Terry talks with Wallace McDo, a cannabis producer. They discuss how a cannabis producer becomes licensed, how a craft cannabis company competes with big companies, and how a small cannabis company markets its products in a highly regulated category. The interview also explores the involvement of Wallace's family in the business, the significance of the name 'Primo,' and promoting dignified consumption in the cannabis industry.
Wallace McDonald Rogers believes in promoting local economy and encourages people to support local growers like him.
Being a trailblazer in the cannabis industry means forging a path where there was none before and inspiring others to achieve their goals with drive and determination.
Deep dives
Wallace McDonald Rogers: A Trailblazer in the Cannabis Industry
Wallace McDonald Rogers, a cannabis producer and the founder of Primo Craft Cannabis, is a trailblazer in the emerging legal cannabis industry. Growing up in a family that embraced cannabis, Wallace was inspired to start his own family business. With his mother's support and involvement, he named the company Primo after her maiden name. The Primo Cannabis workforce is largely comprised of the women in Wallace's family. Their craft cannabis is grown using sustainable practices, such as hand watering and geothermal systems. Wallace strongly believes in promoting local economy and encourages people to support local growers like him. He takes great pride in producing a high-quality product that is safe for consumption and stands behind his brand. Wallace's passion and personal connection with customers have become powerful marketing tools to promote Primo Cannabis. In addition to his own brand, Wallace has collaborated with another producer, Trees, for a unique craft collaboration that celebrates the culture and supports fair trade practices.
Being a Trailblazer in the Cannabis Industry
Being a trailblazer in the cannabis industry means critically thinking and acting differently, forging a path where there was none before. Wallace McDonald Rogers embraced this mindset when he applied to become a licensed producer and went through the intense process mostly on his own, without the assistance of consultants. He takes pride in his accomplishments and wants to inspire others that anyone can achieve their goals with drive and determination. Wallace believes that the industry is evolving, with more collaboration and support among growers and a shift towards smaller, craft producers. He sees himself as part of a community that understands the importance of celebrating the culture and pushing for dignified consumption.
The Future and Goals of Primo Craft Cannabis
Wallace McDonald Rogers's ultimate goal for Primo Craft Cannabis is to create a recognizable brand associated with family values, safe consumption, and pushing for the public interest. While financial success would be welcome, Wallace's main aspiration is for people to have a positive emotional connection with the Primo brand. He wants Primo to be known for representing his family and the dedication to producing a safe and sustainable product. Wallace has plans for further collaboration, including a craft collab with Trees, a micro cultivator. He envisions Primo remaining strong, even stronger in 10 years, and continuing to be a driving force in the cannabis consumption culture.
Recently, we produced an episode on cannabis marketing. With cannabis legalization, it’s a brand-new, challenging marketing category.
As a result of that episode, I asked the Ontario Cannabis Store to introduce me to an actual cannabis producer.
I wanted to know how a cannabis producer becomes licensed, how a craft cannabis company competes with the big companies, and how a small cannabis company markets its products in such a highly regulated category.
In this bonus episode, I talk to Wallace McDonald-Rogers. He is the founder of Primeau Craft Cannabis.
I think you’ll find his answers very interesting - and some of them are surprising.