Cultivators of premium California cannabis
Canndescent cultivates ultra-premium cannabis flower, productizing and curating it for the California, adult-use market. Headquartered in Santa Barbara, California, Canndescent operates two cultivation facilities in Desert Hot Springs, CA and has its third facility and an extraction lab under construction. In 2018, the company plans to septuple its production from 2500 pounds to over 18,000 pounds per annum.
Simplifying the cannabis category
the way Apple and Google simplified technology
Best selling brand of cannabis flower in California
Canndescent has established itself as a category thought leader and as the leader in luxury cannabis marketing. Raising it’s $5.5M seed round in 2016, the company closed 2017 as the #1-selling brand of cannabis flower in California according to BDS Analytics. Moreover, the company consistently commands a 30%+ price premium when compared to other top-shelf competitors. With both volume and price, Canndescent aims to “premiumize” the cannabis category the way Starbucks shifted coffee up market in the 1980s. At present, the company is bringing its total invested capital to $30M.
Canndescent (pronounced Can-des-ent) built its brand to address what it saw as deep-rooted consumer pain points. Back in 2015, it observed mediocre products that were confusing, intimidating, countercultural, toxic and opaque. Defining the problem, Canndescent strove to produce exceptional, pesticide-free flower with consistent psychoactive effects that consumers could navigate using an intuitive brand architecture.
The Science of Flower
Canndescent introduced six sigma black belts into cannabis cultivation, revolutionizing consumer packaging, and abandoning traditional strain names. With respect to the latter, the company harnessed liquid and gas chromatograph equipment to measure the terpene and cannabinoid profile of each of its strains. Coupling this terpene and cannabinoid analysis and consumer feedback, the company categorized each strain into an effect – Calm, Cruise, Create, Connect, and Charge – and now offers detailed notes to describe how a strain will make a consumer feel.