Demand Creation – Multi-State Expansion Success through Consumer-Driven Demand

A common refrain among CPG retailers is to suggest to brands that “when you create consumer demand for your product, I’ll carry it”. Given the lack of traditional advertising channels to cannabis brands, coupled with a regulatory framework that complicates national branding initiatives, most cannabis brands are unable to deliver on this retailer request. But Miss Grass seems to have cracked the code on demand creation. Kate Smith, founder and CEO of Miss Grass, has been able to build a national brand by leveraging a national communications platform to build consumer confidence and credibility. Kate joins Deep Roots to discuss how this approach has made her licensing model scalable and her product available across the US, to the delight of consumers and retailers alike.

Our Guest:
Kate Miller Co-Founder + CEO of MISS GRASS

Kate Miller is the co-founder and CEO of Miss Grass, a brand on a mission to help the world get good at weed. Inspired by her stint working at a dispensary in college and powered by a decade-long career in entertainment where she worked alongside Ben Silverman (The Office, Ugly Betty) and led brand partnerships for Lorne Micheals’ Broadway Video (Saturday Night Live), Kate is dedicated to making cannabis accessible, rewriting the pervasive and shameful narrative around this plant, and building a community of conscious cannabis consumers.

Your Host:
Erik Ott, Founder Ott Growth Advisors

Erik Ott is the founder of Ott Growth Advisors (OTA), a boutique investment bank specializing in Corporate Development and M&A. Ott serves on the Board of Directors of BGP Acquisitions Corp, a $115m cannabis SPAC trading on the NEO exchange. Before OTA, Ott was a founding partner at KO Acquisitions, Inc. and investment bank specializing in M&A in the State of California.