Matt Graham is a pioneering figure in the cannabis industry, known for his innovative approach to cannabis cultivation and consumer engagement. His journey in the cannabis sector began at Summit Cannabis Co. in Revelstoke, BC, this was the towns first cannabis store. As the general manager there he was instrumental in launching the Flower Bar takeover. This initiative not only transformed the retail experience but also significantly boosted sales by directly connecting customers with the stories and science behind the products through interactions with sales representatives and master growers from various Licensed Producers.
Under Matt’s leadership, the Flower Bar initiative became a benchmark for personalized cannabis retail experiences, showcasing the diversity and quality of cannabis flowers available in the market. This was a very powerful tool to not only help improve sales, but also to help introduce new cultivars to the consumer. His efforts at Summit Cannabis Co. led to him sales that exceeded $1.5 million in cannabis products and accessories, highlighting his prowess in both sales and customer education in his 3 years there.
Since leaving the retail sector, Matt’s passion for cannabis has evolved into a deep commitment to cultivation and genetics. He has acquired an ACMPR license and now operates as a small-batch craft breeder, amassing an impressive collection of over 275 different cannabis cultivars from around the globe. His work in this area is not just about growing cannabis but about preserving and advancing the genetic diversity of the plant, ensuring that the future of cannabis includes a wide array of flavors, effects, and medicinal benefits.
At the Edmonton GrowUp Conference, Matt will delve into the potential benefits of grafting in cannabis cultivation, a technique that could revolutionize how we approach cannabis breeding and growth. His talk promises to enlighten attendees on how grafting can enhance plant vigor, disease resistance, and yield, potentially setting new standards in the cannabis industry.
Matt’s expertise, combined with his hands-on experience from retail to cultivation, makes him a unique voice in the cannabis community, always pushing the boundaries of what’s possible with this versatile plant.