- Prioritize Quality: Establish a solid brand by ensuring product quality through trusted suppliers and rigorous testing.
- Master Regulatory Compliance: Stay ahead of evolving cannabis regulations to avoid setbacks and position your brand for success.
- Engage in Advocacy: Take an active role in shaping cannabis regulations to create a favorable environment for your business.
A successful cannabis business requires more than just passion or a great product. It takes a deep commitment to quality, a solid understanding of the regulatory landscape, and a willingness to advocate for your brand in a still-evolving market. And if you want your business to thrive in the long run, those elements are non-negotiable.
Bret Worley, CEO of MC Nutraceuticals, knows a thing or two about what it takes to succeed in this space. His company is the world’s largest wholesaler of cannabinoids, and he’s a notable influence on shaping the cannabis industry from the inside out. As the first blog of this three-part series, we break down the key elements of a lasting cannabis brand, using Worley’s insights to help guide you through quality control, regulatory compliance, and advocacy.
1. Prioritize Quality From Day One
When building a lasting brand, the quality of your product should be your primary focus. In the cannabis space, quality is not just about having the best flower or most potent oil—it’s about consistency, safety, and trust.
Worley puts it simply: “Quality is number one for us.” At MC Nutraceuticals, they’ve built their entire business around ensuring that every product they sell meets strict standards. They perform rigorous in-house testing and third-party lab verification for cannabinoid purity and safety. As a cannabis retailer, you need to demand the same level of quality from your suppliers.
“The quality of your products depends on the reliability of your suppliers,” Worley emphasizes. Your brand could suffer if you work with a supplier who cuts corners. Partnering with trusted suppliers committed to testing, transparency, and consistency helps protect your reputation and builds consumer trust over time.
Takeaway for Retailers: Focus on building long-term relationships with suppliers who share your commitment to quality. Look for those who offer full transparency, including lab results, and make sure they’re dedicated to maintaining high standards.
2. Master the Regulatory Landscape
In the cannabis industry, regulations are constantly evolving, and compliance can feel like a full-time job. However, staying ahead of the regulatory curve is essential if you want to avoid costly mistakes and ensure your brand’s longevity.
As Worley puts it, “Law is law.” This is especially true in a field as tightly regulated as cannabis. Whether you’re operating in a state with established cannabis laws like Florida or an emerging market like Tennessee or Georgia, understanding the rules of the game is critical. You don’t want to get caught off guard by new laws that could impact your business—whether it’s stricter packaging requirements, updated testing protocols, or changes in how you can market your products.
The key is to not just comply with current regulations but to anticipate future changes. “By mastering regulations early, you ensure you’re prepared for any changes that could disrupt your operations,” Worley explains. This proactive approach gives you a competitive edge, allowing you to focus on growth instead of playing catch-up when new laws are enacted.
Takeaway for Retailers: Stay informed about your state’s cannabis laws and consider joining industry groups that update you on regulatory changes. Proactively preparing for shifts in the legal landscape will help you avoid disruption and keep your business compliant.
3. Advocacy is the Hidden Key to Long-Term Success
Cannabis entrepreneurs often overlook advocacy, but it’s one of the most powerful tools you have to shape the future of your business. Regulations don’t exist in a vacuum—people shape them, and if you’re not part of the conversation, you could be left out when critical decisions are made.
Worley didn’t just sit back and wait for favorable laws to fall into place—he actively worked to create them. His advocacy work, particularly in Tennessee, helped establish a regulatory framework that now serves as a model for other states. “By partnering with local lawmakers and industry groups, we ensured that Tennessee’s regulations supported businesses like ours while also protecting consumers,” he says.
This kind of advocacy is essential in an industry where the rules are still being written. As a cannabis retailer, your voice matters. Engaging in advocacy efforts can help shape the regulatory environment to better support your business and the broader industry.
Takeaway for Retailers: Get involved with local trade associations or advocacy groups actively working on cannabis regulations. Even small efforts, like attending local government meetings or signing petitions, can make a difference.
Final Thoughts: Building the Foundation for a Thriving Cannabis Brand
Laying the foundation for a successful cannabis business isn’t easy, but by focusing on quality, mastering regulations, and actively engaging in advocacy, you can position your brand for long-term success. These foundational steps protect your business in the short term and help you build a brand that consumers trust and regulators respect.
Worley’s experience with MC Nutraceuticals shows that quality, compliance, and advocacy are pillars of a lasting cannabis business. Start with these elements, and you’ll have the groundwork to support your business as it grows.
Stay tuned for Part 2 of this series, where we’ll dive into the next steps—How to Set Up Your Cannabis Business—and guide you through the practical side of launching your brand. For more insights from Bret Worley, don’t forget to check out the full episode of High Profit, which features his expert take on building a successful cannabis business.
Tyana Daley
