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Speaker 1: Heard around the world on the I Heart Radio app,

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Speaker 1: Apple Podcast or wherever you get your podcast. It's Cannabis

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Speaker 1: Talk one oh one with Blue and Joe Grande. I'd

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Speaker 1: like to welcome the moderator for the next panel, penetrating

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Speaker 1: cannabis retailers, Jenny Bett Dill's from Game Over Distribution. Maybe

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Speaker 1: Jenny grabbing Mike grabb A, Mike, tell the people who

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Speaker 1: you are while I introduce Mr Jason Beck, the longest

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Speaker 1: running retailer in cannabis, and and Mr Elliott Lewis of

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Speaker 1: Catalysts retail company from Catalyst Cares. You can find him

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Speaker 1: on Instagram talking as ship at at Catalysts Underscore CEO. No,

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Speaker 1: it's CEO Underscore Catalyst Catalysts Underscore CEO. And what I

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Speaker 1: like about Elliot is that he keeps it real and

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Speaker 1: he continues to support the community that got him here.

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Speaker 1: His slogan is wet for the people, and that's all

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Speaker 1: you need to know about So jb without further ado,

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Speaker 1: take it away. Nice to me is my mic on

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Speaker 1: check check. What's up? Hi? I am Jenny Beth. Nice

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Speaker 1: to meet you guys. Tonight I will be penetrating Jason

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Speaker 1: Beck and Elliott Lewis. Um, we are going to talk

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Speaker 1: about how to get into retail shops. UM. For those

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Speaker 1: of you that don't know me, I'm a little aggressive.

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Speaker 1: Nice to meet you. UM. For those that do, what's up,

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Speaker 1: get to see you again? UM. But yeah, So we're

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Speaker 1: gonna do this panel on how you can get your

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Speaker 1: brand into retail stores, which is whatever he's asking because

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Speaker 1: what you got a lot of wheat and a little

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Speaker 1: bit of money. We need to change that around. So

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Speaker 1: let's figure out how to do that, how to get

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Speaker 1: your brands into some retail shops. And uh, I'm gonna

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Speaker 1: ask them honest questions, and we're gonna get some honest

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Speaker 1: answers because I did not give them these questions before

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Speaker 1: I asked them. Jason Beck, Elliott, come on down. You

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Speaker 1: are the next contestant on the Price is Wrong in

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Speaker 1: Cannabis retail? Oh yeah, oh yeah. So to my right

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Speaker 1: we have Jason Beck, one of the longest running cannabis

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Speaker 1: retailers in the world. Nice to see you, Jason. How

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Speaker 1: are you, little buddy? Amazing, great to see you. Jenny Beth, Yeah,

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Speaker 1: a little buddy, j B. JB squared again on stage.

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Speaker 1: I know it's Wendy. It's either hot or Wendy fix

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Speaker 1: it dessert. And we have Elliott Lewis, CEO of Catalysts,

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Speaker 1: and uh Dick Kicker nic he wrote it. I just

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Speaker 1: said it. Thank you for moderating. Glad to be here,

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Speaker 1: so very good to see you guys. Jason, tell us

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Speaker 1: little about yourself and how you got into cannabis um.

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Speaker 1: I basically had a pager and then I turned that

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Speaker 1: into a storefront and here we are today, right now?

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Speaker 1: Could I press now when one after the number if

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Speaker 1: I really needed it now? Um, you could, but it

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Speaker 1: would not make me go any faster. Well, next, Elliott,

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Speaker 1: how are you very good? How did you get into

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Speaker 1: cannabis um? You know, look, I did a little bit

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Speaker 1: of stuff back in the nineties when I was going

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Speaker 1: to school up in Berkeley. Don't really count that is

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Speaker 1: on an industrial level. Definitely had a three lighter, one

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Speaker 1: of the first guys to be able to get a card.

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Speaker 1: That was when the law passed two thousand thirteen, started

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Speaker 1: doing some two fifteen grows. Retail came into my hometown

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Speaker 1: Long Beach, just wanted to get one license. I thought

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Speaker 1: that would be the most uh cool thing ever. And

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Speaker 1: then we had a little bit of success there and

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Speaker 1: you know we're just kind of building one by one now,

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Speaker 1: so well, you built one by one quite a few times.

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Speaker 1: How many stories do you have right now? We got

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Speaker 1: thirteen open a few in the pipe. So a little

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Speaker 1: by little, Yeah, look little, little by little to a lie.

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Speaker 1: That's amazing, that's amazing. When did you decide you wanted

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Speaker 1: to do retail? Um, like I said, I think, uh,

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Speaker 1: you know, after we had some success locally and Long Beach,

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Speaker 1: we tried to recreate the wheel. I think our next

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Speaker 1: city was Bellflower. We were successful there and then you

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Speaker 1: know that just seemed to be our lane. Um, you

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Speaker 1: know in the you know to fifteen days we'll call them. Uh,

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Speaker 1: you know, it was I was only doing growing and

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Speaker 1: then we switched over to the retail. Plus we kind

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Speaker 1: of had the vision looking forward that it was really

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Speaker 1: hard to get the retail licenses and that you would

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Speaker 1: have control over the supply chain. And they were giving

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Speaker 1: out growth licenses, uh at a higher rate, and we

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Speaker 1: thought there would be an oversupply, which is proven unfortunately,

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Speaker 1: uh for a lot of the small legacy farmer's to

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Speaker 1: be true. Yeah, absolutely absolutely, Jason. So from the garage

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Speaker 1: with the beeper the garage, what do you mean we

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Speaker 1: didn't have garages in the trailer park. Well, you had

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Speaker 1: a garage. You had a garage at one point. I

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Speaker 1: know Jason's story, so sorry, I'm cliff noting. I mean,

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Speaker 1: tell me how you got into retail and when you

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Speaker 1: decided that was your path. So basically, UM, prior to UH,

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Speaker 1: you know, this was back when there was probably only

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Speaker 1: fifteen stores in the entire state, let alone the rest

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Speaker 1: of the country. And Uh, I basically got tipped off

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Speaker 1: that my apartment was going to get rated, so I

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Speaker 1: moved to San Francisco to start growing. And then the

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Speaker 1: next natural phase of growing in San Francisco was getting

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Speaker 1: a store in San Francisco and something I always wanted

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Speaker 1: wanted to do. UM. Just just for the record, UH,

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Speaker 1: Prop To fifteen was passed in that was the first

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Speaker 1: time I was ever um eligible to vote, and the

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Speaker 1: very first vote that I ever cast was for medical cannabis.

