Vermont Lawmakers Consider Legislation to Expand Cannabis Expungements
House and Senate leadership support a measure that would automatically expunge criminal records involving the possession of two ounces or less of cannabis.
Vermont lawmakers are considering legislation that would expand cannabis expungements in the state by automatically expunging criminal records involving the possession of two ounces or less of cannabis, according to a VTDigger report.
The move comes as lawmakers in the House and Senate work on a final bill to tax and regulate cannabis sales.
House and Senate leadership say they support the expungement provisions, which would also decriminalize the possession of up to two ounces of cannabis, VTDigger reported. Under current law, possession of up to one ounce is decriminalized, according to the news outlet.
Senate Judiciary Committee Chairman Dick Sears (D-Bennington) told VTDigger that passing the expungement measure in the coming weeks, while the legislature reconvenes for a special budget session, is a priority. House Judiciary Committee Chairman Maxine Grad (D-Moretown) has also indicated support for the proposal, according to the news outlet.
“Criminal records are a barrier to employment, serving in the military, student loans, housing, and it’s very important to help folks with these criminal records get justice and clean their records,” she told VTDigger.
The expungement provisions come as lawmakers faced criticism from advocates for crafting a bill to legalize cannabis sales without adequately addressing racial justice issues, the news outlet reported.
While lawmakers backing the expungement measure have indicated that they don’t know how many records would be cleared under the proposal, the new law would likely impact thousands of past convictions, VTDigger reported.
Even if S.54, the larger piece of legislation aimed at creating taxed and regulated cannabis sales, fails to pass this year, Sears told VTDigger that he wants the expungement policy to be part of a separate bill, and he wants it to cross the finish line during lawmakers’ special session.
Cannabis Business Times and Cannabis Dispensary Launch ‘Best Cannabis Companies To Work For—2021’
The awards program will identify and recognize the best employers in cannabis cultivation and dispensary markets.
Cannabis Business Times and Cannabis Dispensary have launched the Best Cannabis Companies To Work For—2021. The awards program will identify and recognize the best employers in cannabis cultivation and dispensary markets, continuing the recognition the media brands debuted this past year.
A ranking of the “Best Cannabis Companies To Work For – 2021” in cultivation and retail will be revealed in Cannabis Business Times and Cannabis Dispensary in early 2021.
The survey is organized and managed by the Best Companies Group (BCG), an independent research firm specializing in identifying and recognizing great places to work.
“We were thrilled to work on this project last year and to not only recognize great cannabis companies, but also learn more about what makes certain cannabis companies so successful in creating positive work environments,” Editorial Director Noelle Skodzinski said. “Competition for talented employees is now even more intense, due in part to the economic pressures of 2020, and this program also can help ranking companies attract great talent.”
Here’s what you need to know to get involved:
Enter as either a Cultivation Operation or a Dispensary Operation (or both):
• Have 50% or more of the business coming from either - Cannabis Cultivation Operation; or - Cannabis Dispensary.
• Be a publicly or privately held business
• Be a for-profit or not-for-profit business
• Be based in the U.S. or Canada
• Be legally licensed to cultivate or sell cannabis for medical and/or adult-use under a state regulatory framework (or federal program if in Canada)
• Have a minimum of 15 full-time or part-time employees working in the U.S. or Canada
• Be in business a minimum of one year
• Be willing to be featured in Cannabis Business Times and/or Cannabis Dispensary, if your company ranks on the Best Cannabis Companies to Work For lists.
Assessment Description
The process includes two surveys to gather detailed data about each participating company. BCG conducts the surveys, analyzes the data and determines the winners and rankings.
Part I – Employer Benefits & Policies Questionnaire: The employer completes an online survey, detailing company policies, practices, benefits and demographics.
Part II – Employee Engagement & Satisfaction Survey: Employees complete a survey of in-depth statements using a scale of five points ranging from “Agree Strongly” to “Disagree Strongly.” (Employee responses are provided only in aggregate; no individual employee responses are shared with employers.) The survey also includes seven demographic and two open-ended questions. It can be given online or by paper, if a full company employee email list is not available.
Participation in the “Best Cannabis Companies To Work For" survey and ranking is free, but management teams may request the full employee feedback report generated by the Best Companies Group process. The cost of that report is based on the number of employees working at the company.
