Aaron Nosbisch

BRĒZ might be the single most intriguing startup in CPG right now. The South Florida based brand (pronounced 'breeze') makes social tonics microdosed with cannabis and mushrooms. THC, CBD, and Lion's mane are all in the mix. “Microdosed mushrooms in a can”. But the liquid is only part of the reason Brez is so fascinating. A few things that stand out: --- 1 / Extreme transparency Founder Aaron Nosbisch posts business results monthly to all social platforms. Revenue, growth metrics, conversation rates, CACs, AOVs, etc. Even net profit margin is posted publicly. Brez just completed its first full year of operations and business is booming. $5.4m in sales p12mo. Incredible. 2 / Unique business model The vast majority of Brez products are sold online. This is an anomaly in the beverage category due to the fact it's ridiculously expensive to ship water direct to consumer. Brez is well equipped to navigate this channel due to two key advantages: productive unit economics and strong performance marketing capabilities. 3 / Uncharted regulatory environment Brez is operating in a confusing legal landscape with contradictory messaging from multiple arms of the US government. The FDA actually investigated the brand earlier this year. Brez passed the compliance check with flying colors...and Aaron posted about the whole thing publicly. Phenomenal. --- I haven't tried the product yet so can't speak to it directly but have to say I LOVE what this team is doing. Few things people are thirstier for these days than transparency, and the Brez team is delivering in spades on that front. Well done Aaron Nosbisch Avin Kline Nick Shackelford #cpg #cannabis #mushrooms #brez #fda 

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Cannabis startups are DEF a rollercoaster - 2 wks ago I was reeling from several gut punches... but today, things are looking bright: ✅ LOTS of new products in the pipeline that I'm SO pumped about... our Live Resin Vapes drop in NY before 710 and they're 🔥 🔥 🔥 . A bunch more new stuff I can't reveal them yet too… ✅ in NY, LIVE NUGS are in almost completely sold out - with most places re-ordering after < 2 wks selling a $100+ SKU! We’re getting a ton of inbound interest - shows that innovative products that deliver real value sell. Still early, but we should 2-3X our best month ever... NY as a market feels like it’s FINALLY getting its footing (hope I’m not jinxing us here). ✅ in CA, we've signed 4 MONSTER accounts since HoF and our new SKUs (esp Live Rosin Pre-Rolls and Live Rosin Vapes) are FLYING... it's painful for our cash flow to be scaling to meet demand, but feeling very positive about the turnaround in the most challenging state. About to sign up for the next big show in Sept… ❓thinking about expansion - though it's still early (wanna make sure our foundation & processes are solid in CA / NY)... but what potential partners should we be talking to in NJ for cultivation / processing / sales & distro? HMU via DM pls... None of this would be possible without our incredible team (Martin Mills, Cirona Labs, Peter Pietrangeli, Euphoric life , Lowell Farms Inc.) and our amazing retail partners. In general, I try not to get too high or too low - but feeling immensely optimistic about the state! Gotta celebrate the wins - as tomorrow I'm fully expecting to be punched in the face again LOL. BTW, in the rollercoaster analogy - which part is “good”? I assume it’s when you’re going downhill (despite Kevin Hart’s face)?! But then when we talk about life’s ups and downs or highs and lows - it’s the opposite right? Make it make sense?!

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The cannabis companies that ‘WIN’ in 2025 and beyond will have these five things in common: 1) They understand the scale that they are trying to achieve and their entire operation is appropriately focused based on that scale. -Local companies need to market and connect locally (in an extremely authentic way) while focusing on profitable, sustainable revenue streams that are mostly consumer driven. -Statewide companies need to do the hard math and modeling to understand what realistic growth means for them. Set specific growth targets based on achieveable modeling. Too many statewide brands operate, market and spend like a national brand, and it will cost them in the end. -National brands must focus on lean profitability and maintain a highly targeted approach to their spending, despite a world that may seem like it has limitless customers. 2) They don’t try to do it all. Developing mastery and economies of scale in specific sectors, while building strong partnerships in the rest of the market, is the model for success in the years to come. The great companies from 2025-Federal Legalization will seek out expansion via truly strategic partnerships (and careful aquisitions) while the mediocre companies attempt to do it all themselves. The largest, best capitalized MSOs will be buying up statewide and regional businesse with lean, focused, positive-cashflow operations, which solve specific problems in their infrastructure. 3) They are building a business that is designed for the New World of Cannabis, and the Era of Commercialization. -We aren’t trappers anymore. -Hitting licks can only take you so far. -Weed is a CPG product. -THCA is sold openly online and in gas stations. -D9 Bevs and Gummies are sold in some of the deepest red states. -Weed by mail is probably here to stay. -Mushrooms are legal in various cities and states. -Consumer trust in a brand is the most valuable asset in the industry. No matter their scale, the companies that win in the next five years will integrate themselves into the new ways consumers interact with and purchase cannabis…. (Online, DTC, Low-Dose, Mixed Nootropic, Bev, Smoke Shop/Gas Station, Mass Market, Seshes, N.A. bars/lounges, add-on dispensary licenses) 4) They build continuous feedback loops with their customers. The great brands and companies that succeed into the 2030’s will have a deep, data-based understanding of their consumers at all levels. Brands must understand the buying criteria of the stores that carry them as well as the buying criteria of the consumers that drive sell-through. The very best will encourage a rewarding consumer engagement loop that directly influences operational decision making. 5) They just don’t quit. (In fact, they continue to innovate, pivot, and understand that at the end of the day, their business is change). A lot of cannabis operators will quit in the next five years. In all business, but especially in cannabis, sometimes it’s just about being there tomorrow.