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Speaker 1: So that's kind of how it all really really started.

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Speaker 1: The rest for Trump had So okay, we've got past

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Speaker 1: genial stuff. That's amazing. It's very cool to hear your story.

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Speaker 1: Congratulations on the thirteen shop that's fucking huge. That's definitely

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Speaker 1: a footprint in the state of California. Uh, congratulations Jason

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Speaker 1: for so being here, because Kelly, we're here. Hey, we're

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Speaker 1: still here. Let's go team. But we're gonna ask some

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Speaker 1: questions about how these guys can get into retail and

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Speaker 1: how they can get their brands there. I know how

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Speaker 1: they could get into retail. Uh, don't give your one.

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Speaker 1: I got say. How you can get into retail is

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Speaker 1: you can walk into one of our stores anytime and

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Speaker 1: go and buy some weed. Okay, well we're talking about

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Speaker 1: selling weed, so by we're talking yes, So you you

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Speaker 1: may with an idea that says you're twenty one year

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Speaker 1: older walk into a retail That is how you get

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Speaker 1: into a retail store. Um. So I'm going to start

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Speaker 1: with Elliott. Elliott. I love that you have a focus

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Speaker 1: on mom and pop brands, on legacy cultivators, on bipop

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Speaker 1: brands and things like that. How do you personally select

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Speaker 1: because I love that you're involved in the selection of

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Speaker 1: the brands, But how do you select its brands are

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Speaker 1: gonna fit your shelves? Yeah? I mean the first thing

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Speaker 1: that has to be there is you know the product

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Speaker 1: and the price. And look, I know the difference between

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Speaker 1: good weed and bad weed. But if I'm being honest,

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Speaker 1: I do leave that up to the team. Uh as

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Speaker 1: far as like what they think they will it will

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Speaker 1: retail at And you know, the little nuances between forty

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Speaker 1: and go a little bit above my head. Um. And

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Speaker 1: then you know, the younger kids kind of know what's

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Speaker 1: you know, bougie and new and and hype. But at

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Speaker 1: the end of the day, you know they have to

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Speaker 1: have the same kind of value system as us. It

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Speaker 1: doesn't mean they're not out to make a profit. Um.

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Speaker 1: We do our best to promote the Moro G brands.

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Speaker 1: And I always say getting in is easy, right. I

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Speaker 1: know everybody thinks it's hard, but that only gets you

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Speaker 1: to the ten yard line. And we try to do

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Speaker 1: every Thursday six to eight pm, try our best to

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Speaker 1: get to everybody. It's not you know, it's it's not

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Speaker 1: possible to do getting d m s all the time.

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Speaker 1: They're all fairly similar, and you know, we like to

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Speaker 1: get to everybody. But once they get in, give them

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Speaker 1: the honest feedback. We might buy a little bit of

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Speaker 1: a product to give it a go, but they got

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Speaker 1: to do the work to sell it through and the

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Speaker 1: biggest influencers in the game, and it's not Pollyanna to say,

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Speaker 1: are the bud Tenders. And then I can only speak

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Speaker 1: for our footprint. You gotta ingratiate yourself with the culture

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Speaker 1: there would be through the bud Tenders coming to events,

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Speaker 1: being part of it, and the brands that have really

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Speaker 1: taken off within our footprint probably are different than some

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Speaker 1: of the other UH stores. But it's because that and

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Speaker 1: it's not something that I figured out ahead of time.

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Speaker 1: I've just seen it. It's really the consistency and the

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Speaker 1: persistence of being there on a consistent basis and taking

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Speaker 1: care of the bud tenders, getting to know them. They're

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Speaker 1: all human. That's what's gonna sell through. So everybody thinks like, oh,

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Speaker 1: I just want to get on the shelf. That's like

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Speaker 1: the ten yard line in a hundred yard line that

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Speaker 1: so you just really need the back up there and

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Speaker 1: it don't come in with the bang and then walk away.

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Speaker 1: That doesn't work either. You guys have to stand behind

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Speaker 1: your brand. You have to have a presence. No one's

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Speaker 1: gonna sell your baby like you fucking can. And that's

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Speaker 1: very important to realize. And also I used the effort

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Speaker 1: a lot, so get ready. Um, but yeah, that's super important.

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Speaker 1: You can get into a shelf, but it's very easy

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Speaker 1: to be pulled off of one as well. Right, And

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Speaker 1: and that's all just based on performance. And I always

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Speaker 1: say that, like and I would say this to my mother.

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Speaker 1: The customer is the judge, jury, and execute shoulder in

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Speaker 1: this process. Right. So, um, you know, we could give

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Speaker 1: a little a little bit of a go with the product,

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Speaker 1: especially now as the footprints gotten a little bigger. Uh

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Speaker 1: you know, we can splash around, get a couple of pounds. Uh,

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Speaker 1: you know, see how it goes. But if you're not

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Speaker 1: supporting and you're not getting involved in the stuff we're doing,

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Speaker 1: it's just not gonna sell in our bed tenders are human.

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Speaker 1: You get into the you know, higher end, eight's like

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Speaker 1: it's really a little bits of separation between the quality.

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Speaker 1: So what are they gonna have on the tip of

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Speaker 1: their tongue, who they know, who they like, who they

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Speaker 1: are brand walking through the mess, etcetera, etcetera. So again,

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Speaker 1: I couldn't preach enough how important is to be consistent

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Speaker 1: and uh, you know, persistent and it just never ends,

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Speaker 1: you know, hustling your brand but again, the customer is

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Speaker 1: gonna decide. We mark up everything the same too, so

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Speaker 1: everybody has the same uh playing field that they're playing on.

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Speaker 1: And at the end of the day, Um, you know

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Speaker 1: you're gonna decide whether or not your brand is gonna

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Speaker 1: make it on markups. So are you doing a keystone

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Speaker 1: or what? What's your typical markup? So last year we

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Speaker 1: ran a thirty percent profit margin. We were marking up

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Speaker 1: about thirty five percent, give or take. But with all

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Speaker 1: the deals and special pretty sure that's the littlest fucking

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Speaker 1: mark up in cannabis. Uh I. But I will say this,

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Speaker 1: margins are a little bigger this year. And then, over

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Speaker 1: a very tough decision, I just raised all the prices

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Speaker 1: a dollar literally this week. I shouldn't even say it,

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Speaker 1: but we had to do it to survive. I didn't

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Speaker 1: want to do it. It was like one of those

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Speaker 1: fucking things like I'm gonna do it. But we run,

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Speaker 1: we run. Probably this year we might run it like

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Speaker 1: sixty six sixty five. We're always throwing deals in Slassy Sunday,

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Speaker 1: Women's Wednesday, Kobe Day. But I know from being audited

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Speaker 1: so much, uh, the you know, the c d F

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Speaker 1: t A when they audited us so many times they

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Speaker 1: were surprised at our margin was only because they calculated

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Speaker 1: markup not to get into the tax at the state.

