Amber Craig has helped pioneer legal cannabis use in Alberta, finding creative ways for the industry to flourish. yyc top40yyc
In the initial months following the legalization of cannabis in Canada, Amber Craig says customers atoften refused branded bags, opting to hide their purchases in backpacks or pockets. Now, four years in, the vibe has drastically changed. “Not only are people not ashamed to talk about cannabis use, they’re proud of it,” says Craig. “People will come in with their co-workers or their mom or grandma.
Craig hasn’t just witnessed this change in public opinion, she’s helped facilitate it. On legalization day in 2018, Craig assisted in opening FOUR20’s first Calgary-based store — one of just two cannabis shops in the city at the time. Since then, she’s played a major role in expanding FOUR20 to more than 30 Alberta stores, winning two Best of Calgary awards and a Hashtag Award for email marketing along the way.
While there are strict regulations around the marketing of cannabis, Craig has helped strengthen the FOUR20 brand by prioritizing customer connections and partnering with Calgary institutions. In 2019, she brought Canada’s first cannabis consumption area to the
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