Parallels can be drawn to the craft beer and microbreweries, distinguishing themselves from the mainstream with a unique story behind their product.
“Curing and trimming play a huge role in perception of quality, so the handling of the plant is of utmost importance.
Many of these processes can be automated but we hand treat the product with the utmost care.
This subset of consumers is looking for something new and refined, which is where craft comes in with a unique offer.
“Craft growers are trend setters, carving out interesting new product niches with specialised genetics, process refinement, and value added processing like artisan hash.
Cannabis has massively diverse chemistries, and those unique combinations of cannabinoids, terpenes, and other psychoactive compounds deliver novel effects that are subjective to each user.
Craft cannabis developing is contributing to a general move toward the legitimisation of the industry by defining a luxury brand in the sector.
This freedom of expression can be manifested by consuming specific strains, brands or methods of production – just like we see with the alcohol industry .
As much as there will continue to be players that are interested in mass production, there will be small lucrative producers which have no aspirations to be massive.
“With each step up, companies have to get more corporate and lead more with the financials than their passions.
Craft companies stay true to diverse cultivation roots, drawing in refined consumers that are looking for something new and different.