Qredible Broadcast

The Robin Hood of Restricted Ads: Cannabis Marketing with Michael Gaman

In this week’s Qredible Live Broadcast, host Brian Fitzpatrick, CEO of Qredible welcomes Michael Gaman, the CEO of Yerbalist and a trailblazer in digital marketing for the cannabis industry. Known as the "Robin Hood of Restricted Ads," Michael shares his expertise on navigating strict advertising rules for regulated products like cannabis.
From unlocking social media's potential to amplifying digital strategies, Michael dives into the complexities and opportunities of cannabis marketing while sharing actionable advice for businesses. The discussion also touches on common missteps in the industry and the delicate balance between compliance and conversion.
Key Topics Discussed:
Introducing Michael Gaman
CEO of Yerbalist, specializing in digital marketing for cannabis dispensaries.
Over $40M managed in ad spend across regulated industries.
Tackling advertising restrictions and earning the title "Robin Hood of Restricted Ads."
Challenges in Cannabis Marketing
Navigating ad platform restrictions on Meta, Google, and others.
Avoiding shadow bans, ensuring compliance, and staying creative.
Common pitfalls in cannabis e-commerce: overcomplicated age-gating, excessive ID requirements, and poor website usability.
Michael’s Journey and Expertise
From legacy markets to modern cannabis advertising.
Insights into successful ad strategies for dispensaries and direct-to-consumer (DTC) brands.
The impact of the 2018 Farm Bill on hemp and CBD marketing.
How to Build a Winning Digital Strategy
Creating seamless customer experiences with simplified checkouts and accessible menus.
Leveraging organic social media, SEO, and digital ads to amplify success.
Why a solid foundation is critical before running paid ads.
The Compliance vs. Conversion Debate
Balancing legal requirements with user-friendly shopping experiences.
The unintended consequences of overly cautious compliance strategies.
Michael’s advice on optimizing websites and boosting conversions while staying compliant.
Audience Engagement and Growth Tips
Advertising within licensed jurisdictions.
Tips for small cannabis businesses to compete in a growing industry.
Insights on age-gating, ID verification, and keeping customers engaged.
Looking Ahead: Opportunities for the Cannabis Industry
Modernizing digital practices to stay competitive.
The role of self-regulation and responsible advertising in cannabis.
Michael’s vision for the future of marketing in this evolving space.
Special Mentions:
Yerbalist: www.yerbalist.com
Connect with Michael Gaman on LinkedIn
Shoutout to cannabis beverage brands and their unique challenges.
Next Week’s Episode:Don’t miss a special mentorship-focused episode featuring Brian Fitzpatrick and Phil Huff from Focal Point Coaching. Tune in for insights and advice tailored for young entrepreneurs and emerging CEOs in the cannabis space.
Episode Links:
Qredible: www.qredible.com
 
Join the Conversation:Have a question for Michael or want to learn more about cannabis advertising? Connect with the team on social media or visit the Qredible website to stay updated.

