Leading With Innovation: Insider Advice on Cultivating Growth Within the Hemp Industry

Welcome to another engaging episode of Martal Group Fireside Chats! Catch the full conversation on YouTube.

There’s a significant problem that often stands out when it comes to construction, agriculture, and sustainability:  the lack of proper infrastructure and education. This is especially true in the hemp sector, where complex and often misunderstood regulations create substantial barriers. Such challenges can stifle innovation and hinder growth — making it difficult for businesses to navigate the landscape effectively. 

Our guests today are Danyka Dunseith and Sebastian Rees, who are at the forefront of addressing these challenges within the hemp industry. With their extensive expertise in marketing, public relations, and traditional farming — they’re here to offer a unique and comprehensive approach to overcoming these barriers.

In this discussion, we cover a range of critical topics, including:

• Overcoming regulatory and infrastructural challenges in emerging sectors
• Innovations in sustainable building materials and their market impact
• Leveraging transferable skills to enhance agricultural methodologies
• Changing public perceptions and bridging the generational divide in new markets
• Fostering collaboration and continuous learning for innovation

Stay tuned to discover our expert’s top tips and tricks regarding sustainability and innovation.

Getting to Know Our Guests: Danyka & Sebastian

Danyka Dunseith, the Director of Marketing at Canna Collective, leverages her background in public relations and marketing to drive sustainable farming practices within the hemp industry. She focuses on educating the public about industrial hemp, spearheading initiatives in solar energy, soil rejuvenation, and biofuel. Her skills in communication facilitate effective collaborations and compliance within the rapidly evolving cannabis sector.

Sebastian Rees, Co-Founder of Cedar Pond Organics, is a forward-thinking agronomist dedicated to sustainable farming practices. With global experience in agricultural markets, he focuses on innovative uses of hemp, including hempcrete and biofuels. His expertise includes navigating hemp regulations and consulting on crop rotations, always driven by a passion for breaking new ground in the agriculture industry.

Together, Danyka and Sebastian have combined their diverse expertise to make a significant impact on the industrial hemp industry. Their partnership began with a shared vision of sustainable farming and has since evolved into pioneering work in hempcrete construction. By constantly communicating and collaborating, they have advanced initiatives in soil rejuvenation, biofuel, and regenerative agriculture.

Transformative Strategies to Drive Business Growth 

1) Embracing Career Transitions

Although rewarding, transitioning careers is often a daunting endeavor — especially in industries like agriculture, where hands-on experience and adaptability are crucial. However, your previous skills can be invaluable, enabling you to navigate new challenges and seize unexpected opportunities successfully. 

Highlighting this key insight, Danyka states:

“My background is public relations and communications. And I had primarily worked on beauty, lifestyle and larger like, corporation aspects of that. But there’s still the fundamentals that apply to everything that we’re doing… I took over the farm and did it alone. I grew 50-ish acres… I did sink my teeth into that to learn a lot… So my biggest takeaway with transitioning careers, going from something that’s so corporate and so finite, was patience. I had to learn a lot of patience, and I’m not a patient woman.”

Lesson Learned

It’s essential to recognize the value of persistence and adaptability in transitioning careers. When facing new challenges, never shy away from learning on the job — embrace it. Your previous experiences, even if from a different field, can provide valuable insights and skills transferable to new endeavors. The determination to succeed and the willingness to learn can turn what seems like a gamble into a triumph.

Applying these lessons to your business life means seizing opportunities and remaining resilient in the face of uncertainty. Don’t be afraid to take calculated risks and trust in your ability to adapt. Use your existing knowledge as a foundation to explore new avenues and cultivate innovation. By doing so, you can transform challenges into learning experiences and secure long-term success in your ventures.

2) Reviving Traditional Methods with Modern Technology

Blending the time-honored practices of sustainable farming with the cutting-edge technology of today is at the forefront of transforming the agricultural landscape. This innovative fusion honors the wisdom of past generations while optimizing modern agricultural output.

