global trade may eventually impact regulations as well.”
Schauer anticipates continued variation across state and national regulatory frameworks but stressed the importance of establishing shared minimum standards to ensure product safety and consumer protection. She pointed out the conversation is already underway in the hemp cannabinoid space, where interstate and even international commerce is quite lively.
“The key is determining how individual governments can ensure products from other jurisdictions comply with their regulations,” she explained. “This could involve specific licensing and registration requirements, third-party certification programs that verify adherence to specific standards, or intergovernmental agreements that recognize certain jurisdictions as compliant. Or, it could mean a combination of all three.”
Eventually, regulators will need to tackle deeper questions. How can regulatory systems effectively communicate across borders to support tracking and compliance? What parts of the supply chain are best suited for management at the local, state, or international level?
“We’re not there yet in the U.S.,” Schauer admitted. “The state-by-state infrastructure was born out of necessity as states experimented with legalization in the absence of federal reform. That makes it difficult for states to think much beyond the task at hand in their own jurisdiction.”
Will rescheduling change the game?
According to attorney Jason Adelstone, who specializes in cannabis and international law at Harris Sliwoski LLP, rescheduling cannabis from Schedule I to Schedule III in the U.S. will do little, at least initially, to unlock international trade. “Not much will change as far as international trade goes because, still, only DEA registrants will be permitted to export and import marijuana,” he said, referring to the U.S. Drug Enforcement Administration. “State-legal operators will remain prohibited from accessing the international market.”
Nevertheless, Adelstone believes there could be a major inflection point on the horizon if the DEA shifts its definition of medical cannabis away from the Food and Drug Administration-approved pharmaceutical model and moves toward a more EU-style botanical flower framework. Such a change could open the door for DEA-registered producers to supply medical-use products to Europe’s fastgrowing markets, particularly Germany.
“In all of my conversations with international businesses, people want DEA marijuana for their medical programs because of its perceived high quality standards,” said Adelstone. He believes the botanical medical model may
serve as a “middle ground” between strict pharmaceutical systems and the broader adult-use market.
“The middle ground is between pharmaceuticals, food, and supplements,” he explained. As a plant, “cannabis doesn’t fit into those three FDA approval lanes, so if the FDA created a pathway under the [Food, Drug, and Cosmetic Act] for botanical substances—like cannabis flower or psychedelic mushrooms—that could be a good middle ground for establishing the type of medical marijuana system you see in Europe.”
Adelstone added another possible middle ground would be for the DEA to allow registered bulk manufacturers to export flower to countries that will utilize it in their medical systems. “Over time, production and sale by DEA registrants may normalize marijuana flower as a medical product in the U.S.,” he said, “which could lead to a domestic medical program and possibly even the botanical pathway I mentioned.”
Adelstone already is seeing rapid momentum as international supply chains form despite the lack of U.S. participation. “The supply chains are being developed, and the language is being written,” he said. Even if U.S. companies can’t yet take part in cross-border commerce,
CHARTING THE NEXT STEPS
To move the global industry from inertia to impact, panelists at the Global Cannabis Regulatory Summit proposed actionable recommendations for three key stakeholder groups: policymakers, regulators, and the industry itself.
FOR POLICYMAKERS AND REGULATORS
Develop a tiered regulatory framework that di erentiates between medical, adult-use, and wellness markets. A one-size-fits-all approach is unlikely to meet the diverse needs of patients and consumers.
Engage stakeholders— including patients, physicians, indigenous communities, and industry representatives—to ensure inclusive, science-informed, shared policies.
Begin dialogue with exporting and importing nations (e.g., Canada, Colombia, Germany, and Poland) to identify trade obstacles and build readiness for future cannabis trade.
Pilot adult-use models like Switzerland’s to generate data that can inform national policy.
Protect indigenous and marginalized communities through targeted grant programs, indigenousled licensing, and exemptions aligned with the United Nations Declaration on the Rights of Indigenous Peoples.
now is the time to align operations, documentation, and terminology with international norms. Doing so, Adelstone said, will allow American companies to “integrate more seamlessly” once permitted.
He also sees a rare first-mover opportunity for DEAregistered operations to insert themselves into the international supply chain, especially for scientific and, potentially, medical purposes. “If I were an MSO with money, I would be trying to acquire a DEA registrant right now,” Adelstone suggested, urging companies to begin laying the groundwork for compliant trade and strategic business relationships.