What YOU Need to Know About Cannabis Law - with Aaron Pelley

In this insightful episode, host Brian Fitzpatrick welcomes Aaron Pelley, a distinguished attorney and cannabis law expert, to discuss the evolving landscape of cannabis regulation. Aaron, now with Harris Sliwoski, brings over 17 years of experience navigating the complexities of compliance, corporate governance, and litigation in highly regulated industries.
The conversation dives deep into the unique challenges cannabis businesses face, including multi-state compliance, tax burdens under Section 280E, and the potential impacts of cannabis rescheduling on the industry. Aaron also shares practical advice on the importance of legal compliance and governance for cannabis entrepreneurs aiming for long-term success.
Key Topics Covered:
Aaron Pelley’s background and transition to Harris Sliwoski
Compliance challenges in the cannabis industry, especially for multi-state operators
The impact of Section 280E on cannabis businesses and potential relief through Schedule III reclassification
The role of policy reform and federal legalization in shaping the industry
Strategic legal guidance for entrepreneurs, from startups to multi-state operators
The importance of proactive compliance to avoid costly litigation and prepare for funding or acquisition opportunities
Notable Quotes:
"Good legal work is like an insurance policy—it helps businesses avoid future problems." – Brian Fitzpatrick
"Compliance isn’t just about avoiding fines; it’s about setting your business up for future growth and investment." – Aaron Pelley
"Federal legalization could bring both opportunities and significant competition. Businesses must be prepared." – Aaron Pelley
Resources & Links:
Connect with Aaron Pelley: LinkedIn
Learn more about Harris Sliwoski: Firm Website
Follow the Qredible Live Broadcast by subscribing to our YouTube channel for more industry insights
Connect with Us:
Host Joy Youell: LinkedIn
Host Brian Fitzpatrick: LinkedIn
Subscribe & Review:If you enjoyed this episode, please subscribe and leave us a review on Apple Podcasts, Spotify, or your favorite podcast platform!
Disclaimer: This episode is for informational purposes only and does not constitute legal advice. Consult with a qualified attorney for legal matters.

Ensuring Safety & Quality in the Cannabis Industry with Darwin Millard

This final episode of the year spotlights the urgent need for standardized safety and quality protocols in the cannabis industry. Darwin Millard, an experienced mechanical engineer and industry veteran, discusses the complexities of state-by-state regulations, consumer safety concerns, and the role of organizations like CSQ in establishing global benchmarks for product consistency and safety.
Key Topics:
Regulatory Patchwork: Current state-by-state discrepancies lead to inconsistent testing standards and potential consumer risks.
Global Standards Needed: Importance of uniform safety and quality measures, ranging from contaminants and potency to labeling and GMP compliance.
CSQ’s Role: How CSQ provides a framework for CGMP certification, helping cannabis businesses meet rigorous safety and quality standards across markets.
Technology Integration: Using digital tools (like Credible) to streamline compliance, reduce costs, and ensure ongoing operational excellence.
Future Outlook: Anticipation of federal reforms, the push for descheduling or rescheduling, and industry efforts to unify voices and establish international best practices.
Next Episode:
Returns Friday, January 10!
Takeaway: Industry-wide collaboration, adherence to global standards, and technology-driven solutions are essential for building consumer trust and ensuring a safer, more consistent cannabis market.

Cannabis Industry Evolution & Future Outlook with Josh Kincaid

Josh Kincaid joins the show to discuss his extensive background in finance and cannabis, sharing insights on the industry's evolution and future prospects. With experience as a stockbroker managing a $650M fund and 10 years in cannabis, Josh offers a unique perspective on where the industry is headed.
Key Discussion Points:
Industry Evolution:
Early market optimism in 2018-2019 followed by market corrections
Transition from cultivation experts to professional business operators
Impact of increasing professionalization in the industry
Regulatory & Policy Discussion:
Potential impact of Schedule III rescheduling vs. full descheduling
Interstate commerce implications
State-level regulatory variations and compliance challenges
Banking reform and 280E tax implications
Market Consolidation & Future Outlook:
Prediction of significant industry consolidation (potentially 97.5%)
Geographic concentration of cultivation in specific regions
Comparison to wine and coffee industry models
Role of technology and automation in operations
Industry Challenges:
Implementation of professional business practices
Technology adoption and inventory management issues
Quality control and consistency standards
Investment landscape and operator requirements

