Canndesecent’s ‘The Art of Flower’ Collection

Perhaps the single most universal factor in people’s experiences with cannabis comes down to a humbling acknowledgment that “your mileage may vary.” Virtually everyone who has gotten stoned has at some point faced a situation where two or more people consume the same product in the same manner and experience varying results. Two of you are on the sofa and thinking about going to the beach while a third friend sits in silence on the floor because it feels safer down there. Not ideal.

At the California-based cannabis company Canndescent, one of the main goals of research, product development, and marketing is to give consumers a more personalized control of their high. While cannabis connoisseurs may know enough about different strains and genetics to curate their use, newcomers and more cautious or casual consumers need help. As a result, guidance at the point of purchase looks like a critical place for companies entering the adult-use market to educate and care for their customers. At Canndescent, they refer to this goal as their commitment to “The Art of Flower.”

As a cannabis “brand house,” Canndescent grows, packages, and markets four distinct product lines, each designed to appeal to a different segment. Canndescent is California’s number one overall supplier of pre-rolls, and, with its Canndescent line, it is its top-performing premium or “luxury” cannabis company. As such, it wields significant influence over the future direction of an entire industry. On a recent morning in Montecito, I sat down with Canndescent CEO Adrian Sedlin — over coffee, not cannabis — and listened as he outlined some of the ideas driving the company’s success.