The Dime

When California legalized cannabis, did anyone see 70% of the state opting out. Retail access never recovered. The illicit market stayed durable. And taxes kept compounding pressure on operators. Micah Anderson, CEO of LEEF Brands, explains how local bans strengthened the illicit market, why pesticide drift can wipe out millions in product, and why he is rebuilding a recovery and wellness push with NBA player Jimmy Butler.

This week we sit down with Micah Anderson:

Pesticide drift killing millions

Jimmy Butler recovery line

Trump’s CBD signal

Chapters

00:00 Introduction: California Cannabis Market Challenges

00:31 Prop 64: A Poorly Executed Initiative

01:38 Local Politics and Industry Complexity

02:28 Fixing California Cannabis Policy

03:23 Industry Engagement and Advocacy

04:02 Reevaluating Prop 64 and Market Structure

05:02 Offense vs Defense in Industry Strategy

06:28 Changing Public Perception and Policy Reform

07:36 Industry Regulation and Taxation Issues

08:07 The Role of Advocacy and Industry Voice

09:19 Hindsight and Lessons Learned

10:41 Industry Participation in Policy Making

11:26 CBD and Medical Cannabis Opportunities

12:17 Brand Revival and Market Expansion

13:16 Supply Chain and Cultivation Strategies

14:09 Innovations in Wellness and Recovery Products

15:40 Educational Campaigns and Consumer Awareness

16:39 Research and Clinical Studies in Cannabis

17:08 Regulatory Barriers and Opportunities in Cultivation

18:12 Operational Challenges and Solutions

19:36 Medical Cannabis and Future Legislation

20:29 Supply Chain Management and Quality Control

21:31 Entry of New Participants and Industry Diversification

22:29 Market Expansion and Interstate Commerce

23:24 Pesticide Scrutiny as Industry Moat

24:22 Industry's Role in Consumer Safety and Transparency

25:29 Understanding Pesticide Regulations and Organic Standards

26:55 Supply Chain Variability and Farm Management

28:25 Cost and Efficiency in Cultivation

29:55 Sampling and Testing Challenges

31:33 Expanding Beyond California

33:50 Complexities of Concentrate Production

36:33 Yield Variability and Cultivation Nuances

38:20 Product Development and Customer Collaboration

40:54 Demand Planning and Market Forecasting

42:08 Data-Driven Decision Making in Extraction

44:24 Margins, Product Mix, and Client Relationships

45:47 Market Entry Strategies and Expansion

47:43 Future of Cannabis and International Markets

48:39 Bitcoin and Cannabis: An Evolving Relationship

51:30 Cryptocurrency as a Business Strategy

53:53 Future of Automation and Robotics in Cannabis Production

55:41 Contact and Follow-up

 

Guest links

https://www.linkedin.com/in/micah-anderson-leef/

https://leefbrands.com/about/

  Resources

LEEf Brands Website - https://leefbrands.com

Elliot Lewis on Pesticide Regulations - https://twitter.com/ElliotLewis

California Cannabis Regulations Overview - https://cannabis.ca.gov/regulations/

Bitcoin Official Website - https://bitcoin.org

 

Our Links

Bryan Fields on Twitter

Kellan Finney on Twitter

The Dime on Twitter

Extraction Teams: Want to cut costs and get more out of every run? Unlock hidden revenue by extracting more from the same input—with Newton Insights.

At Eighth Revolution (8th Rev), we provide services from capital to cannabinoid and everything in between in the cannabinoid industry.

The Dime is a top 5% most shared  global podcast

The Dime is a top 10 Cannabis Podcast 

The Dime has a New Website. Shhhh its not finished.

🎥 YouTube:  The Dime

📸 Instagram:  The Dime

https://www.newton-insights.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Everyone knows the Cheech & Chong name. Almost no one understands the infrastructure behind it.

This isn’t a celebrity brand story. It’s a leverage story inside a fragmented, state-locked cannabis market that could shift overnight.

While most operators vertically integrate and hope legislation cooperates, Cheech & Chong are building optionality. Reverse licensing, local partnerships, and asset-light expansion aren’t branding tactics , they’re positioning moves.