In addition, he pointed to growing investor interest in international markets, emphasizing that even though U.S. companies are restricted from exporting, they can participate abroad. “It’s not explicitly in the statutes, but under current judicial precedent, operating a foreign marijuana company or investing in one does not violate the Controlled Substances Act,” he explained.
Canadian companies like Organigram and High Tide are capitalizing on this window of opportunity by investing in EU cannabis supply chains through mergers, acquisitions, and international partnerships.
What’s at stake now
The Global Cannabis Regulatory Summit marked a strategic convergence of regulators, scientists, and industry leaders determined to build the next phase of a global economy. For the United States, the message was clear: Reform cannot be delayed forever without consequence.
Yet the story is not finished. With its deep bench of scientific expertise, entrepreneurial drive, and consumer demand, the U.S. still holds the potential to help shape international norms—if it chooses to engage. By embracing medical-first frameworks and aligning with pharma-grade standards already in place abroad, American operators can position themselves to reenter the global conversation not as bystanders, but as partners.
The opportunity remains, but it requires foresight. Rather than being locked out, the nation that sparked the legalization movement could still help lead its future— provided it seizes the moment.
Enforce Good Manufacturing Practices certification and harmonize standards to guarantee quality and reduce trade friction. Implement global logistics protocols to safeguard against product tampering, delays, or discrimination at border checkpoints.
Require transparency and traceability in global supply chains as a baseline for access to the international market.
FOR THE CANNABIS INDUSTRY
Participate proactively in global policy discussions to shape realistic, science-based regulations.
Build toward a global cannabis framework that mirrors medicalmarket standards, providing top-quality, safe products and setting a benchmark for the adult-use sector.
SNACK ATTACK
MEET THE TREATS SHAKING UP THE EDIBLES AISLE WITH FLAVOR, FUN, AND A BUZZ THAT’S ANYTHING BUT ORDINARY.
Consumers love infused gummies and chocolates. The traditional treats are comfy, familiar, and convenient. But these days the edibles aisle contains so many other intriguing options.
We went on a nationwide hunt for infused snacks that stand out—the kind that catch your eye, surprise your taste buds, and maybe even delight the senses in an unexpected way. Some are savory, some are sophisticated, and a few are just plain … well, odd—in a good way.
From crisp banana chips that are trail mix’s cooler cousin to a dissolvable powder that vanishes into a morning cup of joe, this list is all about shaking up the edibles scene without losing the buzz.
Some of these items are designed for seasoned stoners. Others are perfect for your canna-curious aunt. But all of them have one thing in common: They made us look twice.
BY TAYLOR ENGLE
BUTACAKE
Wyld Kiwi THC:THCV Gummies
New York, Michigan, Arizona, California, Colorado, Illinois, Maryland, Massachusetts, Missouri, New Jersey, New Mexico, Nevada, Ohio, Oregon, Washington
Wyld’s new Kiwi THC:THCV gummies feature tetrahydrocannabivarin (THCV), which is thought to support clear-headed energy. Each piece delivers a balanced ratio of 10mg THC and 10mg THCV, making for a bright, focused high that may appeal to consumers seeking adventure, movement, and clarity. Crafted with real fruit and consistent dosing, the new gummies are packaged in Wyld’s iconic origami boxes.
Best for: Consumers seeking an uplifting cannabinoid experience beyond the traditional high.
Marketing: Position this product as the next level of edibles innovation, combining real fruit flavors with energizing, clear-headed effects. Perfect for active users who want a reliable, mood-enhancing bite to support their daily adventures.
ButACake PB&J Brownies
New Jersey
A nostalgic classic reimagined, ButACake’s PB&J Brownies marry peanut butter and jelly flavors with rich chocolate infused with 10mg of full-spectrum THC. The treats bring rapid onset and consistent effects that typically are felt in fewer than twenty minutes. The brownies are best stored frozen and thawed before eating to preserve freshness and potency.
Best for: Consumers who want a fastacting, gourmet edible with precise dosing and cozy dessert vibes.
Marketing: Market as a chef-crafted, elevated edible experience with rapid, reliable effects.
Bud & Mary’s TheMyx
Iowa
TheMyx is believed to be the first patented dissolvable THC powder on the market. Developed using technology adapted from cannabinoid therapeutics approved by the U.S. Food and Drug Administration, TheMyx is built for rapid onset, consistent dosing, and maximum versatility. The powder stirs invisibly into coffee, smoothies, sparkling water or any other liquid without changing the flavor or texture. Each ultra-portable single-dose packet delivers a precise, bioavailable dose of THC.
