The cannabis industry is a growing, vibrant community full of passionate advocates, but focusing solely on marketing to this niche audience can limit growth opportunities for small farms. To thrive in an increasingly competitive market, it's critical to think beyond the cannabis community and reach the broader public. Educating the general consumer, joining professional organizations outside the cannabis space, and leveraging social media to tell your story are all strategies that can help raise awareness and expand your audience.
By stepping outside the cannabis bubble, certified farms can differentiate themselves, educate new consumers, and build a loyal customer base that values sustainability and quality.
Why Marketing Outside the Cannabis Community Matters
Many cannabis businesses focus their marketing efforts on those already familiar with the industry—fellow growers, dispensaries, and cannabis enthusiasts. While this audience is important, it represents only a small portion of potential customers. The broader public, many of whom are new or curious about cannabis, remains largely untapped.
For example, consumers who prioritize purchasing organic food may not yet realize the same values apply to cannabis. By educating these consumers about the benefits of regenerative farming, pesticide-free cultivation, and Sun+Earth certification, farms can appeal to a wider audience who value sustainability, health, and ethical practices.
Social Media: A Tool for Education and Connection
Social media is one of the most effective tools for reaching the general public. However, instead of solely targeting cannabis enthusiasts, farms should use their platforms to educate and engage with a broader audience.
Tips for Broadening Social Media Reach
Tell Your Story in an Approachable Way
Share your farm’s journey, your commitment to sustainability, and the values behind your Sun+Earth certification in a way that resonates with everyday consumers. Use simple, relatable language and focus on how your practices benefit both people and the planet.
Create Educational Content:
- Post infographics or videos explaining what regenerative farming is and why it matters.
- Highlight the environmental impact of sun-grown cannabis compared to energy-intensive indoor grows.
- Provide comparisons between organic cannabis and conventional cannabis in terms of health and environmental benefits.
Use Hashtags Strategically
Appeal to broader audiences beyond cannabis, such as:
- #Sustainability
- #OrganicLiving
- #EcoFriendly
- #RegenerativeFarming
- #SupportSmallFarms
Engage with Non-Cannabis Communities
Connect with local food movements, organic living advocates, and sustainability influencers. By engaging with their content and followers, you can expand your reach and attract new audiences.
Focus on Visual Content
High-quality photos and videos of your farm, harvests, and daily life will attract attention. Show the beauty of your outdoor gardens and the biodiversity you support through regenerative farming.
Joining Professional Organizations Outside the Cannabis Industry
Another way to expand your reach is by joining professional organizations and participating in communities outside the cannabis industry. These groups can provide opportunities to educate consumers, network with like-minded businesses, and establish your farm as a leader in sustainability.
Examples of Organizations to Join:
Organic and Sustainable Agriculture Groups
Join organizations like the Organic Trade Association (OTA) or the Regenerative Organic Alliance to connect with other sustainable farming advocates.
Farmers Markets and Local Food Networks
Partner with local farmers markets or food co-ops to promote your farm and products, even if cannabis sales are not allowed. Use these platforms to educate consumers about your farming practices and values.
Environmental Advocacy Groups
Collaborate with groups focused on climate change, conservation, and sustainable agriculture. These partnerships can highlight your farm’s environmental contributions and help reach eco-conscious consumers.
Wellness and Health Communities
Many cannabis consumers are drawn to the plant for wellness purposes. Partnering with health and wellness organizations can help you reach audiences who prioritize natural, organic products for their health.
Developing Partnerships for Education and Awareness
Collaborating with non-cannabis organizations or businesses can help amplify your farm’s reach. Consider partnerships that allow you to educate new audiences while promoting your brand.
Examples of Educational Collaborations:
Host Workshops or Events
Partner with local food co-ops, environmental nonprofits, or wellness centers to host workshops on regenerative farming, organic cannabis, or sustainability.
Collaborate with Influencers
Work with sustainability or wellness influencers to spread awareness about your farm and practices. Influencers with broad, non-cannabis-focused audiences can introduce your brand to new customers.
Participate in Conferences and Panels
Attend events that focus on agriculture, sustainability, or wellness to share your expertise and position your farm as a leader in the space.
Benefits of Expanding Your Marketing Efforts
By marketing outside the cannabis community, farms can:
Educate New Consumers
Help people understand the importance of sustainability and quality in cannabis cultivation.
Build a Loyal Customer Base
Attract customers who value your practices and are willing to pay a premium for organic, sun-grown products.
Establish Your Farm as a Leader
Position your farm as a pioneer in sustainable cannabis by aligning with broader environmental and wellness movements.
Diversify Your Audience
Reduce reliance on a single niche audience by appealing to a wider range of consumers.
Conclusion: Think Bigger, Reach Further
The future of cannabis marketing lies in breaking out of the cannabis bubble and reaching the general public. By using social media to educate consumers, joining professional organizations, and developing meaningful partnerships, Sun+Earth Certified farms can expand their impact and build a loyal customer base that values sustainability, quality, and ethical practices.
At Sun+Earth, we’re here to support our farms in their marketing efforts and help them connect with new audiences. Together, we can create a brighter, more sustainable future for cannabis.
For more tools and resources to grow your reach, visit Sun+Earth Certified. 🌱
