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Cultivation Techniques: Strategic Differentiation in a Commoditized Cannabis Market

Rudy Ellenbogen

As the cannabis industry continues to evolve and add more and more big cultivation players, the mass market is experiencing a shift away from quality cannabis and towards commoditization of the plant. To avoid the “race to the bottom” in crowded wholesale and retail markets, smaller cultivators can find long term success through product differentiation based on quality cultivation techniques. High-quality, organically grown products can stand on their own before branding is introduced. This presentation will survey current trends across industries towards more natural, organic products and examine the economics of conventional versus organic cultivations and their respective margins