WeedWeek edition / January 26, 2021
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1 ON BRAND: HOW TO ATTRACT “NEWBIE” CONSUMERS

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(Photo by Ethan Miller/Getty Images)

In her new column "On Brand," Jackie Bryant talks to marketers about one of the most alluring customer groups, cannabis newbies:
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They're “very much a real market segment, one that is fairly easy to figure out,” says Ryan Goldstein, CMO of cannabis branding and marketing firm Petalfast and CEO of A.P. Keaton. “Low-dosed and inconspicuous products are the intuitive entry point for canna-curious consumers,” he says.

Not everyone agrees.

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"On Brand" is brought to you by Mattio Communications.

2 CAN SUSTAINABILITY BE PROFITABLE?

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Amid the complications of running a licensed cannabis business, environmentalism isn’t always a top priority. But, for many operators, cleaning up their act makes financial sense.
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  • As competition intensifies, the lower production costs that can come with energy savings are a competitive advantage.
  • As an added bonus, environmental consciousness attracts an important segment of consumers. 
  • The head of a new group called the Sustainable Cannabis Coalition says energy efficiency and standardized practices could help reduce the cost of producing a pound from $500 to $100.

Every cultivator "has an opportunity to improve."

3 IN THE NEWS — 1/27/21

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(Getty Images)

The week's happenings:

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