Rob Pero, one of the distinguished judges for the 2024 Cannabis & Tech Today Innovation Awards, is a visionary entrepreneur and advocate for Indigenous communities in the cannabis industry.
As the founder and CEO of Canndigenous, the first independent Indigenous-owned hemp company in Wisconsin, and the Indigenous Cannabis Industry Association (ICIA), Pero is dedicated to creating economic opportunities and advancing the cannabis industry for Indigenous communities. He also leads Perodigm Media, where he produces award-winning films and develops strategic marketing campaigns with a focus on diversity, equity, and inclusion.
Cannabis & Tech Today spoke with Pero about the 2024 awards and where the industry is headed this year and beyond.
Cannabis & Tech Today: Cannabis has innovated a ton and continues to do so. What do you consider innovative in today’s cannabis space?
Rob Pero: I think there’s a lot of really cool things happening on the world stage. For example, at ICBC, I was impressed by the emphasis on cleanliness, ensuring that every step of the process, from flower to shelves, is as clean as possible. This scientific diligence is ahead of what we see in the US. I’m also excited about the indigenous traditional ecological knowledge being used to grow Sungrown, boutique flower with indigenous traditional medicines. This untapped area combines health, wellness, and cultural practices, offering a unique and innovative approach to cannabis cultivation.
C&T: What kind of impact should tech have on cannabis today and into the future?
Rob Pero: Tech will complement cannabis by supporting GMP practices and regulated markets. Once we move away from monopolistic control of seed-to-sale tracking, tech will enhance the development and innovation of the plant and its medicinal properties. It’s about finding the right partners with integrity to build a better industry.
C&T: Judges’ opinions matter but so too does the public when it comes to winning an Inno Award. What does it take to become a hit with the public?
Rob Pero: First, it has to be digestible. You need to articulate the value of your product in a way that both operators and consumers can understand. Transparency is key—whether it’s about GMP certification or microbial cleansing, consumers want to know they’re getting a top-quality product. Being clear and honest will help resonate with the public.
C&T: What is your favorite piece of cannabis tech you own or have owned? Why does it stand out to you?
Rob Pero: One of my favorite pieces of cannabis tech is an electric vape for flower made by ICA in New York. It’s trigger-oriented and very COVID-friendly as you don’t have to put your lips on it. It’s like a shotgun that pushes out the smoke. Every time we bring it out, people love it for its sanitary approach and unique design.
2024 Innovation Awards Submissions are Open!
Don’t miss your chance to be recognized for your innovative contributions to the cannabis industry. Submit your entries for the 2024 Cannabis & Tech Today Innovation Awards before the Aug. 26 deadline.
Editor Note: This interview has been edited for length and clarity.
