Innovators By Current Global

Cannabis consumers are not as black and white as medicinal versus recreational, says MedMen CMO, David Dancer, on the latest episode of the Innovators podcast by TheCurrent Global. This cannabis retailer is currently valued at over $1.5bn. Its challenge however is to design an experience that removes the anxiety of consuming cannabis that the majority of casual users still carry, as well as appease local authorities hungry to ensure strict legislations. The consumer piece can be easily facilitated by knowledgeable store associates, who Dancer refers to as sommeliers and who play a huge role in demystifying the experience, from branding to education. "We want to make sure that people feel comfortable and can ask the questions they need answers to," he explains. It also helps that curiosity around consumption is at an all-time high, largely thanks to the wellness movement. But the bigger challenge for the retailer is dealing with legislations even stricter than those reserved to selling alcohol and