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Speaker 1: So this percent excise. Really we're paying about no and

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Speaker 1: I love that. And for you that don't know, there

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Speaker 1: is a standard markup through the c d f A

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Speaker 1: that allows you to be taxed at a certain level.

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Speaker 1: So it's really important for those margins to stay a

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Speaker 1: little lower. And it's really important for everybody to eat,

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Speaker 1: right because like, let's go old school, right, if we

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Speaker 1: were trapping. If everybody doesn't eat, this is a bad

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Speaker 1: fucking deal, it's a bad fucking deal. So with that,

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Speaker 1: Jason Beck, how are you. We'll be right back with

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Speaker 1: Cannabis Talk one oh one. Welcome back to Cannabis Talk

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Speaker 1: one oh one. Everybody gonna eat. Everybody go eat, everybody

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Speaker 1: gonna eat. Let's talk slotting fees. I'm down. I'm down

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Speaker 1: with slotting. Why are you down with slotting fees and

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Speaker 1: sling um? I think it depends. I've seen slotting fees

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Speaker 1: very anywhere from around five hundred dollars a month to

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Speaker 1: as much as a month, depending on the retail and

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Speaker 1: the brand activation Okay, so on those slotting fee clients

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Speaker 1: right on the people that you're buying from who are

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Speaker 1: paying those slotting fees. Are those people that you're cashing out?

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Speaker 1: Are you paying them c O D? Are you asking

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Speaker 1: for terms and slotting fee? Um? Every every deal is

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Speaker 1: different and at the same time too, depending on the

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Speaker 1: retail with the type of the slotting fee. I mean,

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Speaker 1: that's that's just kind of a variable of of what

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Speaker 1: can be done. A lot of brands want to have

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Speaker 1: no problem with consignment because the market is so terrible,

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Speaker 1: and so you know, like if if you're going to

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Speaker 1: give if every people are offering free credit. I mean,

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Speaker 1: I don't know a business that wouldn't take free credit.

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Speaker 1: Oh absolutely absolutely, But what slotting fees? Right, It's kind

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Speaker 1: of like maybe buying your way in the door, right,

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Speaker 1: So like looking at brands that aren't California specific, that

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Speaker 1: aren't from the legacy market, that haven't been here for

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Speaker 1: a minute, buying your way in the best way to

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Speaker 1: get in, right, So like Brads and Chads and make

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Speaker 1: sure capitalized. I mean yeah, but I don't think it's

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Speaker 1: as easy for them because I know I've seen a

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Speaker 1: number of different products that were like, uh mso traditional

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Speaker 1: type of products that like you know, had no culture,

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Speaker 1: just kind of you know, just just products. And they

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Speaker 1: were willing to pay slotting fees. But the still the product,

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Speaker 1: what didn't it just didn't drive with I didn't think

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Speaker 1: that it would sell. It didn't. It didn't make sense

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Speaker 1: to me. It wasn't it wasn't a good buy. And

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Speaker 1: and then they were still willing to pay slotting fees.

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Speaker 1: So just because you charge a slotting fee doesn't mean

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Speaker 1: that everyone that wants to pay a slotting fee is

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Speaker 1: necessarily going to get that opportunity to pay a slotting fee.

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Speaker 1: That's fair, that's fair. So I mean we're all fairly aware,

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Speaker 1: and I think everybody can nod their heads. The California

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Speaker 1: market sucks right now. It is flooded with shitty weed,

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Speaker 1: ship ship shitty weed right at low prices. And so

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Speaker 1: looking at that and looking at the cultivator who doesn't

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Speaker 1: have to pay taxes. But they weren't paying them before,

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Speaker 1: by the way, they were passing them through a k A,

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Speaker 1: not paying them and letting the districts pay them. Um.

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Speaker 1: But now we have a little bit of reprieve there.

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Speaker 1: The brands, the manufacturers, it seems like most of the

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Speaker 1: revenue is coming into the retail side, right, and I

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Speaker 1: know that it's not great. The margins aren't great theory either,

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Speaker 1: because the prices are going up because everybody else needs

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Speaker 1: to eat. So how do we offset that when we're

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Speaker 1: charging slotting fees and we're charging this, and we're charging that,

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Speaker 1: and we're giving asking for thirty sixty day terms. Um,

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Speaker 1: how do we make sure that everyone in the chain eats?

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Speaker 1: A k A. We're back in the old days. Everyone

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Speaker 1: doesn't eat. It's a bad deal, Elliott. I know you're

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Speaker 1: really trying to support bipoc and equity and people like that.

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Speaker 1: How do you make sure that everyone eats in the chain? Yeah,

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Speaker 1: I mean, look, it's it's it's it's it's a tough question.

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Speaker 1: You don't want to beat up on people because it's

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Speaker 1: a bad market. We do have the benefit of having,

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Speaker 1: you know, the thirteen stores, and we're one drop to

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Speaker 1: a distro. And our program has always been volume, so

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Speaker 1: we've tried make it a little more volunteery. Um, you know,

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Speaker 1: just to give one example, UH connected to running a

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Speaker 1: ninety day UH promotion, and that's something they wanted to

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Speaker 1: do to get volume in the market and then we're

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Speaker 1: dumping a discount on top of that, so you know

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Speaker 1: it's off. Then on two days it's off. And you know,

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Speaker 1: I think we've been lucky to have people that kind

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Speaker 1: of want to rotate that get some volume out and

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Speaker 1: then that's always been the way that we've run our stores.

