This week’s Trailblazer, Margaret Brodie the CEO of Rubicon Organics, a Canadian licensed producer of super-premium, organic certified, sustainably grown cannabis.

Questions with a Cannabis Industry Trailblazer

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

In early 2015, I was approached by a friend who spearheaded the initial investment in Rubicon Organics and he thought my skills and style would be a great fit to work with Jesse McConnell and Peter Doig who were founding Rubicon Organics. I had spent my career getting ready for the opportunity where I could help build a company, create a team and make my mark – this turned out to be that opportunity. I am grateful that I have been trusted by so many people to come on the journey with us and I’m very proud to work with our team.

Simply Bare Rubicon Organics

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

It would be easy to say marketing restrictions or competition against the legacy market, but really the answer is cold hard cash. We have seen hundreds of millions spent in the cannabis industry to market both companies and their brands. These funds have been spent everywhere from wooing talent with high salaries to investor relations campaigns for retail investors. As a smaller company, at Rubicon Organics we focus our funds on telling our story to Budtenders with our in-house sales team to drive a knowledge of our quality.

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

In Canada, we are limited in our ability to educate the consumer on features of strains, terpene impacts and various cannabinoids. Without discussing the various impacts of the product it makes it more difficult for a consumer to make the best choice for their need state. What this means is that shoppers are often overwhelmed or make the wrong choice for what they desire. An enhancement to our ability to communicate with the consumer would help them select cannabis products tailored to their desired outcomes, promoting responsible and informed consumption. The more information that the consumer can learn, the faster we can destigmatize cannabis, what it can do and grow our market.

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

Quality and product consistency matter. A large portion of the market is in a race to the bottom to turn their inventory into cash on a downward cycle of price pressure. Making a quality cannabis product that consumers love and delivering a consistent brand promise is the hardest part of this business given we are in the nascent stages of the plant being commercialized on scale (unlike traditional agriculture where genetics are stabilized).

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

The legacy market. The list is long whether it is our competitors in Canada keeping us on our toes (Cannara, Carmel, Woody Nelson, Avant, Decibel, etc.).

Wildflower

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

Pick your company and teammates wisely. Check that the Company has the balance sheet (and cash) to survive, solid business plan and good people.

Cannabis Marketing Trailblazers

A big thank you to Margaret from Rubicon Organics for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.

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ADCANN is a digital publication and content creation team that showcases the most creative concepts in the cannabis space.