Cannabis Media Spotlight Series: Q&A with Chris Casacchia, Staff Writer, MJBizDaily

Welcome to the Cannabis Media Spotlight Series! We created this Q&A series to celebrate the incredible work that reporters, editors, and podcast hosts do to shed light on the cannabis industry. Their insights and stories play a vital role in shaping how this space is understood and appreciated by the world.

Our goal is to highlight their journey, their expertise, and the meaningful impact of their work.

This week we're featuring Chris Casacchia, the staff writer covering national retail and brands for MJBizDaily. Let's take a peak at the immense value Chris brings to the cannabis industry via his journalism:

What inspired you to start covering the cannabis industry, and how has your perspective evolved since you began?

I have been a cannabis consumer and advocate for decades. I've also been a business journalist for most of my adult life, and wanted to bring two of my favorite worlds together. When I first started covering the industry in 2018, there was so much momentum, driven by more states coming online with adult-use programs and the promise of federal legalization. Today we are no further along in fed legalization than we were years ago, the green rush is long over and operators nationwide are facing serious financial and operational challenges for sustainability.

What does a typical day look like for you as a journalist/editor/podcast host in the cannabis space?

As soon as I wake up, check news/social media for canna news/developments, etc. When I'm logged in at work desk in home office, check work emails/texts etc. Write up daily brief/news article that's either assigned by managing editor or one I've scooped. Check social throughout the day, read several industry stories on trends/news, take cold calls from operators/PR reps, check in with sources, develop new leads and sourcing for exclusive content. Some days are spent on podcasts or developing new video content. To be sure, there is no such thing as a typical day in this line of work.

What are some of the most compelling trends, stories, or issues in the cannabis industry right now that you think deserve more attention?

I'm aiming to focus more efforts on labor issues this year, i.e. recruiting and retaining workers, particularly budtenders, compensation policies and employee/employer dynamics. Ongoing consolidation, related fallout, and ramifications of M&A is another compelling storyline to follow. So is single source supply chains, considering the ongoing pesticide scandal in CA and other markets.

What advice would you give to cannabis businesses or PR professionals hoping to connect with you or pitch their stories effectively?

Give me direct access to company CEO and other execs. Provide real world anecdotes on why this trend or pitch is important. Tell me how a particular development/roll out/expansion, etc., is affecting the top and bottom line or how your company or initiative is playing into a bigger trend or dynamic. Do not sugar coat anything, don't be afraid to discuss ongoing internal and external challenges. I always remember who provides me with compelling info when it doesn't suit their agenda or may even put their company or decisions in a bad light. And on the turnaround I'll remember these sources and hit them up when I'm looking for commentary on other stories, or give them a softball here or there. This is not a zero sum game.

What’s been one of the most memorable stories or moments in your career covering cannabis so far?

I'm really proud of the work I led covering the downfall of MedMen last year, and the deep sourcing we had in numerous stories throughout the year highlighting their long-held business practices of stiffing contractors and employees, avoiding paying vendor invoices and abruptly closing stores without notice. It took months finding and vetting sources and building their trust to share their experiences with me and our readers.