Customer service seems to be lacking nowadays, especially when flying with most US airlines or shopping at various supermarkets. However, I stumbled upon a noteworthy exception: Pot Inc.
I know, it sounds surprising. An industry focused on helping people get high actually cares about customer service? It might seem unlikely, but the truth is this sector is worth around $50 billion and is poised for growth now that the federal government has classified it as a Schedule 3 drug that can be prescribed by doctors. So, there’s more to it than just recreational use; it can even assist with conditions related to cancer.
Now, I should clarify—I’m a 64-year-old man with somewhat conservative views. I’m not a fan of the smell of cannabis, which seems to linger around NYC more than ever. I lead an active lifestyle and don’t trust most drugs; I definitely have no intention of inhaling smoke.
But I realized that Pot Inc. isn’t just about one method of consumption: they offer gummies for those who prefer not to smoke, creams for muscle aches, and there’s evidence that cancer patients benefit from its use. Moreover, there’s plenty that the leading companies within the cannabis sector could teach traditional businesses about effective customer engagement.
Service first
This became clear during a recent visit to a dispensary in Connecticut where a friendly attendant checked my ID before leading me into a nicely arranged showroom. The experience was impressively professional and smooth.
Last week, I toured the cultivation operation of Glass House Brands, a major cannabis company that recently went public under the ticker GLAS.
Located in Camarillo, California—a region known for its fertile soil, perfect for both crops and cannabis—my guide was Graham Farrar, the company’s president. He’s 49 and appears to be a bit of an anomaly in this industry, with a tech background rather than a traditional agriculture one.
When I first met him, I noticed he looked more like an athlete than the typical stoner stereotype. “I’ve been using it since junior high,” he shared, displaying a keen knowledge of cannabis in its many forms. “But I never thought I would end up running a place like this.”
“This” refers to the expansive farm where his products are cultivated. Dressed casually in a T-shirt, jeans, and work boots, he showed me around—six massive greenhouses sprawled across 165 acres.
“Each greenhouse is about the width of two football fields and about eight fields long,” he explained, indicating rows of different cannabis strains, including one intriguingly named “black garlic gelato.”
Farrar acknowledged the risks associated with smoking, but he argued that studies generally support cannabis as a safer alternative. “If smoking isn’t your thing, there are edibles that can give you a buzz without alcohol’s side effects,” he noted.
Solar power
Glass House is also at the forefront of promoting its medicinal benefits, which, according to Farrar, explains the recent reclassification by President Trump.
In light of the ongoing discussions about AI usage draining resources and affecting utility costs in rural areas, Farrar pointed out that their facility is partly powered by solar energy.
“We enjoy about 330 sunny days a year here. Unlike indoor growers who have to pay to run lights constantly, most of our energy comes from three natural gas cogeneration plants right here on-site. We utilize the heat to warm the greenhouses and use the CO2 for the plants. Plus, we have our own water supply,” he explained.
While I expressed my skepticism about marijuana—primarily concerning health risks—Farrar offered an optimistic view. Although shares of GLAS have significantly decreased since launching on the NYSE, he pointed out that many states have already legalized cannabis, and the recent reclassification moves toward eventual full federal legalization. This shift is backed by bipartisan support, which could open up more banking options for growers.
Legalization also brings regulations to protect youth, and he emphasized that public interest is strong. “People want cannabis, and the politicians are aware of this,” he added.