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Speaker 1: We go for volume, try to hook up the customers,

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Speaker 1: build a customer loyalty. Really the guy that I want

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Speaker 1: or girl, uh that's uh, you know as a customer

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Speaker 1: is the six hundred dollar a month smoker that gets

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Speaker 1: four hundred I want them all, but that spends four

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Speaker 1: and fifty at our store. So, like I think, because

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Speaker 1: of the convenience of now being able to drop in

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Speaker 1: our distro, we only destro to ourselves. It's a win

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Speaker 1: win situations, uh hopefully for the for the vendors. And

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Speaker 1: you do have to walk that line of taking care

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Speaker 1: of your realm and where the market's at and then

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Speaker 1: not trying to beat up too hard. And like I said,

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Speaker 1: we've been lucky that. Uh, there always seems to be

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Speaker 1: somebody that wants to push of all human since they

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Speaker 1: know we mark it up the same. I think there's

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Speaker 1: a lot of benefits for the brands for kind of

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Speaker 1: hopping on and saying, hey, we're wed for the people too,

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Speaker 1: and then it gets in their hand and it gives

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Speaker 1: them the opportunity for the customer to try it and

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Speaker 1: if they have other loyalties maybe eventually switch. I love that,

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Speaker 1: And I also want to get flowers or flowers or do.

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Speaker 1: That markup that you guys put on the flower and

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Speaker 1: put on the products is absolutely much lower than industry standard,

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Speaker 1: much lower than a lot of people who are price gouging.

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Speaker 1: So you guys drop your products in catalysts because they

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Speaker 1: will make sure they sell through. You can't park something

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Speaker 1: up but then be like here, I can get it

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Speaker 1: down the street for this much. Why would I pay

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Speaker 1: this here? So that's amazing and that's great for soul through. Yeah,

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Speaker 1: and look, it is a hard thing, like you know,

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Speaker 1: like I said, you can't get to everybody. And then

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Speaker 1: we did just have the ride raise the price of dollar.

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Speaker 1: You know, you're doing the math, you're watching the oil

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Speaker 1: taker and you're like, oh shit, it's gonna hit the rocks.

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Speaker 1: I gotta stare it into the harbor. And it doesn't

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Speaker 1: happen overnight. So we we we try to ride that

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Speaker 1: balance and then you know, to dip in on the

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Speaker 1: shelfing thing. For a very short period of time, we

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Speaker 1: did do the shelfing thing. Uh, you know, I just

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Speaker 1: kind of found it, like you ended up the ones

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Speaker 1: really willing to pay shelfing fees were the less good products, right,

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Speaker 1: So I'd rather get a little bit of a break

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Speaker 1: on the price, keeps it simpler. And then we've built

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Speaker 1: like strong alliances. I always tell our guys, we're not

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Speaker 1: fucking NASCAR, so we gotta keep our alliances to you

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Speaker 1: know whatever. It is a couple maybe in a category,

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Speaker 1: and we just run it that way and it's it

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Speaker 1: seems to be uh working out. But it is definitely

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Speaker 1: a balance to you know, figure out how to not

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Speaker 1: beat them up too hard. But we are capitalists. We

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Speaker 1: are in the business of you know, making making profits. Yeah,

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Speaker 1: when none of us work for free, right, that's that

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Speaker 1: would be a terrible thing to do. So everybody got

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Speaker 1: to eat, right, I thought that was the whole point

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Speaker 1: of the conversation. Everybody does have to eat, and it's

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Speaker 1: very important. So we should not charge people slotting fee

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Speaker 1: because you are not an advertiser. You are a retailer

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Speaker 1: who are making money ONCT. Well, I have a thing

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Speaker 1: to say about this is um do you remember record stores?

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Speaker 1: Have a question? First? You remember do what I I do?

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Speaker 1: I do? I remember T Y G and all that ship? What?

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Speaker 1: What's your mark up? My markup? Berries berries on the item?

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Speaker 1: Does it? Why? Because not not? You're you're not certain

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Speaker 1: things you have to price at a smaller rate in

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Speaker 1: order to get him to move. It's kind of like

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Speaker 1: the kind of similar to the home Depot model. Right.

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Speaker 1: Home Depot doesn't make any money off of their air

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Speaker 1: conditioners that they sell because they know every time you

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Speaker 1: go into Home Depot you're gonna buy air conditioner and

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Speaker 1: then you're gonna buy a whole bunch of other ship.

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Speaker 1: On top of it that they have a crazy insane

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Speaker 1: markup on I have never, once in the history of

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Speaker 1: everdon bought an a C unit at home Deepot. I

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Speaker 1: bought a lot of air conditioners from Home Depot, and

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Speaker 1: I've bought a lot of other ship every time I

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Speaker 1: want to buy air conditioner unit too. Okay, So if

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Speaker 1: the markup varies, it varies by products, it varies by brand,

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Speaker 1: it varies by does that mean that you guys feel

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Speaker 1: that you can get a higher profit, do you pay

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Speaker 1: the retent the and there's just like a base of

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Speaker 1: what it is, and then depending on fluctuality of of

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00:19:15,480 --> 00:19:17,800
Speaker 1: that item, we will drop. So let's make it. Let's

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Speaker 1: let's let's trap it down because I love to do that, right,

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Speaker 1: So these are depths. I can double up on depths,

378
00:19:24,240 --> 00:19:27,600
Speaker 1: or I can pull a triple a indoor right, an exotic,

379
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Speaker 1: the Zaza, the Runts Cross that you love so fucking much,

380
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Speaker 1: and I can put three points on that. Is that

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Speaker 1: what you're doing essentially with your markups? Or no, no, no,

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Speaker 1: because that's the cheap weed you need to move. That

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00:19:37,600 --> 00:19:41,560
Speaker 1: stuff needs to go as masses needs to fly. Okay,

384
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Speaker 1: all right, well that matters. So what's the best way

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Speaker 1: to get in touch with your buyers? Elliott will be

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Speaker 1: right back with Cannabis Talk one oh one. Welcome back

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00:20:01,200 --> 00:20:04,040
Speaker 1: to Cannabis Talk one oh one. Usually I end up

388
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Speaker 1: getting d M and then so the reason we started

389
00:20:06,840 --> 00:20:09,280
Speaker 1: the Thursday at sixth thing was like, you gotta keep

390
00:20:09,320 --> 00:20:12,159
Speaker 1: in mind, understaffed already, right, I was just saying we

391
00:20:12,160 --> 00:20:16,240
Speaker 1: should have forty we have seventeen. Um, you know, breeze

392
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Speaker 1: kind of the gate keeper and then everybody like loves

393
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Speaker 1: to give me weed as if I'm the final arbitrator.

