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Cannabis retailers extending 4/20 promotions from 1 day to up to a month

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Every year on 4/20, cannabis retailers across the U.S. gear up to celebrate the unofficial April 20 marijuana holiday with promotions, deals and in-store events aimed at attracting new customers and keeping the ones they have.

While this year is no exception – coming three years after the start of the COVID-19 pandemic – many retailers are shifting their focus from 4/20 being a one-day event to a week- or even monthlong celebration with different daily promotions and other straightforward pitches intended to attract customers.

Kate Nelson, a senior vice president of New York-based Acreage Holdings, described the multistate operator’s plans for 4/20 as more of a “spring break” than a one-day event.

“Our goal is not to get everyone in the store on the same day,” she said. “We want all of our guests to have a wonderful experience.

“We’re having a different activation every day and volume-pricing opportunities. We’re doing a giveaway at the 20-minute mark of every hour.”

4Front Ventures, a Phoenix-based MSO, is allowing a few third-party vendors to hold pop-up events at its Mission retail outlets.

The deals offered won’t be complicated, but they will vary by state, said Kristie Shaw, the company’s vice president of retail.

For example, the first 200 customers who spend $80 at one of the company’s stores will get an eighth for $4.20. If they spend $150, they get a quarter for $4.20.

“Last year and in previous years, you’d go to dispensaries and it would be a laundry list of things they have on sale,” Shaw said.

“Having a really easy promotion to understand is critical and is going to be important.”

Some businesses also use 4/20 to launch new brands and products.

The Flower Shop, a Phoenix-based vertically integrated company with operations in Arizona and Utah, is launching three brands in April to coincide with 4/20:

  • The female-focused Ladylike.
  • High Tide, a THC-infused seltzer.
  • High Variety, which involves a range of cannabis products.

The Flower Shop is offering 20 days of 4/20 at its outlets to ensure it can accommodate the anticipated foot traffic, said Greta Brandt, the company’s president.

“It will alleviate a lot of the traffic issues we have,” Brandt said. “From an operational standpoint, we’re trying to spread out the deals so we make sure we’ve got the inventory.”

While flower was the dominant category consumers purchased pre-pandemic, the market has since shifted, Brandt said.

“There’s been diversification of product selection because of COVID,” she said. “Now it’s vape and edibles.

“The larger consumer base is interested in the convenience and confidentiality – they don’t smell like flower or pre-rolls.”

New York-based MSO Curaleaf Holdings is celebrating daily leading up to 4/20 with exclusive giveaways and events, said Dinesh Penugonda, vice president of retail operations.

New this year is Curaleaf’s revamped rewards program, which covers 14 states and boasts more than 1.8 million members.

Customers earn loyalty points to be redeemed on future purchases at any Curaleaf-operated store in the U.S.

Appealing to newbies

4/20 is a great way to attract – and keep – new customers.

The average new-customer return rate for the top 10 redeemed discounts was 35.9% last year, and the average customer repeat rate for all 4/20 discounts is about 22.8%, according to Treez, an Oakland, California-based company providing cannabis industry software, including point-of-sale and inventory-management services.

“Last year during 4/20, aggregated sales grew 25%,” Treez CEO John Yang said. “This year, we expect a lower increase overall as consumers spend less per order.

“However, total sales will continue to grow on a same-store basis – perhaps 10% to 15% over 2022.

“Last year, total number of transactions rose 36%, and (the) total number of customers purchasing cannabis at Treez retailers increased 34% compared to the year prior. We expect to see similar increases in total transactions, perhaps slightly lower in terms of new consumers.”

No matter how cannabis businesses approach 4/20, the day historically has been a boon for them.

Retailers purchased 26% more product in March than they had last year to stock up for the unofficial cannabis holiday, said Ryan Smith, co-founder and executive chair of the wholesale online cannabis marketplace LeafLink.

“This will really put a strain on the supply chain, so it’s best to be as prepared as you can be,” he said.

“Prices have been low, and people are stocking up. Even if margins are tight, get as many units as you can.”

Smith said many companies placed orders a month in advance to ensure they have enough product on hand to satisfy customer demand.

Top brands can sell as much as $5 million in products in the four-week period leading up to 4/20.

“It’s always a scramble in the last two weeks before 4/20,” Smith said. “People can place all the orders they want, but if they can’t get that product to them, they could run out of inventory on 4/20, which is the worst.”

Pandemic hangover

 This year’s 4/20 celebration also marks three years since the start of the COVID-19 pandemic, a public health emergency that forced cannabis retailers to pivot.

Like all businesses that were deemed essential during the early days of the pandemic, cannabis retailers implemented protocols designed to keep their customers and staff safe from the virus.

Some of those practices remain in place – think curbside pickup and drive-thru services – while others have fallen by the wayside.

Denver-based Native Roots, for example, implemented online ordering and curbside pickup during COVID-19 – a service that’s proved so popular the company is revamping its website to make it easier for customers to navigate.

The new version will launch this summer, said Buck Dutton, Native Roots’ vice president of marketing.

