53 / 65
sumers. Boveda holds the patents on two-way humid-
ity control and offers multiple relative humidity (RH)
levels for numerous industries and have done so for 20
years. For cigars, Boveda offers products that help main-
tain relative humidity levels of 65, 69, 72, 75 and 84
percent. Some of those levels are still used by cannabis
users, but the RH levels of 62 and 58 percent are more
appropriate for cannabis.
In 2011, after conducting research with industry
experts, Boveda released a 62 percent product, which
has become the preferred product for cannabis cus-
tomers. Knowing customers have their preferences, the
company also offers a lower RH level of 58 percent for
cannabis users that is quickly becoming popular in this
category as well.
While expanding its brand to include cannabis has
proved to be a good move, it presents some marketing
challenges. Online, you’re likely to see Boveda marketing
to those using its products for herbal medicine storage
just as much as those using it for cigars. “Anytime you are
marketing to such disparate demographic [groups], you
will have differing views, especially in markets that can
be polarizing in the social and political arenas,” Swail
explained. “We have had a few true cigar connoisseur
customers comment about the cannabis messages, which
we totally understand, but we have had the overwhelm-
ing majority of comments be positive with the national
view becoming more pro-medical cannabis.”
Understanding the needs of cannabis users, dispensa-
ries and cultivators has helped the company build suc-
cess in this emerging market. “Boveda provides a whole
host of benefits for cannabis,” Swail explains. “First, we
maintain the ideal moisture content of the cannabis,
creating an even playing field for all parties involved,
which means fairness in the transactions. No one pays
too much or too little for the cannabis they are buying
or selling.
“Second, by having Boveda included in the curing
and packaging of cannabis, studies have shown [that]
we hold the terpenes and trichomes within the flower,
which are the properties that deliver the medicinal bene-
fits, thus providing better medicine to the marketplace,”
he adds. “Third, Boveda provides the perfect stable en-
vironment to store the cannabis, protecting it from the
harsh realities of the ambient wet/dry conditions (think
of the differences in the climates of Seattle versus Den-
ver). Preventing mold growth is a huge benefit to cultiva-
tors and dispensaries. Boveda is a simple and inexpensive
solution to the curing and packaging that adds tremen-
dous value to customers.”
Even as the company continues to expand into the
cannabis and cigar markets, there are exciting new prod-
ucts and patents in the works. While details cannot be
revealed just yet, Swail hints at what’s to come by saying
that he sees Boveda as a technology and innovation com-
pany. “We are not resting with our current portfolio,” he
says. “The pace and the rigor at which we work at is only
gaining momentum. Even after 20 years, the future looks
very good for Boveda, and we are excited to be the global
leader forging new innovations for our customers.”
As more and more customers realize that Boveda
solves problems that they’ve been experiencing for
years, Swail expects Boveda to continue to grow. “We
have a great market penetration and big growth in re-
cent years. It will continue with more of our outward
marketing campaigns and growth within the cannabis
market,” says Swail. “When customers have positive
results, their word-of-mouth is a great multiplier.”
TB
Boveda is
a simple and
inexpensive
solution to
the curing and
packaging that
adds tremen-
dous value to
customers.
[ T O B A C C O B U S I N E S S . C O M ]
TOBACCO BUSINESS
[ 53 ]