When Amplified Farms converted one of its flower rooms to LED lights, the Sacramento, California-based cultivator discovered benefits beyond energy savings.
Courtesy of Fluence by OSRAM
How LEDs Gave Amplified Farms the Power to Expand
The Sacramento, Calif.-based cannabis cultivator explains why transitioning from HPS to LED lights was essential to grow its business.
Expanding the canopy at Amplified Farms had been a longtime goal of Zachary Goodin, co-founder and director of cultivation of the Sacramento, California-based cannabis cultivator.
Amplified Farms has the space to grow – the indoor facility is 12,000 square feet. But the challenge had always been the electrical requirements of additional grow lights needed to power such an expansion.
“When we started out, we were using all HPS everywhere,” Goodin says. “We were kind of maxed out on adding more lights in the building.”
It wasn’t until the Sacramento Municipal Utility District (SMUD) reached out to him and other Sacramento-area cannabis companies that he considered using LED lights. SMUD was offering to pay for the equipment for one growing room as part of a study measuring how cultivators could run more energy-efficient operations. Amplified Farms installed Fluence SPYDR Series LED lights, designed for both single and multiple growing tiers, in one of the flowering rooms as part of the trial, converting Amplified’s 1,000 watt HPS lights to 660-watt LEDs, according to SMUD.
“We were kind of excited to work with SMUD and do a research project. [Cannabis cultivators] have been working in the shadows for so long doing the medical market thing that to work with a local utility was kind of exciting. And we actually anticipated going back to HPS lights after the trial was over,” Goodin says. “We just happened to really like the lights. And then when we were able to increase production, it was like a no-brainer after that.”
Goodin and the team at Amplified noted several benefits when they started working with LED lights.
First, the room entirely outfitted with Fluence by OSRAM LEDs “has been our best producing room in the last few years,” Goodin says.
Because LEDs don’t emit as much heat as other cultivation lights, Goodin has also found his HVAC systems don’t have to work as hard to keep conditions comfortable for the plants.
“The HVAC was always having a hard time keeping up. So by pulling some HPS and adding some LED in [the growing rooms,] I can really maintain my temperature. I’m not having as many problems with my mechanical equipment,” he says. “And with taking some of the heat out of our HPS rooms, that’s helped us increase our quality a little bit.”
Zachary Goodin of Amplified Farms tends to cannabis plants in its cultivation facility. Photo courtesy of Fluence by OSRAM
Amplified Farms has about 50 cultivars it rotates through production, focusing on six to eight at a time, Goodin says, a practice that allows them to individualize the cultivation parameters, including lighting recipes, and increase quality. Although efficiency and yield are important, Amplified prioritizes taste, aroma and potency. Each cultivar has different requirements, Goodin says, adjustments that are possible with LEDs.
“You can dial them into whatever strain you're growing to give that plant specifically what it wants. We have a different dimmer on each row, and we can do a different strain in each row and give the plants more of what they want,” he says. “That's been [the] room that actually performs the best for us. Some strains will have this little bit of pink or this little bit of blue, or a little bit of purple; beautiful hues in the bud that you just don't get quite as much with the HPS. I think you get a little bit nicer aesthetically looking flower.”
But for Goodin, the most important aspect of converting to LEDs has been the ability to expand, thanks to the lower electricity requirements of LEDs. Amplified Farms has continued to add more Fluence LEDs, and by doing so, the cultivator has been able to install an extra growing row in each of its three flowering rooms. The company has also implemented vertical, tiered growing systems, increasing its production footprint. Tiers would not have been possible previously for two reasons, Goodin says – the HPS lights are too hot to work in stacked systems and require too much electricity.
The SMUD study noted that in one flowering cycle, “the LED room saved Amplified Farms 9,407 kwh compared to the HPS room. Ultimately, between the LEDs’ lower power consumption and lower HVAC usage, Amplified Farms realized a 25% savings over their HPS room in both cost and energy.”
Some of the flowering rooms are outfitted with both LED and HPS lights for now as they continue to invest in the technology, but Goodin says plant quality and HVAC efficiency is still improved in the hybrid rooms.
