“
WE HAVE THE BEST SALES
REPS IN THE INDUSTRY.
We hand-picked them and waited
for the right guys to join us.”
How did you gain market share and recognition?
We gained market share in the early days by sharing it
with growers and discussing the formula on forums and
with local growers. As independent thinkers discovered
our products, we developed a cult following. This became
the seed that grew into our present-day customer base.
SOLSTICE GARDEN SUPPLY:
In 2015 it was really tough to bring a relatively new nutrient
line to market. We approached our contacts at many stores
to help us launch but we were met with indifference. No one
wanted a product they hadn’t heard of and customers didn’t
ask for. While the industry relationships are still valuable,
we understood that we needed to create a demand for the
product first. Only then would stores choose to stock the line.
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Maximum Yield
We came up with an innovative strategy for 2015. We
would openly market toward cannabis growers. We
recognized the growing popularity of Instagram among
growers and started posting pictures of cannabis
grown with the product. We leveraged the existing cult
following and began co-branding with growers. At that
time, growers were only starting to think about branding
and marketing themselves. We worked together in a
symbiotic way to promote these talented guys and also
the VEG+BLOOM line. Convincing people to give up their
liquid nutrients was difficult. But when they could see
photos of respected growers producing top quality flowers,
it was impossible to ignore. Once we overcame the
question of “Does it work?,” the product started moving.
With the incredible price point of a powder, all inclusive,
one-part base nutrient, growers could no longer ignore it.
What did you first produce?
Small-batch powder fertilizers
How has your company expanded over the years?
HYDROPONIC RESEARCH:
We started off in a small, cold brick building in downtown
San Diego without a sink. Constantly fighting the city
for permits to occupy multiple warehouse spaces. Doing
everything solo to having two shifts of employees covering
different processes. Creating and developing operating
procedures where there is no blueprint. Seeing all that
work get recognized and appreciated.