Rob Pero, one of the distinguished judges for the 2024 Cannabis & Tech Today Innovation Awards, is a visionary entrepreneur and advocate for Indigenous communities in the cannabis industry.
As founder and CEO of Candigenas and the Indigenous Cannabis Industry Association (ICIA), Wisconsin's first independent Indigenous-owned cannabis company, Pero is committed to creating economic opportunities for Indigenous communities and developing the cannabis industry. I'm dedicated. She also leads Perodigm Media, producing award-winning films and developing strategic marketing campaigns focused on diversity, equity, and inclusion.
Cannabis & Tech Today spoke with Pero about the 2024 awards and where the industry is headed this year and beyond.
Cannabis and technology today: Cannabis has brought and will continue to innovate a lot. What do you think is innovative in the cannabis industry today?
Rob Perot: I think there are a lot of really great things happening on the world stage. At ICBC, for example, we were impressed by their focus on cleanliness, ensuring that every step of the process, from flower to shelf, is as clean as possible. This scientific fervor is more advanced than what we see in the United States. We are also excited that indigenous traditional ecological knowledge is being used to grow Sungrown's premium flowers using indigenous traditional medicines. This undeveloped region combines health, wellness, and cultural practices to offer a unique and innovative approach to cannabis cultivation.
C&T: How will technology impact cannabis now and in the future?
Rob Perot: Technology complements cannabis by supporting GMP practices and regulated markets. Moving away from exclusive control of seed-to-sale tracking, technology will enhance the development and innovation of plants and their medicinal properties. It is important to find the right partner with integrity to build a better industry.
C&T: When it comes to winning the Inno Award, the judges' opinions are important, but so are the public. What does it take to be a hit with the masses?
Rob Pero: First of all, it has to be easy to digest. You need to articulate the value of your product in a way that both businesses and consumers understand. Transparency is key. Whether it's GMP certification or microbial cleaning, consumers want to know they're getting the highest quality product. If you are clear and honest, you will resonate with the public.
C&T: What is your favorite cannabis technology that you own or have owned? Why does it stand out?
Rob Pero: One of my favorites in cannabis technology is the flower electric vape made by the ICA in New York. It is very COVID-friendly as it is trigger oriented and does not require lip application. It's like a shotgun that forces smoke out. Every time it's released, people love it for its hygienic approach and unique design.
We are now accepting applications for the 2024 Innovation Award!
Don't miss your chance to be recognized for your innovative contributions to the cannabis industry. Submit your entry for the 2024 Cannabis & Tech Today Innovation Awards by the August 26 deadline.
Editor's note: This interview has been edited for length and clarity.
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