Best for: Busy professionals, health-conscious consumers, and anyone seeking stealth, speed, and flexibility in their dosing routine.
Marketing: Position as a clinical-grade beverage enhancer.
MycroDose by Nature’s Heritage
Massachusetts, Illinois, Maryland, Ohio
MycroDose marries minor cannabinoids with functional mushrooms to target specific outcomes. Chill combines THC, CBD, and CBG with cordyceps and lion’s mane. G’Night layers THC, CBN, and CBD with reishi, chamomile, and magnesium for bedtime. Remedy blends THC, CBD, and CBC with oyster mushroom, ginger, turmeric, and piperine, and Spark combines THC and THCV with shiitake, lion’s mane, and ginseng for clarity and uplift.
Best for: Consumers seeking a functional experience with a nod to the functional-mushrooms trend.
Marketing: Position each variant as its own ritual: morning focus boost, post-work chill, evening wind-down, or midday stress reducer.
Space Poppers! Gourmet Popcorn
Massachusetts
Space Poppers! is a game-changing THC-infused popcorn that’s actually worth munching. Available in flavors like Sea Salt Caramel, Chicago Style (sweet caramel meets sharp cheddar), and Sweet Chili, each kernel strikes a perfect balance between taste, texture, and terpene-rich goodness. The formula is full-spectrum, nano-infused 1:1 THC:CBD that delivers a mellow, balanced high. About 2mg THC per kernel; 100 mg total per fifty-piece bag.
Best for: Savvy snackers, culinary cannabis fans, and experiential consumers who want a microdose option for movie night, hikes, or creative sessions.
Marketing: Call it gourmet meets functional. Emphasize the product’s micro-dosing format and flavor-first credentials. Perfect for those who raise their eyebrows at typical edibles and want something both craft and discrete.
Triple Phoenix Freeze-Dried Banana Chips
Michigan
Triple Phoenix’s infused banana chips are a first-of-their-kind product on Michigan shelves: a sugar-free, no-melt, whole-fruit option for those seeking a healthier alternative. Each piece is individually hand-dosed with 10mg of full-spectrum THC, and the freeze-dried format gives the chips a long shelf life, backpack-friendly crunch, and versatility. Toss them into trail mix, sprinkle over ice cream, or just snack straight from the bag.
Target: Health-conscious consumers, outdoor adventurers, and sugaraverse stoners.
Marketing: These could be a sleeper hit for budtenders looking to surprise seasoned consumers with something new.
Diversify Your Marketing Mix
Amid ad bans and evolving algorithms, retailers are winning hearts (and sales) by blending community, experience, and digital strategy into a single growth engine.
BY ALICE MOON
We are witnessing the cannabis marketing playbook being written in real time. Between platform bans, shifting algorithms, and saturation, retailers must become ever more creative with their efforts. A strategy that’s emerging as most effective amid the current evolution requires blending community engagement, experiential marketing, influencers, public relations (PR), and digital strategy into a multichannel engine that delivers results. Retailers leading the marketing evolution aren’t relying on a single marketing lever. They’re creating dynamic ecosystems where offline events build emotional loyalty, and online tools convert that attention into action. Here are some examples.
Cultivate community
For many retailers, the most effective way to connect with customers starts with showing up for them in authentic, localized ways. Across the country, retailers are developing innovative measures to cultivate community and give back to their local markets.
Multistate operator Bud & Mary’s has made the community philosophy central to its identity. With stores in Colorado, Illinois, Iowa, Michigan, and Missouri, the retailer prioritizes initiatives that feel organic to the communities its dispensaries serve. The brand’s AWARE-N-US program sponsors local charitable events and collaborates with nonprofits on product partnerships, while in-person educational
The Artist Tree hosts gallery shows and other community events in its consumption lounges.
events create opportunities for connection and learning. “We don’t believe in one-size-fits-all marketing,” said Vice President of Marketing Rebecca Maestas Sincere. “Whether it’s a partnership or a program, it has to feel real to the people we serve, and that’s what makes it stick.”
Gelato Canna Co., an edibles brand and retailer, has built a reputation for generosity. Each year, the Gelato team distributes hundreds of turkeys during Thanksgiving week. Recipients need not make a purchase at the brand’s Lake Elsinore, California, dispensary to receive a turkey, which demonstrates Gelato’s commitment to the community. Additionally, the company participates in year-round giveback
initiatives, including distributing canned water during the fires that swept through Los Angeles in 2025 and providing meals for the unhoused in the greater San Diego area. In turn, the brand’s philanthropy inspires loyalty among local consumers.
