Civil and Municipal - Mar 2023

131 CIVIL AND MUNICIPAL VOLUME 4, ISSUE 3 DreamFields is headquartered in Southern California and runs operations in Michigan and Arizona, which means its marketing, sales, manufacturing, and distribution approach needs to work within the legal status of cannabis in those states. “Our product is well placed for cannabis purists and novices. When somebody looks at our product, we’ve made it is attractive, clear, and concise in its language and allows everyone to know what they’re consuming, whether it is a sativa or indica dominant strain, or a hybrid,” says Carlos Hoyos, Vice President of People & Culture at Dreamfields. The consumer base of the cannabis market wants to be informed about the product they have purchased. Cannabis genetics or strains can vary widely, so it’s important to be able to depend on label information about what the flower contains. Our main priority is ensuring consumer safety which is why all our cannabis materials are tested pre and post-production. Another crucial factor within marijuana production is ensuring consistency in flavors, THC and CBD content, and more. “When looking at Red Bull or Coca-Cola, consumers have an expectation of what it tastes like, looks like, feels and smells like. We’ve dialed in all our processes to emulate these brands, so every time our consumers open a jar of Jeeter, they know exactly what they are getting,” says Hoyos. As a cannabis company, traditional media and advertisement outlets aren’t always available. This means they’ve had to adapt a genuinely innovative marketing strategy. The cannabis industry still has many restrictions and stigmas. To make a positive marketing impact, DreamFields, with its ties to the music and entertainment industries, has developed immersive experiences for its consumers. This means building excitement for the brand on-site at the dispensaries, turning local shops into works of art with bespoke display systems, and brokering deals with these local outlets. Taking advantage of experiential marketing tactics, DreamFields has engaged in pop-up tours DREAMFI ELDS