Altered Perceptions

Dr. Brian Corr discusses the altered perceptions within the cannabis industry in this 2018 Grower Talks commentary.

“One thing cannabis can do is alter perceptions. Understanding the cannabis industry can change perceptions too. For many people, the perception of someone growing cannabis is a hazy image of some long-haired, unbathed, tie-dyed stoner. That image may apply to some underground growers, but isn’t accurate for businesspeople active in the cannabis industry.

The people I’ve met are serious professionals with no resemblance to Cheech and Chong; most come from backgrounds with no connection to cannabis.

For example, Jonathon Goldrath is far removed from the “stoner” stereotype. He dresses conservatively, has a well-groomed beard and looks like he could work at an investment company. In fact, he did.

Jonathon is one of the founders of Standard Farms in Pennsylvania. Standard Farms earned their license in June 2017 and will harvest their first crop soon. As a financial analyst, Jonathon recognized there were cultural and economic changes underway in the United States and began the arduous process of applying for a medical marijuana license. Cannabis is just one of many business opportunities he evaluated … one he’s pursuing now with enthusiasm.”