The Law of Attraction: How Small Cannabrands Are Embracing Authenticity to Better the Industry as a Whole
Art Courtesy of Casey Renteria
Authenticity. This word is baked into the ethos of cannabis businesses of all sizes. On its surface, authenticity’s meaning has become obscure, overshadowed by companies enacting unethical practices, misusing and misrepresenting the word to claim to be something they’re not.
However, all is not lost. For businesses dedicated to authenticity, constructing these experiences comes naturally– building trust with customers, all while staying true to their impactful missions that service the greater good.
Small Business in Cannabis
As a small business, breaking into the cannabis industry can be daunting. It takes immense courage, jockeying with dominant players to gain a foothold. These businesses work tirelessly to stand out among the crowd.
From glass-blowing manufacturing to dispensaries to hand-crafted cannabis products, small business owners are rallying around the motto of authenticity to increase brand presence and awareness and leave their mark on the budding industry.
We sat down with three small business leaders in the industry – Chris Piazza of CannaDevices, Noah Fishman of Zenbarn Farms, and Cintia Lovo of Juana’s Garden, each actively carving a better path to help their customers and transform the industry at large. This article is an ode to those small businesses making a name for themselves by way of authenticity.
Inspire Trust Up Front
FNM: How do you inspire trust in your business? Is it built into your culture? What does that look like?
Chris Piazza: You inspire trust by being trustworthy. If there is a $10 mistake on a bill, call it out, don’t let it just slide. If there is a mistake made, correct it and eat the cost, don’t just give a discount on the next purchase - everyone knows you are just trying to create another sale. Be a good person, and only have good people on your team.
FNM: What are you doing to increase authenticity in your business?
CP: The core of this question to me creates a question of authenticity. By definition, be true to your brand as a person and what you want your company to be. If your brand tries to be something it is not, it will be found out. And if your brand changes, that’s fine, just be upfront about it. Companies grow and evolve all the time, but it is key to clearly express this and make sure customers know so they don’t feel lied to later on.
FNM: What should the consumer know about finding brands they can trust?
Noah Fishman: Find brands that are transparent about their products, where they come from, how they are made, and that are engaged in their community. Not all cannabis is equal and it's important to find products that are grown without chemicals and pesticides and that are healthy for the plant and the people involved.
FNM: How do you inspire trust in your business? Is it built into your culture?
Cintia Lovo: Building trust is crucial to gain and retain customers. At Juana's Garden, we take education very seriously. The more educated our staff is about our products, the better service and recommendations they can provide. It is not about selling more, it's about selling right. I think that if a customer comes in and sees that our Bloomtenders are able to provide accurate and relevant suggestions, a customer will feel heard and understood which will, consequently, make them feel trust.
Another crucial thing is to always be transparent. We tell our staff: "If you don't know, find out." It is easier to apologize and tell a customer that you are not sure, but that you will look for the right information than to give the wrong information and potentially, lose a customer. Also, transparency means that all information about a product can be easily accessible. We have all the Certificates of Analysis for our products so they can shop with confidence, knowing that we always offer the best quality.
Make Authenticity the Norm
FNM: What does authenticity mean to your cannabis business?
NF: Authenticity is digging deep to understand why we do what we do personally and as a business. Understanding the why is hard work and a constant examination of not just what we're doing but the outcomes of our work. Authenticity is natural when you're doing things that are truly meaningful and driven by your passions.
FNM: What should the consumer know about finding brands they can trust?
CP: Do they walk the walk or just talk the talk? Just like a person, a brand needs to follow through with their promises. From quality to the commitments they make.
FNM: What does authenticity mean to your cannabis business?
CL: Authenticity means staying true to who we are and why we came into this business. We hope that we will be able to transmit our passion for cannabis to our customers and spread the positive feeling that we experience with cannabis in our boutique into our community. We have been using cannabis for decades and it has really helped us for a number of things such as pain relief, mood regulation, and creativity in our musical careers.
Think Big, Shop Small
FNM: How can we get more people inspired to engage with small businesses?
CL: I think that there is a lot of work to do in this area. We need to educate the consumer and tell them our stories of hard work, passion, and dedication. Luckily, the people in Vermont are generally inclined to support small businesses that have been built with care and sweat. However, it is important to constantly remind the consumer by sharing our stories and promoting small shopping.
FNM: Why is it important to shop small?
NF: Large corporations dominate this country and more and more of this industry. Small businesses tend to be more interconnected with their community and contribute to a more vibrant culture and identity in small and large towns alike.
*This interview has been edited for length & clarity
