Situation

Pruf Cultivar approached Matter to help grow its public recognition both in local and national markets. The company tasked Matter to help start this process through a three month project focused on promoting a major milestone for the company – hiring Jeremy Plumb, aka the “Wizard of Weed,” as director of production science.

Strategy

To help achieve the results Pruf Cultivar desired, Matter knew it would have to think outside of the traditional media relations campaign. Armed with a new hire press release drafted by Matter, the team tapped Jeremy Plumb’s expertise to develop a robust thought leadership program focused on two main platforms for Jeremy and Pruf  Cultivar – using state-of-the-art growing practices to create consistent cannabis flower and the importance of advance cannabis characterization to improve over-the-counter prescriptions that will address to opioid crisis.

Results

Matter worked closely with Jeremy Plumb and the Pruf Cultivar team to establish a strong media relations campaign which resulted in the forging of key relationships with national and trade media.