Let’s talk pre-rolls. In an industry where volatility is the norm, this category continues to grow steadily up and to the right in nearly every market. It makes sense: pre-rolls are a convenient, value-added product that meets today’s consumer demand for ease, portability, and consistency. But while they may seem simple on the surface, there’s a complex journey behind every pre-roll that lands in someone’s hands.
Scaling Up: A Category That Keeps Gaining Ground
Pre-rolls have evolved from a novelty to a core product category. Millions of joints are now produced at scale using advanced automation technology. What was once viewed as a niche or even gimmicky solution is now becoming the norm in manufacturing facilities across the country. And the shift isn’t just about volume, it’s about refinement. Brands are seeking ways to differentiate themselves based on not only what’s inside the joint, but how it’s made and the experience that it delivers.
Automation Finds Its Footing
As pre-roll production scales, many brands are turning to automation to solve some very real challenges: labor costs, inconsistent rolling, and limited output. But automation in cannabis isn’t a plug-and-play solution. Flower is sticky, grind size varies, and paper preferences are far from standardized. That’s where flexible systems are gaining traction. These are tools that allow producers to adjust variables and still maintain the craft behind the product.
However, not all automation is created equal. One of the most common complaints from consumers is the tightly packed joint that won’t burn properly or draw well, an issue often caused by rigid, less adaptable machines. When airflow is restricted, the entire experience suffers, regardless of the quality of the flower inside. It’s a subtle but critical reminder that consistency doesn’t just mean every joint looks the same. It means it performs the same, too.
The evolution of automation in this space isn’t about removing artistry. It’s about giving producers better tools to work with. The goal is to find that sweet spot between operational efficiency and product integrity, especially in a segment still known for “penny joints” and razor-thin margins.
It’s All About Trust
Trust is hard to earn but easy to break. The cannabis community is tight-knit and reputation is everything. You can’t just be a jerk and expect to get away with it. Turns out, treating people with respect is a winning strategy. This industry was built on trust, dating back to the legacy days when you had to “know a guy.” That foundation still holds true. Unlike some soul-crushing corporate gigs, the people in this industry are genuinely passionate. The top brands? They’re fueled by enthusiasm, and it shows. Many of today’s most respected pre-roll brands have built their success by staying close to their roots. Investing in quality, listening to customer feedback, and surrounding themselves with partners who share their vision for the product and the consumer experience.
Brands are Listening and Innovating
Behind every standout pre-roll is a brand that understands what consumers actually want: full flower joints that burn evenly, draw smoothly, and taste great. That might sound simple, but consistency is one of the hardest things to scale. As the category matures, there’s a growing push for better standardization. Not to strip away the uniqueness of each product, but to ensure every joint lives up to the promise on the label.
Leading brands are responding by tweaking their processes, selecting better materials, and investing in packaging that protects freshness. Some are even rethinking their manufacturing flow to better align cultivation and production, ensuring that what goes into a joint is always top quality flower, no shake and no trim.
Trends and the Future: From Infused to Artisan
Infused pre-rolls are still having their moment, but the next big wave seems to be all about quality and curation. Smaller multi-packs, artisan flower selections, and heritage strains are making a comeback as consumer expectations evolve. People want to know where their flower came from, how it was grown, and what makes it special.
Brands are responding by experimenting with everything from new paper types and tip formats to curated variety packs. The emphasis is shifting from volume to value. Consumers don’t just want more joints, they want better ones.
The Bottom Line
The pre-roll market is growing up. What started as a convenient add-on is quickly becoming a product that defines brands, wins loyal customers, and stands out on dispensary shelves. As the tools, technology, and knowledge continue to improve, producers are finding new ways to meet consumer expectations without sacrificing the essence of what makes a great joint.
Whether it’s through automation, better flower sourcing, or more thoughtful packaging, the future of pre-rolls is being shaped by those who are willing to think beyond the cone and stay focused on delivering the kind of experience consumers keep coming back for.
About the Author
Kyle Loucks is the Founder & CEO of RollPros, a Vancouver, Washington-based designer and manufacturer of the BlackBird automated joint rolling system.
