This week’s Trailblazer is Steven Conville, CEO of Kronic Relief, a Canadian craft producer based in Toronto with over a decade of legacy market experience.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
I founded Kronic Relief Inc. in 2013, after spending twenty years in the financial industry, managing over $750 million in assets. My journey into cannabis began as a new opportunity to try something different. It eventually blossomed into a personal passion for cultivation and a belief in its potential benefits. This became even more meaningful when I used cannabis to manage my own chronic pain and to help my mother during her illness.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
The biggest challenge is dealing with the strict regulations that limit how we market, sell, and even discuss our products. These rules are intended for public safety, but they put us at a disadvantage compared to legacy producers who don’t face the same restrictions. Competing with them while following the rules is a significant hurdle for legal businesses like ours.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
I believe cannabis should be treated and marketed just like alcohol. There’s no reason it should face stricter regulations when it comes to advertising and sales.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
Launch parties for new products have been very effective, as well as Instagram and LinkedIn marketing. These channels help us engage directly with consumers and build strong brand connections.
Are there any other trailblazers in the cannabis industry that you follow?
Yes, Leshaunda Gray at Kronic, Cyrus at The Loud Plug, and iconic figures like Snoop Dogg and Mike Tyson, who have all made significant contributions to the industry.
What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?
Authenticity is the only way.
A big thank you to Steven Conville of Kronic Relief for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.
