In the eighth episode of their EXTRACTED podcast, recorded live at the Lift & Co. Expo, Valens GroWorks Corp (CSE:VGW) hosted Detonate Cannabis Agency President and CEO Imraan Khan and Brand Manager Taylor Keefe.
During the podcast, Khan and Keefe addressed the path their company has taken as a marketing company. Currently specializing in packaging design, print collateral and trade show booths, Detonate began by working with corporate clients. The company has recently expanded to target cannabis brands, particularly to help them navigate the restrictive regulatory space for branding in cannabis. In a growing space, Khan and Keefe have found that cannabis companies move fast and are all “figuring this out for the first time.”
The branding experts discussed what it means to work within Canada’s regulations, suggesting that it’s up to the client company to determine how far they’re willing to go in their interpretation of these rules.
“At the end of the day, these laws are interpretations,” said Keefe. “Everyone’s compliance and legal team has a different way of interpreting these things…We are under the belief and understanding that this is a temporary barrier right now across the industry that is a little bit more strict than tobacco in North America but should be probably as strict, if not less strict than how alcohol is branded and marketed.”
In the interview, the Detonate representatives also spoke about their optimism when looking at the potential for the cannabis market. “Cannabis is going to change our economy. It’s going to change individuals, and lifestyles. It’s going to change the pharmaceutical industry. It’s going to change this country forever.”
To listen to the entire podcast episode, click here.