25 minute read
THE SCENE
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NFTs: Fad or the Future?
Love them or hate them, you may be buying your next toke with non-fungible tokens. TEXT GREGORY FRYE
So, have you bought your fi rst non-fungible token yet? Awareness of the new technology, better known as NFTs, is steadily rising and more people are learning how to tap into the benefi ts. But a lot of folks are still scratching their heads, uncertain about all the fuss and downright dubious toward the idea of digital art NFTs selling for millions of dollars.
What’s the point of NFTs? Are they a silly trend, a scam, or is there intrinsic value in this emerging technology? More important, what does all this mean for cannabis lovers and the industry as a whole?
NFTs Explained
Let’s keep this simple. NFTs are essentially an evolution of cryptocurrency. They exist on a blockchain, which means any transactions are securely recorded and largely tamper-proof. You buy an NFT, it’s yours and nobody can ever dispute that.
These cryptographic tokens can represent the ownership of both digital and real-world assets. NFTs could be art, music, event tickets, and even real estate.
When you hear the term “Web3” this is a big part of what people are talking about—increased privacy, data security, and token-based economies.
Depending on the project, NFTs can also come with ongoing membership perks and community benefi ts. This is primarily where people fi nd potential risks, as when NFT project organizers do not follow up on their promises.
The technology itself is mostly secure with lots of potential, but mainstream adoption of NFTs is slow because of the learning curve and a clunky set-up process, which requires
opening a crypto wallet, buying cryptocurrency, and vetting new NFTs before you buy.
Every step in this process is intimidating to the average person, for now. Even with credit-card access entering the picture, the NFT world has plenty of work to do. Just like the early days of cannabis, a lot of storytelling and education is needed to ease peoples’ minds toward the possibilities around this unfamiliar concept.
NFTs + Cannabis = Community
Imagine buying a cannabis NFT where you get ongoing discounts, early access to new products, and invitations to exclusive events and online groups. Like consumer brands in other industries, many cannabis brands are already off ering such NFTs.
If done right, this model could help solve the engagement and customer loyalty challenges in cannabis, which involves inspiring people with an irresistible NFT off ering, educating them on how NFTs work, and then following up on the off er.
Crypto Cannabis Club (CCC), which launched its fi rst NFT in July 2021, has grown into one of the most ambitious NFT projects in cannabis. In addition to their own weed brand in California, they also have dozens of chapters across the U.S. and in other parts of the world.
“Some people approach NFTs because they like the art and view it as an investment; other people approach NFTs out of a sense of community,” says Ryan Hunter, CEO of Crypto Cannabis Club.
“Members of our community are getting together on their own organically to socialize and sesh and to network,” Hunter says, mentioning parties in Florida and at the Indianapolis 500, as well as CCC’s own organized events for NFT holders, such as spring break in Playa del Carmen, Mexico, an event at Art Basel in Miami, and a big meetup at MJBizCon last fall.
Additionally, CCC partners with about 30 accessory brands, which gives their members discounts on everything from dab rigs to rolling papers.
On the virtual side, CCC has developed a range of virtual off erings with their followings on Discord and Twitter, where they host cannabis and psychedelics-education conversations every week on Twitter Spaces.
“Those environments create a natural platform for online communities, and our real-world experiences are an extension of that,” Hunter says.
“We love seeing our community members in the real world. We have folks that go to all of these events and travel to see one another. There’s a kindred spirit vibe mixed in with the art and culture, just like we’ve seen for decades with stoners wanting to hang out and sesh. NFTs are a natural extension of that.”
NFTs are also a way for brands and marketers to draw new members into the cannabis world and educate, notes Polly Lieberman, cofounder of thric3, a Web3 and cannabis 2.0 community. “The number one challenge that all cannabis companies have is access to customers. Web3 presents a unique marketing opportunity because there are fewer restrictions than traditional media.”
This is how cannabis brands can engage the massive demographic of canna-curious people, consumers who are interested in incorporating cannabis into their lives but don’t know where to start and need help.
To engage this untapped demographic, thric3 is preparing to unveil a new NFT collection where the art showcases everyday people as consumers, rather than as the stereotypical stoners featured on other cannabis NFTs.
