In the majority of states where Sun+Earth has certified farms, the prices for flower and other products have reached an all-time low. This presents an opportunity for dispensaries seeking to distinguish themselves and retain customers beyond just offering the lowest prices. We estimate that 10% of all dispensaries in states where we have certified farms will seize this opportunity to differentiate themselves by creating an Organic section, featuring both Flower from Sun+Earth farms and products made with Sun+Earth flower.
A Case Study: 54 Green Acres
Let's consider the dispensaries we are already in. 54 Green Acres has been selling through the various ownership iterations of what is now Golden Grail Group since 2015. They have 11 stores in Oregon and their CEO, William Simpson, who created the Chalice Brand back in 2014, sold his company in 2019 and bought it back in 2024.
54 Green Acres has been Certified Kind since 2016, and Sun+Earth Certified since 2022. We have been championing the Organic cause for nearly a decade. Promoting Sun+Earth is a way to amplify your voice and bring on the band. In May of 2024, we met with William and discussed both our farm and Sun+Earth’s desire to focus on an Organic Section. This idea was initially launched with the Weed Like Change campaign, but the market and timing did not take off. However, William, who prioritizes health for his family and customers, loved the idea of leading the way on real organic based on inspections and, in the case of Sun+Earth, regenerative organic.
We funded the signs and Sun+Earth marketing provided the initial set of training materials. The Organic Section launched a month later with their stores adding a green top to those jars from Sun+Earth farms. We provided stickers that 54 paid for the dispensary to add to products that were made with 54 flower and other farms including East Fork, a Sun+Earth farm since 2019. Golden Grail reached out to all the Sun+Earth farms in Oregon and started offering their products as well.
Processors/Manufacturers who were sourcing from Sun+Earth farms started to include "Made With Sun+Earth Flower" on their packaging and their sales to Golden Grail increased.
Where Will This Approach Find Success?
This approach is likely to find traction where the dispensary owner cares about their health and the health of their customers. Where the dispensary owner wants to be more than a price is king mantra.
What’s in it for the Dispensary?
Differentiation and a desire to educate their customers. While they will still sell many items on price, they will begin to change the narrative and you as a farmer go from beating the drum to bringing in the band.
What’s in it for the farm/producer?
Higher Prices, Stickiness, Building a relationship with the support of Sun+Earth.
