How Non-Plant-Touching Brands Create Cannabis Authenticity - Branding Bud Live Episode 11
THE SUMMARY
With so many non-plant-touching businesses and newcomers entering the cannabis industry, how can one tell who’s credible? Check out the conversation we had yesterday with David VanEaton, Sr. Brand Manager at Boveda Inc., on "How Non-Plant-Touching Brands Create Cannabis Authenticity".
THE CO-HOSTS
David Paleschuck, Adriana Hemans
THE SPECIAL GUEST
David Vaneaton, Sr. Brand Manager, Boveda
THE FULL TRANSCRIPT
David Paleschuck
Welcome to Branding Bud Live, the live stream that’s 100% THC and 0% WTF. Every week we speak with business people about the business of cannabis. I’m David Paleschuck, founder of Branding Bud Consulting Group and author of “Branding Bud: The Commercialization of Cannabis”, the first book on cannabis branding. I’m joined by my co-host Adriana Hemans, a marketing executive with over 8 years in the cannabis space. Hi Adriana!
Adriana Hemans
Hi David. Thank you for that intro. I’m so excited to co-host the show with you. We’re bringing amazing guests from across the cannabis ecosystem to share their perspectives. What makes our show unique is that we focus on building a community - and we encourage audience participation. It’s not just about us talking, it’s about all of us building something together. So feel free to drop your questions and/or opinions in the chat, and in a minute, we’ll share them too.
David Paleschuck
Thank you, Adriana. And thank you, everyone, for joining us today. We have a lot of hot topics to get into today. Today, we’ll be talking about:
How non-plant touching brands build credibility and authenticity?
What exactly is credibility and authenticity?
And what exactly does “Save The Terps” mean!
We also have audience participation activities as well. We’ll throw a stat up on the screen, and you can test your industry knowledge. We’ll be sharing a few stats with you today, we think you’ll find interesting, so please stick around for the entire show.
David Paleschuck
I’m excited to chat with our guest today. That said, we’ll be chatting with David VanEaton, Senior Band Manager at Boveda about “How Non-Plant-Touching Businesses Achieve Brand Authenticity In The Cannabis Space”.
Adriana Hemans
Hi David!
David Vaneaton
Hello. Thanks for having me. I'm excited to talk.
Adriana Hemans
Hi David. Welcome. You’ve been in the cannabis industry for a number of years. Tell us about yourself and what you’re passionate about.
David Vaneaton
I come from the traditional ad agency world. I worked for a company called the Integer Group which is a retail marketing agency. I shifted over to the cannabis world with my wife who has a popular blog called thestonermom.com. So we worked on that and I became extremely familiar with the cannabis ancillary industry learning all about vaporizers and glass, and every kind of cannabis (related) brand there is. I became a passionate cultivator and maintained an indoor garden. So that’s my passion. But with that passion, I started an indoor hemp company and grew small, boutique grown hemp that was high in certain cannabinoids. From there, I really dove back into the cannabis industry working for a grow light company called Black Dog LED as their director of marketing. And then I moved on as a wholesale manager to a company here in Colorado called, Schwazze, which owns many different brands. And here I am with Boveda.
David Paleschuck
Super interesting. David would you mind sharing a bit about Boveda? And BTW, does the name Boveda have a meaning?
David Vaneaton
Yeah. You want to know what it means or how to pronounce it? Because there is both answers to both. A lot of growers call Boveda, Bo-vee-da. There are some people say I mispronounce it, but is actually called Bo-va-da. It’s Spanish for vault. That comes from preserving cigars originally, that's where they got their start in the tobacco world, preserving everything, humidity controlled environment. The company got their start in the tobacco industry. Then they created a two way humidity control system for humidors. Their goal is to be in every humidor in the world basically. And I feel like they've pretty much achieved that. A little known fact you may not know is Boveda also has arm in the music world. So we make Boveda packs that also preserve wooden instruments, and have been doing that for quite some time. And then now here we are in the cannabis industry, preserving terpenes and cannabis.
Adriana Hemans
Very interesting. Is cannabis, the most recent vertical?
David Vaneaton
It is, yes. Funny fact, I learned from one of the founders of that company, they didn't realize Boveda was being used in the cannabis industry until I believe they're watching Episode of COPS and there was a bust. And they had giant turkey bags filled with flower, and they noticed the Boveda packing! Ever since then, we've dialed in the humidity control system and marketed to the cannabis community.
