The Flower Expo set to boost brand awareness in Massachusetts market
For cannabis brands, getting in front of buyers is key. It’s not always an easy feat, especially in an increasingly crowded marketplace.
Massachusetts brands will get their chance to shine this week at The Flower Expo, happening June 14-15 at the Franklin County Fairgrounds in Greenfield, MA, known locally as the Emerald Triangle of the East, according to organizers.
A two-day extravaganza designed to unite the community and showcase all of the cannabis products Mass. has to offer, The Flower Expo is specifically catered to brands, buyers, and press.
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The brainchild of Jason Bello, The Flower Expo is the East Coast’s answer to California’s hip B2B event Hall of Flowers (HOF). Bello was a former producer of HOF and wanted to bring the unique experience to Massachusetts, one of the region’s most mature markets.
“My dad was born and raised in Massachusetts, and I’ve come here for a long time,” Bello told GreenState. “It definitely helps that it’s one of the most mature (cannabis) economies—they’ve had medical since 2013. They call it ‘Grass-achusetts,’ but what was missing was an event with consumption.”
The Flower Expo will see eye-catching booths from over 100 brands, including nationwide players like Cookies, Pax, and Kanha, as well as local favorites. With over 225 retailers expected to attend, the event is an opportunity to build new partnerships and solidify existing relationships.
The event will kick off with a pre-opening night reception, with state Cannabis Control Commissioner Kimberly Roy tapped to address the crowd. Day one will feature a speaker series called Flower Expo SESHES, with talks on everything from scaling up multi-state businesses to thriving in the current retail landscape.
There will also be a presentation from Big Hope Project, a non-profit whose mission is to “reduce the cycle of recidivism by providing direct aid to communities disproportionately impacted by the War On Drugs.” Day 2 industry passes are available to those who make a donation to the organization.
An outdoor lounge, presented by WeedMaps, will provide attendees with a place to smoke, chill, and peruse samples obtained at the various booths. Plenty of food options will be available to quell the munchies, including Shark Tank darlings Cousins Maine Lobster.
Those wanting to keep the vibes high after hours can check out The Flower Expo block party, which will see Court Square in Downtown Greenfield transformed into an immersive celebration of all things cannabis. With DJs, lounges, and plenty of engaging activations, the block party will offer something for every type of consumer.
Bello hopes The Flower Expo will invigorate the Massachusetts cannabis community, bringing Cali flair with an East Coast twist.
“I plan to make this show the premier venue for brands to come to meet dispensaries,” he said. “I think people are going to be blown away by the quality of attendance, the quality of conversations that they have, on top of the production value. I really wanted to make sure that people feel like there’s something fun beyond the business element.”
