The largest cannabis trade show in the country, MJ Unpacked, recently took place at St. Louis Union Station from November 5–7. This event attracted industry leaders, brands, scientists, and related businesses eager to network, finalize deals, and highlight the exciting ventures available to cannabis-friendly entrepreneurs. Founded by George Jage and initiated in Las Vegas in 2021, this business-to-business-focused exhibition showcased the industry’s latest developments and provided insights into the near- and long-term future of cannabis. Here are the 10 key takeaways.
1. Ongoing Normalization and Destigmatization. People within the cannabis space—from industry veterans to consumers—are tired of the stereotypical “stoner” jokes. They have seen themselves compared to Cheech and Chong and teased about their late-night cravings. The primary conclusion from this three-day conference was the urgent need to recognize cannabis as a legitimate lifestyle and wellness industry. Participants hail from diverse demographics, including educators, medical professionals, attorneys, and parents, all eager to embrace their cannabis use without stigma similar to that facing wine or beer enthusiasts.
2. Navigating Consumer Choices. Many dispensary visitors remain uncertain about the differences between edibles and flower or sativa and indica strains. Additionally, there’s confusion surrounding legal cannabis in Missouri compared to unregulated Delta-8, often created using synthetic methods. Industry leaders at MJ Unpacked emphasized the need for consumer education about their products’ safety in contrast to these unregulated alternatives. This isn’t just a business priority, but a crucial public safety issue.
3. Shift from Price and Potency to Purpose and Intent. Ask any budtender about consumer purchasing habits, and they might tell you that value is often judged by price and THC content. The cannabis industry is trying to shift this perspective by emphasizing purpose and intent in marketing. The objective is for consumers to consider why they want cannabis for a specific situation and the effects they seek—for example, an edible meant for sleep versus one for energy—to create a more tailored and positive experience.
4. The Role of Women Continues to Grow. While some discussions at MJ Unpacked highlighted the gender disparity in leadership within the cannabis industry, an impressive number of brands acknowledged women’s significant purchasing power. (Women control 85 percent of consumer spending in the U.S, according to Forbes.) Expect to see more products and brands targeting female consumers.
5. Microdispensaries Create New Opportunities. In Missouri, microdispensary licenses are intended to enable underrepresented individuals to enter the legal marijuana industry. However, state regulations limit these businesses to working exclusively with other microdispensaries unless there are new state licenses available. This can create many challenges, and despite being a work in progress, microdispensaries are aiming for meaningful change through networking.
6. Emphasizing Sustainability in the Industry. As the Green Wave gains momentum, it’s vital for businesses to adopt sustainable practices. It’s encouraging to learn that a portion of today’s cannabis is cultivated using waste from other industries, namely ground coconut husks. This popular medium, Coco Coir, promises faster growth while requiring less water than many traditional soils. Reusable practices are the most effective way to ride the green wave.
7. Technology’s Expanding Role. Technology was everywhere at the convention, impacting everything from vape solutions to manufacturing, packaging, and testing. Companies showcased technology-driven innovations, including a booth featuring a robot that rolls pre-rolls. As the industry continues to grow, expect cannabis businesses to incorporate technology in various ways.
8. The Influence of AI. AI is making waves across numerous sectors, including the cannabis experience. Several AI-driven applications aim to assist consumers in choosing cannabis. For instance, Los Angeles’s Jointly offers an app that operates as an AI budtender. At the conference, we asked our non-human assistant for recommendations on something “spiritual.” Jointly’s AI responded with, “For a profound and introspective experience, here are some top cultivars,” then listed several strains.
9. New Gathering Spaces on the Horizon. If you’ve considered the potential of cannabis, you might also notice a lack of places for individuals to gather and consume openly (think Amsterdam!). The conference showcased representatives from states with more advanced frameworks for cannabis cafes, infused restaurants, and concert venues. Research can lead you to exciting examples like New York’s Stoned Pizza, Nashville’s Buds and Brews, or Chicago’s Wake N Bakery. Locally, with support from StL Canna Lounge, St. Andrews Cinema & Event Center has hosted events like “Puff N Paint,” Halloween parties, Wake N Bake movie mornings, Seed Swaps, comedy nights, Canna Karaoke, and the Canna Kulture Awards on November 16.
10. The Impending Reality of Federal Legalization. One significant topic looming over events like MJ Unpacked is the prospect of full federal legalization. What changes would arise if cannabis were to be removed from its current Schedule I status, equating its risks with those of drugs like heroin and LSD? Numerous delays have prolonged the conversation on this cultural battleground, with the next round of Drug Enforcement Administration hearings set for 2025. “Federal legalization is on the horizon,” predicts Tyler Williams, CEO of Cannabis Safety & Quality based in St. Louis. “Do we have a timeline? Definitely not. Even with recent elections, clarity remains elusive.” Williams is hopeful, though he suggests that broader legalization could invite more large corporations into the space, potentially influencing smaller businesses significantly.
