Interviews
Alex Boone, Managing Director of Botani – Interview Series
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One indication of the American cannabis industry’s rapid growth is the number of prestigious companies entering the space, either directly or through ancillary channels. A prime example is SWM International—a juggernaut in smoking papers of all formats—which has not only entered the market but created an entire subsidiary dedicated to cannabis-related products.
To get a deeper look at SWM International’s foray into the sector and their plans to scale alongside it, mycannabis.com spoke with Alex Boone, Managing Director of Botani.
When was the Botani brand first conceived, and what influences led to its launch?
SWM International launched Botani in 2021. At the time, we wanted to create papers that reflected our commitment to the integrity of the plant and SWM’s 400 years of paper-making expertise. That vision led to a range of innovations, from lightweight hemp-based wraps to pastel-colored papers. Whether it’s how the paper feels in your hand, the smell before you light up or the taste as you’re smoking, we want to give our customers a full sensory experience that works with the flower, not against it.
With SWM’s international presence and long history, why launch a brand focused exclusively on cannabis?
Everyone recognizes the great potential there is in the cannabis space, particularly regarding innovation. I think launching Botani says what so many now understand: That this industry is here to stay and is poised for incredible growth as legalization trends continue, and the stigma surrounding the plant decreases.
Why do Botani’s products stand out among so many competitors?
SWM’s commitment to technical innovation has propelled the company through centuries of growth, beginning with a simple mill in Provence. Now, we can capitalize on that experience at Botani while adding to the company’s history of innovation through the many opportunities the cannabis market offers. By leveraging SWM’s roots as paper-making experts from as far back as the Renaissance all the way to modern tobacco production, Botani helps cannabis brands navigate the challenges of scalability and continued innovation by developing premium hemp and natural botanical paper products that stand out from the crowd. Our expertise is backed by decades of success, and I think that is why our products stand out.
What attracted you to a burgeoning market like cannabis, and what other alternative markets spark your interest?
The best thing about my role is that I’m very rarely doing the same thing on any given day. I might be working on a marketing plan one day, reviewing samples for a product in development another day and then traveling to a European trade show the next day. No two days are ever alike. After spending a great deal of time working with brands and converters around the globe, I find the alternative market of cannabis continues to evolve and grow, so I haven’t really given any thought to any other alternative markets. I’m too excited about what’s happening right here for the time being.
How do you think rescheduling of cannabis in the U.S. will impact the Botani brand? Do you think those changes will be positive or negative?
We think the prospect of rescheduling is a very positive development for the U.S. cannabis industry. Foremost, it should help free up financial resources at cannabis companies for increased product development and innovation, which will ultimately create greater demand for innovative products from paper manufacturers like Botani. In addition, rescheduling will help to further erode the stigma surrounding cannabis and is another step toward widespread acceptance, which continues to increase year after year.
As cannabis legalization expands into other countries, how does Botani plan on working in those new countries that decide to legalize?
Ultimately, Botani’s goal is to be a responsible global partner in the development of the cannabis industry by bringing experience, discipline and brand strength to every market we enter. We are very proud of the work we have accomplished thus far in supplying consumer brands and partners with a new level of product refinement in the cannabis marketplace. Backed by SWM’s centuries of paper milling and botanical processing experience around the globe, we are able to offer unique insights into the industry’s needs and create products accordingly. It is thrilling to watch new cannabis markets being established – and we are ready to work wherever our product innovations are needed and desired.
Thank you for joining us, Alex! For more information on Botani and their products, please visit its website.
