ISA Announces Speaker Lineup for April 29 Edibles Webinar

Industry experts from Undefined Inc, Wana Brands and dreamt will discuss the future of infused edibles

ISA and Vertosa announced today the speaker lineup for their upcoming webinar “Form, Function & Flavor: Edibles for 2021 and Beyond.” Dorian Morris, Founder and CEO of Undefined Inc., Mike Hennesy, Vice President of Innovation at Wana Brands and Carolina Vazquez Mitchell, MS, Chief Science Officer at dreamt will join the live event starting at 2 pm PST on April 29, 2021. This engagement is the second in a series of webinar events stemming from a strategic partnership between ISA and Vertosa, announced in November 2020.

“Our speaker lineup brings together a diverse group of powerful industry leaders, each with their own unique perspective and in-depth knowledge of both the edibles market, and the cannabis industry as a whole,” said Jacqueline Rosales, President of ISA. Jacqueline will moderate the event and lead the conversation about product development in the edibles market and how the products of the future will fit into consumers’ lives. The event is free and open to the public. Attendees can register here.

In 2021, we’ve seen an explosion in new edibles products that address specific needs – sleep, anxiety, creativity, energy, diet support and immune support. Innovative brands are embracing new delivery forms, flavors and functions to meet consumers’ evolving interests.

“With stress at an all-time high, accessibly priced, plant-based solutions are even more important now,” said Dorian Morris, Undefined Beauty Founder and CEO. Morris was recently featured in the Target Takeoff Beauty cohort, in which she discussed her new collection, focused on adaptogenic mushrooms for stressed skin.

MEET THE SPEAKERS
Dorian Morris

Founder and CEO of Undefined Inc. A true champion of inclusivity within wellness, Dorian Morris is a beauty junkie with deep expertise across categories from cosmetics to haircare to skincare to food/wellness. She is the Founder/CEO of Undefined Inc which includes Undefined Beauty, a clean, conscious, inclusive lifestyle brand focused on democratizing wellness and destigmatizing plant magic.

Adriana Hemans

Vice President of Demand at ISA, where she heads up the Cannabis Research Division. She helps cannabis brands build more customer-centric businesses through data and insights. Adriana’s work has been published in numerous industry publications including mg Magazine, Marijuana Venture, and The Cannigma. She has been invited to speak onstage at cannabis events across the country, including NECANN (Northeast Cannabis Business Conference) and the NCIA’s Annual Cannabis Business Conference.

Austin Stevenson

Chief Innovation Officer at cannabis and hemp infusion technology company Vertosa. Austin plays an integral role in the business development of Vertosa, facilitating partnerships with leading brands to produce top quality cannabinoid-infused beverages, topicals, edibles and more. Prior to joining Vertosa, Austin leveraged his bio-tech experience building the regulatory Hemp/CBD testing program for Eurofins – a world leader in food, environment, and product testing services – where he worked with CVS and Walgreens to test and verify the quality of their retail CBD topicals. Austin and the Vertosa team are also committed to community action and industry leadership. He serves as a Member on the City of Oakland’s Cannabis Regulatory Commission, for which he supports the licensing of equity partners and works to break down financial barriers to entering the industry by championing grant funding. He is also an Advisory Board Member on EAZE’s Momentum Program, a business accelerator designed to support and empower underrepresented founders in the licensed cannabis industry, as well as a founding board member of the Cannabis Beverage Association.

Mike Hennesy

Vice President of Innovation at Wana Brands where he oversees their research and development program, new product design, educational training content and growing partnerships with new cannabis technologies. Hennesy led the team in creating Wana’s new Quick line of gummies and tinctures that use innovative encapsulation techniques to increase the bioavailability of cannabinoids that bypass liver metabolism and take effect quickly. He developed Wana’s online interactive training program for budtenders and employees that covers the science of the endocannabinoid system and directed the development of Wana’s vape line, including the line’s unique proprietary terpene blends.

