MJBizMag October 2020 - 95

How Growers
Can Execute a
Branding Deal
California marijuana brand Cookies contracts with
cultivators in other states to expand flower market
By Bart Schaneman
N
ational cannabis brands are
common in several sectors
including infused products, vape
pens and retail. But the industry has not
seen many national flower brands.
For one thing, flower can't be
transported across state lines, so it can't
reach consumers in other markets.
Additionally, growers often pride
themselves on creating flower with
characteristics specific to their location.
When each state's cannabis market
is insular, it's difficult to establish a
national reputation. But at least one
marijuana producer has taken steps to
achieve this.
Cookies, a cannabis company from
California's Bay Area, has established
itself as a recognizable flower brand
in several states, including Colorado,
Massachusetts, Nevada and Washington,
among other markets.
COLORADO CONNECTION
Denver marijuana producer Veritas Fine
Cannabis entered a licensing deal with
Cookies last fall to sell Cookies-branded
flower in 50 Colorado retail stores.
Cookies Colorado products launched
statewide in May 2020.
While the marijuana industry is familiar
with multistate brands for infused
products, vape pens and other items,
national flower brands are less
common and come with their own
unique set of challenges. Cannabis
cultivators looking to partner with
established flower brands might
consider:
* The vetting process should go both
ways and be extensive.
* Making sure both companies'
values align, including commitment
to quality and maintaining solid
reputations.
* Leveraging cross-branding
opportunities so that both
companies benefit.
Jon Spadafora, partner and head of
sales and marketing at Veritas, told
Marijuana Business Magazine that
initially Veritas wasn't sure growing
flower under the Cookies brand would
be a good fit.
Cookies was founded by Gilbert
Milam Jr., a rapper who goes by the name
October 2020 | mjbizdaily.com 95

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MJBizMag October 2020

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