The cannabis industry has faced a dilemma in recent years as increased competition, uncertain economic conditions, and market expansion have conspired to create lower prices for consumers, but often with a steep decline in quality. As other industries have discovered in the past, rapid growth and competition can lead to product commodification and quality decline, and we see evidence of that today with the rise of “value” brands and discounted flower products. However, the current environment also can lead to innovation in processes, product formats, ingredients, and formulations.
Quality in, quality out
Rather than go the dirt-cheap route, some brands and operators battle for market share by taking the high road, doubling down on quality sourcing, rigid processes, and stringent manufacturing conditions. While many businesses pursue the race to the bottom and drag consumers along with them, the high-road companies have found a way to elevate the consumer experience while still building a profitable enterprise. Although it sounds simplistic, achieving greater quality is very often a matter of going back to basics.
“Quality in, quality out,” is the old mantra so often repeated among business leaders. Companies focused on value will produce value-shelf products. But businesses focused on quality will create brands with value — and consumers increasingly are able to detect the difference. It’s no secret that quality sourcing is what sets these brands apart.
The quality of ingredients plays a larger role than anything else in determining the quality of the finished product. When sourcing plant inputs, a dedication to natural cultivation practices, a focus on quality genetics, and attention to terpene profiles, potency, and consistency are important criteria for creating quality. In addition, the integrity of sourced material plays a crucial role, particularly for manufactured products like edibles, vape cartridges, and tinctures. Plants grown cleanly without the use of harmful additives or contaminants will create quality even novice consumers can discern.
The value of small-batch craftsmanship
While mass-production operators have prioritized quantity over all else, brands focused on quality embrace small-batch craftsmanship, limited production runs, and personal oversight of every step in the process. This hands-on approach helps preserve flavors and ensure consistency across products in addition to allowing periodic spot checks for purity, color, texture, and other identifying markers of quality. Smaller batches, smaller grows, and smaller production runs equate to big accountability that makes a real difference in the final product.
In addition, adhering to manufacturing best practices allows strict quality control and greater consistency across batches. In the cannabis industry, this also ensures an even stronger adherence to mandatory regulation standards through rigid contaminant screening, potency verification, and residual solvent checks conducted by independent labs. As consumers become more sophisticated, these often-unnoticed practices play a larger role in buying decisions.
Packaging as a promise
Finally, packaging and materials play an important role in conveying a company’s commitment to quality — maybe even as important a role as the inputs from which the products were crafted. Packaging that feels thoughtful and intentional — whether through childproofing features, sustainable materials, or other attributes — is a reflection of the product it contains. Quality hardware and smart product design also signal a product has been planned and developed with care.
When consumers base buying decisions on price alone, they are easily swayed by the next good offer to come along. But buyers who choose quality will stand by a brand so long as the promise of quality is maintained and reinforced. When executed correctly, an approach focused on quality will drive repeat purchases, encourage word-of-mouth recommendations, and build goodwill for a company. There is literally no downside for a business that does this right.
Building lasting consumer loyalty
Legal products are no longer novelties, and today’s customers have the same expectations they have of any other retail purchase. The brands that understand this reality reject the race to the bottom in favor of creating a vibrant marketplace.
Cannabis quality and branding: Key questions answered
How does quality affect perception of cannabis products?
Quality matters because consumers can quickly tell the difference between cheap cannabis and products made with clean inputs, rigorous testing, and careful craftsmanship. Premium quality builds trust, drives repeat purchases, and creates long-term loyalty that price-focused brands often can’t sustain.
How can cannabis brands stand out in a price-driven market?
Brands stand out by focusing on premium sourcing, small-batch production, and strict quality control. Adding thoughtful packaging and consistent design reinforces care and attention. These elements build trust and show consumers the brand values quality over discounts, helping companies thrive even when the market favors lower prices.
What role does packaging play in cannabis brand perception?
Packaging signals quality before a product is even opened. Sustainable materials, secure hardware, and intentional design reflect care and consistency. When packaging feels premium and well-planned, consumers perceive the product inside as equally thoughtful, reinforcing brand credibility and setting it apart from competitors that cut corners.
What’s the risk of competing on price alone in cannabis?
Price-only strategies often lead to commodification, lower quality, and customer churn. Consumers who buy solely on discounts will quickly switch to the next best offer. In contrast, brands built on quality keep buyers loyal, generate word-of-mouth referrals, and strengthen long-term value in a competitive cannabis market.
For Corey Keller, business is a family affair. Co-founded and co-owned by brothers Corey and Conlan Keller, Bonanza Cannabis Company crafts and markets cartridges and gummies in Arizona, Colorado, Nevada, New Mexico, and New York. (Products vary by state.)
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