Event Recap: Network Show 2025
Events as a Reflection of the Market
Since California’s adult-use market launched in 2018, cannabis events have become an important part of the industry’s fabric. Some are designed to connect retail buyers and brands, others focus on regional business communities, and a few, like MJBizCon, operate on a national stage. Over my seven years in the industry, I’ve attended most of them, and each has its own character and purpose.
Trade shows don’t just bring people together — they also mirror the state of the market. Network Show , which took place in San Pedro on September 17th and 18th, reflected California in 2025: leaner, more focused, and centered on business.
Business Over Spectacle
On the exhibit floor at Network, product was the focus. Booths were straightforward and conversations were centered on doing business.
There were more than 200 brands displaying their products and walking booth to booth it was interesting to see so many new brands and how they differentiated themselves from others. Standing out in a crowded marketplace is challenging in and one way we've seen brands do this in other industries, whether wine, beer, or coffee, is to use "quality signals" like shelf talkers that showcase awards and accolades. It was exciting to see several winners from the California Cannabis Awards proudly displayed their Golden Bears, and some booths featured Budist shelf talkers. Both helped spark conversations and gave buyers quick cues about quality in a busy environment.
The strong presence of Southern California brands gave the show a distinctly regional character. When regions like Napa and Sonoma were still working to gain recognition alongside Europe, it took competitions like the Judgment of Paris in 1976 — and years of persistence — before their craft was celebrated globally. Cannabis is still in its first decade of adult use, and regional identity is only beginning to take shape. What feels local today may one day be part of California’s broader legacy of craft.
An Evolving Market
Since adult-use sales began in 2018, California’s market has been defined by shifting consumer preferences. Back then, flower made up about a third of all sales and was the clear driver on dispensary shelves. In the years since, vape pens now make up almost as much of the market as flower, and pre-rolls have become the third largest category.
That shift was visible at Network. Southern California operators gave the show a distinctly regional flavor, with some focusing on value-driven offerings and others leaning into craft and innovation. The mix on display mirrored how consumers are shopping today.
California’s sales data reinforces this picture. The state recorded just over $1 billion in Q1 2025, an 11 percent decline from the year before. Yet unit sales increased, showing that consumers are still purchasing with a continued focus on value, smaller package sizes, and selective investments in premium craft. For brands, this puts more weight on differentiation and the ability to connect with buyers who are making careful choices in a crowded market.
Learnings from the Floor
- Clear stories made the difference. Brands that explained their value simply and directly stood out.
- Recognition carried weight. Awards, shelf talkers, and other proof points gave buyers quick signals of credibility.
- Decision makers were in the room. Owners, buyers, and category leads made up the audience, which meant conversations were serious and to the point.
- Lean setups put the focus on the pitch. With simple booths, conversations carried more weight.
- Community matters. Even in a deal-focused environment, there were moments of honesty and support that reminded everyone this industry is still building together.
Closing Thoughts
Network felt true to its Southern California roots: practical, straightforward, and focused on progress. It wasn’t trying to compete with larger national shows but created a space that reflected the needs of local operators in today’s market.
Thank you to Nam Tran, Shea Ryan, and Mikey Kush for creating a show that stayed true to its purpose. Network 2025 brought together a community ready to work, and that spirit was present in every conversation.
Looking forward to what 2026 brings.