AACE INTERVIEW: Leon Liu of Canndescent
Changing the Perception Through the Messaging
We have to have the courage to start that discussion with the communities that are the most unlikely customers so we can really change perceptions about cannabis. Cannabis companies may not have a responsibility to change the perception of the plant, but they certainly have the power to do so. - Leon Liu
“We’re approaching a fork in the road where the cannabis industry could really go down either pathway and I believe one of the biggest deciding factors in its direction will be how the industry continues to market and portray it. ”
May was officially Asian Heritage Month, it was a time where you heard about prominent Asians and Asian Americans, it was a time to celebrate our diverse heritage and to highlight our efforts to change perceptions. Here at AACE, we celebrate Asians year-round to help change perceptions about cannabis within our own diverse communities. Today we celebrate Leon Liu, he began his career in cannabis by investigating which companies would succeed as investments, however, he began his plant-based medicinal journey growing up in a traditional Chinese family experiencing the herbal concoctions we all made to down when we were sick by our mothers and grandmothers.
What struck me most was how Leon voiced the words even I had trouble with formulating, to bring the education to our community by relating the uses to issues they face, pain management, sleep issues, and by bringing the Asian history of the use of this plant “Má” (麻) back into the conversation.
Leon is at the forefront in the industry as the Director of Operations for Canndescent and the tip of the spear when it comes to the education of the Cannabis plant in our community, we don’t follow anyone’s footsteps in cannabis, we make them for others to follow. - Ophelia Chong
Investing in Cannabis
I’ve always been fascinated by the power of plant-based medicines. I grew up in a Chinese American family where there was always some seemingly magical, usually bitter, and strange smelling remedy made of exotic herbs for almost any ailment imaginable. These medicines evolved over thousands of years of interaction between humans and plants and, up until the past few decades, incorporated the use of cannabis. Not only do I believe it’s a bit presumptuous to invalidate thousands of years of wisdom and experience through arguments based more upon opinion than data, I feel many plant-based medicines, and cannabis in particular, have the potential to bring great benefits to society in general. As it is with anything, there is responsible and irresponsible use, but I believe it’s lazy and short-sighted to prohibit its usage or study because of the potential for abuse when there are so many potential benefits it can bring.
As to why I chose to invest in cannabis, and Canndescent in particular, I am a firm believer in three preconditions before I invest in any company. Mission alignment, ability to contribute, and ability to learn. When the Canndescent opportunity came across my desk, I saw the opportunity to reshape perceptions of cannabis, alongside a team of people I would be proud to win or lose next to, in a new and exciting industry. I felt profit was a side-effect, in this situation, and the decision to invest was obvious.
COVID-19 and Supply Chains
I joined Canndescent in April of 2020, right when COVID-19 was starting to have its most significant impacts on worldwide supply chains. At the time, a significant portion of our supply chain was exposed to disruption risk, so I immediately set out to build resilience into our supplier base. Rather than focus purely on speed, cost, and quality with a large pool of possible vendors, I chose to put the effort into finding true supply chain partners who were interested in more than just transactional relationships and could truly see how they could benefit from our future success. It wasn’t easy to find vendors who shared our values and had the foresight or patience to focus on long-term success, but I knew the few that were out there were looking for us as much as we were looking for them. The impression I most want our partners to have of Canndescent is one of humble and sincere gratitude. To answer your question about bottlenecks in a roundabout way, I believe capabilities to supply this industry already exist in adjacent industries. As regulations and perceptions toward the cannabis industry relax, bottlenecks naturally will, as well.
Destigmatizing Cannabis.. introducing its benefit to skeptics
If there weren’t uncomfortable questions or judgment, it wouldn’t take courage to do what we’re doing. One of my personal missions is to destigmatize cannabis and I firmly believe this is the responsibility of everyone who works in this industry. You and I are here and are now ambassadors of cannabis to our communities, whether we like it or not. I’ve encountered a bit of judgment and a lot of curiosity about what I do from people I know. I love this industry and plant and love talking about it, but also understand that I need to be more of a resource and reference for knowledge, rather than a cheerleader.
My mother, being a smoker through her adult life, didn’t hesitate to try (and enjoy) the product her son was involved with. She has plenty of Mah Jong friends who complain about aches and pains all the time! I’m totally stealing your idea of introducing cannabis products with topicals!
Cannabis in 10 years… liquor pathway or health pathway?
I’m grateful to have the opportunity to work in this industry, with this plant, and alongside amazing people. I have seen firsthand how cannabis has brought incredible opportunities to the communities that have given it a chance. I’m inspired by the people I work with, knowing that they likely had to overcome significant personal challenges and that their pathway to get where they are today was nowhere near as easy as their peers in other industries may have been. You ask a great question about whether I believe cannabis will follow an alcohol or health industry pathway. We’re approaching a fork in the road where the cannabis industry could really go down either pathway and I believe one of the biggest deciding factors in its direction will be how the industry continues to market and portray it. Part of the stigma that currently pushes cannabis toward a “vice” category versus a “medicine” comes from the way it was represented before legalization. Many companies co-opted the same rebellious, edgy, counter-cultural iconography when it was legalized in an attempt to capture the market of existing cannabis consumers. On the industry level, we need to realize that the role of cannabis in our society is expanding and evolving. Embrace and honor the journey and give due respect to the community that sustained it and helped us get to legalization. Understand, though, that this plant can bring benefit to everyone. We have to have the courage to start that discussion with the communities that are the most unlikely customers so we can really change perceptions about cannabis. Cannabis companies may not have a responsibility to change the perception of the plant, but they certainly have the power to do so.
How do I relax after a long day..
I love what I do and am honestly excited to come to work, every day. On weekends I like to unwind with a long hike or jog with my wife and three children and on weekdays at home, I typically spend a lot of time helping my wife take care of our two boys, one-year-old daughter, and four-pound Yorkie. However, I strive for harmony in my life and try to do three things for myself, every day: my coffee, my run, and my workout. If I can get these three things, I can pretty much give the rest of my day away.
Links:
The Liu Family.