Cannacon shares high points, challenges of growing industry

If greater federal pressure or increased enforcement activity comes to bear on Washington’s cannabis industry, it’s going to affect more than just growers and retailers. As seen at Cannacon, an annual Northwest gathering of companies and individuals in affiliated businesses, there are plenty of companies with a lot at stake, including manufacturing, tourism, packaging, technology, legal, food, transportation and agriculture. The three-day February in Seattle in February brought more than 10,000 visitors and vendors together to discuss current issues, new technologies, and possible legal challenges. “It’s the fastest growing industry now,” said David Rheins, founder and executive director of the Marijuana Business Association, a national trade organization. “There are all sorts of new product categories, and more than 10,000 companies directly or indirectly involved, but many have limited access to money, and a high regulatory environment.” Some companies have entered the marketplace because of a familiarity with and an interest in different aspects of marijuana cultivation, operations or sales. Others have worked in non-cannabis industries and decided to adapt to this developing sector. For instance, several companies that specialize in agricultural products and soil nutrients have found new customers interested in how to improve growing conditions of plants and soil. Companies that were already offering security services are also finding interest from growers and retailers wanting to ensure their inventory stays safe from internal or external theft. Companies that sell candy or candy molds are getting attention from cannabis producers wanting to use their cannabis in infused edible treats. Even companies that print lanyards are interested in reaching cannabis companies, since many in this industry must display their IDs at all times. Along with a showcase of vendors, Cannacon also included seminars and panels, including tips on controlling pests, improving automation and better ways to extract cannabis to create concentrates and oils. Audience members received training in marketing as well. Consumers may generally be familiar with the wacky world of pot from movies and TV, but this doesn’t always translate to choosing one strain over another, especially when they all have creative names. “Pot culture is really pop culture in disguise, and it has been infused into our culture for more than 50 years,” said Rheins. He said the industry really needs to educate the public about the health and business benefits of cannabis, not just consumers, but different levels of government and local communities. He encouraged companies to find ways that they’re unique and distinct in their branding and messaging, since the legal market is so new, no brand leaders have emerged. “The strains being grown are important, but the consumer experience has to be consistent,” he said. “Every grower I’ve talked to tells me, ‘my stuff is the best’ but it has to be more than that.” The event included a presentation hailing the role of women in the industry. Currently about 36 percent of cannabis company executives are women, compared to 22 percent for all other industries.