Chris Mapson, EVP of Marketing, Cannatrol – Interview Series

What were the first roles you held in marketing and creative design prior to working with cannabis companies? What were the most transferable skills you obtained through those early roles with companies like Sony and Aramark?

Before entering the cannabis industry, I had the opportunity to build my career with companies like Sony and Aramark, where I learned the fundamentals of creative strategy, design and project execution. At Sony, I worked as a GUI and UX/UI designer, which taught me how to create intuitive, user-centered designs while collaborating closely with technical teams. At Aramark, I served as the creative lead for its Educational Services division, supporting Children’s World Daycares and Meritor Private Schools, where I managed creative projects from concept through final delivery.

 Those experiences gave me a strong foundation in process, collaboration and problem-solving. Working at an engineering company like Sony also instilled an appreciation for precision, innovation and designing with the end user in mind, skills that have translated seamlessly into building brands and products in the cannabis industry.

When did you decide to enter the Colorado cannabis industry and what influenced that decision? How much of that decision was influenced by recreational cannabis sales beginning in Colorado?

I decided to enter the Colorado cannabis industry while I was working at CenturyLink. At that point in my career, I felt ready for a new direction and wanted to be part of something that was just beginning to take shape. Colorado had recently legalized recreational cannabis, and it felt like a once-in-a-generation opportunity to help build an entirely new industry from the ground up.

 The launch of recreational sales was definitely a major influence on my decision. There was an incredible sense of possibility because there were very few established rules or expectations from a branding, marketing, and product development perspective. It was exciting to apply my creative background to an industry that was evolving in real time, where innovation was happening every day and there was an opportunity to help shape how cannabis brands connected with consumers. 

Since you began in the Colorado industry a while ago now, what were the most common marketing-related issues you faced when starting with The Green Solution that you don’t as much anymore?

When I started with The Green Solution, one of the biggest marketing challenges was education. Most consumers understood the basics of cannabis, but there was still a tremendous need to explain how legal cannabis worked – from purchase limits and dosing to understanding milligrams and consuming responsibly. A large part of our marketing focused on helping people feel comfortable navigating a newly regulated retail environment.

 As the industry matured, consumer knowledge evolved as well. Today, many customers come in with a much stronger understanding of products and are asking more sophisticated questions about things like terpene profiles, minor cannabinoids and the differences between various consumption methods. Education is still an important part of cannabis marketing, but it has shifted from explaining the fundamentals to helping consumers make more informed choices based on the experience they are seeking.

While working with LivWell, what were the most difficult parts of serving as Vice President of Marketing for a brand that’s in so many different dispensaries? How did you balance all the duties of that role successfully?

Serving as Vice President of Marketing for LivWell meant balancing a national brand across multiple states, and one of the biggest challenges was navigating the different regulatory requirements in every market. Not only did each state have its own advertising and marketing rules, but in some cases individual cities had additional restrictions. A campaign that worked in one market often had to be modified or completely rethought for another, so staying compliant while maintaining a consistent brand experience required constant attention.

 The key to managing that complexity was building a strong team. I surrounded myself with talented people who understood both the creative and regulatory sides of the business, and we relied heavily on collaboration and communication. Marketing at that scale is never a one-person job. By trusting the team, clearly defining responsibilities and working together to solve challenges, we were able to execute successful campaigns while adapting to the unique requirements of each market.

Why did you decide to join the Cannatrol team? What interested you about the technology they produce and its possibilities?

I decided to join Cannatrol because it gave me the opportunity to apply everything I had learned on the consumer and flower side of the cannabis industry to a part of the supply chain that has a tremendous impact on product quality. I already had a strong understanding of cannabis, so I didn’t have to relearn the language or the industry. I could focus on expanding my knowledge of the post-harvest process and the science behind preserving flower quality. That combination made the opportunity especially compelling.

 I was also drawn to the technology itself. Cannatrol’s approach to post-harvest environmental control is based on science and delivers measurable improvements in consistency, quality and preservation. Just as important, I was impressed by the company’s leadership. Their values, commitment to innovation and long-term vision for elevating cannabis quality aligned with my own, making it an organization I wanted to help grow.

Through your work with Cannatrol, what are the strategies you’ve taken to “transform complex scientific concepts into market-leading solutions”?