Carolina Vazquez Mitchell, MS

Founder and Chief Science Officer at dreamt. A gifted academic with deep experience in the developing regulatory standards of the cannabis industry. Carolina’s areas of specialty include organic chemistry and biochemistry research, laboratory testing and laboratory practices, quality assurance, and R&D for cannabis products, pharmaceuticals, foods, and beverages. She has more than 10 years’ experience with organic synthesis and extractions and has extracted DNA, RNA, proteins, terpenes, and other pharmacologically active molecules. Carolina is a nationally recognized cannabis scientist, and has been a featured expert in Rolling Stone, HelloGiggles, mg and Forbes, and was named one of Dope Magazine’s “Outstanding Women in Cannabis.”

ABOUT VERTOSA

Vertosa creates industry-leading active ingredients for infused product makers. Their catalog of patented and patent-pending nano-emulsions are carefully designed  for the specific needs of each customer, with pre-suspended aqueous solutions that create incredibly homogeneous and stable products while maximizing bioavailability, clarity, and taste. Vertosa works closely with their lab partners and clients of all sizes throughout the manufacturing process to achieve target potency and successfully bring consistent, reliable, quality infused products to market.  Learn more about Vertosa at vertosa.com.

ABOUT WANA BRANDS

Wana Brands is the No. 1 edibles brand in North America. Wana leads the industry in quality, consistency and potency, providing a range of different options that enable customers to create the specific cannabis experience they want. Wana products offer diverse product forms, four different CBD/THC ratios as well as a variety of different dosages, onset times and duration of effects. The portfolio is designed so products can be used singly or in combination to address specific health, wellness, and recreational needs. Wana products are available in California, Colorado, Florida, Illinois, Maryland, Michigan, Missouri, Ohio, Arizona, Oregon, and Oklahoma dispensaries, with Massachusetts among the states imminently coming online. Wana Brands is available internationally in Canada. For more information or to subscribe to Wana’s e-newsletter, visit www.wanabrands.com.

ABOUT UNDEFINED INC

Undefined is clean, conscious, inclusive plant magic. We live at the intersection of wellness meets adaptogens (like beautiful CBD) meets purpose-driven conscious capitalism. My mission is to “undefine” and democratize beauty and destigmatize plant-based solutions through an unapologetic, uncompromising, unfiltered approach. Wellness shouldn’t be illusive or exclusive—let’s democratize it.

Undefined Inc partners with BIPOC founded, female-led, LGBTQ+ suppliers from their manufacturing partners to their creative team.

ABOUT DREAMT

dreamt is an award-winning sleep aid made with cannabis. The science-backed formula is a precise blend of THC, CBD, and other sleep-inducing compounds, such as melatonin, valerian root, and L-theanine. This unique formula was created by dreamt’s founder and Chief Scientific Officer, Carolina Vazquez Mitchell, to treat her insomnia during her chemistry PhD at USC.

dreamt is a female and minority-owned social equity business based in Los Angeles.

4/20 Celebrations Rebound After Covid

Poll results from ISA indicate significant boosts in dispensary visits, gifting and trying new products for 4/20/2021

There’s a dramatic shift in the way cannabis consumers across the U.S. will be celebrating the 4/20 cannabis holiday this year, according to poll results from insights firm ISA, a Material Company. This year more consumers plan to host friends at home, visit dispensaries and celebrate in public places, such as live events or restaurants. This comparison is based on survey results from another ISA study fielded in April of 2020.

The percentage of cannabis consumers who say they will celebrate the holiday in some way has now outpaced pre-COVID-19 levels. In 2019, 70% of cannabis consumers said they would celebrate the 4/20 holiday. That percentage has jumped to 78% in 2021.

The most significant variance from 2020 poll results has been among people who say they are planning to celebrate 4/20 with friends at home. In 2019, before the pandemic, 58% of consumers who planned to participate in the holiday said they would celebrate at home with friends. That number dipped to 29% in April of 2020, and has now rebounded to 55%, indicating a return to normalcy for cannabis consumers who celebrate by hosting private events.

The findings could indicate the cannabis industry will experience a significant uptick in sales on and around April 20th, with more people venturing out to their local dispensary. The percentage of cannabis consumers who say they will visit a dispensary to celebrate 4/20 rose from 13% in 2020 to 30% in 2021, coming in slightly above the 2019 percentage of 26%. Additionally, more consumers plan to purchase 4/20 gifts for friends and family in 2021, compared to 2020. The 2021 poll revealed that 37% of consumers who celebrate 4/20 plan to buy gifts for others, while 16% reported doing so in 2020. Another positive sign for dispensaries and cannabis brands is that a significant number of consumers (40%) are planning to try a new product as part of their holiday celebration, up from 21% in 2020.