“Customers want to shop online,” he said. “They don’t need to spend 30 minutes talking to a budtender.”

Native Roots also opened a drive-thru window at one of its Denver shops that is as popular now as it was during the pandemic.

Online ordering and drive-thru windows were key during the pandemic for Good Day Farm, which operates retail locations in Arkansas, Mississippi and Missouri and as a brand in Louisiana.

“COVID allowed for us to make positive changes to our sales floors and our online menus, which we have kept in place,” said Amy Dailey, vice president of marketing for the Little Rock, Arkansas-based company.

But for other operators, many of the practices adopted during the pandemic have fallen by the wayside.

The Flower Shop implemented curbside pickup to streamline the contactless process during COVID-19 and offered delivery service for its medical marijuana customers in Arizona and Utah. The company has since discontinued delivery service in Arizona.

“Medical delivery didn’t support continuing that operation,” Brandt said. “Arizona doesn’t allow recreational delivery yet.”

Post-pandemic, Curaleaf expanded its home-delivery networks, curbside options, touchless-payment solutions and drive-thru access to ensure its customers are comfortable shopping at its stores.

“As each market is different,” Penugonda said, “we continue to innovate new ways to service our customers at each location based on their feedback.”

Source: https://mjbizdaily.com/cannabis-retailers-extend-420-promotions-from-1-day-to-up-to-a-month/

Business

Alleged Crores Pharma Scam Mastermind Arrested from Surat

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After evading law enforcement for nearly 13 years, an accused linked to a large-scale pharmaceutical fraud case has been arrested by Delhi Police from Surat, Gujarat. The suspect is alleged to have orchestrated a series of financial scams involving fake identities, forged documents, and dishonoured cheques used to procure high-value pharmaceutical raw materials.

Authorities say the accused, identified as Himmat Singh Lodha, is believed to have defrauded multiple pharmaceutical companies in Delhi of goods worth approximately ₹98 lakh before disappearing and remaining underground for years.

Fake Business Deals and Dishonoured Cheques Used in Fraud

Investigators claim the accused posed as a legitimate pharmaceutical trader and placed bulk orders for expensive drug ingredients, offering post-dated cheques as payment security.

In one documented case from 2013, he allegedly obtained around 550 kilograms of Gliclazide, a diabetes-related pharmaceutical ingredient, valued at over ₹26 lakh. When suppliers attempted to encash the cheques, they were reportedly returned with the remark “account closed.”

Following the transaction, the accused allegedly vacated his office and rented residence and disappeared without settling payments. He was later declared a proclaimed offender in 2016 after repeatedly failing to appear before court proceedings. Authorities had also issued a reward for information leading to his arrest.

Multiple Identities and Repeated Fraud Pattern

Police investigations further link the accused to another cheating case dating back to 2012, where he allegedly used a fake identity, “Kailash Jain,” to obtain a large consignment of Ambroxol HCL, a pharmaceutical compound used in cough medications. The value of that consignment was estimated at around ₹72 lakh.

Officials believe the accused followed a consistent modus operandi—posing as a credible businessman, securing high-value goods on deferred payment terms, and then disappearing after delivery while shutting down business operations.

Investigators suspect that forged business records, fake company credentials, and fabricated financial histories were used to build trust with suppliers and gain access to expensive raw materials.

Multi-State Surveillance Leads to Arrest in Surat

A special Crime Branch team tracked the accused through coordinated surveillance efforts across multiple cities, including Mumbai, Ahmedabad, and Surat. After nearly a month of technical monitoring and intelligence gathering, officials located and arrested him from a residential area in Surat.

Authorities also revealed that the accused had been involved in property-related activities while staying under the radar to avoid detection.

Growing Threat of Corporate Identity Fraud

The case highlights a rising trend of organised financial fraud targeting industries that rely heavily on trust-based transactions and deferred payments. Experts note that criminals increasingly exploit gaps in corporate verification systems by using fake GST registrations, temporary offices, and forged documentation to appear legitimate.

Cybercrime and financial fraud specialists warn that such schemes are becoming more complex with the widespread availability of digital business tools, making it easier to create convincing but fraudulent corporate identities.

Experts Urge Stronger Due Diligence in High-Value Transactions

Experts, including former IPS officer and cybercrime specialist Prof. Triveni Singh, emphasize the need for stricter verification procedures in commercial dealings. He noted that relying solely on paperwork or digital business profiles can expose companies to significant financial risk.

Authorities and industry experts recommend physical verification of business operations, bank account validation, and detailed background checks before engaging in high-value or deferred-payment transactions—particularly in sectors like pharmaceuticals, where single consignments can involve transactions worth crores.

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EU Pressure Builds on Google as Regulators Face Calls for Massive Fine Over Search Practices

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A growing coalition of European industry groups is intensifying pressure on regulators to take decisive action against Google over allegations of unfair search practices that could reshape competition rules across the region’s digital economy.

