Caroline Riggs, Executive VP of Retail and Marketing for Copperstate Farms & Sol Flower Dispensaries – Interview Series

With the Arizona cannabis industry having become a billion-dollar industry, it’s tantamount that experienced retail professionals are involved to ensure that products are successfully displayed and sold within dispensaries. One esteemed professional who is utilizing those skills and experience developed from working with some notable names in retail is Caroline Riggs, Executive VP of Retail and Marketing for Copperstate Farms & Sol Flower Dispensaries.

So what subjects did you mainly study while obtaining your Bachelor’s degree in Criminal Justice? Because you received your degree mostly before any sort of recreational legalization and even most medical legalization, how was cannabis portrayed and discussed back then? 

While pursuing my bachelor’s degree in criminal justice, my coursework centered on subjects such as criminology, ethics, criminal justice, and criminal procedures. My primary focus, however, was on criminal investigation techniques and forensic science. At that time, cannabis was rarely addressed in academic settings; it was generally portrayed as a harmful drug associated with significant legal and social consequences. Conversations about cannabis were limited to discussions of its risks and the legal issues surrounding its use, rather than exploring it as a standalone topic or considering its medical or recreational potential. 

Prior to joining the cannabis industry, what industries and roles did you work in, and how did they differ from one another? 

Before entering the cannabis industry, I worked across several different sectors, each offering unique experiences and skill sets. I began my career in the grocery industry with Fry’s Food and Drug Stores and Walmart (WMT ), where I gained foundational experience in multi-unit operations and retail management. Later, I transitioned into the food and beverage sector at Starbucks (SBUX ) Coffee in Arizona, focusing on talent development, product knowledge, and operational efficiencies. This role allowed me to hone my expertise in managing staff and streamlining operations. 

Subsequently, I moved into the home and decor retail sector at Pier 1 Imports, also in Arizona. My time at Pier 1 emphasized customer experience, loyalty, and the art of merchandising. Here, I learned to drive business through strategic store displays, engaging with customers, and developing effective retail marketing and sales strategies. The focus was on creating a memorable shopping environment and encouraging repeat business through personalized marketing and loyalty programs. 

Each of these industries—grocery, food and beverage, and home decor retail—differed in their core operations, customer engagement strategies, and business models. These diverse experiences gave me a broad understanding of retail and customer service, which I have been able to apply and adapt to my current work in the cannabis sector. 

During your tenure of nearly a decade with Pier 1 Imports, what were the most important and useful lessons in retail marketing and sales that you learned during that time with such a popular retailer? What strategies appealed to customers and sales more than others?  

During my nearly ten years at Pier 1 Imports, several key lessons in retail marketing and sales stood out and proved invaluable in shaping my approach to the industry. One of the most important insights was the power of understanding customer preferences and shopping behaviors. By closely monitoring purchasing patterns and collecting feedback, we were able to tailor product offerings and marketing messages to better meet the needs of our customers. Creating an inviting and visually appealing store environment was another critical strategy; well-designed displays and organized layouts made a significant impact on the customer journey and contributed to higher sales volumes. 

Attention to detail—such as music, lighting, and overall ambiance—helped create memorable shopping experiences that encouraged repeat visits. Strategic promotions, discounts, and seasonal sales also played a major role in attracting customers and driving sales. We consistently developed plans to incentivize return visits, recognizing that customer retention was as important as customer acquisition. 

Personalization was threaded throughout our marketing strategies, reflecting the personal nature of home decor shopping. By leveraging visual merchandising and creating themed displays that aligned with current fashion trends, we were able to engage customers and drive top-line sales. Our loyalty program further strengthened long-term relationships, encouraging repeat business and enhancing customer engagement. These strategies collectively helped distinguish Pier 1 Imports as a leader in retail marketing and sales, and the lessons learned continue to influence my work in other sectors.

What initially caught your professional interest about working in retail for the cannabis industry? After working with such notable and established companies, did you have any concerns about working in such a young and federally illegal industry? 

What initially drew me to retail in the cannabis industry was the dynamic nature and rapid growth of the field, as well as the chance to be part of an emerging market. I thrive in fast-paced environments, and cannabis offered the excitement and challenge I was looking for. While joining such a young and federally illegal industry did raise some concerns—especially around product knowledge and compliance—the opportunity to leverage my existing skills in operations and customer experience outweighed those reservations. I quickly adapted by learning the production side and found that many of the operational standards from my previous roles translated well, allowing me to contribute meaningfully and elevate the dispensary experience. The unique challenges of the cannabis sector ultimately became motivators for growth and innovation in my career. 

Before joining the team at Copperstate Farms, what roles did you hold in cannabis, and how did those roles better familiarize you with the state’s cannabis industry and operations?  

Before joining the team at Copperstate Farms, I led retail operations for the Southwest region at distinguished companies such as Harvest Health and Recreation and Trulieve in Arizona. These roles gave me extensive hands-on experience with the state’s cannabis industry, allowing me to become an expert in compliance, regulations, and understanding market growth over the years. 

