Allison Siegel is no stranger to the complexities of the cannabis industry. As the leader of CULTA, a Maryland-owned and operated craft cannabis brand and retailer, she has experienced firsthand the rapid shifts in this evolving market. With over ten years in regulated industries, Siegel’s path to cannabis management was anything but conventional.
From Consulting to Cannabis
Siegel’s career began with a degree in industrial engineering from the University of Michigan, followed by a decade at Total Wine & More. After running a window covering company, she pivoted into the cannabis sector, where she quickly discovered the unique challenges the industry presents. “Cannabis is complicated, with a lot of moving parts,” she notes, highlighting her role in helping CULTA navigate these complexities.
Supply and Demand Fluctuations
The cannabis market in Maryland has seen significant changes since medical use was legalized in 2017 and adult use was approved in 2023. Siegel describes the past few years as a “roller coaster,” with supply shortages turning into oversaturation. “In 2022, everyone prepared for adult use, but supply ended up exceeding demand, leading to a market crash,” she explains. This drastic change required many companies to rethink their strategies. CULTA was one of few producers who appropriately prepared itself for the increase in demand, helping them to quickly become one of the preferred “local” Maryland-produced cannabis as soon as adult use went live.
Commitment to Quality
CULTA differentiates itself with a strong focus on product quality. “We prioritize quality over efficiency,” Siegel asserts, contrasting their approach with that of many competitors. CULTA’s cultivation practices emphasize organic methods, certified as “clean green,” which is a notable achievement in Maryland’s challenging climate.
Their recent harvest, “Croptober,” involved experimenting with different growing techniques across their additional acre. “We’re growing a value brand, Grass, alongside our premium products to assess the differences,” she states. CULTA’s outdoor grow sits on 4 acres and is believed to be the largest outdoor cultivation center east of the Mississippi.
Future Plans for Culta
With three dispensaries in Baltimore, Columbia, and Urbana, CULTA is well-positioned to serve a diverse clientele. Siegel acknowledges the hurdles of operating in a tightly regulated environment but remains optimistic about the company’s direction. Upcoming product lines include a solventless cannabis option, reflecting their commitment to quality.
As the cannabis landscape continues to shift, Siegel’s focus on quality, community engagement, and strategic planning will be critical as CULTA seeks to navigate the market’s challenges.