“The cannabis industry grew steadily throughout the pandemic,” said Adriana Hemans, ISA’s VP of Demand. “What’s exciting about the early poll results from 2021 is that cannabis consumers are coming together again for 4/20, seeking novel experiences with new products. Those products could potentially become part of their regular cannabis routines, providing additional growth opportunities for brands.” ISA will continue to gather data and insights from cannabis consumers in the days leading up to April 20th, providing business analysts, industry experts and media outlets with ongoing updates on consumer behaviors related to the 4/20 holiday. Figures presented in this press release are based on three studies – a nationwide poll of 1,001 cannabis consumers fielded April 26th through April 29th of 2019, with a 3% margin of error at a 95% level of confidence; a nationwide poll of 420 cannabis consumers fielded April 18th through April 20th of 2020, with a 5% margin of error at a 95% level of confidence, and a nationwide poll of 420 cannabis consumers with a 5% margin of error at a 95% level of confidence. To qualify for inclusion in all of these studies, participants indicated that they are over 21 years old and had purchased or consumed cannabis in the last 90 days. Participants in the 2021 study were gathered through ISA’s proprietary cannabis research panel – The Green Time.

 

Cannabis Consumers 4/20 Celebration Plans

ISA Group Launches First Ever Cannabis Consumer Research Panel

The Green Time is a cannabis-focused research community, providing feedback to a multitude of cannabis brands

SoapBoxSample, a member of The ISA Group, announced today the launch of their new cannabis-focused research panel – The Green Time. The first of its kind, The Green Time is composed of both cannabis consumers and industry professionals. The community was created to gather open and honest feedback about cannabis products, brands and services. The goal is to fuel brands with data and insights, helping cannabis companies develop a strategic advantage through the deep understanding of their customers and future customers. The U.S. cannabis market is expected to top $40 billion annually by 2025, according to projections published by Forbes magazine.

“We believe in empowering the cannabis community through research. The brands of tomorrow rely on feedback from consumers to improve their products, services and marketing,” said Jacqueline Rosales, President of the ISA Group. “We believe that the new era of cannabis will be driven by data and shaped by the people who use it and love it.”

The Green Time was developed to meet a specific need within the market – quick and targeted access to cannabis consumers. The ISA Group is committed to constantly updating its products and services to meet the evolving needs of the industry. Brands can target consumers based on their preferred delivery form, frequency of consumption, method of obtaining, monthly spend, and other lifestyle considerations. All members of the Green Time are subject to a rigorous screening process, including identity authentication checks and age confirmation (21+) through Imperium’s Veritas and Relevant ID services. In addition, SoapBoxSample applies its own in-house security processes to ensure the highest-quality participants in all research studies.

The ISA Group is committed to moving the cannabis industry forward. Their cannabis research has been featured in Mg Magazine, Marijuana Venture and The Cannigma. Their ongoing research explores a variety of topics, including different types of cannabis gifters (Traditional, Shared-experience, Altruistic) and the effect of COVID-19 on cannabis consumers. In March 2020, a significant portion of cannabis consumers began turning to cannabis products for wellness and emotional health reasons. Among those who reported consuming more cannabis since the COVID-19 outbreak, 60% said they were doing so to relieve stress, 57% to ease anxiety and 34% were consuming to combat cabin fever.

In November of 2020, The ISA Group announced their strategic partnership with Vertosa, a leading hemp and cannabis technology company based in Oakland, CA that provides customized emulsion systems for infused beverages, edibles, cosmetics, and more. The partnership combines ISA’s research on the unique attitudes and experiences of cannabis customers with Vertosa’s experience in bringing cannabis-infused products to the market. They recently partnered on a cannabis webinar titled, “From Concept to Conception,” which featured two female Co-Founders in the cannabis beverage space. During this webinar, the ISA Group shared insights about cannabis beverage consumers and described the biggest hurdles for cannabis beverage makers.

Consumers interested in becoming a member of The Green Time, can find out if they qualify here: www.TheGreenTime.com.

