Amy Andrle
Co-owner
L’Eagle Services
Denver, CO
At the dawn of cannabis legalization in Colorado, liquor framework was utilized to craft the legislation that would allow the retail sale of marijuana.
*The following op-ed was originally printed in the December 2017 issue of Marijuana Venture, on sale now.
Perhaps that’s the reason the collective consciousness began labeling folks who help patients select cannabis products as “budtenders.” It’s one of most frequently used terms in the industry, but it fails to recognize the expertise of hard-working dispensary staff and minimizes the benefits of cannabis. Industry leaders must shift away from the belittling “B” word and instead work on acknowledging the dedication and aptitude required to be one of these knowledgeable cannabis associates.
Call them a “docent,” a “sales associate,” a “consultant” or “dispensary technician,” but please, don’t call them a “budtender.”
At L’Eagle, we refer to our retail staff as “sales associates,” and for good reason. The staff we bring on board to work with our customers are selected based on a thorough process. We ensure that each and every one of our sales associates respects and cares about our products, process and customers as much as we do. They are passionate, educated, responsible, articulate and caring — and they dole out therapeutic recommendations to clients at our shop every day. Our sales associates are so much more than just budtenders. We firmly believe they are leading a nationwide industry and deserve better than a kitschy term.
Organizations too often forget the impact that a job title can have on an employee. Job titles can be a powerful means to recruit and retain employees while also motivating them to take on new tasks. They provide employees with an understanding of their value to the organization as well as their value to the customers. As our industry works together to legitimize legal marijuana, we must start with those who are often the first source of knowledge and legitimize their roles in our dispensaries.
Employees who work within the cannabis industry will be quick to tell you that their job requires much more than just handing you a jar of your favorite flower. Although they make no medical claims, sales associates are required to have vast knowledge and experience within the industry to best assist customers. They are required to understand the link between certain strains and ailments, and have ample understanding of the pool of marijuana products out there for consumers to purchase. With so many options on the market, sales associates must be able to guide customers through product selection and educate them on various modes of delivery as well as the unique effects each method provides.
Referring to a cannabis employee as a “budtender” is pigeonholing the responsibilities of that staff member. Unlike a bartender’s job, which centers around the mixing and sale of alcoholic beverages, cannabis employees need an extensive and diversified knowledge beyond just the different strains available for sale.
The comparison between liquor sales and cannabis is understandable, as many states are choosing to regulate cannabis in the same way they regulate liquor. But the term “budtender” is demeaning and limiting when referring to the skilled employees that are on the front lines every day and are often the most trusted source of knowledge for consumers.
They are the gatekeepers to the cannabis industry as a whole and they deserve a much more fitting job title.