Canndescent cultivates cannabis flower, productizing and curating it for the California, adult-use market. The company operates two cultivation facilities in Desert Hot Springs, Calif., and has its third facility and an extraction lab under construction.
Q&A with Entrepreneur & Canndescent
What do you think are the biggest misconceptions cannabis industry?
The prevailing sentiment out there is that you can get rich quickly in cannabis; it’s the opposite. Succeeding in the industry is incredibly difficult, entails significant capitalization, and the average business will likely lose money for years before turning the corner.
How is your business innovating?
Like Apple humanized computing with a graphic user interface, our five effects, Calm, Connect, Cruise, Create, and Charge eliminate confusion and replace the periodic table of 6,000 intimidating strain names. Similar to how Google empowered users with information asking, "What do you want to know?" we’ve put the cannabis consumer back in control asking, "How do you want to feel?"
What was the biggest hurdle you had to overcome in your business?
Building a consolidated and unified culture that scales has been the biggest hurdle we’ve overcome. In an industry where many participants grew up in prohibition and with deep counter-cultural roots, professionalizing the environment while maintaining the best of the pas, has been no small feat.
What is your favorite aspect of working in this industry?
I love that the industry is still a movement. We still collaborate with competitors and work to change laws in an unified effort to bring this amazing plant to the world. It’s super rewarding to drive positive change in an environment where most of us feel we can win together.
What inspires you?
No doubt, it’s our customers. We're blown away by the messages we receive from strangers and the gratitude they feel for what we’ve created. We have so much gratitude for them, we're humbled by them, and it inspires us to create new products that make people happy.