Understanding and Addressing the Market


(Dixie Manufacturers is among the firms featured in The Energy of a Model: Classes From 20 High Hashish Firms, within the June challenge of mg Journal.)

When mg Journal featured Tripp Keber on its September 2015 cowl, the energetic chief govt officer of Denver-based Dixie Elixirs & Edibles oversaw an organization with a stable footprint in a handful of states that had positioned itself as considered one of a only a few nationwide manufacturers within the business. Quick ahead to right now and the rechristened Dixie Manufacturers, now helmed by co-founder and Chief Government Officer Chuck Smith, stays a number one supplier of edibles within the U.S., has added extra branded product traces, and shortly will develop its Dixie-branded choices to 6 Latin American markets courtesy of a three way partnership with Khiron Life Sciences.


Andrew Ground, vp of selling, traced the corporate’s longevity to understanding client habits, desires, and wishes after which addressing these issues with each merchandise and advertising. “The infused cannabis class is pushed by exploration and discovery, and our Dixie model satisfies the wants of that client by way of large, daring flavors and colours throughout a product portfolio starting from drinks to gummies, candies, mints, and concentrates. Our Synergy model, however, is performance-based, crafted for a health-and-wellness client in search of a extra holistic cannabis expertise. Synergy branding is extra restrained to mirror that viewers and satisfies their wants by a ratio CBD:THC product portfolio that delivers true steadiness from micro-dosing.”

Sooner or later, he added, “We’ll grow to be much more consumer-centric, utilizing our understanding of our viewers’s wants and desires to drive each resolution we make, from branding to packaging and product improvement to communication.”

The one phrase that defines the picture Dixie desires shoppers to have before everything of their minds? “Genuine,” mentioned Ground.

So far as challenges the corporate faces because it strikes forward growing nationwide and international model consciousness in such a fast-moving business, Ground pointed to a “multitude of challenges” confronted by “multi-state/multi-country [consumer packaged goods] firms: sustaining consistency of product expertise throughout borders, overcoming client misperceptions and stigma, and vastly restricted [point-of-purchase] advertising alternatives in extremely regulated and restricted retail landscapes, simply to call a number of. However on the prime of that lengthy listing of challenges undoubtedly lies the laws limiting our capacity to speak with our shoppers. These laws are each regional and fluid, which implies our advertising group has to work extra time to maintain abreast of what we will and may’t do or say.

“Worse,” he continued, “the canna-curious client is hungry for info, wanting to construct relationships with manufacturers they will belief. Regardless of the very fact Dixie Manufacturers desires to be a accountable accomplice and information for them on their journey into the class, restrictions on how, the place, and once we can talk with them make satisfying that major client want extremely troublesome.”


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