For The Artist Tree, a chain of art galleries that are also dispensaries, community interaction is based in creativity and caring. When wildfires destroyed chunks of the Los Angeles area in January, the ten The Artist Tree locations raised thousands of dollars for relief operations and coordinated supply drives. When the company opened its second retail location in Fresno, California, the team collected school supplies and funded the creation of two murals in the city. The latter action beautified neighborhoods while supporting local artists. The Artist Tree has continued to grow while much of the industry has slowed, a trend co-founder Lauren Fontein attributes to the trust and affinity built through consistently giving back to the communities the dispensaries serve.
Deep Roots Harvest, one of Nevada’s largest operators, takes a year-round approach to relationshipbuilding. Through a series of events tied to holidays, product launches, and community partnerships, the dispensary chain creates opportunities for staff to connect with customers outside the usual sales transaction. Deep Roots and sister retailer The Source have embedded giving into their corporate culture, contributing more than $1 million to local organizations over the past decade. Chief Operating
The Gelato Canna Co. team distributes supplies to the unhoused.
Officer Jon Marshall observed, “Our communityfocused marketing efforts help Nevadans feel at home in our stores, and they help make stronger connections between our team and their customers.”
Takeaway: Giving back should be a core part of every retailer’s marketing efforts. Philanthropy strengthens consumer trust, helps build community, and leaves a lasting impression.
Events, events, events
Discounts may bring people in once, but experiences encourage them to return. Leading retailers are leaning heavily into events and experiences to deepen connections with customers and community. From hosting their own events to sponsoring or participating in mainstream goings-on, retailers are showing up in uncommon ways.
Embarc has mastered the art of experience-led marketing. The company’s recurring presence at mainstream events like the California State Fair and Outside Lands has helped normalize cannabis for broader audiences by blending sales and consumption into cultural moments. Embarc’s involvement with events in the seventeen California communities in which it operates dispensaries has resulted in notable media coverage, social media shoutouts, and community buzz. The chain’s Passport Club loyalty program extends that involvement by rewarding customers with access to popular events. From VIP concert tickets to farm tours, the prizes available to members not only differentiate Embarc but also create stories customers share. According to Chief Brand and Marketing Officer Courtney Zalewski, “We’re trying to go beyond transactions and create moments people remember long after their pre-roll is done.”
By using its consumption lounges as hubs for art shows, live music, community fundraisers, and educational tastings including a unique “hash flight” experience, The Artist Tree similarly has built a large portion of its reputation around events. The happenings often serve as a first touchpoint for new customers; for existing shoppers, they deepen brand loyalty. The dispensary chain’s key performance indicators include more than sales and foot-traffic metrics, according to Marketing Director Adriana Hemans. “We look at whether guests stayed longer than expected, came back the next weekend, or told friends about the art they saw,” she said. “That’s the kind of impact we are after—brand affinity that sticks around long after the event ends.” Hemans attributes The Artist Tree’s consistently high number of returning customers, social-media influencer mentions, and local press coverage to the dispensaries’ unique event offerings.
Mango Cannabis demonstrated the power of events with its Mango Del Sol concert celebration, which attracted more than 10,000 attendees to the multistate operator’s new Sunland Park, New Mexico, dispensary in June. Mango’s team spent months developing the concert. During the week of Mango Del Sol, the company’s Instagram audience increased by nearly 2,000 followers after receiving social-media mentions by attendees, talent, and locals. Instagram monthly
impressions also grew significantly, which the team attributed to the concert. In addition to increasing online visibility, the retailer experienced a 5-percent increase in sales at the New Mexico store the day of the event, indicating community-driven events can lead to measurable results.
Even further outside the usual event envelope, Sweet Flower has targeted the wellness community by partnering with a monthly sound bath series. The California retail chain provides each sound bath participant a $25 gift card, thereby introducing the dispensary brand to a new audience in an environment naturally aligned with Sweet Flower’s holistic health messaging. In addition to visiting the dispensary to redeem the gift cards, some attendees have posted on social media about the retailer, which helped Sweet Flower gain new followers.
Takeaway: If your company is interested in connecting with new audiences, try integrating into and hosting events. If the event scene isn’t strong in your region, produce your own community-centric event.