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Speaker 1: Like and like I said, I know good weed and whatever,

395
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Speaker 1: but like I need someone to tell me if that's

396
00:20:28,119 --> 00:20:31,119
Speaker 1: sixty or sixty five or sixty eight. My my my

397
00:20:31,200 --> 00:20:34,800
Speaker 1: palette is not that uh sophisticated. But you know, usually

398
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Speaker 1: if someone reaches out, and I'm sure some have fallen

399
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Speaker 1: through the cracks, I try to give him a fair

400
00:20:40,040 --> 00:20:42,080
Speaker 1: herring and like I give him the brutal honesty because

401
00:20:42,119 --> 00:20:44,240
Speaker 1: the best thing you can do is that. And people

402
00:20:44,240 --> 00:20:46,600
Speaker 1: will come in and look, I've never met a grower

403
00:20:46,680 --> 00:20:48,640
Speaker 1: yet by the way, that ever said that ever said,

404
00:20:48,920 --> 00:20:52,600
Speaker 1: I grow super mediocre weed that has all sorts of issues,

405
00:20:53,040 --> 00:20:57,240
Speaker 1: and it's like gonna be a really overpriced pilot ship.

406
00:20:57,480 --> 00:20:59,320
Speaker 1: They all have the best grower and the best weed.

407
00:20:59,720 --> 00:21:01,440
Speaker 1: It's setter, etcetera. So we try to give him a

408
00:21:01,480 --> 00:21:04,360
Speaker 1: herring at sixth st eight, give him the feedback. It's

409
00:21:04,400 --> 00:21:07,480
Speaker 1: getting harder. So now kind of like if I'm putting

410
00:21:07,480 --> 00:21:09,520
Speaker 1: out the game, the rule of thumb is like, what

411
00:21:09,600 --> 00:21:11,240
Speaker 1: are you doing as an effort? Like if I see

412
00:21:11,240 --> 00:21:13,520
Speaker 1: you putting in work, you know, some of our events

413
00:21:13,560 --> 00:21:16,320
Speaker 1: the communities and you really wear me down and you've

414
00:21:16,359 --> 00:21:18,639
Speaker 1: come to five things like you're gonna get a fucking

415
00:21:18,640 --> 00:21:20,480
Speaker 1: fair hearing and we're gonna buy a little bit and

416
00:21:20,520 --> 00:21:22,600
Speaker 1: see where it goes from there. Yeah, you guys, beat

417
00:21:22,680 --> 00:21:26,280
Speaker 1: them down, beat them down. You have to be consistent,

418
00:21:26,320 --> 00:21:29,119
Speaker 1: You have to to continue to try because gatekeepers are

419
00:21:29,119 --> 00:21:31,320
Speaker 1: gatekeepers for a reason. Their job is to keep you away.

420
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Speaker 1: One funny one, Mr Cannabis was just running around and uh,

421
00:21:37,840 --> 00:21:39,399
Speaker 1: you know he would they were on us and we

422
00:21:39,520 --> 00:21:42,080
Speaker 1: carry them their good brand, really good flower, and then

423
00:21:42,119 --> 00:21:44,160
Speaker 1: he started doing like some weed for the people ship

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00:21:44,200 --> 00:21:47,080
Speaker 1: on I g and like, you know, kind of melting

425
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Speaker 1: my heart a little bit for the people, Like whatever

426
00:21:51,359 --> 00:21:54,440
Speaker 1: you can do to kind of get out of the crowd. Look,

427
00:21:54,440 --> 00:21:55,960
Speaker 1: at the end of the day, same ship has to

428
00:21:56,000 --> 00:21:58,160
Speaker 1: sell through. The order is gonna be on the cell through.

429
00:21:58,320 --> 00:22:00,639
Speaker 1: But even just fun ship like that, then you're like,

430
00:22:01,000 --> 00:22:03,560
Speaker 1: I like this fucking guy, get them right, you know

431
00:22:03,600 --> 00:22:06,200
Speaker 1: that's kind of how it plays out. But I definitely,

432
00:22:06,800 --> 00:22:08,520
Speaker 1: I mean, it's a sick amount of people you know

433
00:22:08,600 --> 00:22:10,400
Speaker 1: in the hundreds that you wish you could get on

434
00:22:10,840 --> 00:22:12,480
Speaker 1: that you can't. And it really is one of the

435
00:22:12,480 --> 00:22:16,120
Speaker 1: things that breaks our hearts. No, we're definitely cultivating relationships.

436
00:22:16,240 --> 00:22:18,199
Speaker 1: One thing I think people need to always realize is

437
00:22:18,240 --> 00:22:22,480
Speaker 1: that weed has always been sold and still always will

438
00:22:22,520 --> 00:22:27,400
Speaker 1: be sold off of personal relationships. That's just is what

439
00:22:27,440 --> 00:22:30,920
Speaker 1: it is. So that ship you bought that didn't test out? Right,

440
00:22:31,840 --> 00:22:37,119
Speaker 1: check your relationship Jason, Yes, who is the buyer currently

441
00:22:37,119 --> 00:22:42,280
Speaker 1: at os Uh, there's a couple of the different ones.

442
00:22:42,840 --> 00:22:45,919
Speaker 1: What are their names? Just hit me up. We have

443
00:22:46,040 --> 00:22:50,040
Speaker 1: a their names if you want to say their names.

444
00:22:50,440 --> 00:22:52,760
Speaker 1: I mean, I'm not here to know. I mean it's

445
00:22:52,920 --> 00:22:55,880
Speaker 1: it's important, right, So like realizing, what's the best way

446
00:22:55,920 --> 00:22:58,080
Speaker 1: to get into buyers? So we need to buy them donuts?

447
00:22:58,119 --> 00:23:00,600
Speaker 1: Do we need bring them cupcakes? Do they don't bring?

