Michele Ringelberg
In this episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson sit down with Bethany Moore, the Director of Content Strategy and Market Growth at The GMP Collective, to discuss balancing cannabis advocacy, compliance, and marketing initiatives. Bethany shares how to educate companies about cannabis regulations, the future of quality and compliance practices in the industry, and the regulatory challenges cannabis businesses face when scaling.
Bethany Moore is the Director of Content Strategy and Market Growth at The GMP Collective. Previously, she spent nearly ten years as Director of Communications at the National Cannabis Industry Association, where she hosted NCIA’s Cannabis Industry Voice podcast, and was a volunteer for Americans for Safe Access (ASA). With an extensive background in nonprofit activism, strategic planning, and public relations, Bethany has worked on drug policy reform and church-state separation issues. Originally from the Washington, DC, area, she relocated to Denver in 2014 and enjoys writing, performing poetry, and playing pinball.
Here’s a glimpse of what you’ll learn:
- [1:36] Advocacy challenges in the cannabis industry
- [3:22] Bethany Moore’s introduction to cannabis activism and her early advocacy work
- [7:01] How Bethany led the National Cannabis Industry Association’s (NCIA) marketing efforts
- [10:40] Transitioning from nonprofit advocacy to a for-profit consulting firm
- [16:15] Common challenges cannabis businesses face when scaling
- [22:35] Content marketing strategies for educating businesses about cannabis regulations
- [30:51] How to simplify complex industry regulations for cannabis marketers
- [35:43] The future of quality and compliance in cannabis
- [40:00] When should cannabis operators seek consulting for GMP compliance?
In this episode…
The cannabis industry faces compliance challenges with marketing and advocacy efforts. Strict regulations, banking limitations, and evolving federal policies make it difficult for businesses to operate and scale simultaneously. How can cannabis companies navigate these obstacles while maintaining strong branding and consumer trust?
Cannabis industry veteran and compliance pioneer Bethany Moore emphasizes the importance of good manufacturing practices (GMP) for business longevity. Implementing GMP standards can help cannabis businesses avoid costly recalls, improve product safety, and prepare for inevitable regulatory changes. Since these regulations are complex, Bethany recommends leveraging storytelling and content creation to make these topics more accessible for cannabis professionals and consumers.
In this episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson sit down with Bethany Moore, the Director of Content Strategy and Market Growth at The GMP Collective, to discuss balancing cannabis advocacy, compliance, and marketing initiatives. Bethany shares how to educate companies about cannabis regulations, the future of quality and compliance practices in the industry, and the regulatory challenges cannabis businesses face when scaling.
Resources mentioned in this episode:
- Michele Ringelberg on LinkedIn
- Olivia Johnson on LinkedIn
- ThrivePOP
- Bethany Moore: LinkedIn | Email
- The GMP Collective: Website | LinkedIn | YouTube
Quotable Moments:
- "We are still building the plane while it’s in the air, but the cannabis industry is making great progress in a collaborative way."
- "You don’t want to be in a situation where you’re panicking and have to be reactive; being proactive with compliance and safety is key."
- "Good manufacturing practices aren’t about being perfect; they’re about setting a strong baseline to ensure consumer safety and business success."
- "The cannabis industry was meant to be for the people, but we’ve seen an influx of those who didn’t care until they saw an opportunity to profit."
- "If your competitor beats you to GMP compliance, they’re already two steps ahead; why not get in front instead of playing catch-up?"
Action Steps:
- Prepare for GMP compliance early: Assess your quality management system before it's urgently needed. Proactively implementing good manufacturing practices (GMP) helps businesses avoid costly recalls, regulatory fines, and reputational damage while staying ahead of industry changes.
- Use storytelling in marketing: Focus on real, human-centered narratives to communicate complex compliance and regulatory topics. Instead of overwhelming audiences with technical jargon, frame GMP and consumer safety in a relatable and engaging way to build trust and understanding.
- Leverage content marketing for education: Publish informative articles, webinars, and downloadable resources to establish authority and attract potential clients. Content marketing serves as a lead generation tool while educating operators and regulators about the importance of compliance.
- Monitor industry shifts and legal changes: Keep track of state and federal regulatory updates, especially potential rescheduling of cannabis. Understanding these developments allows businesses to adapt, meet compliance requirements in advance, and gain a competitive advantage.
- Invest in long-term business sustainability: Instead of viewing compliance as an expense, recognize it as an investment in the company’s longevity. Businesses that implement strong GMP standards now will be better positioned for national expansion and potential international market entry as regulations evolve.
Sponsor for this episode...
This episode is brought to you by ThrivePOP, the #1 cannabis marketing agency for B2B and B2C companies.
We are a women-led team of strategists, graphic designers, social media specialists, and web developers who work with dispensaries and cannabis service businesses to implement marketing strategies in a regulated industry.
ThrivePOP creates unique marketing campaigns to inspire, create, and grow cannabis-focused businesses.
To learn more, visit https://thrivepop.com/ or book a meeting with a dedicated marketing strategist at https://thrivepop.com/contact-us.
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