We Are the Industry is an ongoing series featuring Dutchie employees with deep experience in the cannabis industry. Dutchie's employees care about the industry because we are the industry.
Which cannabis companies have you worked for?
I have been cultivating cannabis since 1995. I was a personal use cultivator for many years and transitioned to a commercial focus in 2010. I moved to regulated markets when they came online in 2016 and grew all over the hills of Humboldt including Willow Creek, Windy Gap, Blocksburg, Dinsmore, and Larabee Valley. I transitioned to SoCal to cultivate at scale and made a family decision to retire at the end of 2023 and support the movement in another way.
Dutchie has welcomed me with open arms, honored my path, and supported my transition and career development through mentorship and training.
I firmly believe that brick and mortar retail offers an ambiance and consumer experience that must be preserved. I am honored to work for an organization that does so much for the space and feel blessed to play a role in moving the industry forward alongside my friends and colleagues.
What did you like most about working with cannabis?
For me, growing cannabis connects me to the higher purpose of saving and improving lives. I became a professional cultivator to caregive for my dying mother and other terminally ill cancer patients.
Having grown medicine for end of life care and to help alcoholics and addicts wean off dangerous substances really connected me to the power of plant medicine. I firmly believe that increased focus on R&D post rescheduling will further unlock the medicinal power of cannabis.
Additionally, I find the cultivation process to be both therapeutic and spiritual. Farming cannabis, especially in the Hills, is a magical undertaking that you simply must experience to fully understand.
What have you learned moving from plant touching work to tech?
Like I saw in cultivation, the struggle in the retail sector is real. High fees and taxes, traditional market competition, local bans, the emergence of Direct to Consumer markets, and pricing wars are hurting profitability in the space. Sound operators can still do quite well, however being on the ground level at the opposite end of the supply chain has certainly been instructive.
One thing that attracted me to Dutchie was a corporate focus on social justice, equity, improved consumer access, and policy reform. Additionally a continual feedback loop where we engage thousands of operators and build the platform functionality needed to satisfy diverse workflows also showed a heart and a level of commitment I found desirable.
And while the retail backdrop in California is under significant pressure, the love and conviction dispensary operators have with respect to serving local communities helps me move forward with passion and purpose in this new role.
What’s your advice for those starting out in cannabis?
Firstly, seek a mentor. The cannabis industry is highly complex and engaging those who helped pave the way for regulated markets can help you avoid costly mistakes and level up.
Secondly, I would encourage folks to be realistic with financial projections. When running pro formas make sure to include base case, best case and worst case scenarios in terms of sales velocity and price per unit. Disciplined financial management, ample cash reserves, and access to capital are also important for extending your operating runway.
Finally, I would encourage everyone to lead with love. For many consumers cannabis is a very personal thing used for health, wellness, and recreation. Connect with the movement to legalize, normalize, and destigmatize cannabis, get active in pushing for policy reform, and ensure that consumers are at the core of your decision making process.
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