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What do consumers actually expect from a cannabis brand? Hint: it’s the same things they expect from non cannabis CPG brands… 1) Consistency. Consumers want dependable experiences, and logos serve as seals of approval that guarantee those experiences. Brands should only put their logo (and their reputation) on product that maintains consistency in consumer experience. 2) Ethos. Consumers want their brands to be more than just the product build, and they build an impression of a brand based on all available data. If your messaging doesn’t match your product, or if your real world actions are not representative of your ethos, it will be painfully obvious, and consumers will punish you for it. What does your brand represent? What set of values does it align with? What niches does it serve? Are the answers to those questions clearly apparent to your customers? 3) Humanity. Consumers under 40 want to buy from PEOPLE, not faceless corporations. Social media has given consumers access to the founders behind their favorite products, which means they now expect more from them. Conversely, digital personalities with significant followings can leverage them to move products. The power of an authentic evangelical founder cannot be understated. It’s extremely difficult to build an authentic brand without a human being behind it. How would I sum up these three things? TRUST. Consumers want brands they can trust. Trust in quality. Trust in messaging. Trust in the humans behind the messaging.

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🌿 **The Art of Cannabis Selection: Why Terps Matter More Than THC** As someone who buys cannabis based on how it smells, how it burns, bag appeal, and price, I firmly believe that Terpenes (Terps) are more important than THC content. It’s easy to sell flower based on the lowest price or the highest THC percentage, but truly understanding and selling based on flavor and effects requires knowledgeable budtenders. This deeper level of expertise helps consumers make better choices tailored to their preferences and needs. At Erva Inc., we offer a wide variety of products to ensure we have something for everyone. Our commitment to quality and diversity in our offerings stems from our belief in the power of education and experience. We put our money where our mouth is and stand behind all of our products, ensuring each item meets our high standards for excellence. Let’s foster a market where terps and overall quality take precedence over just the numbers. Here’s to more flavorful, effective cannabis experiences! 🍃 #CannabisCommunity #TerpsOverTHC #QualityOverQuantity #CannabisEducation #ErvaInc #Wellness #FlavorfulCannabis

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I've encountered 3 types of #businesspeople in the #cannabisindustry. a.) Those who consume during the workday b.) Those who consume outside of (standard) working hours c.) Those who don't consume. Which are you?

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Let’s compare wine and cannabis consumption: Only 2% of wine drinkers typically spend $100+ on wine. Conversely, jug wine accounts for a whopping 44% of the market. When I say “Cannabis is corn, dispensaries are gas staions,” what I often hear back is: “Cannabis is like wine, not tortilla chips! There’s a stratified market with a high end!” Well when you dive into the numbers, wine is not as stratified as you might think… Only 7% of wine sells for $21+ per 750ml! The vast majority (77%) sells for under $10. Why do people think cannabis will be different? **Wine data based on 2020 data compiled by SFSU - so the numbers would need to be adjusted for 2024**