David Paleschuck
Wow. That's funny. Talk about product placement! Right. Would you quickly, share about humidity control. We've, already said “terps” a number of times. So for those folks that do not understand what terpenes are. Would you just share with us for a minute how humidity control works and what your product does to help?
David Vaneaton
Yeah, absolutely. So humidity control is essential, especially in cannabis, because it prevents your flower from getting moldy. Okay, or under control humidity. If there's not enough humidity, then that creates dry flour. So what our product does is it creates what we call a water barrier, or a mono shield around the trichomes, which preserve those trichomes. So it slows down the aging process and prevents them from releasing the terpenes. So you get a lot of prevention of terpene loss there. So that's what our product does. And of course, like I said, that works for human oars and musical instruments as well. There are different humidity control packets, too. So like for cannabis, it's a 58% or a 62%. Relative humidity. That's where we are first, for tobacco and musical instruments. It's different, but so are the products that we make for cannabis are specifically for cannabis.
Adriana Hemans
So you can't take your humidity pack out of your guitar and put it in your flower jar.
David Vaneaton
I mean, you can, but I don't think it would be as effective.
David Paleschuck
We're going to talk today about authenticity and credibility. We have a slide here, which is the definition of authenticity. Let’s take a quick look at it. The definition of authenticity is:
It's interesting to see that Boveda supports the music industry, the cigar industry, and the cannabis industry. When you think of it, all three of those industries are really closed communities. Sure, anybody can pick up a guitar and play, anybody can smoke a cigar. But when you really get into the industry, where people care enough to care about their cigars, when they're putting their cigars in humidors, and they're using humidity control. It’s the same thing in the instrument space. I've never seen anybody throwing a humidity back into their guitar case, or their violin – but it makes total sense. Would you mind just talking through a little bit about how do you actually break into those industries?
So what's authenticity, it's worthy of acceptance or belief is conforming to or based on fact, it's conforming to an original, so as to reproduce the essential features, it's made or done the same way as an original. It's not false or imitation. It's real and actual. And it's true to one's own personality, spirit or character. So, when we talk about authenticity, especially from a non-endemic company’s perspective, would you talk about how Boveda is authentic in the cannabis space?
David Vaneaton
Sure. And that's a challenge, obviously, I mean, you're in a market where you're handicapped in a lot of different ways. We can't advertise, you can't use traditional channels. But we speak directly to what we're very good at speaking directly to our customer, we know who our customer is, we know what their obstacles are. And we do that in a lot of different ways. One of the biggest ways that we do is we work with industry experts, like influencers or brand evangelists, and they're going to speak about our product for us. We specifically reach out to those growers, professionals, and those who consume cannabis. And literally ask them, Hey, tell everybody why on your platform, maybe it's a maybe it's Instagram, maybe it's YouTube, whatever. But that's, that's our main strategy is to just get these people evangelized to talk about our product and, give us testimonials as to how they were successful in using it, we also are at relevant trade shows or events. You see, you'll probably seen us at a lot of these cannabis events with our booths Or will sponsor something just to be present. And we're at those trade shows, we're really not hammering our product down people's throats, we oftentimes find a lot of people coming to the booth and asking, how does it work? What is it, we make sure that, we have products available on hand for them to look at? We also speak factually, we have an internal R&D team, and we don't, promote anything that we can't stand behind. So we say, Save the terms, and what we're promoting there is terpene protection, because why we've tested that to make sure that that's actually true. So I think that's basically it. I mean, like, that's how we really try to be relevant in the marketplace, and also trying to be in the places where our customers are, whether it be grow forums, online, podcasts, or you listened to relevant blogs, that kind of thing.
Adriana Hemans
I've seen Boveda exhibit at so many events over the years having in depth conversations with people. I'm sure that a lot of folks are asking, how does it work? After that, what are some other questions that come up a lot?