“I’m making the transition to the recreational market, and it has been a big jump,” he says. “Having that extra production has been one of the things that helped us."
For other growers looking to install LED lights, Goodin recommends starting small. Experimenting, dialing in other environmental controls such as HVAC systems and measuring the results has helped them as they have transitioned to using more LEDs.
“See what you're going to need to change. Maybe start with one room and run that for six months. There’s definitely some different environmental changes; you're going to maybe want to run your room a little bit warmer because you're not going to have that extra radiant heat from the HPS light,” he says. Once cultivators are able to adjust their operations, they can then experiment with the light intensity and range that dimmable LEDs provide, which more closely mimics the natural sunlight than other lights Amplified has worked with, he says.
Goodin also recommends working with the lighting manufacturer to make sure cultivators understand how to operate LEDs and get the most out of the technology. He says Fluence has provided Amplified not only with strategic planning and designs from the lighting design department, but also advice on plant production throughout the process of transitioning to LEDs.
“Fluence has been pretty active and been in touch with us the whole time, pretty much ever since we started using their lights. So they've been a really good group to work with,” Goodin says. “We visited their factory [in Austin] and seeing their whole operation … they have a group of people that you could tell they really liked working there, and they want to be a part of something successful and awesome. And you can feel that.”
To read more on the study conducted with Amplified farms and SMUD, click here.
Sweet Dirt Highlights Commitment to Maine in Transition to State’s Adult-Use Cannabis Market: The Starting Line
Executives from the Maine-based company discuss their plans to transition from a medical cannabis operator to a vertically integrated adult-use business.
Maine announced last week that adult-use cannabis sales will launch Oct. 9, nearly four full years after voters approved legalization in November 2016.
Despite the years-long rollout of the adult-use market, Jim Henry, CEO of Sweet Dirt, a medical cannabis operator that holds multiple conditional licenses in the adult-use program, says Maine’s cannabis industry will be worth the wait.
“They’ve done their diligence and … they’ve been incredibly thoughtful about this,” Jim says. “The length of time that the rollout has taken has certainly been challenging and sometimes, to some individuals, frustrating. But I think the state has done a really nice job and they’ll actually have a really nice program.”
Sweet Dirt was founded in 2015 by a married couple, Hughes and Kristin Pope, who were registered caregivers under Maine’s medical cannabis program. Operations ramped up near the end of 2018, when they opened their first storefront for medical sales.
Then, at the beginning of 2019, Sweet Dirt began raising capital to acquire and build out additional cultivation, extraction, manufacturing and retail facilities in preparation for the adult-use market. The company then began applying for adult-use licenses at the end of that year, when the licensing applications became available, and filed its applications in early 2020.
“This sounds like a long time out, but we were under the impression that adult-use would probably be happening right around the first quarter of 2020,” Jim says. “There were some hiccups along the way, and then we experienced a global pandemic, which slowed things down, as well.”
Overall, though, Jim says Maine’s Office of Marijuana Policy has done “a very nice job” with the rollout of the adult-use market.
“Both the state and the municipalities have really studied what happened out west in places like Oregon, California and Colorado, and tried their hardest to make sure that they did not see the same kind of hiccups that some of those places saw,” he says.
From Disaster Comes Opportunity
Sweet Dirt was on track to be a vertically integrated medical cannabis operator in Maine when a fire damaged the company’s indoor cultivation and extraction facilities, as well as its commercial kitchen, in June 2019. No one was injured, the facilities were fully insured, and from the disaster came opportunity, as Sweet Dirt pivoted its business plan toward the next chapter.
“It allowed us to rethink how we were going to attack the adult-use market,” Jim says. “We saw it as an opportunity. Again, lots of challenges came out of it [and] it was not a perfect situation, but we certainly saw the opportunity in that.”
Sweet Dirt is headquartered in Eliot, Maine, right along the New Hampshire border. The town has been very accepting of the cannabis industry, Jim says, and voted in 2019 to allow adult-use businesses within its borders.
“One of the things that the state of Maine has done well, is they’re allowing municipalities to decide their own fate in this program, and municipalities get to decide whether they opt in,” he says. “Some opt in through elections, some opt in through city council, but they’re allowed to opt in.”
