Native Roots is one of Colorado's original adult-use cannabis companies and is currently the largest, privately held non-MSO in the state. As long as Native Roots has been in the business, their marketing must be tailored to help raise public awareness about a product that consumers have potentially negative preconceived notions of all while navigating a heavily regulated industry where traditional marketing initiatives are not always allowed. Buck Dutton, formerly of Procter & Gamble, will discuss Native Roots’ marketing strategy to address legal restrictions, regulations, brand recognition, and attitude barriers in a new, booming industry.