—Polly Lieberman, cofounder of thric3
“We built a collection to represent everyone,” Lieberman explains. “Our hope is that people look at our collection and see someone who looks like them and thinks, ok that’s me, this is cool, I can be open about my use. This will go a long way in helping to reduce the stigma.”
Like the Early Days of Cannabis
When projects like CCC host regular shows about their projects on Twitter Spaces, it’s not about promotion. “It’s more about authentic, organic building of community. That to me feels like early cannabis,” says Amanda Reiman, Founder of Personal Plants.
Reiman has been around long enough to remember the early days of cannabis cooperatives where, much like NFTs, people could buy into a community for shared benefi ts. That’s how she feels about much of the Web3 space. “Those of us from early cannabis have almost an advantage coming into this because we understand the culture behind how this is being built,” she says.
NFTs became a solution for Reiman’s project Personal Plants, a psychedelic-plant nursery that sells specimens like huachuma cacti and salvia cuttings. Even though the plants she sells are legal in most states, she got tired of dealing with payment-processor rejections and shadow bans on Instagram.
Reiman needed to fi nd a subversive way to keep her business alive, and now, thanks to NFTs, she’s co-founding a new project called Sacred Garden, where people can enter a psychedelic marketplace, safely and securely.
“In our vision, we have a network of people who grow psychedelic plants at home for hobbies, and your NFT enables you to access these farmers,” she explains.
“If you have one of our NFTs you go to our website, you connect your wallet, it sees the NFT is in there, and now you can enter the marketplace. It’s a way for us to give a benefi t to our NFT holders and to vet who comes into the marketplace, which is for the safety and security of our farmers. And it’s a way to give opportunities to people to be part of the community, anonymously if they desire, and you just have to buy membership once – it’s not that diff erent from the old cannabis collectives.”
Hype Vs Opportunity
Reiman sees two diff erent types of NFT projects popping up in cannabis. One type of project is like what Crypto Cannabis Club is doing—authentic experiences, community, and excellent benefi ts that make the NFT a worthy asset.
“This is the future for cannabis companies, and it’s a great way to reach our communities because even SMS texting is shutting us down,” she says. When you’re promoting an NFT instead of a psychoactive plant, it’s a diff erent story.
“The other type of project we’re seeing in the cannabis space, which builds on what I call the phase one of NFTs, is all fl ash and no substance. People are trying to capitalize on the sexiness of weed, but they don’t
really know a lot about it. They think they can create NFTs that appeal to stoners, but when you look underneath the hood, there isn’t anything there.”
The Importance of Education
To help fi ll those NFT knowledge gaps Reiman has teamed up with Lisa Snyder, cofounder of Tokeativity, for a virtual education series hosted by Women Employed in Cannabis.
“Web3 and NFTs are like the early days of the internet, where people are like, ‘inter-what?’ Amanda and I are trying to educate people, especially women and BIPOC folks, so they get to know it, and it’s not as scary,” Snyder says, who has been building websites since 1995 and was early to embrace NFTs, starting her own collection out of curiosity.
Snyder, a trained graphic designer, is also the artist on the upcoming thric3 project. This project will have 9,999 NFTs, each NFT in has unique variations based on a theme, some rarer and more valuable than others.
“This is still the early days of NFTs, and like with early internet, there’s going to be a lot of experimenting. The fi rst experiment was to make art and see if people would buy, and they did,” she says.
The Future of NFTs
Both Snyder and Reiman believe NFTs will continue to rise in popularity over the next few years, as an integral part of safer digital transactions, community building, asset ownership, and new investment opportunities.
However, the space still requires a degree of caution on all sides. For instance, NFTs for cannabis breeding or community-owned cannabis companies open up a whole new can of worms when you consider the “fuzziness around federal and state cannabis laws combined with the fuzzy laws around NFTs and securities. Is it a company and are people buying shares and what does that mean?” Reiman asks.
Reiman explains how the Sacred Garden project required a ton of background work on legal issues, understanding what was allowed, and untangling hairy questions around crypto-based revenue versus traditional revenue. The space is still really new, and people have to be careful, she says, but that doesn’t mean NFTs aren’t worthwhile.
