What’s something about the cannabis industry you wish the general public understood better?
Danielle Wildstein | Founder | Blue Oak Dispensary
I wish more of the general public realized that while cannabis is a form of medicine, you don’t need to be sick to use it. Cannabis has been legal in the U.S. in some form for more than 30 years, a movement that started with patients but is now accessible to any adult 21 years or older thanks to their efforts. This plant helps the body and mind recover, and you can incorporate it into your lifestyle in so many ways for wellness. Whether for health or for fun, cannabis is a very personal journey, and we have the education and product testing in licensed dispensaries so people can make informed decisions about what they’re putting in their bodies.
Jay Randolph Wright | Product Marketing Manager | Little Beach Harvest
Most businesses truly care about the consumer. We want people to have the right information about cannabis whether they choose to partake or not. Too often, the industry is seen as “hurry up and buy,” but for us, it’s about education and helping people understand how cannabis can support their health in its many forms. When people are informed, they can make choices that feel right for them — and that’s what builds trust and community.
Jeremy Shechter | Founder | Open Source Horticulture
Many still view cannabis as a casual pursuit, but it is a serious, science-driven industry. Cannabis cultivation is highly technical, requiring innovation in plant science, engineering and controlled environments, and skilled professionals are working to solve these challenges every day. This work deserves recognition for its rigor and impact, and not dismissed as a stereotype.
Gary Santo | CEO | Rx Green Technologies
The underlying product itself. The wine industry offers a master class in how to develop and educate its customer base and position the product in their daily lives, whether that person is a neophyte or an experienced connoisseur. By contrast, the cannabis industry still faces challenges in bridging that same gap. Many markets continue to prioritize price and potency over strain diversity and terpene profiles, thereby limiting customers’ ability to appreciate the product’s full complexity and nuance. That said, the regulatory framework inhibits such education, as it would be difficult to imagine only purchasing wine produced from grapes grown only in your state, or only from stores often run by the vineyard itself. Such constraints make it challenging to build brand awareness, educate consumers and cultivate the type of cultural appreciation that has propelled the wine industry’s long-term success.
Photo by Emily Eizen.
Tamara Anderson | Founder | Culinary & Cannabis
Cannabis is deeply medicinal, culinary, and wellness-oriented. Many don’t realize how complex the plant is or how it interacts with health and lifestyle. Our mission is to normalize informed, responsible use, showing people that cannabis can enhance wellness, culinary experiences, and self-care in sophisticated, thoughtful and fun ways.
Eric Steenstra | Co-founder and Chief Operating Officer | Skyworld
I wish more people understood the endocannabinoid system. It’s our body’s own network for keeping things in balance — sleep, mood, appetite, immunity and more. Cannabis interacts with that system in ways that support wellness, with different cannabinoids and terpenes shaping how we feel and function. When you see how it works with your body’s chemistry, it changes the conversation from stigma to understanding and helps us take better care of ourselves. It’s a reminder that cannabis can be a tool for balance, health, and intentional living.
Josh Huntington | Co-founder and CEO | Xtra Laboratories
The misconception that terpenes are flavors. There is no such thing as strawberry terpenes and this type of marketing further confuses people. Terpenes are an integral part of making a flavor.
Tomer Oliel | Business Development | Hefestus Technologies
It’s something we know all too well, but in conversations with those outside the industry, it still baffles people that we don’t have access to traditional banking, insurance and financing. It makes it more difficult for our operator-customers to grow, even though cannabis demand is strong and rising.
Dave Valese | Chief Visionary Officer | HoneyProjects
I wish more people understood the importance of quality — knowing where their cannabis comes from, how it’s grown, and what’s actually in it. Many brands focus only on the bottom line, and testing isn’t always consistent, so it’s worth learning about the cultivators and products you support. We avoid anything that’s been through remediation or irradiation, and such treatments should always be labeled. Craft cannabis — grown with care and a focus on quality by people who truly respect the plant — thrives when consumers make informed choices, benefiting the entire industry.