Inside Curaleaf’s Growth Strategy: Boris Jordan’s Vision For Cannabis Market Dominance Through Flower Quality
Boris Jordan, the executive chair of Curaleaf Holdings Inc. (OTC:CURLF), recently shared insights into the company’s dedication to enhancing its product offerings, particularly in flower quality. During a focused discussion, Jordan emphasized Curaleaf’s role as a leader in cannabis products. “Curaleaf has always been an innovator on the product side,” he stated at the 2023 Benzinga Cannabis Capital Conference, revealing, “About 11 percent of our revenues every year comes from new products that we’ve introduced to the marketplace.”
Focusing On Flower Quality
While Curaleaf has found considerable success with infused products like beverages, edibles, vapes, and concentrates, Jordan acknowledged the need for improvement in the quality of their flower offerings. As the leader of what is considered the world’s largest cannabis company by market capitalization, Jordan maintains a keen focus on product excellence. He finds motivation in the philosophy of Apple Inc’s founder, Steve Jobs, who famously believed …