5 Tips for Building Strong Cannabis Brand Partnerships

Want to build partnerships that work in the $30+ billion cannabis market? Here’s what you need to know:

Tip	What It Means	Why It Matters
1. Pick Right Partner	Match values and goals	Bad partners cost more than waiting for good ones
2. Set Clear Rules	Define who does what	Prevents confusion and conflicts
3. Follow Laws	Get everything in writing	Cannabis has strict state-by-state rules
4. Keep Talking	Meet regularly	Catch problems early
5. Plan Growth	Watch market changes	Cannabis market growing 14.2% yearly

Look at Jeeter – they grew 3,346% in three years by partnering smart. Not by doing it alone.

Here’s what makes cannabis partnerships different:

Challenge	Solution
No banks	Share costs with partners
State rules	Mix local knowledge
Cash flow	Pool money
Supply chain	Link up with others

The bottom line? In cannabis, you can’t do it alone. This guide shows you how to build partnerships that last.

Key Stats:

Market size: $30+ billion now, hitting $50.7B by 2028
Growth rate: 14.2% yearly (2023-2030)
New jobs: 100,000+ added in 2021-2022

Skip the handshake deals. Get everything in writing. And pick partners who protect your brand like it’s their own.

What Are Cannabis Brand Partnerships?

Cannabis brand partnerships help companies grow in the $30+ billion market. Here’s what you need to know about teaming up in this space.

Common Partnership Types

Partnership Type	What It Means	Real Example
Co-branding	Two brands create products together	Jeeter + Preferred Gardens making Red Label strains
Licensing	One brand lets another use its name	Blazy Susan‘s Grateful Dead products ($1M+ sales)
Processing	Companies share facilities	Ayrloom helping NY farmers process plants
Distribution	Brands work together to sell products	Friendly Farms partnering with Sherbinskis, Wonderbrett

Legal Requirements

Here’s the thing about cannabis partnerships:

They’re tricky. Why? Because cannabis is still federally illegal, each state has different laws, and you can’t get federal trademark protection for THC products. Plus, banking options are limited.

But don’t worry. You can still protect your brand:

Protection Type	What You Can Do
State Trademarks	Register in states where you operate
Hemp Products	Get federal protection for items with <0.3% THC
Side Products	Trademark non-cannabis goods like merch
Contracts	Use strong partnership agreements

Market Factors

The cannabis market doesn’t sit still. Here’s what’s shaping partnerships:

Factor	Impact on Partnerships
Banking Laws	SAFE Banking Act could open new partnership options
State Rules	More states legalizing means more market chances
Industry Changes	Companies merging to get bigger market share
Supply Chain	Need for partners at each step (growing, processing, selling)

"We’ve found a lot of good symbiotic relationships through licensing our brand out because it takes a lot of the pressure off us." – Will Breakell, Founder of Blazy Susan

Bottom line: Look for partnerships that fit where the market’s heading, not just where it is today.

Tip 1: Choose the Right Partner

Finding the perfect cannabis brand partner isn’t complicated. Here’s what you need to know:

Brand Match

Your partner’s business approach needs to match yours. Mixed messages = confused customers.

Key Area	What to Check
Core Goals	Do your business objectives line up?
Customer Base	Are you talking to the same people?
Communication Style	Does their message match yours?
Product Standards	Can they meet your specs?

Business Basics

Look at what’s under the hood:

Must-Have	Why Check
Business Docs	Clear financials and pitch materials
Lab Results	Third-party testing proof
Material Sources	Clear supply chain info
Past Work	Solid business references

Business Health

Double-check these points:

Area	What to Look For
Money Status	Can they handle their part?
Legal Papers	Current licenses and compliance
Next Steps	Do your plans match up?
Work Style	How do they handle business?

"Business values NEED to match between partners. If they don’t, it shows up in your work and confuses customers – and guess who they’ll blame for that confusion?" – CULTA Team

Stop and Think If They:

Hide test results
Promise impossible things
Can’t explain their sources
Keep messy books
Push for quick signatures

A solid partner will tell you about their:

Hemp sources
Safety rules
Factory checks
Business roadmap
Money plans

Don’t rush. Bad partners cost more than good ones are worth waiting for.