“If the cannabis industry taps into this now and starts educating themselves about it, they’ll have an amazing opportunity to connect with Generation X and Z and Y. That’s all the people who are embracing this technology,” Snyder says. “They’ll be looking at cannabis companies and asking about Web3 projects. If you’re like, ‘Web3? What’s that?’ you’re going to be out of touch.”
—Lisa Snyder, graphic artist, cofounder of Tokeativity
No More Risky Business
Time spent with the National Cannabis Risk Management Association can lead to long-term success.
ote: NCRPS recently
Ncombined with the National Cannabis Risk Management Association (NCRMA) and will serve as the lead risk solutions brand while NCRMA manages association membership and the NCRM Academy’s educational offerings
In today’s increasingly complicated cannabis marketplace, business owners must employ every tool in their toolbox to ensure success. Fresh new products, increased digital engagement, and consumer-friendly retail spaces can grab all the attention and help drive profi ts. Still, there is one critical area that is routinely overlooked.
We are talking about risk management. While it’s not as sexy as many other parts of the industry, it is crucial to ensuring your long-term health and possibly survival. Ensuring that inside any cannabis business’s four walls that their property, product, worker safety, banking, and on-premises risks are secured is no simple task. While many people think that by having insurance, they are safe, they are incorrect.
“Any risk has the potential to make your business worse, period,” says Rocco Petrilli, the CEO and president of the National Cannabis Risk Prevention Services (NCRPS)). “So, if you can mitigate and eliminate that risk, you improve your business. Nobody has ever mitigated risk by buying insurance coverage. Insurance simply shares or transfers the risk that cant be fully reduced. What successful businesses do is take care of any risks up front.”
NCRPS is a pioneering and innovative risk management platform that solely focuses on the complexities of the cannabis world. Their members enjoy access to a whole suite of educational materials and access to cannabis-focused partners, and insurance plans. But one of their most critical offerings is their expert risk management assessment.
By crafting a complete risk assessment from time spent by one of their team, they identify and completely break down everything into easy-to-understand sections. Each facet of your business has a risk score detailing any identifi ed issues and a list of recommendations to solve them. By using tried and true safety standards for non-cannabis industries and the many cannabis-specifi c problems, they know and understand, they can create a detailed action plan to ensure a safe workplace and peace of mind.
They are not fi nished once they hand over their report. That’s when NCRPS can bring their whole host of in-house and service partner resources into play to ensure their clients succeed. This hands-on execution ensures your business safety, security, and success are secured.
National Cannabis Risk Prevention Services
Risk Management ncrps.com —Rocco Petrilli, the CEO and president of the National Cannabis Risk Prevention Services (NCRPS)
The Missing Link A groundbreaking Colorado collaboration between a brewery and cannabis grow op could spark a new era of sustainable beer and weed—if they buy into it.
TEXT WILL BRENDZA
From left: Amy George (Earthly Labs), Charlie Berger (Denver Beer Co.), Kaitlin Urso (Colorado Department of Public Health and Environment) and Brian Cusworth (The Clinic) stand in the center of Denver Beer Co.’s beer fermentation cellar. It was 2020 when Bill Germain fi rst read about a new joint experiment between Denver Beer Company, The Clinic, the Colorado Department of Health and Environment (CDPHE) and a carbon capture company known as Earthly Labs. It was a unique venture to capture carbon waste from a craft brewery and try reusing it to grow super-dank cannabis.
Sparks started fl ying in Germain’s mind. With his background as a sustainability professional, he saw the partnership for what it was: an environmental game-changer. But he also saw opportunities to improve and expand upon the idea.
“That pilot program was great, and yet it was very small-scale,” Germain says. And there was a critical barrier of entry preventing craft-sized breweries from getting on board. “It’s very costly technology… the fi nancial hurdle is the main hurdle.”
Germain’s aim is to break down that cost barrier, allowing more small businesses to reap the benefi ts. It’s an idea he’s calling Co2nscious, and it could be the missing link between beer and weed,
between now and a new era of sustainability. “It’s a big undertaking,” Germain says. “The potential benefi t of this alternative supply chain can really bring big rewards.”
