Brands can live or die by their packaging. All the master growers, rare genetics, THC percentages, charitable donations, social media influencers and celebrity endorsements won’t save a brand without shelf appeal.
It seems unfair, especially in an industry that mandates childproof packaging on top of stringent labeling requirements, that a superior product in poor packaging could be so easily outsold by an inferior product in appealing packaging. But, like any other consumer packaged good, consumers place value on well-produced packaging.
To help level the playing field, Marijuana Venture reached out to leaders in consumer packaging to give readers insight on the many variables of building appealing packaging for retail buyers and consumers alike.
MV: What are some of the interesting trends you see in cannabis packaging right now, and how has AssurPack responded to them?
AssurPack CEO and founder, Nancy Gruskin Warner: Trends we see are the increasing demand for high quality design in CR packaging as well as sustainability and recyclability. We have tried to support this by working with bio plastics when we can and more easily recycled materials. Branding is driving the market for new and creative packages. Additionally, the professional supply chain support is increasingly important to support growing business demands. Assurpack has a team of highly experienced package engineers and supply chain professionals to support the growth of the industry. We customize many of our standard products as well as custom design working with our line of child resistant packaging solutions.
MV: What kind of opportunity is presented by new states that have recently legalized cannabis for recreational or medical use, including New York, Arizona, Mississippi and others?
GW: We see opportunities in these new states with new local businesses as well as the expansion of multi state operators into these new states. Our actual business will not happen until all the regulations are in place in each state. This takes over a year from a vote to legalize before see orders to ship in a new state. We have some strong medical markets for our child resistant packaging in these new states as well as the recreational markets.
MV: Over the next couple years, what do you see as the growing areas of the cannabis packaging business? Sustainability? Reusable/recyclable materials? Innovative styles and designs? Child resistant products? Something different altogether?
GW: These areas are all going to grow. Assurpack is focused on compliant packaging that provides sealed packages to support shelf life and compliance. This is a different approach – our new AssurSeal line of packages have been tested by a pharma 3rd party lab for container/closure testing – USP 671 test. We achieved the highest rating of “tight”. There is no such thing as “air tight” which is a term thrown around a lot in the industry. As we move towards federal legalization and GMP compliance, these technical aspects of packaging will become more important.