Trailblazers with Jesse Bell of Dabarnak Concentrates Collective

This week’s Trailblazer is Jesse Bell, Founder of Dabarnak of Dabarnak Concentrates Collective, Canada’s first and only cannabis concentrates, culture and lifestyle brand.

Questions with a Cannabis Industry Trailblazer

When did you first become involved in the cannabis industry and why?

In 2015, I worked in a medical cannabis license registration clinic in Montreal. In 2016, I decided to have a patient appreciation gathering for all the patients I signed up over the year. They loved the first event and begged for more. Because I had moved back from California where I had been attending secret sesh events, I decided to start a promotion called Dabarnak. This was a platform I used to educate patients about extracts. While simultaneously it became a pressure on the local government, towards legal regulations for the entrepreneurs I had helped grow through my events. The goal was to convert patients to healthier forms of consumption at these “parties”. Twelve events later and I had between 300-700 people from all over Canada attending. Once legalization happened I stopped making large events as the brands began to transition to the legal market. I currently and occasionally make smaller sampling events in Toronto for the recreational market. In 2022-2023 I was asked to use my branding, skills for a processor (Oaziz Extracts Inc.). Over the years there I have helped them develop over a dozen brands for the rec market. Since then I have grown to work with many Licensed Producers, Processors and Retailers across Canada.

What has been the biggest challenge you have faced when working with cannabis companies/brands?

Having Health Canada request for content I have created, to be removed from my client’s online platforms. The regulations have been a difficult obstacle to navigate at times, as it can seem completely random why some content is flagged rather than others.

If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?

Restrictions on advertising and promotion. Specifically” lifestyle branding” and “event sponsorship”. Cannabis should be allowed to advertise where alcohol is. And it should be allowed to brand itself authentically.

In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?

Events. The budtender sampling model is not effective enough. The best marketing is done, when recreational customers attend “private” cannabis events and communicate with the brands directly. The LP’s need to be able to tap into the same channels that alcohol is promoted through and allow for sampling and sales on site with the public.

Are there any other trailblazers in the cannabis industry that you follow?

I have always followed and worked with so many of them. But a trailblazer who is a huge inspiration to me that I would like to shout out is Frenchy Cannoli.

What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?

Get your CanSell or equivalent retail sales license in the province you work in. Attend events and directly approach the brands to introduce yourself and get their contact information (business cards). Repeat this until you develop relationships that lead to marketing opportunities.

A big thank you to Jesse Bell of Dabarnak Concentrates Collective for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.