The cannabis industry has been subject to many highs and lows over the past few decades. Until federal legalization finally comes, it will continue to be subject to strenuous circumstances.
Connor Pennington, CEO of Rosslyn Rosin, is no stronger to the cannabis industry’s struggles. With over a decade of experience, Pennington has led through some of the most dramatic market shifts.
For instance, his Washington, D.C.-based delivery service was raided by the DEA — just months before policies loosened to allow businesses like his to transition into the medical market.
Now, he’s back with Rosslyn Rosin, bringing his brand to key markets in Michigan and along the East Coast.
Medical Cannabis for Everyone
Similarly to many other brand founders, Pennington entered the cannabis industry because of his belief in its potential as a medicinal alternative.
“Cannabis offers relief for a variety of ailments where traditional treatments often fall short,” he says. “Beyond that, it’s an industry that touches so many others — whether it’s tech, wellness or agriculture. The opportunity for innovation and real impact was huge, and I knew I wanted to be part of shaping that future.”
Rosslyn Rosin is an award-winning solventless cannabis brand that uses chilled water to wash freshly harvested marijuana. By using this method, it helps to preserve all the good parts of the plant. They sell live rosin, vapes and infused pre-rolls.
Getting Raided by the DEA
According to Pennington, the raid occurred due to unclear cannabis laws in D.C.
“The line between gifting and selling has been particularly blurred,” he says. “While possession and gifting were technically legal in certain capacities, our business model operated in that gray area, which conflicted with federal enforcement’s interpretation of the law, leading to the DEA’s involvement.”
Despite the challenges that unfolded, the raid only strengthened Pennington’s belief in the value of cannabis.
“It taught us the importance of operating within a clear regulatory framework,” he explains. “And going through the process of getting a license like we always wanted to but were unable due to the legal situation in D.C., with Rosslyn, we’ve built a more compliant, structured business.”
Rather than letting the raid push him away from an industry he’s passionate about, Pennington created a business that was more sustainable and successful within legal boundaries.
How has Rosslyn grown since its inception?
“We’ve evolved significantly,” notes Pennington. “We launched in Colorado and saw great success, but ultimately the market was too crowded for the growth we envisioned.”
This is what led to Rosslyn securing a licensing deal in Michigan, “where we found more room to expand, but still not to the full extent we wanted,” Pennington says. “These experiences have shaped our strategy, and now we’re focused on refining our approach for long-term growth, with an emphasis on flexibility in new markets.”
Continued Growth for Rosslyn Rosin
The only way to keep the brand growing is to continue pushing itself into new markets.
“We’re actively exploring new markets where there’s demand for clean, solventless products,” Pennington says. “Our relaunch in Michigan has been a big focus, but we’re always looking for new opportunities to expand, making sure we bring our commitment to purity and quality to every state we enter.”
Marketing is another key area for brand growth, with Rosslyn using a combination of grassroots efforts and digital marketing.
“We are working to connect directly with budtenders, as they’re the ones who recommend products to customers,” explains Pennington. “We’re focused on building a strategy that empowers budtenders to feel confident about the brand and its message. By collaborating closely with our marketing team, we’re developing solutions that help us stand out as a premium solventless brand.”
Social media and word-of-mouth promotion have also played a huge role in creating organic buzz, which has been incredibly effective in growing brand awareness for Rosslyn Rosin.
