Fluence

The Story

When cannabis and commercial agriculture operations need a sustainable alternative to outdated lighting systems, they turn to Fluence. Effective as they are efficient, Fluence’s LED lights are pioneering a new future for the entire horticulture industry. It’s a stark contrast to the lighting market of a decade ago, when high-pressure sodium or fluorescent lights were often the only options for commercial cultivators. LED lights were simply too cost-prohibitive to be deployed at scale in warehouses, indoor farms and greenhouses that measure in the tens of thousands of square feet. Over time, however, LEDs became both cheaper and more efficient, finally providing cultivators with a viable alternative to legacy lighting systems. HPS and fluorescent lights at scale rack up exorbitant operational costs, waste too much energy and, perhaps most importantly, lack LEDs’ ability to provide the light spectra and intensity that plants—and the cultivators that tend to them—need to reach their full potential. All Fluence had to do was prove it.

Fluence’s rapid growth in recent years came at the perfect time. The burgeoning medicinal and recreational cannabis markets arising throughout the U.S. meant a new generation of cultivators and investors were building their operations from scratch and often lacked the horticultural experience and knowledge that Fluence’s experts possessed in abundance. Combined with margins that receded every year—particularly in cannabis—as market supply became market surplus and drastically reduced prices, Fluence was perfectly positioned to serve as both lighting provider and horticulture expert, and ultimately to be a total solutions provider for an industry that craves knowledge and that will only continue to grow.

To reach its goal of becoming that total solutions provider for both the cannabis and commercial agriculture markets, however, Fluence embraced a fully integrated communications strategy with owned research at its center. Since 2019, Red Fan has worked closely with Fluence to integrate into its marketing department, science and research division and horticulture services practice, using PR as a major means of cohesively linking the entire brand behind a singular market goal: Be the first stop for every cultivator looking for proven ways to maximize plant yield and profits.