Safeguarding Your Brand via Cannabis Homogenization

Branding. Reputation Management. Customer Loyalty. As a small business, these simple words mean the difference between success or failure.

However, for cannabis businesses, these three terms carry a specific weight. Unlike traditional retailers who work within the confines of an established industry, cannabis-based companies are swimming in uncharted waters.

While the fundamental elements of business ring true regardless of industry, the lack of standardized regulation and an absence of widespread oversight has cultivated far more than THC-rich strains.

Although there’s quite a few holes in the modern cannabis business model, none are as rampant and detrimental to consumers as homogenization, or better yet, the lack thereof.

The Absence of a Fundamental Pillar

When you take a bite of candy, or enjoy your favorite juice at breakfast, you don’t think twice about whether it contains an appropriate amount of its primary ingredients. The same is true for over-the-counter medicine.

These products achieve their ingredient uniformity and consistency via a process known as homogenization. In brief, this post-processing task transforms raw solutions and redistributes its primary compounds throughout the product.

Rather than allowing a product to settle without intervention, a homogenizer captures individual compounds and ensures the solution contains even ingredient distribution.

In fact, this process is mandated for many consumables across multiple industries, but as of now, this fundamental post-processing procedure is shockingly absent from most of the cannabis industry.

Solidify Your Cannabis Brand With Homogenization (No, Really)

We won’t be diving into the specifics of cannabis homogenization in this article, but if you aren’t sure what this process involves, take a moment to read this article.

Instead, let’s explore how the lack of homogenization in your cannabis products impacts your brand. While understanding how to homogenize cannabis is important, what does this process accomplish for your brand?

Essentially, cannabis homogenization impacts your business brand in three ways:

  • Consistency– If there’s one thing consumers crave, it’s consistently positive experiences. Familiarity and meeting expectations is responsible for building some of the greatest brands, such as McDonalds and Walmart. Now, you may never achieve those levels of market reach, but as a small business owner, there’s much to be learned from their success. Cultivating a consistent product is paramount for consumer satisfaction. Without homogenization, achieving this pillar is impossible.
  • Reliability– Are you more prone to purchase a reliable product or one that notoriously wavers in its quality? This pillar is just as impactful as the first. Reliability is vital for every business, but especially for those marketing cannabis products. Consumers in this industry demand a specific level of reliability. Without a reliable product, you’ll swiftly encourage your own failure.
  • Safety– For some, cannabis is a recreational product. However, many others view this product as an integral component in their healthcare routine. Non-homogenized cannabis increases the risk of THC hotspots, which occurs when THC clumps together. When consumed, the user can experience detrimental effects by ingesting far too much THC. The opposite is also possible. Unevenly distributed cannabinoids often results in dead zones, which contain zero THC or CBD. Essentially, this renders the product useless and the consumer extremely disappointed.

Whats the Next Step? CAT Scientific Homogenizer Drives

This is only a brief snapshot of how cannabis homogenization impacts your business brand. From here, you can easily extrapolate the negative implications of non-homogenized products.

Whether you’re just branching out into this industry or are an established business, homogenization is more than a simple processing measure. Its action has the potential to safeguard your brand. However, its absence has an equally impactful response.

The era of optional homogenization is over. Both consumers and government agencies demand change. Are you willing to sacrifice your brand or are you ready to step ahead of the competition?

Contact CAT Scientific today, and let’s discuss how our homogenizer drives can transform the validity of your products and viability of your brand.

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Bob Wilcox

Bob Wilcox has represented CAT Scientific’s family of homogenizers, magnetic stirrers, liquid handling and related laboratory equipment since 2002 when Staufen, Germany-based CAT Ingenieurbüro M. Zipperer GMbH established operations in North America. Bob oversees CAT Scientific laboratory apparatus sales and service organization from the company’s headquarters in Paso Robles, CA. He also is in charge of the parent company’s line of JetCat jet turbines, turboprop, and helicopter power plants for hobbyists’ radio controlled fixed wing and helicopter model aircraft. -- Earlier in Bob’s career he was involved in visual and special effects as well as camera and electronics supervisory responsibilities for the motion picture and television industry.

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