Posted by Happy Trails on Jan 17th 2025
The Cannabis Hustle: Surviving the Storm in Wisconsin’s Green Economy
The hemp industry in Wisconsin, once heralded as the new green gold, is now caught in a storm of challenges that threaten to uproot its growth entirely. Farmers, processors, and retailers alike are grappling with regulatory uncertainty, market oversaturation, and shifting consumer trends. For those of us in the trenches, the dream of a thriving hemp industry often feels like an uphill battle against insurmountable odds.
Regulatory Whiplash
One of the biggest obstacles is the ever-changing regulatory landscape. Wisconsin’s hemp farmers entered the market under the promise of federal legalization through the 2018 Farm Bill. However, state-level confusion and conflicting enforcement have left businesses in a constant state of anxiety. Will this year’s crop pass THC testing? Will new legislation change how we sell or market our products? These uncertainties create a precarious foundation for anyone trying to build a sustainable business.
Market Oversaturation
Hemp’s rapid rise to fame brought a flood of new entrants to the market. Fields of hemp blanketed the state in 2019 and 2020, but the boom quickly turned into a bust. Oversupply led to plummeting prices, leaving many farmers unable to recoup their investments. It’s not uncommon to hear stories of barns full of unsold biomass or farmers who have walked away from the industry altogether.
For retailers, the glut of products creates an equally challenging environment. Differentiating high-quality, effective hemp products from low-grade alternatives is tough when the market is saturated with brands promising the same benefits.
Consumer Education (or Lack Thereof)
Even as hemp-derived products become more mainstream, consumer education remains a significant hurdle. Many people still don’t understand the difference between CBD, THC, and other cannabinoids. Add to that the stigma surrounding cannabis in general, and businesses must invest heavily in education just to gain customer trust.
Consumers are also navigating legal gray areas that put them at risk. For instance, some are crossing state lines to purchase cannabis, unintentionally turning themselves into criminals due to Wisconsin’s restrictive laws. Others are buying THCA flower, which is legal in Wisconsin—until it’s lit on fire. The heat transforms the acidic THCA into THC, creating an unintentional legal quandary.
Competition from Illicit and Legal Markets
The slow pace of cannabis legalization in Wisconsin exacerbates the situation. While neighboring states like Illinois and Michigan have fully embraced recreational cannabis, Wisconsin’s prohibitionist stance creates a gray market for hemp-derived THC products. Retailers must carefully navigate these waters, balancing compliance with consumer demand for products.
Compounding the issue is the rise of unethical practices in the industry. Some companies are mislabeling products, doctoring Certificates of Analysis (COAs), or changing COAs entirely to misrepresent their products’ contents. These practices undermine consumer trust and hurt the reputations of businesses striving to operate transparently.
Resilience in the Face of Adversity
Despite these challenges, the hemp community in Wisconsin is nothing if not resilient. Farmers are experimenting with new strains and diversified applications for hemp beyond CBD, such as fiber and grain. Retailers are doubling down on quality, transparency, and consumer education to stand out in a crowded market. And advocacy groups are pushing for clearer regulations and broader cannabis reform.
A Call to Action
If Wisconsin’s hemp industry is to survive, it needs support from all sides. Policymakers must prioritize clear and fair regulations. Consumers can help by seeking out local, reputable hemp products and learning more about the industry. And we, as industry players, must continue to innovate, educate, and advocate.
The road ahead is tough, but the promise of hemp—as a sustainable crop, a natural remedy, and an economic driver—is too important to abandon. Together, we can weather this storm and keep the green dream alive in Wisconsin.
Join the Movement
Support the Wisconsin hemp and cannabis community by joining the Wisconsin Cannabis Safety Alliance. Together, we can advocate for safety, education, and equity in our state’s cannabis industry.