My responsibilities also included relocating to Little Rock, Arkansas to lead the retail team at Good Day Farms. This background provided me with a deep familiarity with the operational standards, challenges, and evolving landscape of cannabis retail in Arizona, preparing me well for my current leadership role at Copperstate Farms. 

What are your regular duties with Copperstate Farms, and why do you feel that the brand is special compared to other brands in the Arizona industry? 

My regular duties at Copperstate Farms include leading a talented team and focusing on upholding brand standards across all our stores to ensure a consistent and high-quality shopping experience for our customers. I oversee marketing efforts, including campaign strategies, customer feedback initiatives, and post-transactional surveys, as well as driving product innovation, such as updating our packaging. I am also responsible for compliance with product quality, adhering to state regulations, procurement, and implementing disciplined behaviors when introducing new products or innovating with different brands to stay competitive in the market. 

What makes Copperstate Farms stand out among other brands in the Arizona cannabis industry is our long-standing commitment to quality and innovation. Unlike multi-state operators, we have the agility to adapt quickly within our market. Our company’s emphasis on environmentally friendly cultivation practices truly distinguishes us from competitors. We also prioritize community engagement, transparency, and fostering trust and loyalty with our customers. Our brand’s dedication to technological advancement, including web and app development with personalized and gamified experiences, further sets us apart. Ultimately, our culture of servant leadership and curiosity helps us continuously improve and deliver exceptional value to both our customers and team members. 

As someone who works in the state industry itself, what strengths and advantages does the Arizona cannabis market hold over other neighboring state markets? Conversely, what would you say are the most significant and most widespread issues facing the Arizona industry? 

Arizona’s cannabis market stands out from neighboring states due to several key strengths and advantages. The state has established a clear and effective regulatory framework, which offers stability and predictability for businesses operating within the industry. This is a significant benefit compared to markets in other states, where regulatory uncertainty can often impede growth and operational efficiency. Additionally, Arizona’s large and diverse population creates a substantial consumer base, driving demand for a wide range of cannabis products. The region’s climate also supports outdoor cultivation, allowing producers to grow a variety of strains efficiently and at a lower cost, further enhancing the competitiveness of Arizona’s cannabis industry. 

However, the Arizona market also faces notable challenges. The ongoing complexity of regulations can act as a barrier both for new entrants and for established operators, sometimes complicating business operations and expansion efforts. These regulatory hurdles can slow down innovation and make it harder for businesses to adapt quickly to changes in the market. Addressing these widespread issues is crucial for the industry’s continued growth and ability to operate more freely, alike other retail sectors. 

What have been some of the best accomplishments and expansions that you’ve overseen during your time with Copperstate Farms? 

Some of the best accomplishments and expansions I’ve overseen during my time with Copperstate Farms include the successful relocation of our Deer Valley (Phoenix) location, which was a significant win for the company. Expanding into the Tucson market proved to be a strategic move, enhancing both our customer experience and our marketing presence, and the results have been very positive.

These achievements took years of planning and execution, marking them a major milestone for us. We’ve also broadened our product offerings by introducing innovative cannabis products that appeal to a wider customer base, which has helped diversify our revenue streams. Implementing an advanced supply chain management system has greatly improved our operational efficiency, reduced costs, and opened up new opportunities for further expansion while maintaining our competitiveness. 

Additionally, we’ve re-engaged and established strong partnerships with key distributors and retailers, facilitating broader product distribution and greater brand recognition for Copperstate. Our investments in marketing campaigns have increased customer loyalty and engagement, contributing to sustained growth. 

All these initiatives have played a pivotal role in Copperstate’s expansion and have solidified our position in the industry. They are a testament to effective leadership and strategic planning during my tenure. 

What are some exciting future plans for the team at Copperstate Farms? As the American cannabis industry grows, how does Copperstate plan on expanding, too?    

Copperstate Farms has ambitious and forward-thinking plans for the future as the American cannabis industry continues to evolve. The team is focused on maintaining its commitment to quality and innovation while navigating a highly competitive market. Key future initiatives include expanding community connections, fostering remarkable relationships both in and outside of Arizona, and positioning Copperstate as a premier partner within its community. The company is committed to innovating alongside changes in state and federal regulations, ensuring that it remains prepared for any shifts in the legal landscape. 

Copperstate Farms also aims to balance growth with operational discipline by controlling costs and being strategic about innovations and expansions. Rather than rushing, the team plans to advance carefully to avoid mistakes and maintain the high standards that define the brand. As the cannabis industry grows, Copperstate is dedicated to sharing and adopting best practices, staying curious, and continuously asking the right questions to further improve its business operations. These efforts are designed to strengthen Copperstate’s ability to not only keep pace with industry growth but also to lead through thoughtful expansion and a strong emphasis on community and innovation.

Thank you for joining us, Caroline! For more information on Copperstate Farms, please visit its website.