Tip 2: Set Clear Rules

Here’s how to keep your partnership on track:

Set Goals

Your goals need to be specific and measurable. Here’s what matters:

Goal Type	What to Measure
Sales Goals	Monthly revenue, units sold
Market Goals	Location expansion, customer base
Brand Goals	Social engagement, media mentions
Product Goals	Release timeline, quality metrics

Define Responsibilities

Here’s who does what:

Area	Partner A	Partner B
Production	Makes products	Checks quality
Marketing	Builds content	Runs promotions
Sales	Sets pricing	Manages clients
Legal	Gets permits	Checks rules

Monitor Progress

Keep tabs on what matters:

Metric	When	Who
Sales Data	Weekly	Both partners
Product Quality	Per batch	QA team
Customer Input	Monthly	Marketing
Market Position	Quarterly	Sales

"Pick a partner who’ll protect your brand like it’s their own." – Lily Colley, National Marketing Director for Incredibles

Red Flags to Spot:

Missed deadlines
Skipped inspections
Fuzzy ownership
Off-brand messages

Put These in Writing:

Job duties
Money flow
Quality marks
Check-ins
Fix-it steps

Look at Liberty Health Sciences – they locked down exclusive rights to make specific cannabis products in Florida. Their takeaway? List EVERYTHING upfront – tasks, costs, the works.

Meet monthly (or more if needed) to catch problems early.

Track These Numbers:

Sales trends
Customer issues
Returns
Market share
Partner mood

"Good metrics don’t just track success – they help you blow past your goals." – Highopes Team, Marketing Partner

Tip 3: Follow Laws and Manage Risks

Here’s what you NEED to know about staying legal and safe in the cannabis business:

Meet Legal Rules

The cannabis industry comes with strict rules. Here’s what matters:

Area	What to Check	Why It Matters
State Laws	Local regulations	Each state has different rules
Federal Status	Banking limits	Banks often won’t work with cannabis
Supply Chain	Seed-to-sale tracking	Law says you must track everything
Tax Rules	IRC 280E limits	Cuts into what you can deduct

Check for Problems

Money walks out the door when you’re not looking. The National Cannabis Risk Management Association points to these main issues:

Risk Type	Warning Signs	Fix Steps
Employee Theft	Missing inventory	Install cameras, double-check counts
Product Issues	Quality changes	Test every batch you make
Rule Changes	New state laws	Keep permits current
Cash Handling	Large amounts	Get solid insurance

"The biggest problem? People grab template agreements from regular businesses and hope they work. They don’t." – Alison Malsbury, Harris Bricken/Canna Law Group

Get it in Writing

Don’t trust handshakes. Get these papers done:

Document Type	Purpose	Key Points
Partnership Agreement	Sets rules	Who does what, who pays what
LLC Agreement	Limits liability	How the business works
Joint Venture Contract	Project terms	Who owns what
Insurance Papers	Risk coverage	What’s protected

"Look at MedMen – big players can fall hard. The whole industry’s shifting." – Chuck Smith, Dixie Brands CEO

Do These Now:

Get your state permits
Track every dollar
Keep solid records
Update your paperwork yearly
Make sure partners follow rules

Here’s what to protect:

Risk Area	Protection Method
Brand Name	Register marks
Money Flow	Track every cent
Products	Test regularly
Partners	Check backgrounds
Contracts	Use lawyers

A handshake deal can make you responsible for someone else’s mess. Put EVERYTHING in writing.

Tip 4: Keep Communication Open

Here’s how successful cannabis brands manage their partnerships:

Update Type	Frequency	Purpose
Partner Check-ins	Monthly/Bi-monthly	Review goals, discuss trends
Sales Reports	Weekly	Track revenue, spot issues
Market Updates	Monthly	Share industry changes
Compliance Briefs	As needed	Stay within rules

When problems pop up (and they will), here’s what to watch for:

Issue	Signs	Fix
Goal Mismatch	Different priorities	Reset expectations
Slow Response	Missed deadlines	Set communication rules
Market Changes	Sales drops	Adjust strategy
Brand Conflicts	Mixed messages	Clear brand guidelines