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The cannabis industry has entered into a new stage. Gone are the startup days, we now live in the mature growth era. We’ve gone from low cost producer, to EBITDA, to now free cash flow. With Free Cash Flow and EBITDA margins improving, MSOs with excess cash flow can now pay down debt. However, companies continue to increase their debt and become more leveraged in the cannabis space. So why is that, and how do we measure company leverage? Here are 4 things: 1. Financial Leverage: It indicates the degree to which a company is using debt to finance its assets. Higher ratios suggest more leverage and potentially higher financial risk. 2 Risk Assessment: It helps in assessing the financial stability and risk profile of a company. Companies with lower ratios are generally considered less risky. 3 Comparability: It allows for straightforward comparisons between companies in the same industry by focusing on their leverage and financial health. 4 Creditworthiness: It provides an insight into the company’s ability to meet its obligations. A lower ratio indicates better creditworthiness and financial stability. Check out our list of companies and where they rank in our latest story written by our lead analyst William McNarland, CFA. Seth Yakatan Kyle Kazan Bruce Linton Jesse Channon Anthony Coniglio Dan Ahrens Mackenzie Peterson Charlie Bachtell Graham Farrell Rob Crocker Sofie Mikhaylova Michael Boughner Tyler Beuerlein Emily Paxhia #debt #finance #economics #safebanking #stocks

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Hey #cannabisindustry The WeedWeek newsletter is up! -- What rescheduling means, and what it doesn't Link and lots more in the comments

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Yes, people search for #cannabis products by name and it can add measurable new revenue to your #dispensaries bottom line, DM if you think it might be time to upgrade your eCommerce.

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Did you know drinks only made up 1% of total #cannabis sales in Q1? This recent article on Cannabis Business Times shared some fascinating stats from BDSA: 75% of edible consumers say they had gummies in the past six months… While only 8% say they had a beverage. My question is: What about hemp beverages? Would those numbers change? Here’s what we’re seeing with #hemp e-commerce brands and cannabis dispensaries: The most popular edible they’re selling are gummies. However! Drinks are an exciting category and something we have seen more interest in (especially as more people are searching for healthier alternatives to alcohol.) Do you think drinks could ever surpass gummy sales? #cannabisbusiness #hempproducts #infused #cannabisindustry #wellness #cannabiscommunity

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90% of cannabis retailers have inventory imbalances (👀 under-stocked in 28g) When Vetrina reviews a retailer's inventory, they are often understocked in pack sizes like 28g but overstocked in smaller 3.5g units. The root cause is analyzing inventory performance at too granular a level—looking only at revenue by SKU rather than a category/ subcategory view. Imagine you have a coffee stand and sell different-sized cups of coffee. The small has five different brew options, but the large only has one. Does the coffee stand really understand if the customer wants the large cup? Or do the sales of the small cups reflect the customer's brew preferences? This is similar to what's happening in dispensaries. Most of the time, there isn't enough variety or newness in 28g to tell if the options are supporting customer demand. When you review the sales, it sends a false signal that customers want 3.5g, not 28g. When you only look at how much money you make from every kind of coffee instead of looking at all the cup sizes first, you might create missed opportunities and not see the demand story. In this example, what if the top 2 brews were sold in the large cup size? Would the coffee stand increase sales? To optimize your product assortment and inventory levels, you need to structure your analysis by looking at the big and small picture. Don't let insights get obscured by an overly narrow view of your data. Well-structured product categories empower inventory management and assortment planning decisions. Which you can read more about on our blog.

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Disagree strongly with this take. The fundamental disconnect is thinking digital marketing's only value comes from direct conversions to sales. That sounds like saying the internet had no business value because you couldn't sell through it in 90’s… My theory is that branding has and will continue to evolve alongside tech. First, companies like Apple and Google provided ecosystems (Web1; App Store/iOS and Play Store/Android) which led to the creation of billions in value and onboarded millions of users. Then, we saw the rise of platforms (Web2; Facebook, Twitter, YouTube, Instagram, Snap) built on these ecosystems. The platforms onboarded billions of users, while adding trillions in dollars in value to the ecosystems (and in Meta's case, themselves reached over $1T). Those platforms generated value through creators, on the back of digital marketing. They unknowingly, yet fundamentally, rewired how consumer trust works. These creators aren't just building audiences, rather they're architecting trust networks at scale. Mr. Beast isn't just disrupting the candy industry, and Logan Paul isn't just challenging drinks. They're showing that authentic, community driven brands can succeed even in the toughest markets. These creators aren’t just swaying consumer spending or capturing viewers attention as a “time suck.” They are bringing in massive viewership numbers and have the ability to sway action. For example, Joe Rogan pulled in over 50m views with Trump podcast. Hell, Elon's appearance on Rogan shortly after was what drove me to vote, for the first time ever…. Podcasts have been a big talk this election, and it’s because we are seeing (or finally realizing) the power they hold. Digital/social isn't just media anymore. It's not a distraction, it's the new infrastructure of influence which operates at unprecedented scale. P.S. We're documenting our journey growing Higher State Brands right now. Follow along if you want to see how we're building a cannabis brand through radical transparency. YouTube channel launching soon!