448
00:23:00,680 --> 00:23:05,119
Speaker 1: Don't bring buyers donuts and cupcakes? Okay, don't don't don't

449
00:23:05,119 --> 00:23:07,919
Speaker 1: bring them that. Bring them like something healthy, Okay, they

450
00:23:07,920 --> 00:23:11,480
Speaker 1: don't need to get all amped up on sugar and

451
00:23:11,480 --> 00:23:15,359
Speaker 1: he's okay, they don't bring them that. Think of something

452
00:23:15,680 --> 00:23:18,920
Speaker 1: practical that they'll use in life, something that they will

453
00:23:18,960 --> 00:23:22,200
Speaker 1: truly remember. You buy that they will use all the time,

454
00:23:22,960 --> 00:23:25,320
Speaker 1: not just a lanyard. That's fair. Do you think that

455
00:23:25,359 --> 00:23:27,760
Speaker 1: there's a value in spiffing your bud tenders. Obviously, the

456
00:23:27,760 --> 00:23:31,080
Speaker 1: bud tenders because of the way that California structures that

457
00:23:31,320 --> 00:23:34,760
Speaker 1: is a brand's window into the consumer. It's by far

458
00:23:34,920 --> 00:23:37,119
Speaker 1: the most important thing that I've seen in our own

459
00:23:37,160 --> 00:23:39,879
Speaker 1: footprint that you could do. And sometimes it's not like

460
00:23:40,280 --> 00:23:42,000
Speaker 1: they get a lot of promos that it's not just

461
00:23:42,080 --> 00:23:44,800
Speaker 1: the swag, it's you know, we do these sashes, um

462
00:23:44,920 --> 00:23:47,320
Speaker 1: and you know, thirty forty bud tenders come out and

463
00:23:47,320 --> 00:23:49,880
Speaker 1: then you bring you know, you know, just take fresh baked,

464
00:23:50,520 --> 00:23:53,359
Speaker 1: our number one uh seller. You know, they come down

465
00:23:54,320 --> 00:23:56,879
Speaker 1: kr D fucking and I take a little bod ripped together.

466
00:23:56,960 --> 00:23:59,040
Speaker 1: Our staffs or homies are both from long Bees, and

467
00:23:59,160 --> 00:24:01,679
Speaker 1: we've built this cult here together. And like there's no

468
00:24:01,880 --> 00:24:04,800
Speaker 1: big marketing budget there for him there, you know whatever. However,

469
00:24:04,840 --> 00:24:06,800
Speaker 1: a bunch of weed they bring, which is they do

470
00:24:06,880 --> 00:24:08,199
Speaker 1: smoke a lot of weed, but you know, let's just

471
00:24:08,200 --> 00:24:10,679
Speaker 1: say it's a few hundred bucks and weed versus this

472
00:24:10,760 --> 00:24:13,639
Speaker 1: big macro marketing. So I always tell guys to go micro,

473
00:24:13,800 --> 00:24:17,239
Speaker 1: go micro and getting to know the bud tenders. Um.

474
00:24:17,280 --> 00:24:19,000
Speaker 1: You know, We've had other guys and I'm loose with

475
00:24:19,040 --> 00:24:21,000
Speaker 1: it as long as it's not violating the rules. You

476
00:24:21,000 --> 00:24:22,560
Speaker 1: want to go on the store and be the guy

477
00:24:22,600 --> 00:24:24,840
Speaker 1: that gives promos themselves. And I also think the bud

478
00:24:24,840 --> 00:24:27,680
Speaker 1: tenders really like to know, especially kind of the culture

479
00:24:27,680 --> 00:24:29,760
Speaker 1: that we're trying to create. Who is the grower? Right?

480
00:24:29,920 --> 00:24:31,520
Speaker 1: And I call it like cann of famous is kind

481
00:24:31,520 --> 00:24:33,520
Speaker 1: of my made up word. If the grower is well

482
00:24:33,560 --> 00:24:36,119
Speaker 1: known and they're willing to show up and meet the

483
00:24:36,160 --> 00:24:39,440
Speaker 1: bud tenders and they feel that connection, that's what fucking

484
00:24:39,840 --> 00:24:42,560
Speaker 1: is gonna make it sell. It's just the reality of

485
00:24:42,720 --> 00:24:45,280
Speaker 1: what it is. And they're the most powerful people on

486
00:24:45,320 --> 00:24:46,919
Speaker 1: the front line. Like, I don't know what it is.

487
00:24:46,960 --> 00:24:50,000
Speaker 1: I think we do, you know whatever, four or five

488
00:24:50,040 --> 00:24:54,080
Speaker 1: thousand transactions a day, every single transaction they're making it

489
00:24:54,160 --> 00:24:58,280
Speaker 1: and maybe of those fifty of them are movable into

490
00:24:58,280 --> 00:25:01,159
Speaker 1: into Jason's point. You know, they might come in for

491
00:25:01,240 --> 00:25:03,720
Speaker 1: something else. Why we do you know, munchy Monday. We

492
00:25:03,840 --> 00:25:05,959
Speaker 1: might not make a lot on the edible saucy Sunday.

493
00:25:06,080 --> 00:25:09,800
Speaker 1: They're gonna buy too products on average, right, exactly. Yeah,

494
00:25:09,840 --> 00:25:12,120
Speaker 1: it's getting people in the door, right, and those partnerships matter,

495
00:25:12,240 --> 00:25:15,760
Speaker 1: you guys. Driving business to a dispensary is huge because

496
00:25:15,840 --> 00:25:18,639
Speaker 1: you're marketing for them, and that's very important. Speaking of

497
00:25:18,760 --> 00:25:21,760
Speaker 1: Munchy mondays, you guys carry a very similar skew, so

498
00:25:21,880 --> 00:25:24,919
Speaker 1: space him's. Wendy is one of first of all my

499
00:25:24,920 --> 00:25:27,960
Speaker 1: best friends. Second of all, one of the only owners

500
00:25:28,040 --> 00:25:30,720
Speaker 1: I know who is at most of her p A d. S.

501
00:25:30,920 --> 00:25:33,040
Speaker 1: She's willing to get in the trenches and how she's

502
00:25:33,040 --> 00:25:35,639
Speaker 1: selling for you guys, she's selling through really good and

503
00:25:35,640 --> 00:25:38,199
Speaker 1: then you know that. So we hired Charles. That's how

504
00:25:38,200 --> 00:25:42,800
Speaker 1: I got to know. Shoutout been really great head of

505
00:25:42,800 --> 00:25:46,080
Speaker 1: ops um and look once you're in your family, right,

506
00:25:46,359 --> 00:25:48,119
Speaker 1: but then you know also what they did, we call

507
00:25:48,160 --> 00:25:50,840
Speaker 1: it miracle Monday on the Munchy Monday. They run at

508
00:25:51,280 --> 00:25:54,280
Speaker 1: discount really really really good product. I think it's superior

509
00:25:54,320 --> 00:25:57,720
Speaker 1: to any of the other edible brands. Um. You know again, family,

510
00:25:58,400 --> 00:26:01,280
Speaker 1: the checks all the boxes we would want to check anyway.

