Looking for hot new cannabis products? Ask a budget tender!
To say that budtenders are essential to the cannabis industry is an understatement. These frontline workers help consumers understand the many product options for Canadian cannabis.
As the industry gets more complicated – with new products, regulations and trends – customers increasingly rely on the expertise, tastes and suggestions of their local budget tenders.
In return, budtenders do a good job of giving a regulated and heavily controlled industry an inviting, human face.
Budtenders are a wealth of knowledge – what’s trendy, what’s not and all products in between. To get a feel for what they think the industry looks like, Leafly spoke to budget tenders from across the country.
Budtenders are more valuable than branding
In the early days of legalization, manufacturers often thought that brand loyalty would be a powerful sales driver. Hoping that after a while people would buy their favorite brands just like they buy wine and beer.
It didn’t go that way, says Budtender Elliot Borer. “Actually, rarely does anyone come looking for a particular thing,” says Borer, who works at The Good, an independent pharmacy in Ottawa.
“People are pretty open to suggestions and hear what we like and what we think they would like.”
This ranges from seasoned users to completely green newbies who may be visiting a pharmacy for the first time.
“I like that there are people who would never have thought of using cannabis in any form and now want to come in and have a chat about it,” says Aniya Jacob, who has worked at Victoria’s Village Bloomery Pharmacy for 6 years.
“Usually they are the ones who, in my opinion, are most hungry for information because they don’t know anything. It’s completely new to them. “
What is popular may surprise you
Although there is a large selection of new and trendy “2.0” products, the budget tenders are also observing that customers continue to gravitate towards classic products, especially dried flowers.
Having simple recommendations on hand for all types of customers helps, says Borer. Recently, he’s been bringing customers’ attention to OGEN’s dried flower offerings, particularly their Freshly Baked Sativa and Gas Berries Indica.
“I just love their flavor profiles and their buds are healed really well,” he says. “Not crazy expensive, kind of middle class.”
Customers still like new types of flowers, which purists tend to love.
Alec Weston worked at Ottawa’s second Superette pharmacy to launch Cookies, an American brand founded by Bay Area rapper Berner who partnered with Gage to sell cannabis in Canada.
“The cookies drop was pretty insane,” says Weston. “I think we were sold out within two days. They’re obviously a very recognizable brand, a famous brand in the US, and the hype around them really drove sales. “
CBD is still popular with customers looking for a milder product or something to use throughout the day. In a west coast pharmacy like Village Bloomery with a little more herbal wellness atmosphere, the cannabinoid is still a top performer.
“CBD is hot in our store,” says Jacob. “All different types of CBD. People love CBD gums, cannabis, tinctures, capsules and all that stuff. “
Although most budtenders still seem to be firmly in store for the dried flowers, Borer has made a recommendation for the infused beverage line from Collective Project.
“The ones I really love,” he says. “Bring in business drinks companies” [to the industry] has helped. They seem to do a really good job with their stuff, and they’re some of the most popular. “
Craft cannabis comes first
When it comes to the products that are most valued by budget tenders, the craft cannabis sector clearly shapes the cannabis professionals who pay attention to detail.
“I really love Pistol and Paris, I think they’re great,” says Jacob from Village Bloomery. “Your Orange Tingz, especially as a variety, is just beautiful. The flavors are amazing, it has a great orange cake flavor, you feel so hugged and clear. Yes, it’s a nice variety. “
In Alberta, Maddison Jacobson, a budtender at Lake City Cannabis in Chestermere, says craft cannabis has hit some of the larger producers hard – many of the bigger growers have undercutting them in prices, she says, as low as $ 17 for 3 , 5 grams.
“There has been a bit of war here lately,” she says. “Our lowest value is $ 17 and no micro-cultivator or small-scale grower can compare to it.”
Even when it has been harder to sell, she often pushes for artisanal options. And it’s starting to pay off.
“The enthusiasts are so excited,” she says. “The people who want to learn about cannabis are everywhere [craft]. “
Your recent favorites? Violet Tourist, grown by Candre Cannabis in Alberta, or some of Organnicraft’s craft strains, including their Nitro Cookies hybrid.
“I always try to go for the mics because I think they are of the highest quality. And they are the most attentive – all hand trimmed, no machine. There is a little care involved. “
Quality above THC content
While many producers chase down THC-rich strains and try to grow the strongest weed, budtenders and customers are slowly turning around and working to teach customers to think about things like terpenes, trimming, and curing.
“The big thing now is terpenes and specific terpenes,” says Borer. “It tries to let people know that the THC percentage isn’t as important as they might think – you can have certain terpenes that hit you harder no matter what the THC percentage is.”
In his daily work, he sees this register with consumers, some of whom are now coming in and asking about certain terpene profiles.
“I think the producers are more aware of that too,” he says. “They’re trying to cover their base and put percentages of different terpenes and other stuff on their packaging, which is cool.”
Jacobson says the conversations she’s had about quality are changing as more customers start thinking about quality factors like freshness and moisture – two factors that go a long way in making decisions among power users.
“A lot of my high-end customers like the tuna-can-style jars that are child-proof on top and then you pull off the metal lid,” she says.
“Some customers don’t even think about buying a jar without a Boveda moisturizing pack,” she adds. “I have customers who find it a complete deal breaker when it’s dry. It’s really about freshness now. “
Budtenders are at the forefront of the industry
Budtenders really are the unsung heroes of cannabis careers.
When the budtenders were identified as key frontline workers last year, they helped keep the industry’s wheels rolling during the pandemic. While not in the spotlight, the budget tenders continue to drive customer education and industry sales.
Borer had previously worked in various pharmacies, but feels at home with The Good. “It’s hard to be in a bad mood when you talk to people about weed,” he says.
In an industry that has proven that it can be unstable and unpredictable for its employees, the frontline budget tenders seem to express genuine joy in their future in the community.
“I am fortunate to be part of the industry,” says Weston. “I see people and myself opportunities, careers – not even jobs, careers – where I could support myself in the long term. It’s really nice to see people thriving in the industry. “
Kieran Delamont
Kieran is a writer and photographer from Nova Scotia in Mi’kma’ki, the ancestral and unassigned territory of the Mi’kmaq. His work has appeared in Broadview, The Walrus, Maisonneuve and elsewhere, and he has been writing about the cannabis industry since 2016.
View article by Kieran Delamont
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