This week’s Trailblazer is Karissa Hurl, Master Grower at WeedMD, a federally licensed producer of cannabis products for medical, via the Starseed Medicinal brand, and adult-use markets sold under Color Cannabis and Saturday Cannabis brands.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
I was lucky to be brought on by WeedMD for an exciting new adventure in early 2018: starting a hybrid-greenhouse from scratch with a few other incredible individuals. The space had recently been retrofitted and was not licensed at the time, so we worked day in and out to get the greenhouse ready for licensing and plants. Since then, it’s been a wild ride; our first plants, the onset of recreational legalization, multiple greenhouse expansions, the 27-acre outdoor grow – the list goes on and on.
”I joined this young, exciting industry because I am passionate about plants and their powers to heal, and I truly love Cannabis and the community surrounding it.
Prior to cannabis, I was working in the Marketing/Design field and after a few long weeks glued to my computer, I realized I needed to work with plants again. I am grateful to have been mentored by talented growers, namely Curtis Wallace and Nick Trueman, plus the knowledgeable people I work with every day.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
One of the biggest challenges for me is that the market for the most part is currently only demanding high THC product. The flowers are capable of so much more than a strong and fast high, and the flavours of the plants are where the beauty of the plant lies.
”We recently started including total terpene profiles on our labels and I hope the market starts appreciating the nuances of cannabis, and that consumers come to understand the difference between terpenes and cannabinoids and how they work together.
Not everyone is comfortable with consuming 20%+ THC. And cannabis isn’t a one-trick pony! Our industry needs to work harder to educate consumers.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
This is less of a marketing restriction and more of a social media policy, but I am excited for the day that cannabis is not seen as restricted subject matter on social media platforms such as Instagram and Facebook. The platforms seem to be allowing more posts now, but I still hear of companies and influencers having their pages shut down due to cannabis posts and this perpetuates the notion that cannabis is still taboo and a negative part of our society.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
I love following cannabis brands on Instagram as I love seeing the creative ways that companies showing up. The creative photos, the great customer service and education resources are all great tools to demonstrate that cannabis in Canada is respectful, sophisticated and responsible.
Are there any other Trailblazers in the cannabis industry that you follow?
The following (in no particular order since they are all fantastic) accounts on Instagram have inspired me throughout this journey:
@greenheffafarm @bigbeautifulbudz @highnoonhigh @cannalily.consulting @alisonlmcmahon @thiscannabislife @mimi_lam @jodieemery @cannabisculturist @fallforvee @meowy_jane @workdubs @shesmokesjoints @imcannabess @lazybeegardens @wonderpipes @blazin_sunshine
It is humbling to think of where we are now versus where we were 10+ years ago. I am grateful for all the people who came before this generation of trailblazers, the people who fought persecution and pushed for cannabis to be legalized. Thank you.
What is one tip or piece of advice you would give to people looking to enter the cannabis industry?
Spend some time at a grow facility, learn how to grow a plant, see the processes. The care and the attention it takes to cultivate cannabis plants to their full potential is something every marketer should understand. The more that you learn about the beauty of cannabis, the easier it will be to connect with consumers and retailers. I love the marketing team at WeedMD; they love coming to the facility to understand what we do and why we do it (plus they are FANTASTIC people!). Teaching people about cannabis is an absolute joy, and if you know someone who grows, reach out to them. I’m sure they would be happy to teach you!
A big thank you to Karissa for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.
Interested in working with one of these talented cannabis marketers? Check out our Agency Directory for a list of all the agencies that specialize in working with cannabis companies.
