Insights from Benzinga 2024: How RX Green Technologies and Industry Leaders See Consumer Demand Shaping Cannabis Cultivation Trends

The Benzinga Cannabis Capital Conference is a leading cannabis investment and branding conference in North America. Held in the Windy City in 2024, our CEO Gary Santo was featured on a panel “Farm to Shelf: Do Cultivation Trends Define Retail Demand or Vice Versa?” that featured insights from key industry leaders who provided a nuanced perspective on the evolution of the cannabis market.

Santo was joined by Will Bowden, Founder and CEO of Grasshopper Farms, Jordan Ascanio, Creative Director of CLS Holdings USA, and Brett Novey, CEO of PharmaCann. Host Stella Morrison, the Founder and Content Strategist at CannaContent opened by asking Santo about the influence of price and potency on what you put in the ground.

Gary says that the emphasis on high THC percentage is becoming outdated in cannabis. He argued that consumers are now looking for a fuller, more refined experience, prioritizing qualities beyond THC levels, such as terpene profile, cannabinoid ratios, and more. This shift is evident in markets where customers can assess cannabis by smell or appearance, such as “deli-style cannabars.” More customers are increasingly leaning toward aromatic, well-cultivated flower over high-THC strains.

As a provider of cannabis grow solutions, our team is best equipped to understand how this translates to the agricultural process. This trend, Santo noted, guides growers in making intentional choices about soil nutrients, growing environments, and genetics, reflecting a deeper alignment with consumer preferences for nuanced quality over sheer potency.

As the conversation continued about how cannabis businesses are creating feedback loops in their business ecosystem to serve the customer, Santo stressed defining a clear brand identity. He said it is critical as it allows producers to create a consistent experience from seed to shelf that resonates with consumers.

Ultimately, Gary highlighted a significant shift: cannabis cultivators once drove market trends, but today’s increasingly informed consumers are reshaping those past practices. Commercial cannabis growers can now take cues from consumer demands, which are shaped by preferences for specific effects, cannabinoid ratios, and terpene profiles.

Other panelists echoed this sentiment, suggesting a collaborative approach where quality cultivation influences consumer choices but remains responsive to their evolving tastes.

Consumer Demand & Cultivation: What’s the story?

As the cannabis industry matures, consumer demand is shifting beyond simple THC potency. Customers are seeking richer experiences and specific effects tailored to their needs. This trend challenges cannabis businesses to elevate their offerings and meet evolving preferences.

As a provider of cannabis grow solutions, like coco coir and other soil nutrients, this equates to helping our customers grow clean flower from the ground up. By using superior products for commercial cannabis growing, you can adapt to consumer needs right from the very beginning of the cycle.

From cultivation to retail, success now requires meeting customers where they are and crafting products and experiences that reflect a deeper understanding of their preferences and values.

So do cultivation trends define retail demand – or vice versa? Based on the 2024 Benzinga panel discussion, it would seem there’s been a clear shift in the answer since the early days of the cannabis industry.

To listen to the full conversation, check out the panel recording on YouTube.