One of the biggest lessons I have carried throughout my career is that even the most innovative technology only succeeds if people understand it. Early in the cannabis industry, much of my work focused on educating consumers about the basics – things like dosing, cannabinoids and terpenes. At Cannatrol, I have been able to apply that same approach to a different audience by helping cultivators understand the science behind Vaportrol® technology and why post-harvest environmental control has such a significant impact on quality.

Every day is an opportunity to translate complex scientific concepts into practical, real-world benefits. Rather than leading with technical jargon, we focus on education by explaining how the technology improves consistency, preserves terpene content, enhances product quality, and ultimately delivers better business outcomes. Whether we are talking to a small craft cultivator or a large commercial operator, the goal is the same: make the science understandable, relevant and actionable. That’s how you turn innovation into a market-leading solution.

As Executive Vice President of Marketing with Cannatrol, what are some clever ways that you’ve made the Cool Cure C2 machines truly stand out among their competitors?

One of our biggest differentiators has been leading with education and proof instead of marketing hype. We don’t ask growers to simply take our word for it. We back our technology with white papers, patented innovation and real-world data that demonstrate how Vaportrol® technology improves post-harvest consistency and quality. By giving cultivators credible scientific evidence, they can see for themselves why our approach is different.

Once home growers understand the science behind moisture control and how it directly impacts terpene preservation and consistency, the value of the Cool Cure C series becomes clear. At that point, the technology largely speaks for itself. In many ways, our job is to help people reach that “aha” moment. Our marketing is focused on making that moment happen through education, research and transparent communication rather than relying on traditional product promotion alone.

How did your experience working for LivWell and other cannabis companies give you a deeper understanding behind the reasons why cultivators use Cannatrol’s machines and the needs of potential clients?

My experience with LivWell and other cannabis companies gave me a firsthand understanding of the challenges operators face because I have been in their position. I have worked with multi-state operators across the country, so I understand not only the cultivation side of the business, but also the operational, regulatory and economic pressures they are under every day.

 That experience allows me to speak their language. I understand their priorities, the realities of running a cultivation operation and the business decisions that go into evaluating new technology. Rather than approaching conversations from a purely marketing perspective, I can relate to their challenges and explain how Cannatrol’s technology addresses real-world issues like product quality loss at the retail level and, seasonal environmental shifts impacting consistency, quality preservation, labor efficiency and profitability. Having “been there and done that” helps build credibility and trust because our customers know I understand the operational environment of the industry.

What are some other industries and fields of agriculture that could benefit from Cannatrol’s machines? I always thought the story of the machines originally being used for cheese curing was fascinating, but do you think there are other agricultural products that could greatly improve their quality with Cannatrol machines?

While the Cannatrol brand is focused on the cannabis industry, the underlying science developed by VT Dry & Cure Technologies for precise environmental control has much broader potential. The technology was originally developed for cheese aging, where carefully managing temperature and vapor pressure is essential for preserving quality and consistency. Those same principles also apply to other products that require controlled drying and curing, including dry aging meats and curing charcuterie.

Beyond those traditional applications, we are already seeing customers successfully use our technologyto dry herbs, and there is exciting potential for products like seaweed and other high-value agricultural crops where preserving flavor, aroma, texture and overall quality is critical. We’ve even seen an application for drying pasta! Anywhere the post-harvest process plays a major role in the final product, there is an opportunity for controlled environmental technology to improve consistency, reduce waste and deliver a higher-quality end result. That is one of the things that makes the technology so exciting – so the potential for our technology extends well beyond cannabis.

How do you envision the Cannatrol machines evolving in the future and how do you plan on continuing your duties as the machines evolve?

The core science behind Cannatrol’s technology has remained remarkably consistent for more than 20 years because it works. What continues to evolve is the hardware, electronics and user experience surrounding that technology. As components become more advanced, I expect future generations of our commercial and consumer products to become even more intuitive, efficient and connected, making it easier for users to achieve consistent, repeatable results.

In a way, our technology is constantly being refined for different types and sizes of operations in many industries. Every processor has unique workflows, facility layouts and production goals, so part of our role is helping customers adapt the technology to fit their specific needs rather than expecting a one-size-fits-all solution. As our company grows and opportunities develop, flexibility will become even more important. 

From my perspective, my role will continue to focus on education. As new features and capabilities are introduced, it is my job to help processors understand not just what’s new, but why it matters and how it can improve their operation. The technology will continue to evolve, but our mission remains the same: helping operators in multiple industries consistently produce the highest-quality product possible by combining proven science with ongoing innovation.

Thank you for joining us, Chris! For more information on Cannatrol, please visit its website.