From PSFK's Infusing Cannabis & CBD Into The New Brand Experience report, here's how today's cannabis retailers are using food-related activations to familiarize consumers with the popular plant

When most people picture cannabis as a consumer good, they most likely think of it in its traditional, rolled form. This contributes to the high level of stigma associated with the plant, as consumers are likely to hold negative views on the act of smoking.

Accordingly, contemporary cannabis retailers are innovating around this preconception, focusing on smoke-free, edible alternatives that are more familiar to consumers who may have yet to experiment with the substance. The following three examples showcase how leading cannabis retailers are demystifying the plant through educational events alongside culinary activations, inviting newcomers and enthusiasts alike to interact with cannabis products in a fun and familiar way:

High-End Dinner Series
The High-End Dinner series in Vancouver, Canada, is a rotating host of educational experiences centered on fine dining, including joint-rolling demonstrations, workshops, film screenings and more, that aim to be fun customer experiences that simultaneously break down stigma and provide cannabis-curious consumers with a smoke-free way to experiment with a newly legal substance.

The Cannabis Cooking Company
The Cannabis Cooking Company is a cannabis-infused cooking class in Toronto, Canada, where students get hands-on experience in the kitchen making all kinds of cannabis creations, while also learning about the science behind the infusion, dosage calculation and microdosing practices.

Wellhaus x Sundance
Wellhaus, a fully integrated health, wellness and CBD-focused activation from production company Axcess Entertainment and CBD company Charlotte’s Web, debuted its popup at the Sundance Festival this year, featuring a cannabis-infused cocktail bar and food menu with happy hours, nightly dinners, networking opportunities and hospitality activations. The company plans to grow the concept at events across the globe, promoting a sense of wellness amidst the bustle of festivals.

“Festivals can be hectic with back-to-back events and jam-packed schedules, so we wanted to create a place that promotes a sense of wellness in the midst of all the craziness. It also provided a place for storytelling, which is the foundation of the film industry itself. The ultimate goal is to grow this concept at events across the globe and to continue to increase awareness of the benefits of CBD in mainstream culture,” says Ryan Heil, founder of Wellhaus and owner of Axcess Entertainment.

For an extensive look into the future of the cannabis retail industry, and the innovative retailers leading the way, download PSFK’s Infusing Cannabis & CBD Into The New Brand Experience, out now.


Lead image: stock photos from Lifestyle discover/Shutterstock

When most people picture cannabis as a consumer good, they most likely think of it in its traditional, rolled form. This contributes to the high level of stigma associated with the plant, as consumers are likely to hold negative views on the act of smoking.

Accordingly, contemporary cannabis retailers are innovating around this preconception, focusing on smoke-free, edible alternatives that are more familiar to consumers who may have yet to experiment with the substance. The following three examples showcase how leading cannabis retailers are demystifying the plant through educational events alongside culinary activations, inviting newcomers and enthusiasts alike to interact with cannabis products in a fun and familiar way: