Education Remains The Biggest Challenge For Canadian Cannabis Businesses

By Matt Gray, CEO of Herb.

The one-year anniversary of legal Canadian cannabis is just around the corner, and the country plans to celebrate in a big way. On October 17th of 2018, Health Canada lifts the legislative floodgates for the production of edibles, concentrates, and topicals. 

New products, however, come with new responsibilities. Of these, one challenge remains omnipresent—how do you effectively teach mass audiences about cannabis?

To answer this big question, cannabis businesses must innovate. And they’re doing just that. 

Herb, a learning platform and smart app technology, is one example. The App connects consumers with customized recommendations for cannabis products and information, filling an education gap that’s lasted for nearly 100 years. 

As with many cannabis companies, when Herb launched in 2014, there was very little information on the cannabis plant available. 

Looking for information on individual cannabis brands or products? Forget about it. 

Decades of prohibition meant that brands struggled to establish themselves. The few available products were produced in a quasi-illicit environment. Consumers fared the worst during this period, with few places to go to find even the most basic ingredient lists or brand descriptions for the products they were purchasing. 

In the time since, the cannabis landscape has changed dramatically. 

For the first time in history, cannabis-infused foods, lotions, and vaporization products are proliferating into large-scale markets with full support from a G7 country.

But, there’s still work to be done. 

With centerstage attention, brands now face the daunting task of transforming our relationship with cannabis into one as familiar as coffee or wine. 

Fortunately, creativity knows no bounds. 

The Cannabis Education Gap

Canada, along with Mexico, was one of the first countries to outlaw cannabis. Legislators introduced prohibition policies in 1923, well ahead of the U.S.

Prohibition continued for nearly a century, meaning that many Canadians lived entire life spans without access to sound information about the plant, let alone specific cannabis products.  

This education gap persists …

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