About SoapBoxSample and ISA Group

You Don’t Know What You Don’t Know.

We believe that the new era of cannabis will be driven by data. Brands that deeply understand their customers have a strategic advantage. We connect cannabis brands with the people who matter most – their customers (and future customers). We provide guidance on the best ways to engage your target audience, and how to ask the questions that will support your business objectives. Clients leverage our expertise to develop new products, test marketing and advertising, understand opportunities in emerging markets (such as newly legal states), create detailed profiles of their customers, and stay on top of developing trends.

To learn more, visit www.isacorp.com/specialty/cannabis-research, where you can sign up for our weekly CANNAfact Friday newsletter. Get in touch: hello@isacorp.com.

SoapBoxSample’s Cannabis Research Featured in MG Magazine

The August 2020 issue of mg magazine features an article co-authored by Adriana Hemans, Director of Demand and Special Projects for SoapBoxSample. In the spring of 2020, two consumer insights companies, SoapBoxSample and KNow Research, joined forces to explore consumer behaviors, needs, and preferences around the gifting and sharing of cannabis products for special occasions, including holidays. They gained rich insights into the category—ones that can provide gifting options at a wide array of holidays and for a variety of recipients. Here they share what they learned about what brands and retailers can do to make their products relevant, appealing, gift-able, and share-able.

Defining A Gift

Throughout the course of the study, we heard many definitions of “gifting” and what constitutes a “gift.” We came across three main cannabis gifting attitudes:

  1. Traditional Gifter: Some define a gift as something presented, typically in a package with a bow. “I got some chocolate-covered cannabis strawberries for Valentine’s Day from my husband,” one participant said. “There weren’t many. I kind of wanted to save them for myself, so he didn’t get any.”
  2. Shared-experience Gifter: Purchasing something to enjoy together was not necessarily a gift, even if the item was purchased with the holiday in mind. Rather, cannabis often can be a component of a shared experience that makes the holiday special. When asked why they wouldn’t consider cannabis a Valentine’s “gift,” one of these gifters clarified: “It’s more routine than a gift, because my husband and I smoke on a regular basis.” For these gifters, experiencing the cannabis gift together is part of the giftgiving experience.
  3. Altruistic Gifter: Some give without an expectation of sharing. Some used cannabis as a “hostess gift,” so the host or hostess could decide whether he or she wanted to share with guests or save the gift for later. Other altruistic gifters gifted with only the recipient’s pleasure in mind. “My friends and I took a road trip and the driver brought some candies for everyone to have, so she kind of gifted us a little bag of hard candies for each of us, for fun,” one participant revealed.

To gain more cannabis gifting insights, download the full issue of mg Magazine.

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COVID-19 May Affect Drivers of US Cannabis Consumption

Research from SoapBoxSample Reveals Cannabis Consumers Willing to Forgo Cannabis if Shortages Arise during COVID-19

March 30, 2020, Los Angeles, CA — Research firm SoapBoxSample released new data today from their ongoing CANNApinion Poll research initiative. The survey of 1,000 US cannabis consumers, fielded March 21 – March 24, 2020, focused on how the recent COVID-19 outbreak may be affecting cannabis consumption habits. While some report that they are consuming more cannabis as a way to relieve stress and anxiety, others say that they are consuming and purchasing less because they want to avoid going out in public to make their purchases (36% of those who report consuming less cannabis).

About half (51%) of those surveyed say they are somewhat or very concerned that their personal supply will run out during the recommended quarantine. A majority of respondents (68%) agreed or strongly agreed with the statement: If I run out during this time, that’s ok, I can live without it. When asked what they would do if their supply ran out, 55% said they will abstain and go without. These stats may indicate that there are a number of recreational cannabis consumers in the US who are not concerned about the possibility of having to forgo cannabis if their supply runs out, suggesting responsible consumption habits overall.

“In an emerging industry like cannabis, consumer habits are still in the beginning stages of development, and the cultural changes caused by COVID-19 are likely to have long lasting, or permanent effects within the cannabis industry.” said Jacqueline Rosales, COO of SoapBoxSample/icanmakeitbetter. “Perceived shortages, disruptions to family life, and changes at the dispensary can all significantly impact the choices consumers make.”