Investigation Under Digital Markets Act Gains Momentum

The case is being examined by the European Commission under the European Union’s landmark Digital Markets Act (DMA), introduced to curb the dominance of major technology platforms and ensure fair competition.

Launched in March 2024, the investigation focuses on whether Google has been prioritising its own services in search results, potentially disadvantaging rival businesses that rely on online visibility to reach customers.

Industry Groups Demand Swift Action

Several prominent European organizations have jointly urged regulators to conclude the probe without further delay. They argue that prolonged investigations allow alleged anti-competitive practices to continue, putting European companies—especially startups—at a disadvantage.

Signatories include the European Publishers Council, the European Magazine Media Association, the European Tech Alliance, and EU Travel Tech.

In a joint statement, these groups warned that delays in enforcement are affecting innovation, profitability, and growth prospects for regional businesses competing in digital markets.

Google Denies Allegations

Google has rejected claims of bias, stating that its search algorithms are designed to deliver the most relevant and useful results to users. The company has also proposed adjustments to address regulatory concerns.

However, critics argue that these changes are insufficient and fail to address the core issue of market dominance.

Potential Billion-Euro Penalties

If found in violation of the DMA, Google could face significant financial penalties. Under EU rules, fines can reach a substantial percentage of a company’s global turnover, potentially amounting to billions of euros.

Regulators may also impose corrective measures requiring changes to business practices, which could have long-term implications for how digital platforms operate in Europe.

Wider Implications for Big Tech

The case highlights ongoing tensions between European regulators and major U.S. technology firms. In recent years, the EU has taken a more aggressive stance in enforcing competition laws, aiming to create a level playing field for local businesses.

A final ruling against Google could set a major precedent, influencing future enforcement actions and shaping the regulatory landscape for global tech companies operating within Europe.

As scrutiny intensifies, the outcome of the investigation is expected to play a critical role in defining the future of digital competition across the European Union.

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AI & Technology

Amazon Faces Potential Criminal Trial in Italy Over €1.2 Billion Tax Evasion Allegations

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Milan: U.S. tech giant Amazon is facing the prospect of a major legal showdown in Italy, after prosecutors in Milan formally requested a court to move forward with criminal proceedings over alleged tax evasion totaling approximately ₹12,500 crore (€1.2 billion).

The case targets Amazon’s European division along with four senior executives, marking one of the most significant tax-related investigations involving a global e-commerce platform in Europe.

Trial Push Despite Multi-Million Euro Settlement

The move comes even after Amazon reached a financial settlement with Italian tax authorities in December, agreeing to pay around ₹5,500 crore (€527 million), including interest, to resolve part of the dispute.

Typically, such settlements lead to the closure of criminal investigations. However, Milan prosecutors have opted to proceed, signaling a tougher stance on alleged corporate tax violations.

A preliminary hearing is expected in the coming months, where a judge will decide whether to formally indict the company and its executives or dismiss the case.

Allegations of VAT Evasion Through Marketplace Sellers

At the center of the investigation are claims that Amazon’s platform enabled non-European Union sellers to avoid paying value-added tax (VAT) on goods sold to Italian consumers between 2019 and 2021.

Prosecutors allege that the company’s marketplace structure allowed thousands of foreign vendors—many reportedly based in China—to operate without fully disclosing their identities or tax obligations. This, authorities argue, led to substantial VAT losses for the Italian government.

Under Italian law, online platforms facilitating sales can be held partially liable if third-party sellers fail to comply with tax requirements, a key point in the prosecution’s case.

Italian Government Named as Affected Party

In their filing, prosecutors identified Italy’s Economy Ministry as the injured party, citing significant financial damage resulting from the alleged tax evasion.

Legal experts say the outcome of the case could have wide-ranging implications across the European Union, where VAT systems are harmonized and similar compliance rules apply to digital marketplaces.

Multiple Investigations Add to Pressure

The VAT probe is just one of several legal challenges facing Amazon in Italy. The European Public Prosecutor’s Office is reportedly examining additional tax-related issues covering more recent years.

Meanwhile, Milan authorities are pursuing separate investigations into alleged customs fraud linked to imports from China and whether Amazon maintained an undeclared “permanent establishment” in Italy—potentially exposing it to higher tax liabilities.

In a separate regulatory action, Italy’s data protection authority recently ordered an Amazon unit to stop using personal data from over 1,800 employees at a warehouse near Rome.

Amazon Denies Allegations

Amazon has consistently denied wrongdoing and indicated it will strongly contest the allegations in court if the case proceeds. The company has also warned that prolonged legal uncertainty could impact investor confidence and Italy’s appeal as a destination for international business.

Broader Impact on Europe’s Digital Economy

If the case moves to trial, it could become a landmark moment for the regulation of global e-commerce platforms in Europe. Governments across the region are increasingly scrutinizing how digital marketplaces handle tax compliance, especially in cross-border transactions.

With online retail continuing to expand, regulators are under mounting pressure to ensure that multinational platforms and third-party sellers adhere to the same tax rules as traditional businesses.

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