Connecting the Dots
It all started in 2020 with Kaitlin Urso at the CDPHE. She was the department’s small business consultant, working exclusively with breweries from 2016 to 2017, and then with cannabis companies from 2017 to 2021. Urso has a knack for increasing sustainability. And among the many, many details about the cannabis and craft beer industries she learned, were two contrasting facts.
The fi rst: fermentation produces a lot of carbon dioxide— around 10 pounds of it per barrel of beer, by Denver Beer Company’s own estimates. And with US breweries producing some 24.5 million barrels of beer annually, that translates to 245 million pounds of carbon dioxide.
The second fact: cannabis consumes a lot of carbon dioxide. It’s an important ingredient for photosynthesis, and as far as plants go, cannabis absorbs more carbon dioxide than almost any other. A single hectare of hemp can absorb almost 50 thousand pounds of carbon dioxide, making it one of the fastest carbon-to-biomass conversion tools available, according to the European Industrial Hemp Association.
Breweries also use carbon dioxide to charge their kegs and carbonate beer. But because they can’t capture their own, they’re stuck buying it from the same source as cannabis growers: industrial providers capturing emissions from energy or chemical plants. Companies like General Air, Airgas, and Matheson operate out of distribution centers and deliver the gas by truck—producing their own carbon emissions along the way.
So, when Urso found out that a little company in Austin, Texas called Earthly Labs developed technology that could capture the carbon emissions from breweies, a lightbulb went off . “It just clicked… cultivators in the area would gladly purchase CO2 locally at a discounted rate, if the supply was there.”
Enter Denver Beer Company and The Clinic, who agreed to use Earthly Labs’ technology to connect the fi rst brewery- to-cultivator circular economy in history.
The Power of the Pilot
Urso brought the three companies together and set up the pilot project: Denver Beer Co. would collect and deliver one tank of compressed carbon to The Clinic’s cultivation facility. Then, The Clinic would use that carbon return the empty tank for a refi ll, every week for 16 weeks.
And beyond, actually; the project was so successful that Denver Beer and The Clinic continued their partnership for a full year. Instead of running into problems, the pilot partners kept discovering new benefi ts to locally sharing carbon dioxide. “The CO
2 coming from the natural fermentation at the brewery doesn’t have the same hydrocarbon contamination as when it’s sourced from combustion,” Urso explains. That not only led to better mouthfeel in the beer, but it produced better weed, too.
According to Chris Baca, the head grower at The Clinic, the plants grown with Denver Beer
Above: Over the 16-week pilot project, the Clinic saved the equivalent of 93 trees of carbon. Hence the name of the product line produced with that carbon dioxide: 93 Hoppy Trees. Center: A pressure valve on the CO2 tank reads zero as production for the day comes to an end.
carbon had almost 5% higher terpenes than control batches. And because they didn’t have to rent tanks from a commercial producer, they cut their carbon costs by 15%.
“This pilot was a success,” Urso says. “And it was a repeatable success.”
An Unrepeated Success
In the two years since the pilot project wrapped up, no other Colorado breweries have implemented the technology. Not publicly, at least.
According to Amy George, founder and CEO of Earthly Labs, they’re working with several breweries around Colorado to implement carbon capture technology. They have another partnership in Virginia, and another starting up in the Northeast between a “quasi beverage maker” and a brewery. All told they’ve got 50 active projects and another 20 in the works.
Any business that uses CO2 as an input can partner with a brewery to purchase a locally sourced, environmentally friendly supply. That is, if the brewery can aff ord it.
Earthly Labs’ “CiCi” units start at $75,000 and can go above $100,000, depending on the model. According to Urso, it’s an investment that, in the case of Denver Beer Company, can pay itself off in 18 months through revenue and savings from captured carbon dioxide.
But that doesn’t make it less of a hard up-front for small businesses. “The biggest hurdle is the initial input cost,” Urso admits. “It’s pretty high.”
That’s where Co2nscious comes in.
