Peter Mercado-Reyes, Chief Insights Officer at On The Revel – Interview Series

One of the many reasons the cannabis industry is so unique is that large-scale conventions and events are the true lifeblood of this nascent sector. Whether it is making worthwhile contacts to close deals or attending informative panel discussions focused on critical industry factors, these trade shows are vital for cannabis businesses of all types. One such series regularly hosted in New York is On The Revel’s Revelry Buyer’s Club.

For a deeper look into their cannabis-centric events—including an upcoming gathering in Hudson—and a discussion on how regulatory agencies can better focus on social equity measures, mycannabis.com had the pleasure of speaking with Peter Mercado-Reyes, Chief Insights Officer at On The Revel.

So what subjects did you study at Purdue, and what student organizations were you involved in? How did those organizations build your resume and provide you with valuable skills in your career?

At Purdue, I studied biochemistry with a focus on understanding systems at a molecular and applied level, and I was involved in interdisciplinary, research-driven student organizations, including teams that bridged biology and engineering. Those experiences were foundational because they trained me to think in structured frameworks—starting with a hypothesis, testing it, analyzing results, and iterating. They also forced me to communicate complex ideas across disciplines and operate in ambiguity, which is something I rely on heavily today. Most importantly, they instilled a habit of quantifying outcomes and making decisions based on data, which directly translates into how I approach business, procurement, and strategy.

What was it like working with the International Genetics Engineered Machines Team at your alma mater, and what did working with that team entail? On paper, that department sounds like something from a Terminator movie.

Working with the International Genetically Engineered Machines (iGEM) team was one of the most formative parts of my academic experience. While it sounds futuristic, the work is grounded in applying synthetic biology to real-world problems. We designed biological systems using standardized genetic components, built and tested them in the lab, and presented our findings in a global competition. It also emphasized the importance of documentation, reproducibility, and iteration, as well as the ability to translate complex scientific work into compelling narratives across cultures as it was truly a global competition. I was also the treasurer and secured the money needed for us from academic institutions and private companies which ended up being the most valuable skillset I earned in this endeavor. 

While serving as a Research Assistant at Columbia University, what types of experiments/research projects did you assist in? What did those experiments mainly study, and how did those results impact greater understanding of those subjects?

While serving as a Research Assistant at Columbia University, I worked on research focused on addiction, specifically exploring the gateway hypothesis—how early alcohol exposure may predispose individuals to cocaine use later on—and the underlying epigenetic mechanisms that influence that behavior. The work involved controlled animal studies where we observed how different exposure patterns to alcohol and cocaine impacted behavioral responses and reinforcement patterns. It was fascinating to see, in a very real way, how strong those reinforcement loops could become—one experiment I’ll never forget involved a rat repeatedly activating a lever for cocaine at a pace that almost felt mechanical, like it was wired to do nothing else.

Beyond the subject matter, the experience was incredibly formative from a scientific standpoint. It taught me how to control for multiple variables across complex experimental groups, how to design appropriate comparisons, and how to interpret behavioral data within a rigorous framework. More broadly, the research contributed to a deeper understanding of how substance use behaviors can be influenced not just by exposure, but by biological and epigenetic factors that shape susceptibility over time. That training sharpened my ability to distinguish signal from noise, which is something I apply today when analyzing retail performance, customer behavior, and product success.

What conferences did you present at while working with Kallyope? What was the grand importance of those conferences that you attended?

While working with Kallyope, I contributed to research that was presented at major scientific conferences focused on neuroscience, gut-brain signaling, and drug development. It was actually at one of those conferences that I really began to appreciate the role of endocannabinoid signaling within the gut-brain axis and how deeply interconnected those systems are in regulating mood, appetite, and behavior. Being in that environment was important because these conferences are where emerging scientific consensus starts to take shape—where hypotheses are challenged, validated, and refined through peer review and discussion. They also serve as a bridge between early-stage discovery and real-world application, particularly in drug development. Experiencing that firsthand sharpened my understanding of what credible, high-quality evidence looks like, how long and iterative innovation cycles truly are, and the often significant gap between scientific breakthroughs and their translation into products or therapies that reach the market.

What caught your professional attention about working with On the Revel? What interested you about organizing events that highlight and serve cannabis professionals and advocates?

What initially caught my attention about On the Revel was attending one of the early events where we brought together pioneers like the founders of Ebbu and Phylos—groups that were truly ahead of their time. Ebbu, in particular, was doing advanced genetic engineering on cannabis and was later acquired by Canopy in what became one of the more notable acquisitions in the industry. Being in that room, it became clear to me that On the Revel wasn’t just another event platform—it was creating a space where people from fundamentally different disciplines could come together around cannabis, from science and research to policy, culture, and business. That convergence is what really interested me. Organizing events in this space isn’t just about showcasing products; it’s about unlocking the broader potential of the plant by facilitating conversations and relationships across sectors that don’t typically interact. That’s where real innovation and progress happen, and I saw On the Revel as uniquely positioned to enable that.

