As competition increases within the cannabis cultivation sector, newcomers need every advantage to be profitable.
They don’t have time to lose as part of a “learning curve.” They can’t rely on the reputation of an established brand. They are entering the industry at a time of mass consolidation, falling wholesale prices and increasing scrutiny by consumers, investors and regulators alike.
Yet, new operators do have one significant advantage compared to their well-established peers: They have the benefit of watching the market unfold before investing countless hours and millions of dollars in an emerging, immature and constantly evolving market.
The three co-founders of Vera Cultivation -- CEO Alex Park, chief operating officer Harrison Somoza and chief production officer Eric Haughton -- have waited two long years to get their Boulder, Colorado operation up and running. The wait has been excruciating, but it’s allowed the company to identify gaps in the marketplace and the trends that will affect marijuana growers for years to come.
“We’re completely sealed, so unlike greenhouses with wet walls, there’s very little air movement coming in or out of our facility,” Somoza says. “That allows us to hold our environment with precision control. We can keep it as climate-controlled as an indoor facility, while still reaping all the benefits of the natural sunlight.”
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