As cannabis gains wider acceptance, brands are faced with a major challenge — breaking into new markets.
TILT Holdings (OTCQX: TLLTF) president Gary Santo thinks that a key to understanding the present state of things within the industry is to look at the future and the trend of many "brands coming east" following legalization.
"Understanding how to sell in those markets, the limitations associated with the regulations, including what you can put on your products, and how you can market your brand" is a road to success, Santo said on the most recent episode of the Benzinga Cannabis Hour (see the video below).
In times where cultivation and retail are becoming commoditized, it's essential to include the authenticity factor when developing a brand.
"That's what's allowing them to command premium prices in an otherwise race to the bottom kind of market," he added.
Tilt is "leaning into wholesale" and providing for the MSO's rather than competing with them.
"It's as much about educating these brands as it is about working with them just to produce the high-quality product," he explained. "We just want to support a lot of …