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The cannabis industry is booming, but let’s be real—hemp is clearly the MVP. In 2022, the hemp market raked in a whopping $28 billion, leaving the marijuana market trailing behind at “only” $26 billion. Who knew that while marijuana was out trying to look cool, hemp would quietly take over? Sure, marijuana has had its time in the spotlight with all the hype, dispensaries, and Instagram influencers. But hemp’s the one doing the real work, showing up everywhere from wellness products to eco-friendly materials, and let’s not forget all those everyday items people don’t even realize have hemp in them! It’s the true underdog story of a plant that doesn’t need all the flashy lights to make a big impact. While marijuana’s been focused on recreational fame, hemp’s been building a sustainable empire. It’s a jack-of-all-trades, fitting right into personal care, health products, healthier intoxicating products(than alcohol), food, textiles—you name it, hemp’s in it. So while the marijuana market is hanging out in dispensaries and waiting for its next big state to legalize, hemp’s already in the pantry, the medicine cabinet, and probably the clothes on your back. Just go into a marijuana dispensary and take a look around: it’s the usual suspects—standard CBD and THC products, nothing new. Meanwhile, the hemp industry is leading in real innovation with a whole array of natural cannabinoids. Delta-8, CBG, CBN—the options keep growing, with products designed for focus, relaxation, and everything in between. The hemp market is also adding other popular herbs and combining them with unique CBC, THCV, CBN, and CBG blends far before marijuana operators even think to. It’s no wonder they’re trying to shut us down—hemp’s raising the bar on every front. So while marijuana’s riding on reputation, hemp’s the one rolling in the real success, staying ahead of the curve, and keeping things interesting. #hemp #hempissmarter #cannabisindustry #hempindustry #minnesota #florida #wisconsin

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3 Cannabis Product KPIs- most operators don't look at Whether you're a dispensary or a vertically integrated operator, understanding how customers interact with your products is crucial for making assortment decisions and monitoring loyalty. You've likely seen products hit the shelves with a bang, only for sales to fizzle out within 60 days. This often happens because the product fails to drive repeat purchases from most customers. Track these three key performance indicators (KPIs) 1. Follow-up Purchase Rate (%): How many transactions containing Product X resulted in a subsequent purchase from the same customer, regardless of the product? 2. Repeat Purchase Rate (%): How many orders containing Product X resulted in a repeat purchase of the same product? This metric is especially important for vertically integrated brands or products where you want to cultivate customer loyalty. 3. Customer Lifetime Value ($): What is the annual value of customers who bought Product X during their first visit? Where do you apply these insights? → Customer acquisition and retention campaigns →In-store product placement and merchandising → With budtenders and store managers to build selling confidence. These KPIs provide valuable insights into what products are selling, when, and to whom. While budtenders and managers may instinctively know the top-selling brands or products, these metrics unveil hidden gems or underperformers that deserve closer attention. These KPIs can help you/your teams make data-driven decisions that optimize your product mix, improve customer experiences, and ultimately drive revenue growth.

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“Keep the content simple.” But is that enough? Not really. Try this 3-step approach for cannabis blogs: 1. Start with readers' pain, not your product. Speak to your their struggles. Start with the challenges your customers face. 2. Challenge their beliefs. Don’t just deliver information - provoke thought. Offer a new way to see the problem. 3. Show the transformation, not just the solution. What difference will your product make in their daily life? Make them see the real impact. Your content should do more than inform. It should inspire action and lead to change. Need help with cannabis content? Let’s chat. #cannabisblogs #contentwriting #cannabiscontent #cannabis

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Connecting buying, planning, inventory management, retail stores, wholesale, operations, and logistics is a challenge in the #cannabis industry. We must take steps to enhance these connections to allow greater efficiency and improved business outcomes. This requires breaking down barriers, eliminating organizational fiefdoms (very important), and celebrating cross functional success stories. I am a big fan of using #scrum methods to create environments for idea sharing, to align functions towards common goals, and to allow for controlled conflict. This last part is key: scrum teams need diversity of thought, title, and function to be successful. Teams that practice "leave your title at the door" + open meetings to more junior team members = are better set up to embrace new ways of thinking. You’d be surprised at the magic that happens when silos are broken down. It's breaking down the silos where teams struggle. This is the goal: foster a culture of #collaboration and #innovation. Think different, act different. It’s not always perfect, but we embrace the concept of failing forward. Each misstep is a learning opportunity, bringing us closer to the operational excellence that we all desire. #retail #sales #wholesale #cpg #branding #marketing #digitalmarketing #socialmedia #management #technology #finance #cannabis #humanresources #hiring #motivation #inspiration

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