Cost-Conscious
“Co2nscious is designed as a subscription platform,” Germain explains. “Instead of having to get fi nancing entirely on your own, you could have Co2nscious install and operate a recovery system for a subscription period.”
The brewery could extend and renew its subscription or buy the system outright at a discount. By purchasing the carbon capture system and essentially renting it out, Germain’s idea would lower the price of getting a carbon capture system up and running. Co2nscious would maintain the units, assist with all carbon capture, and manage the purifi cation. Then the brewery could do whatever it wanted with it, either using the captured carbon dioxide themselves or selling it.
The model is currently being considered for funding through Boulder County’s Climate Innovation Fund, which is awarding $450,000 between three project applicants. With or without that fund, though, Germain will still need partners and fi nanciers to make this dream a reality—to surmount the very barrier of entry he’s trying to break down for others.
“The ability to contribute to healthier air, cleaner air, the ability to develop this alternative market that gains trust, that creates biogenic CO₂, that’s locally sourced and is equivalent, if not better, than the industrial CO₂ that’s traditionally used— the ability to participate in that [system], to me, is really exciting,” Germain says. “It represents a circular economy approach to CO2 that we have the ability in our community, in our region, to [create].”
Hopefully, he says, that’s going to attract a lot of attention.
Top: Chris Baca (The Clinic, center) explains to Charlie Berger (Denver Beer Co.) and Kaitlin Urso (Colorado Department of Public Health and Environment) how the vegetative state of growing cannabis works inside The Clinic’s grow operation. Above: Driving sustainability with cannabis and beer, these two tanks will hold 500 pounds of CO2
Bright Lights, Big Savings Lower Emissions Higher Yields Xcel Energy’s bold plan to give you money for buying less of their product. cel wants indoor growers
Xto refi t their facilities with energy-saving LED grow lights and they stalling energy-effi cient equipment,” says Joe Sullivan, Franklin Energy program manager for Xcel Energy’s Indoor Agriculture Business Energy higher intensity light they enhance the quality of the product, the plant. With LEDs you can have pretty much any spectrum you want, so you dial are enticing customers with generous rebates to do it. “The goal is to provide growers with incentives for purchasing and inAssessment. “A person might ask, ‘Why is my utility company giving me money to use less of their product? Well, rebates give customers more control over their bills which increases customer satisfaction and helping customers make the switch to energy effi cient equipment helps avoid building more power plants.” And for growers the incentive to switch to LED lighting goes beyond just energy savings. “There will be signifi cant savings on the electric bill, but LEDs also benefi t cannabis plants in the sense that they can increase yield,” says Sullivan. “With
it in to whatever your needs are. And there’s reduced operation and maintenance costs, because LEDs have a longer life than standard high-pressure sodium lights. You’re not replacing bulbs every six months or so, and they also emit less heat so you’re able to further save on AC or HVAC costs as well.”
The process for customers to receive a rebate for LED grow lighting is now easier than ever. “All customers have to do is download the LED grow lighting application to verify that their LED lighting equipment qualifi es for rebates. After purchasing and installing qualifying equipment, customers fi ll out and submit the rebate application and their rebate check should arrive in
—Joe Sullivan, program manager for Xcel Energy’s Indoor Ag Business Energy Assessment six to eight weeks. If customers need help getting their rebate application processed Franklin Energy can help support that as well as provide expert technical assistance to help growers identify other energy savings projects at no cost.”
Franklin Energy was hired by Xcel Energy to help indoor agriculture customers navigate the entire rebate process and has extensive experience working with the cannabis industry.
How can a grower know if a transition to LEDs is right for them? “Well if they want to lower costs, be more competitive, increase yield and product output without making dramatic changes to the operation, that’s when LEDs are a really good choice.”
CONTACT INFO: xcelenergy.com/LightingE ciency Franklin Energy: 720-285-8780 or XcelIndoorAg@ FranklinEnergy.com. For additional questions about the rebate and how to apply, customers can also contact The Business Solutions Center at 855-839-886. Check out the QR code for details and links to rebate forms.
Xcel Energy
Energy rebate program xcelenergy.com
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