How Can Uber And Leafly Help Take Cannabis Consumers From Unlicensed To Legal Market?

In a lively discussion at the recent Benzinga Cannabis Capital Conference in Miami, Leafly LFLY CEO Yoko Miyashita didn't hesitate to lay down the stakes of the industry's challenges and the impact of Uber UBER venturing into cannabis delivery in Canada. "Winning consumers over, not just to try cannabis for the first time, but move them over from the unlicensed market," Miyashita revealed is the primary hurdle her company and others in the sector face.

Her frank observation highlighted the crux of the issue: the persistent dominance of the unlicensed cannabis market and how companies like Leafly are strategizing to divert that customer base toward legal channels. "They're shopping on their mobile phones. We're accustomed to that convenience. This is how we shop as consumers," Miyashita continued, emphasizing the essential role that mobile technology plays in the shopping habits of today's consumers.

Joining Miyashita at the conference were Uber executives, with whom Leafly recently partnered to launch cannabis delivery services in Canada. The move is indicative of how firms are leveraging existing infrastructures to meet customer demands and make the leap from illicit to licensed channels. "And we really just couldn't think of a better partner in terms of being able to achieve parity with that experience," the Leafly CEO shared. "Because that's how you have to win. That's how you win from the illicit to the licensed channels."

The Benzinga Cannabis Capital Conference, which facilitates such meaningful discussions on the future of the cannabis industry, will be returning to Chicago on September 27 and 28. For those interested in joining the conversation, all information is available on bzcannabis.com.