“We figured if we grow it, they will come. Well, they did not come.” — Dennis, Lakeland Hemp

It is the story of the 2019 hemp season in a nutshell. Thousands of farmers planted the crop expecting a windfall, only to find a ghost town when harvest arrived.

But Lakeland Hemp didn’t fold. They didn’t till it under. They pivoted.

In this week’s iHemp Hour, we sat down with Dennis, Barb, and Eric of Lakeland Hemp. This is a 5th-generation farm (homesteaded in 1860!) that transitioned from cherries to hemp. Their story is a masterclass in vertical integration, grit, and the power of telling your own story.

The Field of Dreams Fallacy

Dennis was honest about their early missteps. They planted late. Their first harvest (The Wife variety) didn’t mature until mid-October—in Northern Michigan. They faced snow, a lack of drying space, and the realization that mechanical bucking destroyed their flower quality.

When the state of Michigan kept grower lists private, Lakeland realized they couldn’t rely on processors finding them. They had to become the processor. They had to become the retailer.

The Internet is the New Farmers Market

Since they couldn’t rely on expos (thanks, COVID) or bulk buyers, they built LakelandHemp.com. But they didn’t just list products; they listed themselves.

• The Strategy: Personalize everything. “Meet the Farmers.” tell the history of the land.
• The Result: They ship to 30 states. Customers buy the story as much as the CBD. As Dennis noted, “If they love the product, they come back. If they love the story, they tell their friends.”

The Coffee Shop Standoff (Banking Lesson)

The highlight of the episode was Barb’s showdown with Chase Bank. When told Chase didn’t bank hemp businesses, Barb knew better. She knew the policy had changed.

Her response? “I like your coffee. I’ll sit here until I get one.”

She waited. She drank the coffee. And by the afternoon, corporate headquarters confirmed she was right. Lakeland Hemp got their account. The Lesson: Regulators and bankers often don’t know their own rules. You have to be the expert in the room.

Legislative Alert: The War on Caregivers

While Lakeland builds their business, a battle is brewing in Lansing. Mike Brennan reported on new legislation backed by large corporate cannabis interests that aims to reduce caregiver patient counts from 5 to 1.

This would displace 40,000 patients and decimate the legacy market. The hearing is set for October 5th. This is why we need a unified voice.

Join Us: Growlers in the Grow

Want to see Lakeland’s operation in person? On Saturday, October 16th, iHemp Michigan is hosting our networking event, “Growlers in the Grow.”

• Start: 10:00 AM at Michael Thue’s in Traverse City.
• Tour: We’ll head to Lakeland Hemp to see the harvest, check out their setup, and enjoy some Short’s Brewing Company beverages.
• Cost: Free. Network with the people who are actually doing the work.

Join iHemp Michigan to Support the Advocacy

This Week’s Recipe: Balsamic Dijon Hemp Vinaigrette

Dennis and Barb are selling product at farmers markets, and this dressing is the perfect use for that hemp seed oil.

• Mix: Hemp Seed Oil, Balsamic Vinegar, Dijon Mustard, Garlic Powder, Ground Ginger, and a touch of Pure Maple Syrup.
• Serve: Shake well and pour over fresh greens. It’s tangy, sweet, and packed with Omega-3s.

Watch the full interview with the Lakeland Hemp family here: