Case study: The incentive held in a cannabis field

Industrial hemp producer Kannaway treated its top distributors to an immersive day out on a hemp farm.

Objectives

Kannaway’s Hemp Farm Visit from 23-24 August was the first event of its kind: a corporate meeting with distributors held in the middle of a hemp field in east Poland, just before the harvest.

The event was primarily an incentive trip for EDAC members – an exclusive group of Kannaway’s top distributors in Europe – but the visit also served an educational purpose.

The tour included a detailed explanation of hemp processing methods and offered an opportunity to experience first-hand the product’s different applications. Industrial hemp is a strain of the Cannabis sativa plant and can be used to make products such as paper, wax, cloth and shampoo.

Visitors also had the chance to attend an informal meeting with Kannaway’s top executives, including its CEO Blake Schroeder, Vice President Alex Grapov and Dr Stuart Titus – CEO of Medical Marijuana Inc – Kannaway’s parent company.

Solution

The 60 guests arrived in the Grand Hotel Boutique in Rzeszów for the Kannaway Europe EDAC Hemp Farm Visit, Jaroslaw, Poland.

In their hotel rooms they found a welcome note printed on hemp paper, along with hemp-themed welcome gifts: a hemp shampoo bar, local CBD-infused honey, and a unique local CBD-infused wine.

After lunch, the audience was greeted in the conference room by corporate representatives from the US and the local European executive team, who shared updates and information about the company’s future vision.

Guests were then whisked away by luxury coach transfer to Jaroslaw, where the hemp field was located, about an hour’s drive from Rzeszów.

A specially built platform overlooked the 50 hectares of hemp, where the hemp stalks reach a height of up to four metres just before harvest. This, together with the powerful smell of the plant, created a “truly immersive experience” and a sense of participation in a unique event.

The event was designed so that every detail had a hemp element, from the 100% hemp napkins, table runners and blankets to take home, through to the information printed on hemp paper. There was a hemp-inspired menu, which included hemp-infused beer, and dishes such as hemp leaves and stalks in tempura and siemieniotka – a traditional Polish hemp soup.

The packed programme also included a drone which flew over the fields taking photos and video footage of the day’s proceedings, a live performance by a local jazz band, a shisha bar and campfire in the evening. Kannaway representatives were present throughout the whole day, which meant that distributors had the opportunity to chat and socialise with the company’s top executives.

After the central part of the event, the participants were driven back to the hotel where they were offered hemp-inspired cocktails. The following morning, after breakfast and just before checking out, the attendees received a wooden branded USB stick full of photos to preserve their memories of the event.

Challenges

An unexpected event created a diversion when just 10 minutes before the coach was scheduled to arrive at the field, the farm’s power generator shut off. With arrival time closely monitored, the drama was quickly dealt with by slowing the coach down, which gave the organisers extra time to fix the issue and get ready to welcome their guests.

Another challenge was to ensure all of the multilingual group of distributors could take part equally in the proceedings (the whole event was held in English). This was solved by hiring Polish and German interpreters who were on hand to help at any given moment.

At the end of an enjoyable day, the biggest hurdle was getting the group who were enjoying the party to get back on the coach and return to the hotel! This was tackled by bringing the wine from the tables on to the coach, along with a portable sound system so that the party could continue.

Verdict

Csaba Dévényi, Kannaway distributor and one of the guests at the event, said: “The Hemp Farm Visit was one of the best experiences of my life. It was very professionally organised, the hotel was superb and so was the hospitality and kindness displayed by everyone involved. The company greeted us with lots of surprises and gifts.

“I really love meetings with smaller groups of people and I’ve never worked with such a company in my 15-year career where I have had the opportunity to meet so many times with the top executives and leaders.

“The environment was beautiful. I like the company paying attention to small details – even the menu had a hemp design. I’d really like to go back again with my team.” 

Fact File

Who: Kannaway

What: Hemp Farm Visit

Where: Jaroslaw, Poland

When: 23 - 24 August 2019

How many: 60

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