"In our experience, the key to a successful partnership — whether with our suppliers, manufacturers, service providers, or customers — is to build a relationship on agreed-upon goals and then maintain said relationship with clear and consistent communication." – James Eichner, Co-founder and CSO of Sana Packaging

Want to stay on top of your partnership? Here’s what to monitor:

Area	What to Track	How Often
Sales	Revenue targets	Weekly
Brand Growth	Market reach	Monthly
Partner Tasks	Deliverables	Bi-weekly
Customer Feedback	Reviews, comments	Daily

"These collaborations just give people more reasons to talk about Jeeter", – Sebastian Solano, co-founder of Jeeter

Here’s what you need to do:

Lock in regular meeting times
Keep detailed notes
Share updates right away
Document every agreement
Track all changes

"This is the year of collabs for us. We just want to build goodwill in the industry by cross-promoting and cross-pollinating with a lot of other brands." – Will Breakell, Founder of Blazy Susan

Bottom line: Strong partnerships don’t run on autopilot. Set up clear communication channels, tackle issues head-on, and keep tabs on progress. That’s how you build partnerships that last.

Tip 5: Plan for Future Growth

The numbers don’t lie: cannabis sales will hit $50.7 billion by 2028 – that’s 88% more than 2022. Here’s what that growth looks like:

Growth Area	2024 Outlook	2029 Outlook
Market Size	$33.84B	$69.25B
Licensed Businesses	165,000+	Expanding
Sales Projection	$38.4B	Growing

Making Your Partnership Scale

Top cannabis brands focus on three main areas:

Growth Strategy	Purpose	Example
Product Lines	Add new items	Jeeter + Preferred Gardens launched Red Label strains
Market Entry	Enter new states	Blazy Susan’s licensed products in multiple states
Sales Channels	Add selling points	Ayrloom’s extraction facility partnerships

Watch the Market

The cannabis industry moves FAST. Here’s what to track:

Change Type	What to Monitor	Action Steps
New Markets	State laws	Plan market entry
Consumer Trends	Product preferences	Adjust offerings
Competition	New players	Update strategy

"We’ve found a lot of good symbiotic relationships through licensing our brand out because it takes a lot of the pressure off us." – Will Breakell, Founder of Blazy Susan

Keep It Fresh

Here’s how to stay ahead:

Focus Area	Action Steps	What to Measure
Product Innovation	Test new formats	Sales data
Market Research	Study trends	Consumer feedback
Tech Updates	Add digital tools	Usage metrics

The numbers tell the story:

Cannabis jobs jumped 33% (100,000+ new positions) in 2021-2022
Cannabis tourism reached $17 billion
Market CAGR: 14.2% (2023-2030)

"These collaborations just give people more reasons to talk about Jeeter." – Sebastian Solano, Co-founder of Jeeter

Your growth checklist:

Set up banking first
Get proper insurance
Build your team
Check market updates weekly
Keep cash ready

Bottom line: The cannabis market won’t stop moving. Make sure your partnership can keep up.

Conclusion

The cannabis market’s heading to $50.7B by 2028. Here’s how to build partnerships that work:

Success Factor	What to Do	What You Get
Right Partner	Match your values	Products that make sense
Set Goals	Pick numbers to track	See what works (and what doesn’t)
Legal Work	Get it in writing	Stay out of trouble
Talk Often	Meet regularly	Fix issues fast
Watch Growth	Track market shifts	Spot new chances

"If brands don’t share a mission, there is no point in collaborating because it will inherently look and feel forced." – Sam Campodonico-Ludwig, co-founder and president of Aster Farms

Let’s look at the numbers:

Market Stats	Now	Coming Up
Market Growth	14.2% CAGR	2023-2030
Online Sales	$5.8B	$15B by 2025
New Jobs	100,000+	2021-2022

"Many cannabis companies think a successful collab is just slapping a celebrity name or brand on a product. This is never a successful strategy." – Ryan Jennemann, CEO of THC Design

What to do next:

Team up with brands that fit yours
Document EVERYTHING
Check market trends weekly
Build your A-team
Keep money ready

Bottom line: The cannabis market won’t slow down. Make sure your partnerships can keep up.