David Vaneaton
Um, well, one of the questions, well, this is an interesting one. So actually question, but people do come to us and say, Hey, I've heard Boveda takes away the aroma and smell of flour. And the reason people say that is because of that monolayer I was talking about earlier, where, there's a water barrier around the trichomes. So when you smell when you open a bag of cannabis, you're not going to smell as much of the aroma. If there's Boveda in there, however, you take that flower out, and you grind it, you break up that water barrier, it punches you in the face. So that's one of the misconceptions that are out there in the marketplace. And, I hear that a lot. But I mean, like, there's a thing we have called the Boveda challenge. And basically what it is, is, we give you two containers, one has Boveda packing in one dozen, we asked you to put your flour in it for 30 days, take it out, grind them both up, smell them and save it see which one smells better. And obviously, the one that's been protected does so
Adriana Hemans
I want to call out a question from Sadie. How should I know which Boveda pack to use - 58% or 62%? What's the difference?
David Vaneaton
Well, it depends on your climate. Yeah, it depends on what climate you're in. So if you're in a drier climate, like Sadie's in Arizona, she would want 62% If you're in more of a, damp climate you want 58%. But the thing I would always encourage people to do buy both and see which one works better for you. Because you might find that when you try a 62% You put it in in a jar, you take your flower out, it's squishy, maybe that's how you like your flower, and then 58% Not as squishy, so we have a lot of information on our on our site, Boveda inc.com, where you can learn all about how it works. And we actually have like a calculator that will tell you which one is best for you to buy, and what size as well.
David Paleschuck
Wow, that's really cool. And by the way, just a big shout out to Sadie in Arizona, from proven media., It's interesting to just to call out, I worked with the company of a friend of mine owns a company called Gold Leaf Gardens here in Washington State, and they have a glass packaging with a cork top. They then licensed out in which worked fine in Washington state, they then licensed the product to Nevada, and they were using the same packaging. And they found that in Nevada, they weren't able to use the cork because the cork actually dried out because of the lack of humidity in the air. So I know, I know this to be true, right? I know that humidity affects packaging, and in particular cannabis and cork and things that are porous and susceptible to humidity. So yeah, for sure. It's interest. Absolutely.
Adriana Hemans
Hello, love that. There's also a personal preference aspect to it, also, which I would not have thought I would have just assumed that there's one perfect humidity and that's what we're aiming for all the time. So your personal preference, should we do our audience participation pop quiz of the day?
David Paleschuck
Sure!
Adriana Hemans
CANNACHOICE: QUESTION
What percentage of US cannabis consumers said they are unfamiliar with the terms “entourage effect” and terpenes?
A. 40%
B. 55%
C. 70%
D. 85%
According to a 2020 report by Oasis Intelligence
https://www.oasisintelligence.com/news/cannabis-consumer-profile
Adriana Hemans
This question is really focused on what do consumers know? What are they aware of? This is from 2020. And the question is: What percentage of us cannabis consumers said they're unfamiliar with the terms entourage effect, and terpenes? This is from Oasis intelligence. Thank you for providing this quick piece of data for us. The options are a 40%, B 55%, C 70%, or D 85%. And this is the percentage of us cannabis consumers that are unfamiliar with entourage effect and terpenes.
David Paleschuck
So they consume cannabis, but they're still unfamiliar with those terms. Mm hmm. All right. Just to clarify, it's interesting, where, we live in the bubble, where we're always talking about terpenes and the entourage effect, or also now no call the ensemble effect. And all he all of the nerdy stuff around cannabis. So I'm curious, I'm sure the average cannabis consumer, just, it's just either looking to, either they're a patient or they're just looking to they're looking to medicate in one way, shape or form. But they don't necessarily focus on the industry like we do and go to the trade show. So I'm, I'm curious to see what that number is. Let's see. Let's see what's happening. What is What does everybody say?
Adriana Hemans
I see a lot of guesses for see 70%, and a couple of days, and they're 85%. Right? 55%.
David Paleschuck
And Jason McHugh is here from California. Right? Hi, Jason, thanks for joining. All right, well, David, do you? What's your take on this?
David Vaneaton
Ah, I'm going to say not the super high end. I'm not super low. So I'm going to go with C, I'm going to say 70%.
CANNACHOICE: ANSWER
C. 70%*
*Awareness of Terpenes Increasing According to Data from Google Trends Searches for Keyword “Terpenes” Jan 2016 to Jan 2023.
Adriana Hemans
Wow. Alright, let's reveal the answer. It was 70%. Nice guess everyone. This is again, from a nationwide survey of cannabis consumers that was conducted in 2020, asking people if they were familiar with the terms: “entourage effect”, and “terpenes”. And these are existing cannabis consumers. So only about 30% said that they were familiar with these terms. But I do have something to share with the audience that is related to like, there is some hope that consumers are learning more about terpenes and educating themselves on terpenes. And that is some data from Google. So you can actually like look up what search terms are trending and the, instances of people searching for those terms. And since I think 2015, which is when we started pulling this piece of information from it has definitely been on the rise. And you can see that in this slide.