To illustrate this point, Sebastian comments:

“By using stuff like, say, this hempcrete, not only is it now a byproduct out of a field, so you’re not trying to extract all this clay, which essentially at that point is now a natural resource. You are taking something that you have grown and a chunk of that waste now from that plant is going towards building something… Through new technology and all of this type stuff, we’ve been able to formulate these wonderful, wonderful products…”

Lessons learned

Understanding the balance between time-tested methods and modern innovation can revolutionize your business. Start by identifying traditional practices that have stood the test of time within your industry. Analyze these methods for their core strengths and look for ways to enhance their efficiency through modern technology. This combination can create a more robust and resilient approach to achieving your objectives.

Incorporate sustainable practices and innovative solutions into your daily operations by staying informed and collaborating with industry experts. As shown by Danyka and Sebastian, asking questions and continuously learning from others can provide the insights needed to push boundaries. Engage with peers, attend industry events, and remain open to new ideas. By doing so, you’ll foster a workplace culture that values both heritage and innovation, driving forward in a competitive market.

3) Changing Industry Perceptions

Shifting public perception in niche industries is as challenging as it is crucial for industry growth. Understanding and clarifying your product’s purpose can make a significant difference in how your ideal customers perceive what you’re offering — enabling you to break down barriers and foster acceptance.

Drawing from experience, Danyka shares:

“I had actually gotten a director of marketing job at a launch CBD company. So at this time it was pre legalization. It was pre, anything to do with agriculture was not really accepting cannabis as anything other than tea in a recreational use. I was hesitant… Changing the conversation has been difficult, especially since legalization… There is a dramatic difference in that. We’re not growing THC. We’re growing industrial hemp.”

Lesson Learned

Consistently communicating the unique features and differences of your products is a must if you want to familiarize your audience with what you’re offering. You can do that by creating educational content that explains how your offer stands apart from common misconceptions. This can involve blog posts, infographics, and even collaborations with influencers to spread accurate information.

In your day-to-day business, it’s also essential to prioritize transparency and education. Present factual information through various communication channels, addressing common myths and showcasing the benefits of your products. By engaging actively with your audience, you’ll be able to clarify any misunderstandings and misconceptions, thereby fostering trust and credibility.

4) The Role of Networking and Partnerships

In niche markets, networking and collaboration are vital for uncovering opportunities that lead to business growth. Building a robust network can be the difference between stagnation and thriving — opening doors to new collaborations and greater market expansion.

Sebastian elaborates on this in our discussion:

“Networking is a massive thing in agriculture… It is a real network focused business where your opportunities come from who you know…  You can throw something out there, but it might not get a nibble unless you know where to go… It’s definitely a really big thing of networking being key in a niche market.”

Lesson Learned

Engage actively in industry events, seminars, and workshops to broaden your network. Networking not only opens doors to new opportunities but also provides insights and best practices that can enhance your business operations. Cultivate relationships with peers, suppliers, and influencers to keep abreast of emerging trends and innovations.

Additionally, be sure to implement regular check-ins with your network to maintain strong relationships. Utilize social media and professional platforms like LinkedIn to stay connected and informed about industry developments. By leveraging your network effectively, you can seize opportunities and collaborate on innovative projects that drive your business forward.

5) Overcoming Regulatory Challenges

Understanding and navigating regulatory challenges is crucial for anyone looking to make a mark in emerging industries like hemp farming. Regulations not only ensure legal compliance but also set the standards for quality and safety, which are essential for long-term success.

Shedding light on this, Sebastian shares the following:

“The biggest thing I had to learn was government regulation… As soon as there’s all the red tape you have to hop through before you can even grow it. Before you can even think about growing it, they want you to have that paperwork. That’s definitely been the biggest learning curve for me as far as growing and all that… You just kind of have to learn the specifics to it, but when you’re already used to doing it, it’s not that hard to learn.”

