Recorded live at ICBC Berlin 2026, Chuck sits down with Rachel Wright of Verdant Strategies to discuss building a sustainable business in an industry defined by constant change.

From navigating regulatory uncertainty and international expansion to creating financial roadmaps that actually work, Rachel shares why strategy, not just growth, is the key to long-term success.

The conversation explores the evolving European cannabis market, lessons learned from years of attending ICBC Berlin, and why companies often fail by scaling too quickly before fixing the fundamentals. Rachel also explains how aligning leadership, sales, operations, and financial goals can help businesses stay focused in one of the world's most dynamic industries.

Whether you're a cannabis entrepreneur, investor, executive, or simply interested in the business side of the industry, this episode offers practical insights on how to build a stronger, more resilient company.

• The evolution of ICBC Berlin
• Why Europe is becoming a major cannabis market
• Supply chain and regulatory challenges
• Building financial roadmaps for cannabis companies
• Common mistakes businesses make when scaling
• Why revenue alone doesn't solve operational problems
• Aligning leadership teams around strategic goals
• The importance of forecasting and planning
• Lessons from consulting cannabis businesses
• Networking and international collaboration

Rachel Wright

Verdant Strategies

🌐 Website: https://verdantstrategies.com

00:17 First Impressions of ICBC Berlin 2026

00:55 Why ICBC Continues to Grow

01:26 Why Berlin Is the Perfect Venue

02:01 Opportunities in Europe's Cannabis Market

02:35 Navigating Supply Chain & Regulatory Challenges

03:13 What Verdant Strategies Does

03:50 Building Financial Roadmaps for Cannabis Companies

04:24 The Importance of Revenue Planning

05:28 Why Every Business Needs a North Star

05:52 Lessons for Entrepreneurs

06:10 Why More Revenue Doesn't Always Solve Problems

07:01 The Biggest Business Lesson from ICBC

07:17 Why Networking Matters

07:50 How to Connect with Verdant Strategies

What's the biggest challenge facing cannabis businesses today?

Is rapid growth worth pursuing if your business fundamentals aren't in place?

Share your thoughts in the comments below!

#ICBCBerlin #CannabisBusiness #CannabisIndustry #CannabisConsulting #CannabisFinance

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When your Halloween party draws 700 people, you're doing something right. Katie Mattox, VP of Marketing at SphereX, explains how a distillate vape company captured 20% of Colorado's market by throwing roller skating parties and giving away unexpected gifts instead of just pushing products.

Drawing from a decade at an event agency working with Budweiser and Michelob Ultra, she translated liquor marketing strategies to cannabis with remarkable results. The approach centers on emotional connections, not just transactions. While Colorado's cannabis industry declined since 2021 as tourism dried up, SphereX thrived by offering dispensaries twenty-five percent kickbacks on wholesale purchases for marketing reinvestment. This creative support allowed partners to run customized campaigns, from billboards to local artist collaborations.

Recently, the brand expanded beyond vapes into adaptogenic mushroom gummies targeting older demographics. Their sleep gummies with five milligrams of THC and reishi have become particularly popular with novice consumers. SphereX also demonstrates values-driven marketing by supporting LGBTQ causes, recognizing the community's foundational role in cannabis culture.

What makes customers return after trying a product just once? Listen to discover how SphereX plans to double production capacity to 500,000 carts monthly by 2026.

Chapters:

00:00:04 - Colorado Cannabis Brand Product Lineup Overview

00:01:20 - Understanding Different Consumer Demographics and Values

00:02:46 - Supporting LGBTQ+ Causes in Cannabis

00:04:21 - From Roller Skating Events to Community Impact

00:05:06 - Building Emotional Connections in Cannabis Branding

00:06:16 - Creative Marketing Strategies for Cannabis Brands

00:08:05 - Building Trust Through Unexpected Gifts

00:09:45 - Marketing Reinvestment Program for Dispensaries

00:11:34 - Doubling Production Capacity in 2026

00:12:46 - Building Brand Connection Through Large-Scale Events

00:14:38 - THC Edibles with Reishi for Relaxation

Guest Website: https://www.wearespherex.com/

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Starting from caregiving and cultivation in Colorado, Krysta and Sanja eventually created THC Girls to connect community members with businesses. Their marketing agency and community network now operates across New York, Miami, and Denver, using an app-based platform to maximize reach through their ambassador network.

Their advice for new entrepreneurs? Evaluate your personal alignment with business goals and ensure realistic budgeting. They stress the importance of authenticity over pure business focus—strong community connections are their distinguishing factor in the cannabis space, they emphasize, their real competitive edge in this evolving industry.

Looking toward 2026, they're focused on growing The Highly Connected app and The High Country Girls brand while maintaining genuine engagement. Their recent event success demonstrates how virtual tools and authentic relationships can create meaningful industry impact.

Chapters:

00:00:45 - THC Girls: Marketing Agency & Community Building

00:02:15 - Bridging Legacy and Corporate Cannabis Communities

00:03:31 - From Caregiver to Cannabis Industry Leader

00:05:48 - Building Brands: Budget, Story, and Culture First

00:07:35 - Traveling Expos and Industry Networking Events

00:08:23 - Virtual Connection and Community Growth Strategy

00:10:54 - Sanja Ganja's 2026 Vision and Vibrational Hug

00:12:29 - Moving to Miami and Growing Community

WEBSITE: https://cannatechtoday.com/

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