MJBiz Buyers Guide: Cannabis Security - 24

MJBizDaily Buyers Guide Cannabis Security
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SECURING THE BRAND INTEGRITY
OF CANNABIS PRODUCTS
An area of cannabis security that may not receive as much attention as robberies or cyber-attacks
is how to protect a brand's integrity and products.
The cannabis processing and manufacturing sector took a major blow in 2019, when health
professionals identified an outbreak of lung and respiratory-related illnesses related to vaping. The
Centers for Disease Control and Prevention blamed vitamin E acetate-a thickening agent added to
vape products-as the most likely culprit.
Industry officials claimed at the time that vitamin E was more commonly found in vape cartridges
sold on the illicit market, as those products don't undergo routine regulatory testing before
reaching consumers. The sale of counterfeit vape products within the illicit market remains a
serious threat to the reputation of regulated businesses.
PRODUCT PROTECTION
TECHNOLOGY
According to Shant Jabourian,
co-founder of anticounterfeiting
technology
company CannVerify, cannabis
packaging can be duplicated
and ordered online, making
it easy for consumers
to purchase potentially
dangerous counterfeit
products such as vape
cartridges.
Retailers that aren't vertically
integrated also run the risk
of buying untested products
if they don't do their due
diligence in confirming a
supplier's legitimacy.
Some anti-counterfeiting software directs consumers to third-party test results
for marijuana products. Photo Courtesy of CannVerify
" Counterfeit products have caused uncertainty in an already confusing and overwhelming
marketplace, " Jabourian says. " These products are not tested, are often mislabeled and are of low
quality, which causes reputational damage to brands and loss in revenue. "
CannVerify creates tamper-proof holographic seals with unique, scratch-off QR codes that licensed
product manufacturers can use to show provenance. When scanned by distributors or retailers,
the QR code verifies the product was produced and packaged by a licensed business and met the
testing requirements within that state. The technology can also provide product information such
as potency or ingredients.
" We want to restore peoples' confidence in the products they buy and help these businesses grow and
succeed, " Jabourian says. " If consumers know they have access to authentic products, and the brands
can curb the reputational and financial damage of counterfeiters, it's a win-win for everyone. "
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MJBiz Buyers Guide: Cannabis Security

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