Sisters Leading the Way: Curio Wellness & the Maryland Adult-Use Cannabis Market

In this episode, we had the pleasure of hearing from special guests Wendy Bronfein and Rebecca Rayfield, who are not only accomplished professionals in the cannabis industry but also sisters. They share their inspiring journey of success, family, and the unique dynamics of working in the rapidly growing cannabis market. Join us as we delve into their experiences and gain valuable insights into the industry.

Life Before Cannabis

Before entering the cannabis industry, Wendy Bronfein had an impressive background in TV, radio, and film. She worked as a production assistant on the first season of American Idol before transitioning to the marketing side of networks. Rebecca Rayfield, on the other hand, had a career in fine art sales and worked for a leading art gallery. Both sisters brought diverse skills and knowledge from their respective industries, which proved invaluable in their journey to success in cannabis.

The State of Curio Wellness in the Early Days

Curio Wellness started as a small team comprising mainly family members and close associates. They worked tirelessly to submit the Curio application in Maryland and establish the Curio brand. Rebecca joined the team a year and a half later, followed by their brother in 2022. Together, they navigated the challenges of building a company from the ground up and became pioneers in Maryland's medical cannabis market.

The Early Days of the Maryland Medical Cannabis Market (2017)

Maryland's medical cannabis program faced initial delays, but when it finally launched, there was already a significant patient base waiting. Curio Wellness received preapproval for processing and later became the first to provide dispensaries with products in December 2017. The launch was met with excitement and positive energy, with stories of people applauding when someone exited the dispensary with a purchased product.

The Family Business

Working alongside family members can be both challenging and rewarding. Rebecca's return from maternity leave marked her official entry into Curio Wellness. The sisters share anecdotes about the unique dynamics of working with their father and each other, emphasizing the importance of open communication and the ability to have hard business discussions one minute and personal conversations the next. The family-oriented environment at Curio Wellness fosters a strong sense of collaboration and support.

An Honest Look at Being a Mom in a Growing Cannabis Company

Rebecca and Wendy both have children and attribute their professional success to the support they receive at home, including hands-on husbands and outsourced childcare. They talk about the adjustments they make as working parents and how their children benefit from seeing them work closely with their family. Rebecca shares a heartwarming story of her daughter learning to read by reciting order numbers and flower strain names during the pandemic.

Breaking the Cannabis Stigma with Other Parents

Rebecca and Wendy discuss how they handle the cannabis stigma when it comes to interacting with other parents. Rebecca openly shares her profession and often receives positive reactions, gaining "cool points." Wendy, who works directly in facilities, had initial concerns about the perception of cannabis smell on her clothing, but she found that other parents were accommodating and accepting of the situation.

Curio Wellness: Elevator Pitch and Approach to Hiring

Curio Wellness is a medicinally focused cannabis company that approaches cannabis as true plant medicine. They prioritize quality and hygienic safety in their products, aiming to provide tailored solutions for specific ailments. Curio Wellness has been a market leader in Maryland for five years, leveraging their professionalism, reliability, and subject matter expertise. The company focuses on hiring individuals who are naturally inclined to succeed in specific roles, fostering continuous learning and career growth within the organization.

A Look Back at the Road from Medical Use to Full Recreational

Rebecca reflects on the preparations and foresight that went into growing additional plants for the adult-use market after the referendum passed in Maryland. She also mentions their considerations for expanding into other states like Missouri. Curio Wellness listens to their customers, making improvements based on their feedback to ensure effective and efficient operations before the adult-use market launch. The sisters predict renewed medical card applications from patients and the influx of new consumers interested in medical patient perks.

Overcoming Challenges in the Cannabis Industry

Rebecca highlights the challenge of balancing the passionate nature of individuals in the cannabis industry with the need for standardized protocols to ensure quality and scalability. Individuals overly knowledgeable about the cannabis plant sometimes resist following established procedures, causing conflicts. Curio Wellness values a data-driven approach and maintains a commitment to their specifications, allowing them to provide consistent products.

Ensuring Maryland Learns from Mistakes in Other Markets

Wendy discusses the importance of collaboration and removing obstacles faced by cannabis businesses, such as access to banking and the normalization of the industry. She emphasizes the need for policymakers to learn from the experiences of other states and work together to achieve descheduling. Rebecca adds that the mainstream population often underestimates the complexity of operating a cannabis business and the impact of limited vendor options on pricing and revenue.

Forward Looking - 5 Years

Looking ahead, Rebecca envisions significant progress in the cannabis industry, including the possibility of the SAFE Banking Act passing and Curio Wellness expanding into new states. She expresses her hope to continue working alongside her father and sister. Wendy shares her excitement about the future, emphasizing the strong bonds formed within the team and the dedication of those instrumental in Curio Wellness's growth.

Proud to Work in Cannabis

The episode with Wendy Bronfein and Rebecca Rayfield offers an insightful glimpse into their inspiring journey in the cannabis industry. They showcase the power of family, the value of diverse backgrounds, and the importance of continuous learning and adaptation. Their story demonstrates the opportunities available in the cannabis industry for job seekers and professionals alike. Don't miss this engaging episode of Proud to Work in Cannabis, and join Wendy, Rebecca, and Karson Humiston in celebrating the positive and educational aspects of working in the cannabis industry.