Eliot was one of the first municipalities to opt in to the program, Jim adds, and Sweet Dirt plans to be vertically integrated there with cultivation, extraction and manufacturing facilities, as well as a medical and adult-use dispensary.
Photos courtesy of Sweet Dirt
Sweet Dirt plans to be vertically integrated in Eliot with cultivation, extraction and manufacturing facilities, as well as a medical and adult-use dispensary.
The company holds five conditional adult-use licenses from the state—two for cultivation and three for retail—and it is awaiting conditional approval on a manufacturing license. In addition to Eliot, Sweet Dirt has applied for municipal licenses in Portland and Waterville.
Sweet Dirt reworked the facilities on its existing plot of land in Eliot after the fire and ended up constructing a 32,800-square-foot greenhouse that the team calls “Shangri-La.”
“In a manner of speaking, it’s a religious experience being inside it,” Jim says. “It’s quite the facility.”
The company expects the project to be completed in the fourth quarter of this year, just in time for the launch of adult-use sales.
A Commitment to Maine
As Sweet Dirt transitions to the state’s adult-use cannabis market, the team is committed to celebrating its Maine roots through its brand aesthetic.
VP of Marketing Rebecca Henry says there is an appreciation for craft businesses in Maine, from food to the craft beer industry, and Sweet Dirt is looking to offer that same craft experience in the cannabis market.
“What we’re trying to achieve is elevating the brand, the conversation and the buying experience, making it something where you’re going into your friend’s upscale home and purchasing and feeling it’s a friendly, safe place to buy clean, quality product and to explore and learn,” Rebecca says. “We’ve created that really inviting environment in our stores and packaging. We’re very focused on the communities we serve. We’re careful in the products we’re curating, the products we’re producing and even our packaging so that what’s getting dumped into our local transfer stations and dumps is as friendly as it can be to the environment.”
Sweet Dirt is building out a 32,800-square-foot greenhouse in Eliot that the team calls "Shangri-La."
Sweet Dirt is certified through the Maine Organic Farmers and Gardeners Association (MOFGA), which recognizes organic farmers and food producers in the state.
“I think fewer than 15 of the thousands of caregivers in the state voluntarily sought out that status, where we would have inspections and certain quality control that we’d have in place and measures to ensure we’re growing truly organic and organically grown product, certified clean,” Rebecca says.
Maine welcomes about 36 million tourists per year, and in addition to local traffic, Sweet Dirt anticipates a boost from tourism when the adult-use market finally launches.
“That from our standpoint is a huge advantage,” Jim says. “We have really looked at the way that we position our location in Waterville in central Maine by the ski resorts, by the Belgrade Lakes, [and] in Portland, … in the largest municipality in the state, where all the cruise ships come into town and where the airport is. … And then Eliot is right on the border of Maine, where 10,000 cars travel over the bridge every Saturday morning from the eastern seaboard and … their first [stop] in the state of Maine is Eliot. We’ve really looked at the tourism market in the state and adjusted our strategy from that standpoint.”
When hiring new employees for its expansion to the adult-use market, Sweet Dirt focuses on customer service and product training to ensure the staff is prepared to serve an expanded customer base.
“If we hire the right people and we are diligent from day one about making sure that they understand what this company is about and the ethos that this company is trying to portray to the general public, then I think we’ve done a really nice job from a hiring standpoint,” Jim says.
Sweet Dirt plans to hire an additional 125 to 150 employees within the next year, and the foundation is what Jim calls “one of the best executive teams in the entire state,” which is 70% female.
“We have been very diligent about the people that we’ve brought on board from all walks of life, some from in cannabis, some from out of cannabis,” he says. “But everybody on the executive team brings something to bear that has made this a special organization.”
Leaning on Lessons Learned
Jessica Oliver, Sweet Dirt’s VP of Cannabis Operations, has worked in Maine’s medical market for nearly a decade, and she says adult-use businesses can learn from the medical industry’s early growing pains.
“I remember when this program launched in 2011 with everybody scrambling for supply and limiting what folks could purchase,” Oliver says. “To see the medical market evolve into such a mature market is something we’re really looking forward to for adult-use, but we also know we’ll have the challenge of the product supply chain meeting demand. I think our experience in dealing with that in the medical market gives us a confidence and a path forward to get through that in adult-use.”
