The Downward Spiral of Surterra
Since its inception in 2017, Surterra has been a name that promised quality and reliability in the cannabis industry. Fast forward to 2025, and the reality tells a different story; Surterra is faced with a staggering $23 million loss. What went wrong? Poor customer service, allegations of racism, and inconsistent product quality have all contributed to this unfortunate decline.
A Troubling Transition with Parallel Inc.
In a bid to salvage their reputation, Surterra was taken over by Parallel Inc., which aimed to introduce what they call “equal employment” practices to enhance diversity. However, it appears the damage might be irreversible. Customers have reported dissatisfaction with product quality, citing low THC levels and concern over pesticide use. Simply put, when customers are faced with a choice between mediocre products and the competition, the choice becomes clear: they’re opting out of the Surterra experience altogether.
Staff Problems and Future Uncertainty
Moreover, there have been numerous complaints regarding the staff. Many customers describe the employees as “overpaid” and “entitled,” perceiving them as uninterested in their duties. This perceived laziness not only affects customer relationships but also highlights a systemic issue within Surterra’s operational model. With $23 million in losses and counting, 2025 is shaping up to be a pivotal year for the company.
Surterra’s downfall serves as a cautionary tale for businesses in the cannabis industry. Unless significant changes are made, the company may find itself in a deeper hole, spiraling further away from its initial promise of quality and service.