Digital marketing
All of these community and experiential moments become exponentially more powerful when integrated with a smart digital strategy. Digital marketing agencies
that work with the cannabis industry report retailers are shifting away from fragmented, one-off marketing tactics toward integrated multichannel programs.
According to Cannabis Creative Group, topperforming digital tactics for cannabis retailers include email and SMS marketing for conversion and retention, localized search engine optimization to boost “dispensary near me” visibility in competitive markets, and amplifying offline efforts with online buzz. Creating campaigns that integrate marketing across all platforms—including local and national press, owned channels like websites and blogs, and social media—creates a seamless connection between in-person experiences and digital engagement, which helps round out a meaningful marketing campaign and may extend brand recognition long after the campaign is over. Digital chatter can increase visibility and searchability, which in turn helps drive new customers to your location(s).
It’s important to remember that return on investment is measured not only by numbers on a spreadsheet but also in trust earned, stories shared, moments experienced, and customer loyalty. In a competitive market, how do you want your dispensary to be remembered?
Culture Is the New Workplace Currency
FORGET GIMMICKS. A STRONG EMPLOYER BRAND BUILT ON TRUST, EMPATHY, AND AUTHENTIC CONNECTION IS THE ULTIMATE COMPETITIVE EDGE.
BY WILL READ
In the cannabis industry, where startup energy meets regulatory complexity and rapid growth, competition for skilled, missiondriven talent is fierce. For founders and operators, this creates a crucial question: What makes someone want to work for your company?
An even more pertinent question is “How much are you investing in branding your workplace?”
The pandemic permanently shifted how people experience work. With remote and hybrid environments becoming the norm, employer branding is no longer about cool office spaces or stocked fridges. In fact, building a company people want to work for today often means crafting experiences that have little to do with a physical location.
It’s no longer about the place; it’s about the people. Culture is defined not by amenities, but by the relationships, communication, and energy your team brings to each other every day. If your team feels comfortable being themselves, sharing ideas, and connecting authentically (yes, even across Zoom calls or Slack channels), you’re already building a strong employer brand.
Authenticity is key. It can’t be manufactured, and it definitely can’t be faked. The more real your company culture feels, the more attractive it becomes to potential hires.
Some may dismiss culture-building as soft or secondary to business operations. But your
employer brand directly impacts recruitment, retention, and productivity. When people enjoy where they work and feel valued, they stay longer, collaborate better, and often become advocates for the company.
And let’s be real: Hiring is expensive. Onboarding takes time. Training takes energy. When someone leaves, you lose more than just a role; you also lose momentum. That’s why a strong employer brand is a strategic asset. When employees feel aligned with your values and leadership, the ripple effects are real: better work, stronger client relationships, and long-term, sustainable growth.
If you’re in a leadership position, your behavior sets the tone. When you lead with empathy and authenticity, your team feels it. And when your employees are energized and engaged, they pass that energy on to clients, partners, and each other.
Culture isn’t about being performative. It’s about consistently showing up. Messaging that reflects who you really are as a company (i.e. human, transparent, creative) creates a magnetic effect. People want to be part of something real. They want to believe in where they work.
That’s why everything from your careers page to your social media presence contributes to how your company is perceived as an employer. The tone of your job descriptions, the transparency in your messaging, and even the visual design
of your website tell a story. Are you using that opportunity to stand out?
A flat, corporate tone can deter great candidates. On the other hand, a voice that feels personal and authentic can signal your culture is different and you value people, not just productivity.
Don’t forget about the power of visual identity and messaging. Both can signal innovation, openness, and trustworthiness before a candidate even clicks “apply.”
So what is top talent in the cannabis space really looking for?
More and more, people are drawn to companies not because “weed is cool” but because they want to work in a dynamic, emerging space full of novel challenges. These are self-motivated, growthoriented individuals who aspire to solve problems in an industry that’s still taking shape.
One of the strongest signals of a healthy employer brand is internal mobility. If employees see a real path to grow, whether that means learning new skills, stepping into leadership, or even switching departments, they’re far more likely to stay and engage. Empty promises of growth often backfire. If you want people to believe in the future of your company, make sure you’re creating a future they can be part of.
But challenge alone won’t keep them. If you want to attract and retain top-tier talent, you need to provide security as well as advancement
opportunities. That starts with offering real benefits. I’m talking about healthcare, paid leave, and other perks. These investments may stretch your budget, especially early on, but they demonstrate you care about the people helping your business grow.
