Strategic Cannabis Collaboration: How to Form Meaningful Partnerships
In today’s cannabis business climate, strategic relationships aren’t just nice to have; they’re essential.
Whether you’re a grower, brand, distributor, or retailer, forming meaningful partnerships can be the difference between surviving and thriving. But collaboration doesn’t just happen. It takes strategy, patience, and a willingness to show up, both online and in person.
At OCC, we’ve worked with a wide range of partners across the supply chain and have seen firsthand how powerful the right relationships can be. Here’s how we recommend laying the groundwork for lasting partnerships.
1. Start With Research
Before you even think about reaching out, do your homework. Identify the retailers, brands, and operators you admire and want to connect with. Engage with their content online. Study their brand voice, understand their target audience, and note their pain points or gaps in service. What do they need? What do they value?
We always encourage our clients to use free public records to find active cannabis license holders in their state. There are also paid tools available at varying price points to help you stay on top of who’s active in the market.
When you can get your hands on accurate data, use it to reverse-engineer potential fits. Look at market trends, estimated overhead expenses, any information you can gather about the size and scope of a business, and how your product or service could align with their demand. When we’ve approached partnership development this way, it’s led to far more productive conversations and better long-term outcomes.
It’s also hugely beneficial to track your outreach efforts in a centralized way. Building a robust customer relationship management (CRM) system (using a free or paid tool) helps you stay organized, document interactions, and spot emerging partnership opportunities. The more intentional you are about managing these relationships, the easier it becomes to identify patterns and follow up effectively.
2. Play the Long Game
A successful cannabis partnership isn’t built overnight. It’s not just about the next transaction. It’s about building mutual trust and shared value over time.
Think of your initial outreach or meeting as planting a seed. Some of our strongest business relationships didn’t blossom into actual deals until years after the first meeting. We’ve had conversations that started casually and only turned into business opportunities long after we’d established a rapport.
The key is to be patient. Show up consistently. Stay in touch even if nothing is on the table right now. You’re building a network, not just a contact list. The cannabis industry is still tight-knit. People talk, and reputations do matter.
3. Meet in Person When You Can
Cannabis is still a people-first industry. Especially for those of us who came up before legalization, trust has always been critical. Back then, you had to meet someone face-to-face to judge if they were trustworthy and suitable to work with. That mindset still holds today.
We’ve found that making the effort to attend in-person meetings, such as trade shows, networking events, or just a coffee, can move the needle faster than weeks of back-and-forth online or over the phone. If it's financially and logistically viable for you, show up. Don’t be afraid to ask for an intro if you already have a mutual connection. This industry was built on word-of-mouth and handshake deals.
4. Put Yourself and Your Business Out There
Social media, especially Instagram, has become a powerful platform for cannabis businesses. With many brands stretched thin or lacking full-time communication staff, traditional outreach channels like phone or email can fall flat. If you want to be seen and found, make your digital presence work for you.
We’ve helped clients build social strategies that not only reflect their brand voice but also encourage real, meaningful engagement. It starts with being visible, authentic, and making it easy for people to connect with you. If your DMs or bio don’t clearly explain where you’re based and how to reach you, it’s time for a quick update.
Final Thoughts
Forming strategic partnerships in cannabis is as much about alignment and integrity as it is about numbers and SKUs. Do your research. Be intentional. Lead with your value. This industry moves fast, but long-lasting relationships are built slowly.
At OCC, we firmly believe that collaboration is the heart of this business. We’ve built our reputation by fostering relationships rooted in mutual respect and transparency. In the long run, it’s not just about closing any one deal. It’s about building a community.