This week’s ADCANN Trailblazer is Landon Yarmuch, Co-Founder & Chief Cultivation Officer of Partake Cannabis, a small-scale indoor cannabis garden in Edmonton, Alberta, producing naturally grown, individually hand-crafted cannabis flower.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
I entered the legal cannabis industry in 2019, after actively cultivating under the ACMPR medical program since 2015.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
Strict advertising regulations. Most traditional marketing channels are off-limits, so we have to rely on compliant packaging, in-store presence, and product quality to build brand awareness.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
Excise tax relief on samples. We currently pay full excise tax on products given away for free, generating zero revenue while still absorbing all costs, which makes education and product awareness extremely expensive.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
Building the brand organically has been most effective. Rather than forcing products into every store through “pay-to-play” tactics, focusing on strong branding paired with high product quality creates genuine demand, word-of-mouth, and long-term customer loyalty, leading to more sustainable success.
Are there any other trailblazers in the cannabis industry that you follow?
At Partake, we support the industry as a whole rather than focusing on specific trailblazers. We understand how challenging the market is, and believe that collaboration and companies coming together gives us strength in an otherwise shaky industry.
What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?
Know the regulations inside and out. Cannabis marketing is heavily restricted, so success comes from staying compliant while finding creative ways to build brand trust, authenticity, and product-driven demand.
A big thank you to Landon Yarmuch of Partake Cannabis for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.
