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C<\/span>anndescent\u2019s rise to mainstream prominence in the cannabis industry has been exceptionally rapid. After starting the business in 2015 \u2014 somewhat late in the game for medical producers in California \u2014 CEO Adrian Sedlin says that his company has still succeeded in earning, to date, about $12 million dollars in funding from investors confident in what Canndescent has to offer.<\/p>\n The premium lifestyle cannabis company\u2019s meteoric ascension to the top was perhaps solidified in August with an appearance on CNBC\u2019s investment show \u201cThe Profit<\/a>,\u201d where TV host Marcus Lemonis grilled Sedlin on exactly how their product had earned a place on the top shelf.<\/p>\n When Sedlin says, \u201cCall us the Courvoisier of cannabis, the Hermes of cannabis,\u201d Lemonis interrupts, \u201cBut that\u2019s just packaging.\u201d<\/p>\n \u201cWe deeply respect our growing brethren out there, but we don\u2019t believe that the grower is king,\u201d says Sedlin. \u201cWe believe the consumer is king. At the end of the day, our business is to design solutions that work for consumers.\u201d<\/p>\n One of the biggest problems facing consumers in the recreational cannabis market, Sedlin says, is a dearth of \u201cshopability\u201d and an excess of \u201cconfusion and intimidation.\u201d<\/p>\n With most brands, consumers must have a high level of information in order to figure out what strain is right for their needs based upon a traditional strain name \u2014 names which Sedlin points out are occasionally misogynistic and grotesque or infringe upon copyrights. Plus, consumers can\u2019t trust that all flower under the same strain name is\u00a0actually<\/i>\u00a0the same, given that all growers have different strategies and conditions for cultivation.<\/p>\n So Canndescent eschewed tradition and decided to name their strains to answer the simple question:\u00a0How do you want to feel?<\/i>\u00a0Instead of a menu that reads like a list of funky band names, Canndescent\u2019s menu reads like a perfume sampler, with strain names like \u201cCreate No. 301<\/a>,\u201d \u201cCruise No. 201<\/a>\u201d and \u201cCharge No. 508<\/a>.\u201d<\/p>\n \u201cThe point of the packaging is to explain by proxy to the consumer how much effort we put into our product,\u201d says Sedlin. \u201cJust imagine what we do for the cannabis if we do this for the packaging.\u201d<\/p>\n This is the message Sedlin essentially serves Lemonis on \u201cThe Profit.\u201d He explains that Canndescent is more than just good marketing \u2014 it has the cannabis quality to back up the price point they\u2019re asking customers to pay. Canndescent\u2019s cannabis, Sedlin says, lacks any chemical residue, is always cured properly for the perfect smoke, and has survived quality control checks that ensure that only the best cannabis reaches the consumer.<\/p>\n Canndescent grows their cannabis in \u201cmicro-grows\u201d \u2014 small rooms segmented off within a large space \u2014 in order to focus on providing quality cannabis that is consistent and reliable for the consumer. In 11,000 square feet of warehouse space out in Desert Hot Springs, California, each micro-grow is tailored to be the best environment for specific strains at each stage of development, under the guidance of Sedlin\u2019s brother-in-law Randall Patten, who has been cultivating marijuana since the 1990s.<\/p>\n Throughout the growing process, Canndescent uses purified water and organic pest management to make sure the plants are happy and healthy. After harvest, the cannabis is cured for over 30 days, and then trimmed while checked for consistency and quality of smell, snap and shimmer. Finally, it\u2019s placed in a child-locked glass jar along with a humidity pack and delivered to one of Canndescent\u2019s partner dispensaries.<\/p>\n In their future, Canndescent is looking forward to expanding their grow space in Southern California \u2014 and they already have the permits to run over 130,000 square feet of warehouse space, which will become operational in stages, as California creeps towards the Jan. 1, 2018 date for legal sales of adult use cannabis<\/a>.<\/p>\n It\u2019s hard to think of anything more demonstrative of where California\u2019s luxury cannabis market is heading than Canndescent. The cannabis brand is \u201ca movement more than a company,\u201d Sedlin says, and he\u2019s backed up with assets to make this movement happen: $12 million in funding (for now), his Harvard MBA education and experience building and selling five companies before, and a massive desert grow operation set in a struggling town now beholden to Canndescent for its economic turnaround effort.<\/p>\n Sedlin summed up Canndescent\u2019s business outlook to Cannabis Now with two similar messages, albeit two messages that vary dramatically in tone: \u201cWe\u2019re in the business of serving sausage, not explaining how the sausage factory runs,\u201d Sedlin says, before adding, \u201cWe\u2019re focused on pushing ourselves to live in excellence and gratitude. At the end of the day, we want to radiate light out to our customers.\u201d<\/p>\n TELL US,<\/strong> how do you want to feel \u2014 calm, cruisin\u2019, creative, connected or charged?<\/p>\n The post Canndescent Featured on CNBC\u2019s \u2018The Profit\u2019<\/a> appeared first on Cannabis Now<\/a>.<\/p>\n
CEO Adrian Sedlin speaks with Cannabis Now about the secrets to his company\u2019s success. Canndescent\u2019s rise to mainstream prominence in the cannabis industry has been exceptionally rapid. After starting the business in 2015 \u2014 somewhat late in the game for medical producers in California \u2014 CEO Adrian Sedlin says thatContinue Reading<\/a><\/span><\/p>\n","protected":false},"author":15,"featured_media":19254,"comment_status":"false","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[50,108,5,306,106],"tags":[],"_links":{"self":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/19253"}],"collection":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/comments?post=19253"}],"version-history":[{"count":1,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/19253\/revisions"}],"predecessor-version":[{"id":19255,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/19253\/revisions\/19255"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/media\/19254"}],"wp:attachment":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/media?parent=19253"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/categories?post=19253"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/tags?post=19253"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"http:\/\/cannabiscultivatornews.com\/home\/wp-content\/uploads\/2017\/09\/canndescent1.jpg\")
<\/a><\/p>\nSure, Canndescent<\/a> has exceptional branding. Their cannabis comes in a sleek clementine-orange box filled with a unique inspirational quote, organic hemp wick and jumbo rolling papers. Their Instagram account<\/a> features glamorous models living jet-setting lives with hand-rolled joints perched on their perfect lips. But most importantly, Sedlin says, everything about the brand is focused on creating a relationship between the consumer and the cannabis.<\/p>\n
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\nRead More: Canndescent Featured on CNBC\u2019s \u2018The Profit\u2019<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"