Pre-rolls may be one of the most in-demand cannabis SKUs, but the category still suffers from a reputation problem. Often seen as the “hot dogs” of the industry, made from whatever’s leftover, pre-rolls are too frequently an afterthought, leading to low margins, weak customer loyalty, and brand dilution.
In this session, Johnathan McFarlane, VP of Sales & Marketing at RollPros, will challenge that narrative and offer a new playbook for turning pre-rolls into premium, brand-building products. Drawing from his experience leading marketing strategy across cannabis and consumer packaged goods, McFarlane will explore how operators can combine automation, storytelling, and product integrity to create memorable, repeatable pre-roll experiences.
This isn’t just about efficiency, it’s about elevating consumer perception. Attendees will learn how to position pre-rolls as hero products, not leftovers, and discover how consistency, presentation, and sensory experience all play a role in building brand trust. McFarlane will also share insights from his time with top-tier cannabis and CPG brands to help operators rethink how pre-rolls can drive differentiation in a crowded market.
For anyone involved in cannabis product development, branding, or retail sales, this session offers both a creative and strategic perspective on reviving the most underestimated product in the dispensary. It’s time to take pre-rolls seriously and reap the rewards of doing so.
Johnathan McFarlane, VP of Sales & Marketing at RollPros
Johnathan McFarlane is the VP of Sales & Marketing at RollPros, the leader in pre-roll automation. He previously served as head of strategy at Hybrid Marketing Co, one of the cannabis industry’s premier agencies, and Director of Marketing at Mobius, the post-harvest automation experts. Prior to his entry into the cannabis world, Johnathan built his marketing chops in fitness, working with big brands and superstar athletes like NFL star Rob Gronkowski and UFC legend George St. Pierre. At RollPros, Johnathan is passionate about their mission to bring quality joints to all, and to elevate the pre-roll category from its current position as the “hot dogs” of the cannabis world.