Interview with new Celebrate Cannabis Board Member Danielle Caruso, Founder at High Desert Nectar.
What is the most exciting thing about being a female leader in the cannabis space or what is the most exciting thing about being a cannabis entrepreneur?
The cannabis industry is developing at the speed of lightning, and female leaders are contributing tremendously to this rapid growth and innovation. Women are proven crusaders and are bringing a new energy while uplifting one another to higher places. Standing side by side with these women is truly what fuels me. The respect the industry has for us runs deep, and unlike the past where women had to fight to the top, there are no glass ceilings in the cannabis industry. The collaborative, entrepreneurial environment–between male and females alike–will push the limits of this industry to go beyond the borders of our state lines. The pace of the industry, limitless opportunity and conscious efforts to educate and shift people’s mindsets about marijuana are just a few of the many reasons why being a female leader in the cannabis industry is overwhelmingly exciting.
Did you ever think you would be farming or what drew you to want to cultivate cannabis?
There is an incredible beauty in the process of cultivating cannabis and bringing this crop to market. This plant is earth’s medicine to humankind. Three years ago, I had the opportunity to be amongst a tight-knit group of experts in the space. They gave me a thorough insider’s look at what it takes to prepare, grow and bring the flower to market. Being exposed to the intricacies and care given throughout the entire process, seed to sale, made me appreciate cannabis at a level I had never before. Not only was I captivated by the smallest tactics and overall strategies for growing the plant, but I also gained an immense amount of respect for the number of hands, hours and pride that went into the entire cultivation process. It was at this point in time that my admiration of cannabis extended beyond consumption and deeper into cultivation, process, education, and business behind this sacred herb.
What are your thoughts on Branding?
Branding is the hot topic in the industry right now and an integral part of any successful cannabis company’s competitive strategy. Having a concise message, look, feel and marketing strategy is crucial to differentiating one’s brand from the sea of options currently present in the market. It’s true–having a quality product is not the only aspect consumers are seeking out: consumers want to personally connect with a brand and understand the product, equally. Additionally, because of the newness of this industry and frankly, the slowly dissipating negative stigma hovering over cannabis, I strongly believe education is a premier element to be considered in a marketing strategy. Consumers are eager to learn about this new “craze” but perhaps less eager to search for the facts. Being the company that educates and a provides a brand connection synonymously will build a strong following a loyal customer base.