Building an Equitable Cannabis Ecosystem with Mike Lomuto

In this week's episode of the Qredible Live Broadcast, host Brian Fitzpatrick is joined by Mike Lomuto, a leader in fostering equity and inclusion in the cannabis industry. Mike serves as the board chair for the Minority Cannabis Business Association (MCBA), founder of the Equity Workshop Tour, and creator of the Down Mastery coaching program. Together, they delve into creating equitable ecosystems in cannabis, the challenges faced by industry pioneers, and the tangible solutions being developed to overcome systemic barriers.
What You’ll Learn in This Episode:
Mike Lomuto’s Journey:
Mike’s 25+ years in the cannabis industry and his transition to the regulated market.
The challenges he faced and the lessons learned from navigating the complexities of equity in cannabis.
Equity Workshop Tour:
The vision and purpose behind this initiative.
How it brings together businesses, advocates, regulators, and legislators to foster collaboration.
The importance of breaking silos and facilitating meaningful roundtable discussions.
Challenges in Social Equity:
Regulatory and financial barriers impacting minority entrepreneurs.
The need for education, technical assistance, and capital to empower social equity licensees.
Insight into how systemic inequities are being addressed through collaborative advocacy and innovation.
The Role of Federal and State Policies:
How descheduling or rescheduling cannabis at the federal level could revolutionize the industry.
Examples of states like Minnesota and Maryland making strides in equity-focused legislation and ecosystem development.
Solutions for the Future:
The importance of community integration and trust-building between regulators and legacy operators.
How ancillary services and broader ecosystem support can sustain the success of licensees.
Key Quotes:
"Regulators and legacy operators need to build trust if we’re going to bridge the gap and truly integrate communities into the regulated cannabis industry." – Mike Lomuto
"Education and collaboration are critical to creating a sustainable and equitable cannabis ecosystem." – Mike Lomuto
Resources and Links:
Learn more about the Minority Cannabis Business Association: minoritycannabis.org
Connect with Mike Lomuto on LinkedIn
Follow the Equity Workshop Tour and stay updated on upcoming events and initiatives.
Take Action:
Get involved with MCBA and their equity-focused initiatives by visiting their website.
Support the Equity Workshop Tour by attending or sponsoring upcoming events.
Advocate for cannabis policy reform in your state and nationally.
Join the Conversation: We’d love to hear your thoughts on today’s episode! Share your insights, questions, or feedback on Qredible’s social media platforms.

New Technology for Cannabis Impairment Testing - with Ken Fichtler, CEO of Gaize

In this episode of Qredible Live, we explore the intersection of technology, safety, and cannabis legalization with Ken Fichtler, founder and CEO of Gaize, a pioneering company in drug impairment detection. Ken joins host Brian Fitzpatrick to discuss how Gaize's innovative eye-movement technology is addressing the growing need for accurate cannabis impairment testing in law enforcement and workplace safety. The episode also touches on broader industry challenges, including federal legalization, responsible usage education, and creating safer, more compliant practices within the cannabis industry.
Key Topics Discussed:
1. The Mission Behind Gaize
Gaize leverages eye-movement technology to detect cannabis impairment in real-time.
Comparison to traditional THC detection methods like blood and saliva testing, which measure past use rather than current impairment.
The role of drug recognition experts (DREs) in laying the foundation for this technology.
2. Addressing Workplace Safety Challenges
How Gaize empowers Fortune 500 companies to maintain safety-sensitive environments without discriminating against cannabis users.
The inefficiency of traditional drug testing and the cost savings of impairment-focused methods.
3. Road Safety and Cannabis Impairment
The rise in cannabis-related traffic incidents and the need for accurate detection technology.
Challenges in correlating THC presence with impairment and the pitfalls of existing field sobriety tests.
4. The Broader Industry Responsibility
The lack of a "Consume Responsibly" campaign akin to alcohol's "Drink Responsibly."
The role of the cannabis industry in funding safety and education initiatives to promote responsible usage.
How federal legalization could streamline research, safety standards, and industry-wide compliance.
5. Consumer Education and Accountability
Dispelling myths around "safer driving while high."
The importance of consumer research in understanding dosage, tolerance, and safe usage practices.
Memorable Quotes:
Ken Fichtler:"Cannabis users deserve fair and accurate testing that measures actual impairment, not residual THC in their system from days ago."
Brian Fitzpatrick:"By not going federal, we're actually making the cannabis industry less safe."
Resources Mentioned:
Learn More About Gaize:Visit gaize.ai or contact Ken directly at ken@gaize.ai.