David Paleschuck
Jim brings up a good point to most consumers are looking at THC, it's almost like, in some ways people are, again, are only looking at half the story. Right? THC is only half what's really going on. And, I think I think terpenes start to tell or explain what I always call out as aromatherapy. Right? Aromatherapy is sort of, hey, if I want to chill out, I'm going toward lavender, right? Lavender is fine and lean a little, it's very similar, or I want to, enhance something and be awake. It's, it's funny means we saw pining before, or it's limonene or things like that. So anyway, sorry, let's jump back to the slide.
Adriana Hemans
Sorry, our deck got stuck for a second. Not as dapper as you today, David. So this is showing the trendline of searches for the word terpenes. Within the US, as you can see that it's really spiked up in 2021 and is continuing to grow. So even though 2020 awareness was pretty low at about 30% people are learning about it more, and I think we'll start to see that number shift a lot.
David Paleschuck
Absolutely. I'm curious, we're talking about terpenes. Now, let's just jump back for a moment, is, is save the Terps is that really a B2B message is that or is now understanding that 70% of cannabis, consumers haven't even heard of the of entourage or the entourage effect or terpenes. You start to think well, okay, so who is save the Terps messaging for and again, you start with something and you can educate I mean, just because, 70% of people have cannabis consumers have never heard of it doesn't mean you don't start to introduce it, but talk to us about That's a little bit.
David Vaneaton
Sure, save the Terps is actually both B2B and B2C. So what we like to do is educate on the B2B side, why you would want to preserve your terpenes from a giant cultivation facility. I mean, like, if you're harvesting pounds and pounds of flour, and it's sitting in a room waiting to be sold, you definitely want to make sure you preserve all that. And also educating the growers, even though you would think, hey, growers know everything about the plant. Not all the time, I mean, like that doesn't always come into play. Sometimes you have to let them know, Hey, you got to in order to preserve your flour, you need to protect those terpenes. So putting Boveda in there, on the back end. And then also when it gets over to the dispensary for sale, making sure that those Boveda packs appear in the jars, and there's dispensary. So when a consumer does see it, they say, Hey, what is that? What's that for? And then hopefully, the bud tenders there to kind of shed some light on that and say, hey, this helps preserve the quality of your flower, here's some for sale right here. So, it works both ways. It works consumer facing, and from a wholesale standpoint. And I think it's important to definitely continue to educate the consumer, because, if you're spending money on flower, you definitely want to make sure that it lasts a long time, because it's not inexpensive, so maintaining the quality is super important.
David Paleschuck
When I worked at American Express and MasterCard for God knows how long for many years, it's interesting, the push and pull. Right? Not. So MasterCard speaks not only to the stores that, except the courts, but they're also speaking to the consumers that walk into the stores, so it's this combination of both sides of the counter. And I think you just spoke about that, in a really interesting way that it's not, it's not, it's the manufacturers, it's the retailers. It's the bud tenders. And then it's the consumers right in that long sort of road to reach over the counter and sort of create that demand for Wow, my favorite brands use this if my dispensary uses this, if the budtender talks about this, I should be using this to protect my cannabis. For sure.
David Vaneaton
Absolutely. And I see like in your chat, Caleb says in his experience, the packs tend to affect the terpenes. If you leave them in the product for too long. There is no overhydration it's simply protecting the terpenes. So my suggestion would be Caleb tried to lower the 58% RH I think that might maybe that might help you out there with that problem.
David Paleschuck
Rh equals relative humidity.
David Vaneaton
Yep, exactly.
David Paleschuck
Let’s go to the next audience participation slide. All right, which is really about flower.
CANNACHOICE QUESTION:
In which US State did flower hold the largest market share (2021)?
Nevada
Michigan
Washington
Adriana Hemans
And this info is from Headset, they do market analysis point of sale data. So they really take a holistic view of what selling in each state and this question is about, but then the state what percentage of sales of cannabis product sales are flower? And there was one that had the highest?
David Paleschuck
Yeah, and I'm surprised I will. Now there's a few more Ds. I was expecting everybody to come in with the just because it's just because it's California.