How have you and the On The Revel team adapted and changed the events since the New York cannabis industry itself has changed and grown?

We started out as a platform for the canna-curious—creating accessible spaces for education and cultural engagement—then evolved into supporting operators through the licensing wave, helping people understand how to enter the market. As the industry matured, it became clear there was a gap in real B2B infrastructure, so we shifted toward facilitating business at the scale the market actually needed but didn’t yet have. As the New York cannabis market has formalized, we’ve adapted our events to be more buyer-focused, compliance-forward, and outcomes-driven. For example, we’ve refined our Buyers’ Club to prioritize high-intent purchasing behavior rather than just attendance, and we’ve built frameworks around compliant sampling that align with systems like METRC. We’ve also moved toward structuring events around measurable outcomes—deals closed, products placed, and partnerships formed—so that participation translates directly into business impact, not just exposure.

What are your regular duties as Brand Partnerships and Buying Director for CONBUD? What have been some of the most historic and beneficial partnerships that you’ve formed since serving in that role?

As Brand Partnerships and Buying Director for CONBUD, my role sits at the intersection of procurement, data analysis, and relationship building. On a day-to-day basis, I’m responsible for curating the product assortment by analyzing key metrics like units sold per day, margin, and SKU velocity, and structuring the menu across core, discovery, and premium tiers. I also lead vendor negotiations, secure marketing support, and develop partnerships that drive both revenue and customer engagement. Beyond the numbers, I’m focused on building systems that consistently perform—ensuring the right products are on the shelf, supported by the right storytelling and activations.

One of the most memorable early partnerships was the launch of Dr. Midtown at CONBUD. We leaned into a bold, culturally rooted concept by using the founders’ mugshots as part of the campaign, which became a defining moment for the brand and the store. It captured attention from outlets like New York Magazine and set the tone for how we approach storytelling—authentic, unapologetic, and grounded in real experiences. Since then, we’ve continued to build on that foundation by producing a range of activations, from block parties to rooftop events, each designed to bring brands closer to the community. What’s been most impactful is seeing how many brands are willing to lean into that authenticity and show up in a real New York way, which ultimately drives stronger engagement and long-term partnerships.

When it comes to social equity opportunities in the New York cannabis industry, how is CONBUD promoting those values and including those from communities most impacted by previous cannabis policies?

When it comes to social equity, CONBUD approaches it as an operational priority rather than a marketing initiative. We actively hire and train justice-impacted individuals, partner with organizations like CREATE program, and support initiatives such as the Kalief Browder Scholarship Fund. We donate 13 cents from every transaction to them. Beyond that, we are focused on normalizing participation in the legal market, reducing stigma, and creating real economic pathways for individuals who were disproportionately impacted by past cannabis policies.

As a researcher yourself, what have been some of the most thorough and accurate research studies done on cannabis? What are some crucial studies that still need to be completed?

There’s a tremendous amount of cannabis research out there, and it’s honestly hard to stay as up to date as I once was when I was working in science full time. That said, some of the most thorough and credible clinical work has come out of Israel, particularly around PTSD and anxiety, where they’ve led the way in structured, patient-centered studies. More broadly, the strongest bodies of evidence globally tend to focus on pain management, neuropathy, epilepsy—especially with CBD—and emerging research on sleep and anxiety regulation. At the same time, there are areas that I think deserve much more attention, like endocannabinoid signaling in therapies such as acupuncture, and its role in feeding and reward circuits through the gut-brain axis, which is something I became particularly interested in during my research years.

There are still significant gaps that need to be addressed, including long-term longitudinal studies on daily cannabis use, standardized dosing frameworks, and a deeper understanding of terpenes and the entourage effect. We also need more rigorous data that clearly separates correlation from causation, especially in mental health outcomes. Looking forward, I’d love to see more research on minor cannabinoids and their applications in areas like dermatology and overall health, as those compounds are still largely underexplored but hold a lot of potential.

Looking forward, what are some exciting future plans for CONBUD and On The Revel?

For CONBUD, we are focused on continuing to refine our data-driven procurement systems, expanding community-based activations, and building stronger feedback loops between brands and consumers. For On the Revel, the goal is to further establish the Buyers’ Club as the central B2B engine in New York, enhance our content and intelligence platforms, and continue defining what a compliant and high-functioning cannabis market looks like.

How can New York cannabis regulators and businesses alike continue to promote social equity and equal opportunities for all in the rapidly growing state industry?

For New York cannabis to continue advancing social equity, both regulators and businesses need to align on a few key areas. Access to capital is critical, as licenses alone do not guarantee sustainable businesses. There also needs to be greater investment in operational education, ensuring that operators understand compliance, procurement, and marketing systems. Ultimately, true equity is not just about who enters the market, but who is able to sustain and scale within it.