Avoiding the Curate’s Egg

The phrase “curate’s egg” originates from a 19th-century cartoon in Punch magazine, depicting a young curate dining with a bishop. When asked about his egg, the curate politely replies, “Parts of it are excellent!” - despite the egg being spoiled. 

The term has since come to describe situations where something is only partially good, but its flaws overshadow the positives. In the cannabis industry, this analogy is particularly apt. Even minor inconsistencies in quality, compliance, or transparency can undermine the trust and credibility of an entire business - or even the sector as a whole.

The Cost of Inconsistency

The cannabis industry is uniquely scrutinised due to its history, legal complexity, and the growing interest from both consumers and regulators. A single misstep - such as unclear labelling, unverified claims, or a non-compliant product - can erode consumer trust and invite regulatory scrutiny. For businesses to succeed, it’s crucial to deliver excellence consistently across every touchpoint, from product development to customer service.

Key Areas to Get Right

Regulatory Compliance as a Foundation of Quality

Compliance with legal and regulatory frameworks is non-negotiable. Adhering to guidelines such as the Misuse of Drugs Act 1971 and Food Safety Act 1990 is essential, as is staying updated with the evolving standards of bodies like the FSA, MHRA, and DEFRA.

Inconsistent compliance, such as failing to meet THC limits or not securing Novel Food authorisation, can result in products being pulled from shelves or reputational damage. Businesses must establish robust internal systems to ensure every product batch meets the required standards.

Transparency and Consumer Trust

Consumers are increasingly seeking transparency in the products they buy, especially in wellness markets. Sharing information about sourcing, testing, and manufacturing processes is no longer optional—it’s expected. Businesses that are transparent build stronger customer loyalty and stand out in a crowded market.

Regular third-party testing, clear labelling, and openly sharing test results or certifications are key practices for fostering trust.

Consistent Marketing and Messaging

Marketing in the cannabis industry is a tightrope walk. Overstating benefits or making unverified health claims can quickly lead to regulatory action. For example, CBD products cannot legally be marketed as cures or treatments in the UK without approval.

To avoid falling foul of regulations like the Cancer Act 1939, companies should focus on educating their audience about the properties of their products rather than making sweeping claims. Consistency in messaging across websites, social media, and packaging ensures compliance and builds credibility.

Best Practices for Avoiding the Curate’s Egg

Invest in Staff Training: Ensure employees understand the regulatory environment and their role in maintaining compliance.

Adopt Quality Management Systems: Implement systems like ISO certifications to ensure uniform quality across all processes.

Engage with Industry Bodies: Membership in organisations like the Cannabis Trades Association (CTA) offers access to guidance, resources, and advocacy to stay ahead of regulatory changes.

Communicate Clearly with Consumers: Be proactive in addressing consumer concerns or questions about your products.

Audit Regularly: Conduct regular internal and external audits to identify and rectify potential weak points in your operations.

The Role of Industry Advocacy

As the cannabis industry grows, inconsistencies across businesses can hinder its legitimacy in the eyes of policymakers. Advocacy groups like the CTA play a vital role in pushing for clear and fair regulations that create a level playing field. By uniting the industry around shared standards of quality and compliance, we can collectively avoid the pitfalls of the curate’s egg.

Striving for a Perfect Whole

In the fast-evolving cannabis industry, there’s no room for half-measures. Each part of your business must contribute to a consistent, high-quality whole. By prioritising compliance, transparency, and unity, the industry can gain the trust of consumers, regulators, and investors alike - delivering not just a good egg, but a perfect one.

Let’s work together to ensure every piece of the puzzle contributes to a stronger, more credible cannabis sector.

Call to Action:

Want to stay ahead of the curve? Join the Cannabis Trades Association today and gain access to essential resources, expert guidance, and a community dedicated to elevating the cannabis industry.

Published 28th February 2025