Hall of Flowers, a two-day, industry-only, B2B trade show that takes place in Santa Rosa, CA, and is shaping to be one of the most effective business events in the industry. Season 3 welcomed over 150 newcomers to the Sonoma County Fairgrounds to be a part of a growing retail network from across California, including storefronts, delivery services and micro businesses.
Different from Seasons 1 and 2, only day two was open to general members within the licensed cannabis industry; while day one is reserved exclusively for buyers. This provided greater ability for buyers to speak with vendors, connect with brands, and be able to get down to who’s real and what will likely be short lived.
A few products that kept my attention were Humble Flower’s luxe wellness line, Pop-Up Potcorn’s microwaveable popcorn, and Venice Cookie Co.’s fast-acting CQ beverages.
What was definitely enjoyable was seeing the representation of California equity participants like San Francisco’s Posh Green, and Nug’s Oakland Incubatee Cannabis on Fire; as well as the launch of company initiatives like NorCal Cannabis Co.’s Pass It Forward–a philanthropic program that provides financial support in the form of micro grants for cannabis equity eligible applicants and their families throughout California.
With the good, comes that which can be improved.
Hall of Flower’s new structure should encourage vendors to be extra on-point; given that reps are dealing more directly with the people who want to know the micro-level details about the brands in order to make the best product recommendations and purchases. However, what you soon come to find out is that as an industry, CEO to Consumer, we still have work to do. One simple question we should all consider asking more: “Is your packaging recyclable.” Many reps simply have no idea. A majority of vape cartridges aren’t, so the company doesn’t talk about it. One person said, “Wow, I actually don’t know. No one has ever asked me that before.” Some tried to dance around the question, when this is actually the most critical time to get to the point. Which further reads as, it doesn’t matter that our products will likely end up in a landfill, as long as you’re able to get a great high, right?!
Wrong. That is completely counterproductive to the whole industry. Packaging companies need to step their game up, product companies should feel encouraged to take the initiative to invest in long term impact, and consumers should press their favorite brands about sustainability. Although some dispensaries are participating in recycling programs, patients and consumers should at least be able to dispose of empty product containers in their own homes.
All in all, the organizers of Hall of Flowers have created a first of its kind experience to help take the industry to a new level, and they do a damn good job. Each Season of Hall of Flowers serves as a bench mark of the progress we are making as an industry. Looking forward to Season 4!