Falcon Brands and the California Cannabis Market with Steve Gutterman

Grassroots Marketing discuss various issues surrounding the the California Cannabis Market with Steve Gutterman, CEO of Falcon Brands. Steve Gutterman, CEO of Falcon Brands, California’s proprietary premier House of Brands. Powering beloved brands like CRU, Grand CRU and High Garden, Falcon combines professionalism, street cred, and proprietary technology, and has built a scalable operating model that has solidified its dominant leadership position in today’s California market. Topics: Capital markets - Investors tend to shy away from the California cannabis market. Steve can explain they are wrong. Leading a successful company in the leading cannabis market - With a unique mix of financial, branding, product development and legacy cannabis market expertise, Falcon Brands meets the incredibly high threshold for running a truly successful brand in California with an understanding that if you produce a superior set of products, you win. The evolution of cannabis is not over - there's another chapter coming in the playbook and Steve explains what is needed to succeed in the next chapter of cannabis Evolution of brands / products - what will the next great cannabis set of products be? From MJBiz: On the other side of the country, in more mature markets such as California and Colorado, flower consumers are becoming more sophisticated, said Steve Gutterman, CEO of Falcon Brands, a vertically integrated cannabis company based in Irvine, California. “As markets mature and more competition comes on and customers get more sophisticated, there’s more differentiating between products,” he added. That’s when quality comes into play. According to Gutterman, high-end flower is less vulnerable to falling prices. Savvy consumers who are shopping for more than THC content will pay a premium for terpene and cannabinoid content. “Customers are increasingly sophisticated – if they want something on the high end that’s been really well-produced and tastes good, they’re willing to pay up. Gutterman sees high-end, indoor-grown flower in California wholesaling at $1,700-$2,000 a pound, which is slightly down from this time last year. “There’s this niche of high-end indoor that’s stayed price-inelastic,” he added. Overall, Gutterman expects flower to remain the single-biggest product category. “At its core, flower provides a social experience that other things don’t,” he said, adding that every other product tries to replicate what flower offers.