Adriana Hemans
Yeah, it's that volume of sales. It's just the percentage of sales within that state.
David Paleschuck
So what's the market share against other form factors? Yes. That's interesting.
Adriana Hemans
I see a lot of guesses for B, Michigan. Yes. I see. I guess for see from Lily. Get a couple more DS. Okay. We're pretty divided as a group on this question.
David Paleschuck
We are, let's bring us back together. But before we do, David, what are your thoughts?
David Vaneaton
I think I actually know just based on our sales and the information we have, but I'm going to say be Michigan.
David Paleschuck
Oh, yeah. Wow. Okay.
Adriana Hemans
Let's reveal the answer.
CANNACHOICE ANSWER:
A. Nevada
Adriana Hemans
Nevada. I know surprising, right? Let's show the next slide and it'll show you like the breakdown of each state. I think you'll find this interesting. And the red lines are four areas in Canada, but at the top there is Nevada. And then you'll see the other states kind of falling behind. I think Nevada is sitting at sorry, 56% in 2021.
David Vaneaton
That's incredible.
Adriana Hemans
I love that.
David Paleschuck
See, Christine wouldn't have guessed that. So it's awesome. We're bringing we're bringing something new that most people wouldn't have guessed. Right on.
Adriana Hemans
I have a question for David. And this is related to what we were talking a little bit earlier about B2B marketing versus B2C marketing and how there are multiple sort of entry points during the manufacturing and cultivation and distribution process where humidity is important. Knowing that you have these two audiences that need different types of information. How do you I guess, what's the strategy for sharing certain things with consumers or sharing certain things with the business community, what sort of was the guiding principle there, if you could share that with that? Well,
David Vaneaton
or B2B, like I was saying a little early to expand on that, they any, after they're done processing their flower, and it's sitting there, we want to really try to educate them that like, especially with the flower market being the way it is, and there's so much product on the market, and, it's just sitting there preserving that is key. And, if they're, if they're spending months to create a premium product, and they want to get the highest, price they can for it, then you want to make sure that you maintain that quality, so adding Boveda, to that's what we preach to them on the B2B side, for consumers, it's, hey, again, you're spending money on a product that isn't the, it's pretty expensive, if you're going to buy an ounce of flour, or maybe you want to, there's a strain you really like that you want to have a lot of, and you want to maintain that Boveda in there. So we're just trying to normalize that. And as education goes on, like you mentioned, terpene education earlier, I feel like this is a part of the thing. So we're all learning how to store it, what to do with it, how to maintain it, it's new, and as more states come online, that are illegal. I think education is key. So we do that in a lot of different ways through our site through influencers, posts, a lot of blogs, on our site around, maintain your cannabis or, the best practices there. So, that would be our message
David Paleschuck
In relative to the, to the smell, or to the odor, does it because it encapsulates the bud, if you will, does it prevent that? Or because I know I have heard of people, using dryer sheets to, to sort of
David Vaneaton
well, not Yeah, I've heard of that as well. Um, but like I said, it creates a monolayer a water barrier, so it's not as aromatic and its flower farm, but when you grind it, it's very potent. So I would say, we don't do a great job when it comes to odor control. No, I think that like if you grind it up, you're going to smell cannabis and you're going to smell it stronger after his ground than you would if you don't use boba that.
David Paleschuck
Really, okay, good. I mean, I mean, that's, I think that's a general truth. You would cannabis would smell more after you grounded up than it would on its own.
David Vaneaton
It would but if you put if you use both after you harvest if you you've cured it and everything and it's sitting in your jar, from day one, you throw a Boveda pack in there, you're going to maintain the quality of that flower. So once it comes in down, I mean, the clock is ticking from, the plant degrading. So if you can prevent that and keep that potency and aroma and flavor intact, Boveda will help you do that. So that's what I mean, like, yes, you're going to smell it's going to be more potent when you grind it up. But I think you're going to get a more potent, aromatic product if you use Boveda, in your routine.
David Paleschuck
Okay, and sorry, just ask and sort of link this back to Michael Brennan's question. So then using it to take away the smell, which is I think what his question is all about is not necessarily, it's not going to help him with that, is that correct?
David Vaneaton
Yes. I mean, yeah, you're still going to smell it and might be, like Emily says, there, it's five times stronger after grinding it when you start with the whole flower itself may not smell as potent before it's ground, but you're still going to smell cannabis? That's what you need. You need an air filter and exhaust fan to help you it's a dumb question, does it impact the potency at all the humidity levels?