511
00:26:01,520 --> 00:26:03,960
Speaker 1: Now they're getting in people's hands. I won't see who

512
00:26:03,960 --> 00:26:06,119
Speaker 1: they're beating up on, but you could. They're beating up

513
00:26:06,119 --> 00:26:11,040
Speaker 1: on everybody to see it. So and that, you know,

514
00:26:11,119 --> 00:26:14,200
Speaker 1: that is something that I think, uh, you know, is

515
00:26:14,240 --> 00:26:17,280
Speaker 1: super important. And people know Wendy, she's the face of

516
00:26:17,320 --> 00:26:19,480
Speaker 1: the brand. She's willing to put in the work. She's

517
00:26:19,520 --> 00:26:21,879
Speaker 1: she's willing wearing a lot of hats. And as far

518
00:26:21,920 --> 00:26:24,280
Speaker 1: as I'm concerned, you know, Space Jams is Fams. So

519
00:26:24,280 --> 00:26:26,359
Speaker 1: we're gonna, you know, pump them up as high as

520
00:26:26,359 --> 00:26:29,040
Speaker 1: we can. Hell yeah. She built that brand in her kitchen,

521
00:26:29,080 --> 00:26:30,439
Speaker 1: by the way, with a baby on her hip. And

522
00:26:30,440 --> 00:26:33,240
Speaker 1: she fought Humble on the regulations because they were saying

523
00:26:33,320 --> 00:26:36,840
Speaker 1: edibles couldn't be candy, couldn't have sugar, couldn't be this,

524
00:26:36,880 --> 00:26:39,320
Speaker 1: couldn't they wanted you to have granola with some distilin on.

525
00:26:39,359 --> 00:26:45,159
Speaker 1: It is what they wanted Humble. Yeah. How how do

526
00:26:45,200 --> 00:26:47,800
Speaker 1: you think that things sell through in your store? What

527
00:26:47,960 --> 00:26:50,520
Speaker 1: things don't sell through? What have you seen that's come in?

528
00:26:50,600 --> 00:26:53,480
Speaker 1: You're like, this is gonna be great and it flops

529
00:26:54,359 --> 00:26:57,560
Speaker 1: Outdoor Flower is a dog fight right now. So our

530
00:26:57,560 --> 00:27:04,040
Speaker 1: biggest seller by Forest Coastal Sun say hey, I'll route us.

531
00:27:04,040 --> 00:27:07,080
Speaker 1: Hell huh, you're wrapping us up. And I know you

532
00:27:07,119 --> 00:27:12,880
Speaker 1: gotta get the content, but weekend content to so we're

533
00:27:12,880 --> 00:27:17,160
Speaker 1: going I'll go right through. And I talked the motherfucker

534
00:27:20,760 --> 00:27:24,000
Speaker 1: what was the what was the question? So you know,

535
00:27:24,040 --> 00:27:27,439
Speaker 1: our biggest seller Coastal Sun again the same thing. And

536
00:27:27,480 --> 00:27:29,920
Speaker 1: all these things happen over a long period of time, right,

537
00:27:29,960 --> 00:27:33,360
Speaker 1: So like Coastal Sun didn't become number one over overnight

538
00:27:33,400 --> 00:27:36,399
Speaker 1: for sun growing flower and Fresh Bake didn't become number

539
00:27:36,400 --> 00:27:39,080
Speaker 1: one overnight. It was a slow grind that happened over

540
00:27:39,640 --> 00:27:42,920
Speaker 1: uh years. They have really good products, it's organic, they

541
00:27:42,920 --> 00:27:45,360
Speaker 1: source really well. We got him at twenty bucks out

542
00:27:45,359 --> 00:27:48,800
Speaker 1: the door on Sundays, they run Coastal Sunday's fifteen bucks

543
00:27:48,800 --> 00:27:51,280
Speaker 1: out the door. That's like black market price. Right. So

544
00:27:51,320 --> 00:27:53,600
Speaker 1: then at the end of the day, you're in a

545
00:27:53,640 --> 00:27:56,800
Speaker 1: position where outdoor brands want to get on and it's like,

546
00:27:57,080 --> 00:27:58,800
Speaker 1: I'll tell them this, go look at this, this is

547
00:27:58,800 --> 00:28:02,439
Speaker 1: what you're up against. Right And also, won't you you

548
00:28:02,560 --> 00:28:04,520
Speaker 1: form an UH and then we could carry a few

549
00:28:04,520 --> 00:28:06,520
Speaker 1: in the category. But once you form an alliance and

550
00:28:06,560 --> 00:28:09,159
Speaker 1: a loyalty to a brand, I don't really want to

551
00:28:09,200 --> 00:28:12,160
Speaker 1: bring in or go out of my way to bring

552
00:28:12,200 --> 00:28:14,840
Speaker 1: in a bunch of outside or you know, sun grown

553
00:28:14,880 --> 00:28:18,600
Speaker 1: brands UH that we haven't fucked with heavy before to

554
00:28:18,680 --> 00:28:21,000
Speaker 1: try to take their market share. I'd rather let him

555
00:28:21,040 --> 00:28:23,800
Speaker 1: keep the market share. It wins for them, it wins

556
00:28:23,840 --> 00:28:25,480
Speaker 1: for us, and I'll give you a little behind the season.

557
00:28:25,480 --> 00:28:27,439
Speaker 1: It's kind of a funny one. So purchasing always has

558
00:28:27,440 --> 00:28:29,560
Speaker 1: annoyed at me because I'm throwing the people. So what

559
00:28:29,640 --> 00:28:32,320
Speaker 1: we've done is I've come up with a ranking system

560
00:28:32,400 --> 00:28:34,439
Speaker 1: and this is fucked up, but I'll just a little bit,

561
00:28:34,480 --> 00:28:37,440
Speaker 1: but I'll tell you what goes on behind the scene. Partner,

562
00:28:37,960 --> 00:28:40,240
Speaker 1: I say, these motherfucker's are a ten. Get him in right.

563
00:28:40,520 --> 00:28:42,840
Speaker 1: If there's someone I like, they're cool, I want to

564
00:28:42,840 --> 00:28:45,480
Speaker 1: help him out. We've got some mutual relationships. Maybe I'll

565
00:28:45,480 --> 00:28:47,640
Speaker 1: throw them at a seven. A few people just keep

566
00:28:47,720 --> 00:28:50,000
Speaker 1: hitting me up and I'm like, look, give him a

567
00:28:50,040 --> 00:28:52,440
Speaker 1: fair herring. But there are three So like when I

568
00:28:52,520 --> 00:28:55,320
Speaker 1: lean in because I kind of leave it up to purchasing,

569
00:28:55,360 --> 00:28:57,280
Speaker 1: but I can put my thumb on the saale a lot.

