DENVER, CO - FEBRUARY 04: With flowering plants that will be harvested within the week, LivWell CEO and owner John Lord in the Denver grow for the company on Thursday, February 04, 2016. Lord is one of the biggest owners in the marijuana industry in Colorado. (Photo by Cyrus McCrimmon/ The Denver Post)

How this legal marijuana kingpin can afford to sell $99 ounces

An ounce of recreational cannabis typically runs from $160 to $240 in downtown Denver.

Across LivWell Enlightened Health’s shops, that entry-level price tag is $99.99.

LivWell’s size — it’s one of the largest growers and retailers in Colorado — definitely helps, says John Lord, the company’s chief executive officer. He adds that the $99-per-ounce weed is still profitable.

But the other part comes downs to marketing and offering an abundance of choices.

“Once you come into the store, we run the gamut in pricing, and top shelf can be as high as $300 or $400 an ounce and several stops in between,” he says.

Lord chats about marijuana prices and LivWell’s marketing strategies with Cannabist editor-in-chief Ricardo Baca on The Cannabist Show.

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