Lesson Learned

Attaining a thorough understanding of regulations in your line of work ensures initial compliance, eliminating future legal troubles. To apply this in your business life, prioritize learning the specific regulations of your industry. Allocate time to study these rules or consider courses that offer regulatory compliance training.

Always keep your paperwork in order. This not only demonstrates compliance but also builds your credibility with clients and partners. Streamlining your processes with digital tools and regular audits can make this task less daunting and more manageable.

6) Harnessing Diverse Backgrounds

Combining diverse backgrounds, like agricultural know-how and business acumen, can result in a successful and well-rounded approach to any venture. When different expertise comes together, it opens up new perspectives and innovations.

Danyka beautifully summarizes this synergy:

“There are a lot of parallels in what both he and I have learned… Sebastian comes from… very much a strong agricultural point. I come from a very business corporate point. Both of us were able to look into that. And I know that it was frustrating for both of us, but we’ve both been really conscious and really successful in changing the conversation.”

Lesson Learned

Collaborating with professionals who bring different skill sets to your team is a must if you want to innovate and adapt. Try to build a dynamic team with complementary talents, and you’ll find new ways to address long-standing challenges that your business faces.

It’s also crucial to recognize the hardship and frustration as part of the growth process and use it to fuel creative problem-solving. As long as you’re pushing forward, diversity will be your way of enriching your approach and breaking new ground through innovative solutions.

7) Personal Drive and Achieving Milestones

Personal drive and an unyielding desire to break records can propel you to achieve milestones you never thought possible. A growth mindset fueled by innovation and determination will always make your personal goals and business objectives more attainable and rewarding.

Sebastian put it eloquently:

“No matter what I did, if there was a record, I wanted to break it… I set a few different farm records when I lived in Australia… I know we broke every record they had, and by quite a bit. So it was pretty astonishing. But because of obviously, me wanting to do that, I’ve always looked for new approaches in the world.”

Lesson Learned

Setting high targets can lead to unanticipated achievements and elevate your work standards. In your business, it’s essential to identify metrics and records you wish to break, and then strategically pursue them. This practice cultivates a competitive edge and encourages continuous improvement.

Moreover, sharing your wins and targets with your team to foster a culture of excellence and collective ambition may be the missing key to unlocking potential and driving further success. Be sure to recognize and celebrate your victories together to strengthen your organizational ethos and commitment.

8) The Rewards of Continuous Learning

Continuous learning is the lifeblood of staying relevant and competitive — no matter the target industry, the company size, or what you’re offering. Delving into new areas of knowledge is a gateway to unlocking unprecedented achievements that can elevate your business to new heights.

Danyka reflected on this mindset, stating:

“Educating, especially new farmers like myself… This is not what I grew up in. This is not what I had aspired to do. But the more you learn about it, the more you realize how incredibly important it is… After we did a successful yield, I became even more fascinated. So my company actually traveled globally…”

Lesson Learned

Never stop learning. It’s essential to explore new markets, techniques, and resources to stay ahead of the competition and always be innovating. You can achieve this by attending industry conferences, enrolling in courses, or collaborating with other experts in your field who have new perspectives to offer.

You should also leverage existing expertise within your team to cover knowledge gaps. Encouraging mutual learning can bridge understanding and improve efficiency, fostering a more skilled and adaptable workforce.

Overview: What We Learned Today

We hope you enjoyed this episode of Fireside Chats, where we delved into quite a few essential topics like the transition from corporate careers to sustainable farming, the innovative application of hempcrete in construction, and navigating industry regulations.

From Sebastian and Danyka, we learned the value of collaboration and the importance of continuous learning. Their journey showcases how understanding market demands and regulatory landscapes can fuel success. The main takeaway is the power of adaptability — remaining open to new ideas and willing to pivot when necessary is vital for thriving in any industry.

Thank you for tuning in to another engaging discussion where top business leaders share top tips and strategies! Stay tuned for upcoming episodes where we’ll feature more experts to bring you insights that could revolutionize your business.