Legacies Podcast

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Cannabis is a booming industry facing unique challenges that many consumers might not fully understand. Recently, Tom Ritchie and Wesley Bowles brought Jonathan Wilson from Crystal Cure onto their show to discuss these challenges and the hidden costs that legal cannabis producers must bear.


The Compliance Costs That Legal Producers Face

Legal cannabis producers are weighed down by rigorous compliance requirements that don't affect illicit market players. Jonathan highlighted that these compliance measures include child-resistant packaging, robust security, and mandatory testing. All these add layers of extra costs to the production process. Dan Sutton of Tantalus Labs found that compliance can effectively double the cost of production for legal operators. The same constraints don't apply to illegal dispensaries, giving them an unfair price advantage.


The Importance of Consumer Education

Many consumers just aren't aware of the extra mile legal producers go to ensure safety and quality. The conversation shifted to the pressing need to educate the public about the significant differences between the legal and illicit markets. There's a growing call for a unified industry campaign to demystify the complexities of the legal cannabis industry and justify the higher prices.


Retailers in the Crosshairs

Retailers stand at the frontline where legality and illicit practices clash. Lisa, a retailer from a previous episode, shared her struggles with competing against illegal dispensaries that sell cheaper products. Jonathan pointed out that retailers need to be part of any educational efforts. These stores are directly impacted and are vital in conveying the message to consumers.

Breaking the Stigma

The stigma surrounding cannabis can be fuelled by some compliance measures, such as child-resistant packaging. While essential for safety, especially for edibles, Jonathan called for more nuanced approaches. Compliance doesn't have to mean scary or sterile. A touch of lightheartedness and education could go a long way in shifting public perception.


Looking Forward: Potential Regulatory Changes

There's cautious optimism about possible reforms to cannabis regulations. Health Canada is considering changes that could help legal operators compete more fairly with the illicit market. The industry must band together to push for levelling the playing field and achieving sustainable growth.


Emotional Intelligence in the Cannabis Industry

The discussion took a personal turn when they talked about emotional intelligence. Jonathan emphasized the need for self-reflection and measured responses, sharing his own experiences in managing the pressures of the industry. Emotional intelligence is situational, meaning it can vary based on stress and other factors, but it's crucial for navigating the rapidly evolving landscape.

Jonathan was then asked to pose a question to the next guest, focusing on how the industry can collaborate on a unified public message. It's clear that much work remains, but unity and education hold the keys to a brighter future for legal cannabis.

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