This week’s Trailblazer is Todd Neault, Founder of Rosin Heads, an LP with a goal to restore the relationship between indulgence and cannabis consumption with beautifully crafted chocolates that focus on taste, quality, and precise dosing.
Questions with a Cannabis Industry Trailblazer
When did you first become involved in the cannabis industry and why?
I had crippling social anxiety when I was a teenager. Cannabis allowed me to function in society but being a teenager, I didn’t have the money to allow me to consume daily. This meant I was only attending school on the days, I had cannabis. This led me to start growing when I was 16 years old. I lived on a farm and planted some seeds in a corn field on my property. When I got my Medical Exemption in 2016, I visited every dispensary in Toronto and was fascinated by Branded and Packaged Edibles.
What has been the biggest challenge you have faced when working with cannabis companies/brands?
I think creative compliance has really forced me to think outside of the box. I have been able to get my messaging out there without too many problems. The biggest challenge I face isn’t with Health Canada’s regulations but with Instagram’s anti-Cannabis Policies. That being said it has also forced me to get creative. For the most part, I am simply posting chocolate photos and leaving it up to my followers to connect the dots. Kind of an If you know you know type vibe. I did have a few posts flagged when the account was public but have since gone private again. To me, the private account fits with the branding of Rosin Heads. We are not trying to be everything to everyone. We are catering to a very specific consumer segment.
If you could change one of the current Canadian or American marketing restrictions on cannabis, which would it be?
Honestly, I don’t have too many issues with the current regulations. I mean I think we can all agree that the regulations are asinine and should at least be on par with the alcohol industry, but I think over time we will see the regulations change. I don’t have the energy to be upset with this. I just follow the regs and keep it moving for now. One regulation I would like to see changed is the mg limit on edibles but that’s not a marketing restriction so I won’t get too into my point of view on that.
In your observation, what marketing techniques or channels have been most effective for cannabis companies looking to connect with consumers?
I think the most critical piece of the puzzle is knowing who your target audience is and knowing how to reach them, speak their language and build a brand that is going to resonate with that target. I really prefer in-person interactions at events, PK Sessions, and Pop-Ups in Stores to get that direct interaction. It’s always served me well when people can meet me, and understand what drives me and what motivated me to build Rosin Heads.
Instagram and Linkedin are also great channels to get the messaging out there once you have defined the brand target and consumer segment.
Are there any other Trailblazers in the cannabis industry that you follow?
Too many people to name have been instrumental in my journey in this space. I’ll just mention a few that have been by my side since the early days. Fritz’s Cannabis Company, Ari, and Tabitha really helped me out in the early days. I was struggling to find my way into the industry, and they helped me navigate and helped me get into my First Green Market. I may have given up if it wasn’t for them. Angelina from Blessed Edibles has been a day-one homie as well. Can’t forget Hasho we go way back as well. My first Collab was with Mike, and he helped get me in front of a different consumer that I am still targeting today.
What is one tip or piece of advice you would give to marketers looking to enter the cannabis industry?
Have Fun. I see way too many people in this industry stressed out and upset with things they can’t change. Accept the regs the way they are, embrace them and work within the current limitations. I have every reason to believe it will get better soon.
A big thank you to Todd from Rosin Heads for participating as this week’s Trailblazer! Stay tuned for another interview with a cannabis marketing Trailblazer next Thursday in the ADCANN blog.
