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Can the Cannabis Industry Finally Get Its Story Straight?

By Shadd Dales On Dec 11, 2025

Is cannabis losing the messaging war right when rescheduling might finally be on deck? TDR Trade to Black, brought to you by Dutchie, goes live with a full breakdown of how politics, capital, and communication are colliding in cannabis. Shadd Dales and Anthony Varrell kick things off with three big storylines. Then we bring on Kyle Sherman, CEO of Flowhub, for a deeper conversation about cannabis messaging.

In Ohio, lawmakers have modified voters’ adult-use law, rolling back of voter-approved cannabis law and new rules that push hemp products into dispensaries. It may not be necessary to panic about the undermining of legalization; the revisions could strengthen the adult use program, believes Anthony. Measures include fines for transporting cannabis across state borders, public-consumption restrictions, and bans on synthetic hemp products.

Cronos Group’s (TSX; CRON) has made a move into the Netherlands, buying CanAdelaar, the Netherlands’ largest licensed cultivator. With the Netherlands’ adult-use pilot expanding, the $67 million deal positions Cronos as a leading European operator. Cronos’ extensive cash reserves suggested the company views Europe as a more stable near-term growth environment than the United States.

Pennsylvania’s leadership is still hiding behind federal illegality, even while neighbors like New Jersey, Maryland, and Ohio move ahead. A GOP Senate leader cited federal prohibition as the primary obstacle to state-level adult-use reform. Pennsylvania is surrounded by legal markets and the state’s ongoing loss of tax revenue to neighboring jurisdictions.

Sherman then joined the program for an in-depth discussion on coordinated anti-cannabis messaging, rising fear-based media narratives, and the need for data-driven, consistent counter-communication. Among some of the questions being put to Sherman: Why are anti-cannabis fear campaigns getting paid reach but no real engagement? Why is the industry so quiet or fragmented in response? And what does a real, unified PR strategy for cannabis actually look like as rescheduling talk heats up?

You won’t want to miss this episode.

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Shadd Dales

Shadd Dales is the Founder and President of The Dales Report and has an extensive background in the business media industry.

His work translates into over 15 years in mainstream media that included roles with BNN Bloomberg, CTV Properties and the iHeart Radio Network.

Shadd is considered one of the leading on air talents in both the cannabis and psychedelic space and has interviewed some of the most notable CEO names in the industry.

Shadd’s vision is to establish a content platform that is equivalent to a mainstream broadcast produced in a format that is relevant for today’s investor.