Unlocking Innovation and Design in the Cannabis Industry - With Ian Peterman

In this insightful episode of the Qredible Podcast, CEO Brian Fitzpatrick sits down with Ian Peterman, founder and CEO of Peterman Design Firm, to discuss the transformative role of design and research in the ever-evolving cannabis industry. With over 15 years of design and product development expertise, Ian brings a wealth of knowledge to a conversation that bridges creativity, compliance, and consumer behavior.
Together, Brian and Ian explore how cannabis products are being innovatively designed to appeal to a new demographic of consumers—beyond the traditional enthusiast. They delve into the importance of integrating branding and packaging with product identity, ensuring compliance with strict regulatory standards while addressing shifting consumer expectations.
 
Key Topics Covered:
Ian’s journey from designing for tech giants like HP to founding the Peterman Design Firm.
The evolution of cannabis consumer demographics and the rising importance of sleek, approachable branding.
How the cannabis industry parallels mature markets like food and nutraceuticals in balancing design with strict regulations.
The unique challenges of cannabis product development, including sustainability, compliance, and marketing restrictions.
Why branding and packaging must evolve with the market to capture the attention of modern, mainstream consumers.
Noteworthy Quotes:
“Design is one of the most critical tools in bridging the gap between cannabis novices and seasoned users.” – Ian Peterman
“We’re in a once-in-a-lifetime moment, witnessing an industry’s birth and rapid growth.” – Ian Peterman
“Cannabis brands must think beyond traditional audiences and build identities that resonate across diverse markets.” – Brian Fitzpatrick
 

Where is the Money in Cannabis and Other High Risk Industries?

In this webinar, Qredible host Brian Fitzpatrick is joined by Mike Goral, Partner-in-Charge, National Cannabis and Hemp Practice at Armanino LLP and Colin Campbell, Leading M&A and Capital Advisor, to discuss the hottest topics discussed at the recent Benzinga Cannabis Conference. Our experts provide an in-depth analysis of the cannabis industry’s evolving landscape, covering everything from the potential impact of descheduling to the current challenges in capital sourcing and transaction structures. Whether you're a cannabis business owner or an investor, this episode equips you with critical insights and strategies to navigate the industry's complex regulatory and financial environment.
 
Key Topics Discussed:
Benzinga Cannabis Conference Highlights
Introduction to Benzinga: A quick overview of Benzinga and its influence on the cannabis industry.
Conference Recap: A look at the Benzinga Conference's historical relevance and the major trends and takeaways from this year’s event.
Industry Insights: The must-know takeaways from the conference for cannabis professionals in today’s market.
The Descheduling Debate
Current Status: An update on the descheduling debate and what it could mean for the cannabis industry ahead of the upcoming election.
Preparing for Two Scenarios:
Scenario A - Descheduling Occurs: What steps cannabis professionals should take to prepare for a new, descheduled industry.
Scenario B - Descheduling Doesn’t Occur: Strategies for businesses to navigate continued regulation in a post-election landscape.
Transaction Structures in the Cannabis Industry
Capital-Raising Transactions: Common transaction structures and best practices for compliance with federal and state laws.
M&A Strategies: How cannabis businesses structure mergers and acquisitions amid regulatory complexities.
Risk Mitigation: Methods for managing risks unique to cannabis, particularly in vertically integrated vs. single-state operators.
Navigating Capital Sources and Costs
Current Capital Costs: An exploration of the cost of capital in the cannabis market and the impact of recent economic changes.
Inflation and Interest Rates: How these factors are shaping the ability of cannabis businesses to secure funding.
Financing Options: Alternative financing structures prevalent today, including private equity, venture capital, and debt financing.
Comparison to Other Regulated Industries: How capital costs in cannabis stack up against those in industries like pharmaceuticals or alcohol.
Insights from Recent High-Profile Restructurings (Optional)
Gold Flora and StateHouse: Key takeaways from the restructuring processes of notable cannabis companies, including lessons learned for industry players.
Final Thoughts
Key Takeaways: Summarizing the most actionable insights from the discussion.
Where to Learn More: Links to connect with Qredible for additional resources and compliance solutions.
Why You Should Listen: This webinar is essential for anyone involved in the cannabis industry, from business owners to investors. Gain a deeper understanding of the financial and regulatory landscape, and learn how to position your business for success in an evolving market.