Oliver also expects regulations to become less stringent as the market matures.
“As we’ve seen in other states, the legislative statutes can perhaps be a little bit tight at the beginning, and then as the governing bodies get a little bit more comfortable, things change and loosen up, so we’re preparing for and anticipating the changes to come and also pivoting where we need to [in order] to meet the standards right out of the gate,” she says. “I would say we all in all feel well-prepared for the challenges that we’re going to face.”
Sweet Dirt VP of Cannabis Operations Jessica Oliver says the company can take lessons learned from balancing supply and demand in Maine's medical cannabis market to overcome the challenge of the supply chain meeting demand in the forthcoming adult-use market.
The COVID-19 pandemic has also taught Sweet Dirt some valuable lessons, while changing the way the company does business.
Maine has experienced a 30% increase in medical cannabis enrollments since the pandemic began, Oliver says, which has increased medical cannabis sales across the state. Maine’s medical cannabis businesses were deemed essential during the state’s coronavirus-related shutdown, and Sweet Dirt was able to retain all its staff—and even expand—while many businesses in other industries were furloughing and laying off employees.
“I think we’re extremely fortunate to be in an industry that is clearly recession-proof,” Oliver says.
“From day one, from the moment that this pandemic started, we have, as an organization, taken our employees’, our customers’, and our vendors’ health and safety as paramount,” Jim adds. “It’s more important than any business plan we have. We were able to incorporate that attitude with continuing to build out. Certainly, things might have taken a little bit longer than they would have previously, but the process of getting to adult-use is taking a little bit longer because the state, the OMP and the legislature all felt the same challenges that we did. So, we feel like we’re in this together.”
Sweet Dirt has implemented curbside pickup and social distancing into its policies and procedures, and over the next several months, the company plans to ensure all of its new stores are built out and opened, new employees are hired and trained, and that it has the right supply and the right partners to meet market demand.
More Opportunities Ahead
In the longer-term, Sweet Dirt would like to not only grow its existing supply chain, but also expand to additional municipalities in the state.
“One of the things [Jessica] taught me very early on is, in this industry, you can never have enough space,” Jim says. “We have acres of land that we are using, and we always find that we can always use more space.”
Sweet Dirt will also strive to maximize efficiency as it settles into the adult-use market, he adds. “We want this to be an organic, well-thought-out product that comes from our cultivation, but we also want to make sure that we’re maximizing the efficiency so that we can have the most amount of product and the best product out there for our customers.”
“You can’t get a better state than the state of Maine for an industry like this,” Jim adds. “It really is the dream state for this, from a geographic standpoint [and] a topical standpoint, from the rocky shores to the mountains to the beaches. … This is about a company that is really committed to that state and making sure that we not only brand ourselves as it relates to being a Maine-based company, but [that we also try] to give back to a state that has really given our employees so much."
Aurielaki | Adobe Stock
5 Branding Tips to Help Cannabis and Hemp Businesses Stand Out from the Crowd
From getting to know your target audience to adhering to strict state regulations, Ashley Grace, founding CMO for Charlotte’s Web, outlines his top branding strategies.
The ongoing COVID-19 pandemic has certainly put a strain on many businesses, and while the cannabis industry has fared better than most after being deemed an essential business in many states’ shutdown orders, cannabis and hemp businesses are not immune to challenges stemming from the coronavirus crisis.
Ashley Grace, founding chief marketing officer (CMO) for Charlotte’s Web, says the recent rise in business, while positive, can create tension for cannabis and hemp brands.
Photo courtesy of Ashley Grace
After finding relief in THC and CBD for pain management, Grace helped to found the Charlotte's Web brand in 2015.
“A lot of brands’ growth has been pretty phenomenal, so being able to fulfill the expectations of consumers that the brand has set is where I think most of the industry is focused right now,” Grace says. “Brands are really focused on delivering and making sure that they’re there for their consumers.”
Grace, who has worked on the “I’m Lovin’ It” campaign for McDonald’s and the “You’re Not You When You’re Hungry” commercials for Snickers, is no stranger to successful branding and marketing strategies. After finding relief in THC and CBD for pain management after suffering an accident in 1997, he helped to found the Charlotte’s Web brand in 2015—which has since become one of the most well-known CBD companies in the United States.
