Presidential is now ranked the No. 1 blunt company and the No. 4 four-rated infused pre-roll brand in the country, according to BDSA’s most recent findings.

As the 10th anniversary of the brand’s launch approaches, some might wonder how the company was able to prosper in the current turbulent cannabis market.

In an exclusive interview with Benzinga, Presidential co-founder and CEO Everett Smith explained how the brand acquired an extended presence in retail with sustained profit.

“The brand started in 2013 in my apartment. Long story short, we started with some white-label products for a brand, and then we created Presidential branding. I think my business partner John [Zapp] and I were the first ones in the market to really take the branding seriously, kind of differentiate ourselves. Our brand got to be as big as this brand that was buying our product. We were able to curate the quality,” Smith said.

“We have three or four different family farms that we source flowers and trim from in bulk, and we have a proprietary infusion process. And I think that's what differentiates our product. We put the kif on top just to give it an extra kick. So we're actually making traditional moon rocks,” Smith explained.

Blue Ocean Strategy: Becoming Really Good At What You Do

Smith explained that when they came into the recreational market, the company had all kinds of products, but everything changed when Smith read a book “about finding a niche” called "Blue Ocean Strategy" by W. Chan Kim and Renée Mauborgne.

“The book spoke to my soul and John and I decided to cut out all the products there weren't making any sense. We changed our packaging … we said, ‘What we are known for is on moon rocks, that's what makes us special. We will put more rocks in our pre-rolls, in our blend,'’’ Smith explained.

So the company went heavy on moon rocks.

“We make infused flowers, but we make them rocks and turn them into blunts,” Smith said.

The company decided to focus on moon rocks because it was well-known in that segment. The team decided to follow that specialization avenue where the …

Full story available on Benzinga.com