- Source the best-quality ingredients and emphasize this in your marketing. Brands that are transparent about ingredient sourcing build greater trust with consumers.
- Create educational content for your customers, whether it’s in-store guides, videos, or blog posts. Educating your audience positions your brand as a trusted source of knowledge.
- Provide regular training sessions and educational materials for your retail team. The more knowledgeable your staff is, the better they can sell.
- Analyze customer feedback and sales data to curate your product offerings. Stock a variety of products to meet the needs of different demographics.
- Stay updated on local and federal cannabis regulations. Regularly audit your compliance processes to ensure your products meet all necessary standards.
Cannabis gummies have emerged as a go-to product for consumers seeking both recreational and medicinal benefits. But for cannabis brands and retailers, creating gummies that stand out requires more than just a tasty product—it’s about nailing down quality, consistency, and strategy at every step. In this final part of our Recipe for Success in the Cannabis Gummy Market series, we dive into actionable insights for anyone looking to thrive in the cannabis-infused gummy space, courtesy of Mike Hulse, CEO of Blackhouse Botanicals.
Hulse, who shared his expertise on the High Profit podcast, leads a vertically integrated cannabis business with a reputation for high-quality products that emphasize the medicinal potential of cannabinoids. From ensuring your supply chain supports quality control to creating a product that truly resonates with both medical and recreational consumers, his advice is gold for businesses looking to expand or refine their gummy offerings.
If you missed Parts 1 and 2 of the series, check them out for a deep dive into the foundational elements of crafting top-tier cannabis gummies and scaling operations. Now, let’s dive into the practical tips you can apply to your business and learn how to build a brand that survives and thrives in this competitive market.
1. Prioritize Ingredients Quality
When it comes to cannabis gummies, ingredient quality is everything. As Hulse mentioned in the podcast, using premium ingredients—whether it’s natural botanical extracts or high-quality cannabinoids—sets your brand apart from the competition. Consumers today are more discerning and expect their cannabis products to be safe, effective, and taste great.
A report by Science Direct shows that cannabis consumers prefer products made with high-quality, natural ingredients, emphasizing the importance of ingredient selection in brand loyalty and customer retention.
“People should know they’re using our product almost immediately,” Hulse emphasizes. Brands that invest in quality from the start can build a loyal customer base, as consumers come to trust that your products deliver consistent results.
2. Focus on Customer Education
A well-educated consumer is more likely to become a repeat buyer. As Hulse pointed out, customers can be skeptical about cannabis products, especially if they’ve had negative experiences with lower-quality brands in the past. This is why consumer education is vital.
Retailers and brands should focus on teaching customers about the benefits of their products—specificall, the benefits of using high-quality ingredients, the entourage effect, and how cannabinoids work with the body’s endocannabinoid system.
3. Invest in Training for Your Retail Staff
Your sales team is the front line when it comes to converting curious shoppers into loyal customers. As Hulse shared in the High Profit episode, many retailers don’t invest enough time in educating their staff on the specifics of the products they sell.
A BDSA report found that 66% of cannabis buyers are more likely to purchase products when the retail staff is knowledgeable about the effects and benefits of various cannabinoids.
“It’s essential for your staff to understand what cannabinoids do and how to recommend the right product for the right consumer,” Hulse notes. Training your team on the differences between Delta-8, Delta-9, and CBD products, as well as understanding different dosage options, is crucial for boosting sales.
4. Tailor Product Assortment to Consumer Needs
Knowing your customer base is key. Hulse highlighted how important it is to have a mix of products that meet the varying needs of both recreational and medicinal consumers. This means offering products with different dosages, flavor profiles, and formulations to cater to diverse preferences.
Source: Deloitte
A report from Deloitte noted that 41% of consumers use cannabis for relaxation, while 22% use it for pain management, showing the importance of offering diverse products for different consumer needs. For example, while younger customers might prefer fruity flavors and lower doses for a mild experience, older consumers might gravitate toward higher doses for pain relief or sleep support.
5. Maintain Compliance to Build Consumer Trust
Scaling up production also means adhering to the complex regulatory landscape surrounding cannabis products. As Hulse discussed, operating in states with stringent cannabis laws, like Utah, has helped Blackhouse Botanicals maintain high-quality standards.
In an industry that’s still evolving, ensuring that your products meet local and state regulations is essential. This builds trust with consumers and helps avoid costly legal complications.
Source: Global Market Insights
Building a Resilient, Trusted Cannabis Brand
According to Global Market Insights, the cannabis gummy industry is expanding rapidly, with projections estimating that the global market will reach over $37.11 billion by 2032. Hulse’s advice on the Recipe for Success in the Cannabis Gummy Market series emphasizes the importance of combining quality with thoughtful strategy—an approach that has helped Blackhouse Botanicals stand out in a crowded market. From mastering small-batch production to creating a consistent, consumer-loved product, his insights offer invaluable lessons for those ready to step up their game in cannabis retail.
If you haven’t already, be sure to check out Parts 1 and 2 for deeper dives into gummy formulation and scaling, and don’t miss out on the full High Profit episode for even more expert guidance.
Tyana Daley