During these uncertain times in the age of COVID-19, a well-thought-out branding strategy can help businesses assure their current customers that they’re able to safely meet their needs, Grace says, while also helping the brand reach new clientele.
Here, Grace offers his top branding tips to help cannabis and hemp companies meet these goals.
1. Identify Your Target Audience
Before a company can get into the specifics of its branding strategy, it must first identify its target customer, Grace says.
“Who is it that you’re in business to delight?” he says. “That’s really something that I think a lot of brands miss when they go into cannabis. They think, ‘Oh, it’s cannabis, so our target market is everybody,’ and that’s just not a reality. It makes things very much more difficult to figure out how to run a business when you don’t know who your target customer is.”
2. Understand Your Unique Value Proposition
Once a business understands who it is selling to and who it is there to serve, it must then identify its unique value proposition, or what sets it apart from its competitors.
“Is it going to be the best value or the best taste, or is it to reward yourself after a long day?” Grace says. “What is it, and what reason are you there to delight consumers? That unique value proposition hopefully is something different than that of others that are in the same marketplace.”
Grace points to a particularly successful campaign he worked on with Kleenex as an example. When the company launched its Cold Care tissue line, it focused its value proposition on providing the only tissue that had three layers of strength.
“Unfortunately, in the work that we were doing, it just wasn’t coming across as being very motivating for consumers,” Grace says. “They were asking me in my role to help them: ‘We’re already differentiating, but no one cares.’”
Grace and his team then focused a little deeper on the target audience, and found that their primary customer was a mother and her children. With that information in hand, they launched a new value proposition: by using the new Kleenex products, women could be better mothers by protecting their children’s hands from germs with the only tissue that has three layers.
“It really speaks to the emotional differentiation opportunity that’s out there for brands,” Grace says. “I’ve found in that case, that was how magic happened. They developed that brand campaign around that strategy and had tremendous success in the market.”
3. Create a Brand Story
Businesses should study their target customer in order to develop a brand story that is relatable to him or her.
“You want to try to be present in his or her life in various channels, in various moments throughout their lifecycle,” Grace says. “You want to look for partnerships with other brands that maybe your target audience also works with. You may want to look for alliances in product categories that are tangential to things that your target audience uses.”
Charlotte’s Web, of course, had Charlotte Figi as a real-life brand story that made the brand relatable to people whether they had epilepsy or not.
“Charlotte’s Web from a cannabis standpoint is by far the biggest success I’ve been involved with heretofore, and our challenge there was to take Charlotte’s story and make a brand [and] make people [relate] to it, even though they may not have epilepsy,” Grace says. “We were focused around broadening our target market and communicating with that target market in a way that made them feel part of it, but that didn’t leave anybody out. While our product was great for folks who had epilepsy—and obviously Charlotte was the prime example of that—everybody in the world is one to two degrees separated from someone who can really benefit from cannabis.”
4. Back Up the Product’s Value
No matter how robust a company’s brand becomes, it must first have a good product to back it up. Then, focus on creating a good customer experience with that product, from customer service to online ordering to point-of-sale.
“The entire goal of branding is to create consumers who sell for you, basically,” Grace says. “You create word-of-mouth advocacy through your users about how great your brand is, and if you can do that, then you’re basically operating at the pinnacle of brand success. And I’ve found, in order to do that, you really have to create something special that people can feel a part of.”
5. Pay Attention to the Regulations
Especially in the cannabis and hemp industries, where advertising and marketing rules vary by state, it is particularly important to pay attention to the regulations—and to play by the rules.
“We did an airport promotion in the Atlanta airport for a CBD brand that I worked on, and that was pretty cool because that’s a federally protected place, and for us to pull that off, it was really a cool thing,” Grace says. “But then … you can’t get something as simple as a radio ad placed in other markets. So, it’s a very fragmented regulatory landscape when it comes to promotion and advertising and what you can and can’t do with cannabis, even for things for CBD, which should really have no problems."
Legislative Map
Cannabis Business Times’ interactive legislative map is another tool to help cultivators quickly navigate state cannabis laws and find news relevant to their markets. View More