Common Citizen, a vertically integrated business in Michigan’s medical and adult-use cannabis markets, brought on Allison Hornev as the company’s chief marketing officer. Hornev arrives from Bell’s Brewery Inc., another stalwart of the Michigan landscape.
The move is a good example of that bridge between the breweries and cannabis cultivation facilities. Each market tends to connoisseurs and new customers alike, making the story behind a brand incredibly important. Before Bell’s, Hornev worked as Kellogg’s.
“Through Allison’s marketing expertise, she will help our continued efforts to identify and serve the unique needs of every patient and adult-use customer at all Common Citizen retail and wholesale locations as we continue expanding our footprint here in Michigan and beyond,” CEO Mike Elias said.
We spoke with Hornev about her plans for Common Citizen and the cannabis business in general.
Eric Sandy: What brought about your interest in the cannabis space and in Common Citizen?
Courtesy of Common Citizen
Allison Hornev: It’s funny: I wasn’t interested in the cannabis industry. I was very happy working for Bell’s. It’s an amazing company with an amazing culture. But then I met one of the founders [of Common Citizen], and we just started having conversations and started talking about the opportunity. And at that point, I got to know the brand more and know the founders and understand what they’re wanting to do with cannabis and in this very busy market that we’re in. That’s really what turned me on to it: that great opportunity that Common Citizen has to not just sell cannabis but make a difference. You see that coming through our commitment to safety and safe products and the idea of cannabis for humanity: How do we debunk the stigma so people feel comfortable using it to help them, or using it however