David Vaneaton
I mean, like, if you, like I said, when you it's the most potent after you harvest it and cure it. And then from there, it just, it's off-gassing, you're losing terpenes, you're losing potency. So we slow that process down for you. So I would say if anything, it helps maintain that. Does that make sense? I've actually heard people, you might hear this a lot, too. People say, you can rehydrate your like if you get dry wheat, and you put a Boveda pack in there. It will add humidity to it. But it won't transform your flour to make it more potent. It just stops the process of degradation as opposed to like, it doesn't, build it up in a way that's impossible. But
David Paleschuck
I've always heard of about using cabbage.
David Vaneaton
I've heard of that, too. That's another, old-school way of trying to preserve your flour. But hey, guess what the cabbage is going to dry out to ultimately. But hey, I hear that. I've heard that before.
Adriana Hemans
We have a question from Jeffrey, do you find that Boveda packs help with pre-rolls packed in paperboard packaging, as opposed to traditional mylar or plastic? Thank you.
David Vaneaton
Yeah, because of the paperboard packaging. That's not a sealed environment, it will help a little bit for sure. But the thing about our packs is, they're done when they're hard, they turn hard, they get stiff. That means all the contents, which is a saltwater product on the inside is done. So what it will Yes, it will help a little not as much as a sealed environment. But that pack is going to its life is going to end much sooner than it would if it wasn't in a sealed environment. I hope that I hope that answers your question.
David Paleschuck
Yeah, that's, that's interesting. And just to get a little nerdy here for a minute, you said saltwater? Would you? could you tell? Tell us in layperson’s terms? How it works?
David Vaneaton
I can't. I really can't, that's for the wizards on the R&D team to kind of explain that. So.
David Paleschuck
Yeah, that's, it's, uh, I always I always get so nerdy when there's something magical like that, especially things I have no clue on how they work, and
David Vaneaton
well, I will say that, like, like, a salt product is you'll see that on the marketplace elsewhere. Like, in fact, if you get a humidifier or a humidor, you'll notice that, hey, add water in this and like, and oftentimes there's, there's Grow products, where it's like a salt kind of product where you add water to it, but after the water evaporates, it's not good anymore. So, we've come up with a formula that it'll maintain it, for quite a long time until it's just done. So.
Adriana Hemans
I feel like it would be fun to do an old school versus new school episode where we'll show like, this is what people had to resort to back in the day to keep things humid and update to today, the technology has come a long way. So we'll have like the paper towel roll with the dryer sheet stuffed in it and then we'll have a more advanced odor control solution to show a compare and contrast.
David Vaneaton
Exactly. wouldn't be fun.
David Paleschuck
In CB just chimed in, we're going to we'll share all the information later. But with all these questions, thank you, Sadie. I'm going to check out again, just because of the nerd in me just to try to find out a little bit more, it's pretty cool. Jai was just joking here that's for removing moisture.
David Vaneaton
I mean, it maintain it's a two way humidity control system. So it, it maintains the humidity control to that point. So it adds and Gibbs, if that makes, I mean, it takes away and give. So, you want to maintain a specific, you want to try to keep it at 62%, especially in the curing process of flower, so it doesn't become moldy any more than, when you start getting up in the 65% 68%. Mold. That's the optimal environment for mold. So we maintain that. So if you do have a high environment, it definitely can remove that moisture.
David Paleschuck
Yeah. one of the things that I mean, that's kind of clear in this conversation, we're talking about authenticity, credibility. It's obvious, how long you've been around in the space. And it's obvious that Boveda understands that they need people in the space who can talk about cannabis in the way that we're talking about cannabis. Right that, it's meaningful to us. Do you find you cater that message to different people?
David Vaneaton
We do. Yeah, in fact, we do a lot of segment marketing. So, for instance, Boveda is not strictly for people, the typical a stereotypical, will just say the persona is a stoner, okay, that you can't, I feel like we've moved beyond that now. So, there's people who are professionals, they have jobs, they come home and consume cannabis, there's music lovers, outdoors, enthusiast. Athletes, so what we tried to do is we tried to list build, and try to get people to let us know, hey, this is what I enjoy. This is what my hobbies are. And then we try to tailor messages to them, whether it be through blog posts, or targeted emails, or again, working with specific influencers in those segments to spread that message. So because we're not, we know that like, hey, we can't just speak to one message for all so everybody from all different walks of life, consume cannabis. So it's a good way to tailor that message to everybody.
