At the recent Cannabis Market Spotlight: California event in Anaheim, Chelsea Kossower, Puffco's vice president of global expansion, emphasized the need for authenticity in the cannabis industry.

Speaking to a crowd of industry peers and enthusiasts, Kossower addressed how brands can best connect with the cannabis community by moving beyond traditional sales tactics.

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Building Connections through Culture

During her panel discussion, Kossower highlighted that cultivating real brand loyalty in cannabis involves more than financial investment. "Culture is not something you can just throw money at and buy," Kossower explained, stressing that brands must deeply understand the community they aim to serve. She recommended approaching the industry with a "student mentality" to learn from those who have shaped it and continue to drive it forward.

Prioritizing Community Loyalty

According to Kossower, Puffco's focus on community loyalty starts with engaging the people who define cannabis culture: growers, advocates, and those developing the craft behind the scenes.

She noted, "Before the brand loyalty or anything, it's really engaging with the culture and the community loyalty," recognizing the individuals who contribute to cannabis brands’ success through dedication to the craft. This approach, she said, fosters a more genuine bond with the community and supports long-term brand success.

Staying Positive Amid Industry Challenges

In light of recent challenges within the cannabis industry, Kossower expressed feeling "heavy" but emphasized that Puffco's mission remains unchanged. She reinforced her commitment to advancing the normalization of cannabis, focusing on positivity, and supporting "the love in the world, not just the negativity."

The panel discussion left attendees with a clear takeaway: genuine engagement and respect for cannabis culture are essential for brands that want to make a meaningful impact in the industry. Kossower's insights reaffirm Puffco's commitment to fostering authentic connections within California's cannabis market and beyond.

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