For those of us in the cannabis industry here in Massachusetts, the past year has been a master class in resilience.

Business

We’ve watched as the current administration, Congress and the Supreme Court have all played their parts in an uncertain regulatory theater, teasing us with the promise of rescheduling cannabis while simultaneously punting the issue to the next administration.

The Department of Justice signaled its intent in April 2024, leading to over 43,000 public submissions for rescheduling by July. But by September, progress stalled. And now? With a new administration and a Drug Enforcement Administration that appears anything but supportive, the writing is on the wall: No one is coming to save us.

For those who built their businesses on the belief that the industry was set for an inevitable, linear path to federal acceptance, the past year has been a rude awakening. The old playbook — “If you build it, they will come,” “Selling weed is easy,” “Brands don’t matter” — was always flawed.

The cannabis industry is not a gold rush. It’s a war of attrition, a game of inches. And those who survive will be those who adapt. Here are ways to do it and ways we are doing it at Canna Provisions.

Cannabis is CPG — act like it

The sooner we stop viewing cannabis as an anomaly and start treating it like a consumer packaged good, the better off we’ll be. In traditional retail, success isn’t just about having a good product; it’s about capitalizing on every opportunity right out of the gate, thinking beyond the boundaries of an industry in regulatory limbo and prioritizing customer experience above all else.

At Canna Provisions, we took this philosophy to heart and doubled down on what matters most: our customers. We invested in lifestyle and convenience, ensuring that our stores don’t just sell products — they create an experience.

We implemented a loyalty program that truly rewards engagement. We mastered the Google game, optimizing our search presence to meet customers where they are. We didn’t wait for change — we built our own momentum through education, launching classes tailored to target audiences, and engaging customers through video, blogs and dynamic menus.

Playing offense in a broken system

While others waited for regulators to throw the industry a lifeline, we took the fight directly to them. As the lead plaintiff in a lawsuit against the U.S. Attorney General, we refused to accept regulatory stagnation as the status quo.

This wasn’t just about defending our business — it was about holding policymakers accountable to an industry that generates billions in revenue while still being denied fundamental banking protections and fair taxation. The lawsuit is moving forward, and we intend to see it through.

Beyond litigation, we expanded our approach to business itself. We returned to consulting, helping dispensaries in distress navigate the turbulent market. We built out sales training and merchandising strategies that turn struggling operations into viable businesses. We embraced e-commerce and alternative product lines, ensuring we were ready for any shifts in market demand.

And most importantly, we built a future-proof model by forming an employee stock ownership plan, making Canna Provisions a company truly owned by the people who power it.

We win together. We plan exits strategically. We control our own destiny.

A game of inches

Success in cannabis is not won in leaps and bounds. It is fought for inch by inch, decision by decision, relationship by relationship. Every customer interaction matters. Every piece of content matters. Every strategic pivot matters.

Most importantly, cannabis is a team sport. Anyone still trying to go it alone in this industry is already losing. We win by sharing knowledge, strengthening our networks, and leveraging collective expertise to push through an industry landscape that remains frustratingly uncertain. At Canna Provisions, we’re not waiting for the game to change — we’re playing to win with the pieces we have now.

So, to those still waiting for Washington to swoop in and fix this industry: Stop waiting. Take control. Build your customer base, strengthen your operations, and fight for every inch. Because no one is coming to save us — but together, and with the right eyes and approaches to innovation and survival, we can save ourselves.

Bizbrief

This first appeared in Berkshire Business Journal.