COVID-19 may be impacting consumers’ product choices, spending, and shopping habits, but this research suggests the pandemic may also affect the underlying reasons that drive cannabis consumption. Of those who said they were consuming more cannabis than usual since the pandemic, top reasons include stress relief (60%), to ease anxiety (57%), to ease fear/panic (34%) and as a way to cope with cabin fever (34%).

Among respondents who obtain cannabis through legal dispensaries, 57% have noticed changes in stores. Those who noticed changes reported seeing social distancing practices (50%), dispensaries offering online and pickup orders (41%), budtenders wearing gloves (33%), and hand sanitizing stations (39%). Consumers are also noticing changes to cannabis delivery services. Among respondents who obtain cannabis through legal delivery services, 45% have noticed changes. Of those who noticed changes to delivery services, 41% have experienced longer wait times for deliveries, items out of stock (38%), and delivery drivers wearing masks (38%).

To qualify for participation in this study, respondents must have consumed cannabis in the last 90 days and indicated their awareness of COVID-19. SoapBoxSample conducts bi-monthly surveys of cannabis consumers, designed to measure the cannabis ecosystem, including product preferences, purchasing habits and lifestyle trends. To learn more about cannabis research visit soapboxsample.com/cannabis.

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SoapBoxSample Announces Exciting Partnership with WeedWeek

Industry leaders collaborate to provide research and insights in the cannabis space

WeedWeek, the go-to media company for diverse cannabis news, announced a collaborative partnership with market research firm, SoapBoxSample, creating a council consisting of thought leaders and influencers in the cannabis space. The council will provide insight into the fast-evolving landscape allowing followers to keep their fingers on the pulse of the industry.

SoapBoxSample continues to expand its leadership and position within the cannabis space not only as a research provider, but as a collaborative influencer for brands, ancillary businesses and anyone looking to grow and build a cannabis business or brand.

“It’s so exciting working in a space driven by belief and passion. The opportunity to help businesses survive and thrive in such an explosive industry is not only fulfilling, but exhilarating.” said SoapBoxSample COO,  Jacqueline Rosales. “Every day is something new – a new challenge and a new opportunity. It’s exciting to see the immediate impact of our work helping clients.”

WeedWeek and SoapBoxSample came together on the heels of NECANN, the largest Cannabis Convention on the East Coast with more than 100 speakers, 300 exhibitors and approximately 10,000 attendees. Jacqueline Rosales’ session entitled, “When Patients Become Customers: How Understanding Consumer Types Can Help Your Cannabis Business Survive the Green Rush”, explained how business owners and decision makers can better understand consumer needs and wants through the use of research.

The WeedWeek Council’s responses and ideas will appear in a dedicated section of the WeedWeek newsletter. The council will be comprised of 25-30 people from various backgrounds and expertise in the green space and members are selected based on a competitive application process.

WeedWeek was founded in 2015 by Alex Halperin when he saw a need for a media company covering the many facets of the cannabis industry. Helperin, a successful journalist who has written for Washington Post, LA Times, Huff Post, Hightimes and Business Insider also runs ReCharge Events as well as a podcast. WeedWeek covers politics, law, culture, health and business as they relate to cannabis.

“WeedWeek Council is an exciting new way WeedWeek will share exclusive insights on the green rush with our thousands of readers,” said Alex Halperin.

SoapBoxSample has been actively conducting cannabis research since 2016 and continues to expand its offerings. Most recently, SoapBoxSample launched the CANNApinon poll, a national bi-weekly survey of cannabis consumers whose insights enable industry-specific details on consumer needs and wants for dispensaries, growers, media companies, food and beverage producers, distributors, and the cannabis beauty industry.

WeedWeek and SoapBoxSample are now accepting applications for membership to the WeekWeed Council. For information on how to join, click here.

To learn more about SoapBoxSample’s cannabis offering, visit SoapBoxSample.com/cannabis

About WeedWeek: Founded by award winning journalist Alex Halperin, WeedWeek’s free newsletters aggregate the latest developments in cannabis politics, business, health and science, law and culture. And the podcast features interviews with the most interesting voices in the space. Smart, credible and free, WeedWeek is the best way to keep up with the green rush. Subscribe at WeedWeek.net.[/vc_column_text][/vc_column][/vc_row]