570
00:28:57,520 --> 00:29:01,120
Speaker 1: I've come up with a ranking system so they know, like, hey,

571
00:29:01,320 --> 00:29:03,360
Speaker 1: this guy's our new partner on such and such product.

572
00:29:03,600 --> 00:29:05,360
Speaker 1: You need to get his fucking product in this store.

573
00:29:05,600 --> 00:29:07,200
Speaker 1: Figure it out, and then it kind of goes down

574
00:29:07,680 --> 00:29:09,840
Speaker 1: from there. So we literally have a one through ten

575
00:29:10,200 --> 00:29:11,880
Speaker 1: on how big I want to put my thumb on

576
00:29:11,880 --> 00:29:14,920
Speaker 1: the scale. So you guys need to become Elliott's best friend.

577
00:29:14,960 --> 00:29:20,760
Speaker 1: Because it's the top down penetration standard. It's all based

578
00:29:20,800 --> 00:29:24,880
Speaker 1: off of personal relationships. Absolutely, we're cultivating relationships, not sales.

579
00:29:24,920 --> 00:29:27,440
Speaker 1: You guys, if you have a relationship, don't go in

580
00:29:27,520 --> 00:29:29,640
Speaker 1: and sell somebody. Don't give them your fucking elevator pitch

581
00:29:29,720 --> 00:29:31,200
Speaker 1: the first time you meet him. Hi, my name is

582
00:29:31,360 --> 00:29:34,400
Speaker 1: I have da where's it set today? Shut up and

583
00:29:34,440 --> 00:29:36,640
Speaker 1: get out of my face. I hire people to keep

584
00:29:36,680 --> 00:29:39,040
Speaker 1: you away from me, So make sure that you're actually

585
00:29:39,040 --> 00:29:41,920
Speaker 1: getting to know people. Find out maybe your brand doesn't

586
00:29:41,920 --> 00:29:44,680
Speaker 1: fit their ethos. You need to know and get him

587
00:29:44,720 --> 00:29:46,840
Speaker 1: where you fit in. Jason, what what do you see

588
00:29:46,840 --> 00:29:48,840
Speaker 1: the difference in and brands itself through and brands that

589
00:29:48,880 --> 00:29:54,840
Speaker 1: don't um A lot of it is packaging, design, um quality,

590
00:29:55,000 --> 00:29:58,760
Speaker 1: but I think probably one of the biggest biggest things

591
00:29:59,000 --> 00:30:03,800
Speaker 1: is the lack of brand support that's offered on the

592
00:30:03,840 --> 00:30:08,760
Speaker 1: retail level, because yes, yes there's this retail store, but

593
00:30:09,200 --> 00:30:12,160
Speaker 1: we have, you know, thousands of different skews and all

594
00:30:12,160 --> 00:30:14,280
Speaker 1: of a sudden, you want us to focus on this

595
00:30:14,280 --> 00:30:16,640
Speaker 1: one for you, Like, we need some type of brand

596
00:30:16,680 --> 00:30:18,680
Speaker 1: support too, and you need to come in and do

597
00:30:18,760 --> 00:30:21,600
Speaker 1: your P A. D. S. And come and bring awareness

598
00:30:21,640 --> 00:30:24,000
Speaker 1: to your brand. If you want people to be aware

599
00:30:24,000 --> 00:30:25,959
Speaker 1: in your brand, if you need to invest in it

600
00:30:26,000 --> 00:30:27,560
Speaker 1: as much as you expect to get out of it.

601
00:30:27,840 --> 00:30:29,600
Speaker 1: So you mean, it's fair to say that if I

602
00:30:29,640 --> 00:30:31,800
Speaker 1: wanted to start a brand and I'm gonna white label

603
00:30:31,840 --> 00:30:33,959
Speaker 1: or what I'm gonna do, I shouldn't go to X

604
00:30:33,960 --> 00:30:36,360
Speaker 1: and X distro and be like, hey, make my brand

605
00:30:36,400 --> 00:30:38,120
Speaker 1: and I'm gonna let you guys wrap it, because I

606
00:30:38,200 --> 00:30:42,280
Speaker 1: might get lost in that catalog. Um. Definitely, I mean you,

607
00:30:42,400 --> 00:30:45,840
Speaker 1: when choosing a distribution company for your brand, you definitely

608
00:30:45,840 --> 00:30:48,480
Speaker 1: need to see what other type of skews that they

609
00:30:48,520 --> 00:30:52,160
Speaker 1: offer on top of their rates, because if you are

610
00:30:52,320 --> 00:30:54,640
Speaker 1: then it just becomes you're just another brand in a

611
00:30:54,720 --> 00:30:58,640
Speaker 1: page of brands and ps 'all, I run a distro.

612
00:30:58,920 --> 00:31:01,120
Speaker 1: So you need to have your own sales team, you

613
00:31:01,160 --> 00:31:03,640
Speaker 1: need to have your own brand ambassadors, you need to

614
00:31:03,680 --> 00:31:06,400
Speaker 1: throw a presents out. I just I really appreciate you

615
00:31:06,440 --> 00:31:09,080
Speaker 1: guys both. I appreciate your honesty. I appreciate what you're

616
00:31:09,080 --> 00:31:11,200
Speaker 1: doing for the industry. Jason, I love you to fucking death.

617
00:31:11,440 --> 00:31:13,920
Speaker 1: You're my brother, whether I want to fight you or not.

618
00:31:14,000 --> 00:31:16,480
Speaker 1: At love you to death. Elliott, It's so good to

619
00:31:16,560 --> 00:31:18,480
Speaker 1: meet you. I appreciate you and appreciate the word the

620
00:31:18,480 --> 00:31:22,920
Speaker 1: Catalyst is doing and we have successfully penetrated OZ and

621
00:31:23,080 --> 00:31:26,440
Speaker 1: Catalyst Tonight, Thank you guys, and have a great evening.

622
00:31:26,600 --> 00:31:28,960
Speaker 1: Thank you for listening to Cannabis Talk one on one

623
00:31:28,960 --> 00:31:32,160
Speaker 1: on the I Heart Radio app, Apple podcast, or wherever

624
00:31:32,240 --> 00:31:33,440
Speaker 1: you get your podcasts.