This brings me to my last point: the pizza party purpose. There was a time I thought teambuilding exercises were corny. And sure, a pizza party won’t fix a toxic workplace. But shared meals, casual hangs, and inside jokes over Slack channels? Honestly, these moments matter more than you’d think. They build trust. They create space for people to exhale. And sometimes, as a business owner, watching your team laugh over slices is the moment you realize you’re doing something right.
The goal isn’t to check off boxes on a “culture to-do list.” The goal is to create real, human moments. Sometimes, yes, a slice of pizza helps.
In cannabis, employer branding isn’t just a recruitment tool. It’s a survival strategy. It’s what sets apart the companies that last from the ones that burn out. Because in the end, people don’t want just a job. They want to believe in where they work.
If you get that part right—if you build a place that’s real, supportive, and driven by something deeper—you won’t just attract talent. You’ll also keep the top performers you hire.
Equity at Work
IN AN INDUSTRY STILL GRAPPLING WITH THE LEGACY OF THE WAR ON DRUGS, ESOPS OFFER ONE WAY TO TURN SOCIAL EQUITY FROM ASPIRATION INTO ACTION.
BY DARREN GLEEMAN
Talking about equity in cannabis can feel a little . . . abstract. The industry says all the right things about inclusion, empowerment, and repairing past harm, but too often there’s a gap between the message and the model.
That’s where ESOPs can be helpful. Short for Employee Stock Ownership Plans, ESOPs present one way to turn the industry’s big ideals into something tangible—a rare moment when finance, leadership, policy, and social equity align. In an industry where social equity often is defined only by licensing, ESOPs can be game-changers. Through work and tenure alone—no financial investment required— budtenders, trimmers, and managers gain a material stake in the businesses they help grow. A paycheck covers the bills but ownership builds a future, and ESOPs create generational wealth opportunities for people historically excluded from ownership.
What’s more, the structure benefits owners too. When structured properly, ESOPs allow owners to defer, and in some cases eliminate, capital gains taxes on the sale of their business. In addition, companies that are 100-percent owned by an ESOP entity are exempt from both federal and state income taxes, significantly increasing their available cash flow. While Internal Revenue Code Section 280E still applies, it has no impact on a 100-percent ESOP-owned company because the business doesn’t pay federal or state income tax. Finally, many founders who have sold their companies to employees via an ESOP retain the right to purchase equity in the future through warrants, essentially giving them a second bite at the apple. As the company grows tax-free, the value of those warrants can increase significantly, offering founders meaningful upside without ongoing risk.
Over time, workers build equity in the business too. When they retire or resign, they receive a lump-sum payout based on the shares they’ve earned—a potential nest egg.
Participation in an ESOP costs employees nothing. They don’t have to buy in. Instead, ownership is earned simply by being employed. The higher the pay, the more “stock” is allocated to their account each year; the longer they remain with the company, the more shares they accumulate.
For business owners, ESOPs don’t require stepping away or handing the company off to someone else. Many founders remain at the helm, guiding their company’s growth and vision well into the future while working alongside the people who know the business best: the employees. And when the team has skin in the game, they show up differently. They’re more committed, more productive, and more likely to stick around.
ESOPs are not stock options or profitsharing. Stock options give employees a chance to buy in and profit-sharing gives them a slice of the pie, but ESOPs give them a seat at the table.
The benefits of ESOPs are backed by data. Researchers at Rutgers University found productivity increases by about 4–5 percent per year at companies operating under an ESOP model. That might not sound huge, but it adds up fast. And retention? That can jump by about 300 percent, according to Forbes: Turnover for ESOPs is around 10.8 percent, whereas companies with traditional structures typically experience turnover of about 27.1 percent.
Think about that in the context of the cannabis industry, where turnover is high and burnout is real. When employees become owners, they don’t just clock in and out. They think like business partners. They care more. They stay longer. And the entire company benefits.
The industry benefits too, because ESOPs aren’t just a smart business move. They also can be a tool for economic justice. The war on drugs devastated communities across the country. Now that cannabis is legal, we have a responsibility to include the people who were left out (or pushed out) of the traditional economy. We get to decide what kind of economy we want to build. ESOPs can be part of the solution.
ESOPs won’t solve everything. But they’re one of the few models that deliver on the promise of equity while benefiting owners and employees alike.
If we’re serious about making this industry equitable—not just in theory but also in practice—then it’s time to start sharing the table. Ownership shouldn’t be reserved for the top. There should be a path for anyone who shows up and puts in the work.
