How marijuana companies are building brand loyalty by selling seeds to consumers

MJ Biz reports

Several cannabis companies have added marijuana seeds to their line of product offerings – even though the move, at first blush, might seem counterintuitive.

Why, for one, would marijuana companies want consumers to grow their own plants?

Yet, there’s a logic here: Consider how people who grow their own vegetables also shop for fresh veggies at a grocery store or farmers market.

“Everybody who’s got a home garden during the spring and the summer grows tomatoes. But 98% of the tomatoes they buy are at a store,” said Carl Giannone, co-founder of Trade Roots, a cannabis company based in Wareham, Massachusetts, that sells seeds direct to consumers.

“If growing tomatoes makes them want to buy tomatoes, then I want to let them grow.”

An increasing number of companies are offering seeds thanks to a change in federal policy. The move can be profitable for some, while others are doing it to build brand loyalty and share genetics.

In November, Berner, co-founder and CEO of international marijuana brand Cookies, announced at MJBizCon the company would begin selling seeds for home cultivation.

Cookies launched its seed bank the day after Thanksgiving, on Black Friday.

In an email to MJBizDaily, Berner said the launch “broke some internal records.”

“The demand is definitely there and it’s been strong,” he added.

Berner’s approach is to help cannabis fans take their enthusiasm to the next level.

“We want everyone to feel empowered to explore the plant and get into that next level of education when it comes to cultivation,” he wrote.

“It’s more than just buying clones. It’s about the experience from start to finish.”

Marketing is crucial