Brandon Pollock, CEO and Co-founder of Theory Wellness- Interview Series

The biggest opportunity, as we see it, is the repeal of the hurtful social policies that have resulted in years of incarceration and decimation of segments of the population. The end of cannabis prohibition is not just about economics but restorative justice to many who have been affected by the anti-cannabis rhetoric.

– Brandon Pollock

The recreational cannabis market is dynamic and fast-paced. With more states moving to legalize cannabis, there is growing demand for superior and alternative products to meet the needs and ideals of a broad and varied clientele. While in the past consumers were pretty much satisfied with smoking a blunt, now they are demanding for safer and more sophisticated products. Consequently, cannabis businesses must strive to level up to the changing needs of consumers.

Theory Wellness is a vertically integrated cannabis business that runs unique genetic techniques to create premium craft cannabis products. Their repertoire includes an array of flowers, concentrates, and edibles. To get a feel of what it is like to be in the emerging cannabis industry when so much is happening we spoke to the CEO of theory wellness.

Meet Brandon Pollock.

What motivated you to join this still-stigmatized industry?

My business partner and I were fortunate to consult in the industry out West in the early days of legalization. When the market on the East Coast began to develop we saw a once-in-a-lifetime opportunity to make an impact on the industry and help shape the future of cannabis that we wanted to see. That impact includes things like sustainable approaches to indoor and outdoor cultivation, diversity and inclusion for a wider audience, and building a mission-driven company.

What major opportunities do you see in the cannabis industry?

American support for legal cannabis is the strongest it has ever been. Pew Research Center documented that 91% of adults support some form of legal cannabis. Specifically, on the East Coast, the market is primed for explosive growth with new recreational markets in New Jersey, Connecticut, and New York (which would be the second-largest market in the US).

The biggest opportunity, as we see it, is the repeal of the hurtful social policies that have resulted in years of incarceration and decimation of segments of the population. The end of cannabis prohibition is not just about economics but restorative justice to many who have been affected by the anti-cannabis rhetoric. As part of this restoration, there should be mass expungements, CORI sealing, and equal opportunity for all to join the emerging market.

What major obstacles do you see in the cannabis industry?

The industry today is prohibitive to enter for many individuals and entrepreneurs. The lack of access to banking capital and antiquated tax policies like 280E create a very inaccessible and restrictive business landscape. The result has led to well-capitalized organizations positioning themselves at a scale that leaves little room for smaller, independent companies. As we get closer to legalization, there will likely be more mergers and acquisitions leading to a homogenized industry that lacks diversity.

What's the next ‘big thing' in cannabis?

There are a lot of “big things” in cannabis at the moment. At Theory, we're bullish on the infused beverage market. Alcohol has dominated the social landscape, for better or worse, for decades. Now that cannabis beverages have helped legitimize the category as a whole, there is an opportunity to provide alternatives to those who don't have an interest in alcohol. This new form of consumption reaches a wider demographic and solves some of the former issues around controlling effects with traditional edibles.

Theory Wellness is a vertically integrated medical and recreational cannabis brand that is based on the East Coast. They have two locations; in Massachusetts and Maine where they serve patients and customers.

Thank you for the great interview and for all of the work that you have done to help move this industry forward, readers who wish to learn more should visit Theory Wellness.