For five years, Tether has focused on helping cannabis brands build stronger relationships with cannabis retail workers. What began as a Budtender community has grown into a national B2B platform that connects more than 8,000 retail professionals across Canada with over 200 licensed producers and brands through events, digital campaigns, and educational content designed to support real business outcomes.
The cannabis industry has changed significantly over the past five years. Shelf space is harder to secure, and brands face increasing pressure to demonstrate value beyond product quality alone. Success now depends on building credibility with the retail community, from the Budtenders making daily recommendations to the managers, owners, operators, and buyers responsible for deciding what reaches store shelves.
Today, 35 percent of Tether’s community consists of retail decision makers, reflecting how the platform has evolved alongside the industry. That growth has shaped a broader approach that helps brands reach both frontline retail staff and the people responsible for purchasing decisions through opportunities built around education and long-term relationship building.
That approach continues through Tether’s second half of the 2026 event calendar, which brings the community together across multiple markets in Canada.
Each event has been designed with a specific purpose. Tether’s Sampling Events provide brands with direct access to Budtenders and retail decision-makers without the cost and distractions that often come with traditional trade shows, with the largest events still welcoming more than 200 attendees. These events create opportunities for brands to introduce products, answer questions, gather feedback, and strengthen relationships with the people who recommend products to consumers every day, and allow retail workers to learn from first-hand experience.
The invite-only Brands and Buyers series creates a different environment by bringing brand and service providers together with the individuals responsible for making shelf decisions. The limited guest list encourages more productive conversations that lead to better inventory, service, and sell-through. Attendees can save weeks of back-and-forth by meeting multiple suppliers in one afternoon, while enjoying great bites and thoughtful brand activations.
New for 2026, the Retailer Exchange reflects another step in Tether’s evolution by creating a dedicated forum for retail decision-makers and brand partners to exchange insights, discuss industry challenges, and strengthen connections across the sector. Attendees can expect panel discussions, expert-led industry presentations, and high-value networking.
Five years after launching, Tether continues to evolve alongside Canada’s cannabis industry by developing new ways for brands to build lasting relationships with retail professionals. As the industry continues to mature, those relationships remain one of the most valuable investments a brand can make.
To learn more about Tether and its upcoming events, visit tetherbuds.com.