The Core Challenges of Growing a CBD Business

In this episode, we’re diving deep into the unique challenges CBD businesses face in banking, payment processing, and compliance with Brian Fitzpatrick, CEO of Qredible, and Drew Harris, Director of Global Accounts. Join us as we explore how Qredible is reshaping the CBD landscape by providing solutions that help businesses operate smoothly and stay compliant in this high-risk industry.
 
Key Topics Discussed:
The CBD Industry’s Payment Processing Crisis
Flashback to 2019 when Elavon, a major credit card processor, suddenly cut off CBD companies, leaving many without a way to process payments.
Challenges CBD companies face with "high-risk" classification and finding reliable payment processing services.
The Qredible Advantage
How Qredible’s platform goes beyond traditional solutions like Shopify and WooCommerce, with specialized features designed to reduce compliance costs and streamline operations.
The modular design of Qredible’s platform, allowing companies to integrate essential features like COA management, compliant labeling, and secure e-commerce transactions directly into their existing systems.
Essential Features for CBD Businesses
COA (Certificate of Analysis) Management: Keeping your products’ COAs easily accessible and compliant.
ComplianceBot: Scans content for compliance, flagging any language or phrases that might lead to regulatory issues.
Compliant Labeling Tools: Design labels that meet all industry standards, with built-in compliance features.
Future-Proofing Your Business in a High-Risk Industry
Drew discusses the importance of making strategic, scalable decisions for long-term success.
Brian shares insights on how technology can help CBD businesses grow while avoiding common regulatory pitfalls.
Why You Should Listen:Whether you’re a CBD entrepreneur or a high-risk industry professional, this episode provides critical insights into navigating the complexities of compliance, protecting your business, and setting yourself up for scalable success. Learn how Qredible can empower your business to not only survive but thrive in a highly regulated landscape.

The New York Story of Cannabis

In this episode of Qredible Live, host Brian Fitzpatrick sits down with a special guest, Herb Barbot, the former and first Director of Operations for the New York State Office of Cannabis Management. Herb shares his extensive experience in cannabis regulation and his unique insights into the challenges and opportunities within the cannabis industry, specifically in New York.
Key Topics Covered:
Herb’s Background: Herb discusses his legal background in healthcare and his transition to operational leadership, focusing on his time at the New York State Office of Cannabis Management.
The Cannabis Landscape in New York: Herb provides a detailed overview of the evolving cannabis landscape, including the challenges New York has faced in rolling out legal cannabis dispensaries and regulating the market.
Growth and Challenges in Cannabis Regulation: Discussion on the slow initial rollout of legal dispensaries, the balance between regulation and empowering businesses, and the ongoing battle with illicit cannabis shops in New York City.
Cannabis Regulation and Enforcement: Herb highlights the struggles with enforcement due to unclear legislation and the state's efforts to address illicit operations.
The Role of Social and Economic Equity: Herb explains how New York has prioritized social and economic equity in its licensing process, ensuring that a significant portion of licenses are issued to those from historically marginalized communities.
The Future of Cannabis in New York: Predictions on the future of cannabis in New York, with an emphasis on the potential for rapid growth as the industry stabilizes.
Key Numbers:
213 dispensaries currently operating in New York, with an expected increase to 220 by the end of the day.
Over 1,100 licenses have been issued across the supply chain.
New York's cannabis industry has grown from $160 million in sales in 2023 to $700 million year-to-date in 2024.
The state anticipates the cannabis market will reach $4-5 billion in the next few years.
For more insights, listen to the full episode and check out Herb’s podcast Joint Session for in-depth discussions on cannabis regulation in New York.
Next Week’s Broadcast: Tune in for another exciting episode of Qredible Live as we explore more industry topics!