David Paleschuck
I always talk about the normalizing of cannabis, right. But even more importantly, I have a pool analogy. And the pool analogies is really an Adriana and I always laugh at this expression is really meeting your, your customer where they are, right, so the pool analogy is like, hey, I want friends all around the pool, everybody's different. One person needs a life preserver and wants to go in the shallow end because they don't swim, the other one wants to dive, the other says the water is too cold. The other one just ate lunch, so there's, so there's all these different reasons and ways to sort of coax them into the pool, like, hey, there's a diving board at the deep end, you can go over there, hey, the waters not too cold, hey, here's a life preserver, right? But what you're doing is you're solving those solutions for each of them, and your tone or message is a little bit different. So it's, I think it's, it's more, to cater that and especially when we see some of the numbers that we saw today that 70% don't fully even understand what we're talking about. Right. It behooves us, to get the message out in the right way and to educate and along those lines, we thank you well, one we thank you David for coming on and sharing that information with us and, and we thank Boveda for, adding value to the industry and showing up at all the events and being part of the industry. Instead of being an outsider sort of working its way in I think Boveda has done a great job in terms of adding value to the community.
David Vaneaton
I thank you for having this stream because I mean like I think it's very important to talk about this and have open conversations and educate and you mentioned like the terpene thing you're right there was a time when people didn't even know what's, hey, I don't know what strain this is. I just know I got some weed. And then now we know what sativa indica and hybrids are. So like, and now we're starting to talk about minor cannabinoids like CBD. The CBN all of it to THC, and Delta8. So there you go, we're on our way to learning more about the plant, which is great!
David Paleschuck
That's what it's really all about. We always come full circle to it really comes back to the plant and it comes back to the community. And if we can speak the truth and educate the community and learn, right, always come from a place of curiosity and learning, which allows us to approach it with open minds and hear other people's ideas and concepts and talk about those things and share it amongst ourselves. That's, that's what it's all about.
Adriana Hemans
Yeah, well said, David. So if people have more questions for you, what's the best way for them to reach out?
David Vaneaton
If you have questions about Boveda, you can contact us through our site, there's many forms that you can fill out, there's a pop up right there. And you our customer service, people are right there to answer your question. So just visit us at www.bovedainc.com. And lots of different ways to get in contact with us there.
David Paleschuck
Right. No, thank you. You had mentioned earlier that your wife has an interesting website. Why don't you call that how to get one more time?
David Vaneaton
Sure. It's called the www.stonermom.com. And it was just basically around to kind of demystify cannabis for normal people, the whole idea of responsible cannabis use.
David Paleschuck
Right on. And we're all about promoting responsible cannabis consumption.
David Vaneaton
Absolutely
David Paleschuck
Thank you, David, thank you so much for joining us today. We really appreciate your message your time and all that you do.
David Vaneaton
Thank you very much. And thanks for having me on. This was really great. I appreciate it.
Adriana Hemans
Thanks, David.
David Paleschuck
All right. Well, Adriana, we've made it through another show. Super excited about that and all the things to come. We've got some really great shows coming up. Next week, January 26th. Can you believe we're already at the end of January? It's kind of crazy. Next week, we have Adelia Carrillo and Parisa Rad - they are the co-founders of the Blunt Brunch. We'll be chatting about creating community within cannabis. And we're super excited about that.
Adriana Hemans
We're going to drop a link to next week's show, here in the chat. So you can just click on that and you can go over to the events page and register if you want to meet the co-founders of the Blunt Brunch.
David Paleschuck
Absolutely. And don't forget to check out cannabis is best kits best kept secret at brandingbud.com. Thank you, everybody. As always, we'll see you next week. Thanks for joining us.
You can find the livestream link here:
https://www.linkedin.com/video/event/urn:li:ugcPost:7019325734305337344/
Find our previous episodes on our YouTube channel here:
https://www.youtube.com/@brandingbudlive/
Find out more about the best-kept secret in cannabis here:
Buy the bestselling book on cannabis branding here:
https://www.amazon.com/Branding-Bud-Commercialization-David-Paleschuck/dp/1936807513
Adriana Hemans
Thank you!
