Cannabis Awards. One day, we’ll hopefully see product and perhaps even sampling.
CCIM: The benefit for subscribing to Lift & Co. for the consumer (recreational or medical) is self-evident – reviews, rewards programs, and access to information and resources. What is the value of Lift & Co. to LPs and ancillary businesses?
Lift & Co.: Think about it this way: regulations prevent you (the licensed producer) from discussing your products’ effects, restrict your brands like tobacco, and will soon force you to sell through a retail intermediary. You’re doing all this to a consumer base that knows next to nothing about the category because cannabis has been prohibited for nearly 100 years. They also know next to nothing about you. We view these as market inefficiencies. Lift & Co. solves these inefficiencies for you. We connect you (also think of brands, ancillary merchants, and, soon, retailers) to consumers, under one brand, in a compliant way, with a platform of content, events, reviews and loyalty assets. The data we collect across all these connections has made our dataset the most robust and insightful into consumer and product trends. We provide this to licensed producers as well as investment banks and government agencies to understand today and get ready for tomorrow.
CCIM: Now … back to the RTO and going public. Lift & Co. has always been synonymous with awareness, advocacy, and education. Your mission has always been to “empower informed cannabis decisions”. With a move to a public traded company (and therefore a focus on earnings per share), how will Lift & Co. ensure the integrity of these three pillars required to “empower informed cannabis decisions”?
Lift & Co.: We view trust as a currency and have built our business on this thesis. Growing with the guiding principal of being a trusted source for consumers, industry and government doesn’t change as a public company. In fact, it helps us accelerate the rate at which we grow that trust with the industry by funding our platform and taking it internationally.
CCIM: On the subject of education, leading post -secondary institutions, such as Durham College in Ontario, are creating programs to serve this new industry and ensure a strong and capable work force with the unique skill sets this industry requires. What is LIFT’s position and role, if any, with the formation and delivery of these programs? How can prospective students protect themselves from falling for the less reputable certification offers that seem to fill my email inbox weekly?
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