To Keep Business Growing, Vendors Rebrand Pot’s Stoner Image

Alison Ledden, marketing director for The Farm, a recreational marijuana store in Boulder, Colo., says some customers come in thinking they're at a specialty grocer, not a marijuana store.

COLORADO:  From the outside, Jan Cole’s recreational marijuana store in Boulder, Colo., just feels welcoming. Big glass windows let in natural light, and the walls are painted in soothing earth tones. Cole used her background in spa management to build a “warm and inviting” pot shop that puts customers at ease.

In fact, the store’s name, The Farm, is so inconspicuous, “we have a lot of people who come in think that we might be an organic food grocer or something,” she says.

And that’s exactly who Cole is trying to attract: the tote-bag carrying, socially conscious, natural-food crowd. She advertises her cannabis as pesticide-free, organic and, of course, locally grown.

“I don’t think we’ll ever be as big as Whole Foods, but Whole Foods is a good example of the type of clientele that we attract,” she says.

Read full article @ NPR

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