How Unique Cannabis Genetics Drive Brand Building


<![CDATA[Cannabis genetics are the cornerstone of Green Dot Labs’ Boulder, Colo.-based concentrates operation, and according to co-founder Dave Malone, the craft beer industry provided the inspiration he needed to give the company’s unique cultivars their own identities.Malone says the craft brewing industry started out as a select few companies with lines of beers that were almost indistinguishable among consumers, but as soon as brands began investing in marketing, consumers started gravitating toward specific brands.The cannabis industry, he says, has a lot to learn from this approach.“That’s what we’re aiming to do with our genetics, is give them their own identity,” Malone says. “People may prefer different brands for whatever reason, but they still look at our Cherry Fluff strain, for instance, which is [branded as] a beautiful cherry on a big pile of whipped cream, and [the marketing is] very captivating and seductive. People identify with that.”Photo courtesy of Green Dot LabsGreen Dot Labs’ Peach Brain Freeze cultivarDan Banks, director of cultivation strategy for Denver- based Lightshade, echoes this sentiment, adding that marketing is beginning to play a large role in the cannabis genetics space, with name-brand recognition starting to emerge among consumers.“You have a couple different demographics,” Banks says. “You have people who are used to getting certain things from dispensaries, [and] they want to see those things maintained. Then you have people who are interested in anything new and checking that out, and if it’s new, then they’re like, ‘I want more of that’ or ‘I want more from that lineage.’”Founded in 2011, Lightshade is one of the largest Colorado-owned, vertically integrated cannabis operators in the state. The company operates a greenhouse operation in Denver, as well as four indoor grow facilities.When Banks joined Lightshade in late 2019, the company was cultivating roughly a dozen varieties across its…

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Source : How Unique Cannabis Genetics Drive Brand Building

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