Danny Murr-Sloat, Founder of AlpinStash Genetics & Consulting, on the Challenge of Establishing Cannabis Brand Loyalty

Why great content will always be king

Danny leads AlpinStash Genetics & Consulting, which provides comprehensive cultivation and genetics solutions.

We spent two minutes with him to learn more about his background, his creative inspirations and recent work he’s admired.

Danny, tell us …

Where you grew up, and where you live now.

I was born and raised in Boulder, Colo., and currently live with my family in Longmont, Colo.

How you first got interested in cannabis.

I began suffering from chronic stomach pain in my early-20s. Despite several extended hospitalizations, doctors were unable to deliver a correct diagnosis and began treating me with increasingly heavy doses of opiate medications. Further complications included thoracic outlet syndrome and a non-cancerous brain tumor, both of which required surgeries. By 2009, I was on 19 different prescription meds, disengaged with life, overweight and falling deeper into depression. 

Upon the urging of my father, I got my first medical cannabis card. Shortly after beginning this plant-based treatment, my life began to change. Growing cannabis became the reason for me to get out of bed and gave me the drive to improve my health and life. 

By mid-2010, I had lost 70 pounds and weaned myself off pain medications. By 2024, I had amassed 14 years of experience across the U.S. and Canada, developing my own proprietary genetics and consulting business. I credit using and growing cannabis with saving my life.

One of your favorite projects you’ve ever worked on. 

Creating  Orange Obliviate. I wanted to retain the structure and punch of my Cookie Confundo, but add an orange flavor and enhance the color. I selected my Orange Chemsicle male to cross with Cookie Confundo, to add that orange smell and flavor, as well as increase the effects by adding the famous Chemdog potency.  

A recent project you’re proud of. 

I’ve been working on building out my YouTube channel with a more content. I am excited to present a “Learn to Grow” series geared toward first-time cultivators, with the goal of making their harvests easy, successful and enjoyable.

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The biggest challenge cannabis marketers face today, and how to approach it.

Establishing brand loyalty. Consumers, especially in recently legalized states, often shop based on price. The key is to create and engage the community. Get consumers excited about your product, so they feel involved. Support home growers and do everything you can to empower them. 

One thing about how the cannabis industry is evolving that you’re excited about.

Global legalization. I can’t wait to see the cannabis scene in different countries and cultures.

Someone else’s work, in cannabis or beyond, that you admired lately.

Laganja Estranja. I got the chance to meet her and show her around my old cultivation facility. She is an incredibly nice and honest person, and it’s awesome to see her representation within the cannabis space. Not to mention, she’s a fantastic performer.

A book, movie, TV show or podcast you recently found inspiring.

I thoroughly enjoyed The Tea History Podcast. The history of tea is fascinating and I find so many parallels between tea and cannabis. I love getting deep into how different cultivation, harvesting and finishing techniques—plus climates and genetics—affect the flavor.

A visual artist or band/musician you admire.

Vonnie Kyle. She is so talented and has an amazing voice. She also makes awesome bongs out of vintage glass @holladayglass. I’m lucky to count her as a friend.

Your favorite fictional character. 

I identify with Monkey D. Luffy from the manga/anime One Piece. His unbridled optimism, fierce support of his friends, inclusive nature and belief in himself to achieve his dreams all resonate with me. These are traits I seek to instill in my children.

Someone worth following in social media.

My wife recently changed careers to pursue her passion for floral design. Check her out @retroautumnblooms. In the cannabis space, I always enjoy Mr. Toad. He shares great posts about the science of cultivation. He’s also inspirational and breeds fantastic cannabis.

Your main strength as a marketer/creative.

I have been told that I’m relatable, that the way I talk to people and break down complex topics is a strength. Hearing this has always made me smile, because this is my goal as a content creator.

Something people would find surprising about you.

I’m a huge nerd! I watch a ton of anime and have taken several years of Japanese, although I am rusty at this point.

What you’d be doing if you weren’t in the cannabis industry.

I’ve been in this industry for so long that it’s hard to imagine doing anything else. My wife is looking to start a retail flower store, so I’d probably lean into that.