This week we sit down with Jonathan Black to discuss.

How they are using reverse IP licensing

MSO vs Big Tobacco

Alcohol vs GLP-1 vs Hemp Beverages 

 

Chapters

00:00 Introduction and Brand Infrastructure

00:10 JB's Vision for Cheech and Chong

01:07 Market Infiltration and Consumer Experience

02:20 Cheech and Chong's Brand Recognition and Growth

03:06 State-Level Strategies and MSO Dynamics

04:30 Building Ecosystems and Partner Collaboration

05:55 Shelf Space and Local Market Strategies

07:16 Establishing a National Brand in Cannabis

08:34 Trial and Error in Market Entry

09:02 Terpene Profiles and Product Consistency

10:01 Adapting to Different State Systems

11:12 Working with Dispensaries and Partners

12:08 Tools and Technology in Market Monitoring

13:24 Partnering with Celebrities and Influencers

14:23 Advertising Strategies and Consumer Awareness

15:17 Measuring Success and Market Penetration

17:37 Market Footprint and Future Opportunities

18:35 Expanding into New Markets and Countries

20:25 Product Launch Timing and Market Readiness

21:59 Exclusivity and Distribution Agreements

22:40 Managing State-Specific Regulations

23:07 Reverse Licensing Model Explained

24:42 Long-term Industry Outlook and Legislation

27:30 Industry Challenges and Opportunities

29:29 Big Tobacco and MSO Strategies

32:08 Hemp vs Cannabis Market Dynamics

34:14 Legislative Outlook and Industry Legislation

36:29 Cannabis as a Functional Beverage Alternative

38:42 Impact of Legislation on Market Growth

40:29 Celebrity Endorsements and Brand Building

42:31 Future Industry Scenarios and Opportunities

44:56 Getting in Touch and Industry Collaboration

 Summary

In this in-depth interview, industry expert JB discusses the strategic growth of Cheech and Chong's brand in the cannabis and hemp markets, navigating state regulations, and the future of interstate commerce. Gain insights into brand expansion, licensing models, and industry challenges.

Guest Links:

https://www.linkedin.com/in/jonathan-black-520a7a10/

https://cheechandchong.com/

https://www.forbes.com/sites/willyakowicz/2025/08/24/why-cheech-and-chongs-100-million-cannabis-empire-is-no-joke/

Our Links

Bryan Fields on Twitter

Kellan Finney on Twitter

The Dime on Twitter

Extraction Teams: Want to cut costs and get more out of every run? Unlock hidden revenue by extracting more from the same input—with Newton Insights.

At Eighth Revolution (8th Rev), we provide services from capital to cannabinoid and everything in between in the cannabinoid industry.

The Dime is a top 5% most shared  global podcast

The Dime is a top 10 Cannabis Podcast 

The Dime has a New Website. Shhhh its not finished.

🎥 YouTube:  The Dime

📸 Instagram:  The Dime

https://www.newton-insights.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Beverage may be the most approachable format in cannabis.
Familiar ritual. Familiar packaging. Familiar context. Easily Sharable 
But familiarity creates comparison.
Alcohol.
That means safety, expectation, and education cannot be left to chance.
This week we sit down with Kristin and Eric Rogers of Levia to discuss:
• Beverage as a social format
• The responsibility of education
• Scaling experience across fragmented markets
Chapters
00:00 Understanding Success in Cannabis Expansion
03:08 Brand Consistency Across State Lines
05:59 Targeting the Right Consumer Demographics
08:55 The Evolution of Cannabis Beverages
12:01 Navigating Dosage and Consumer Experience
15:02 Quality Control and Supply Chain Management
17:50 The Future of Cannabis and Alcohol Beverages
21:04 Educating Consumers and Regulators
24:07 Navigating Cannabis Regulations in Massachusetts
27:24 Understanding Cannabis vs. Alcohol: Safety and Impairment
31:10 The Impact of Cannabis on Alcohol Consumption
33:43 Educating Consumers: The Importance of Responsible Consumption
36:11 Packaging and Communication: Bridging the Knowledge Gap
40:04 Challenges in the Cannabis Industry: Patience and Perseverance
Summary
In this conversation, Bryan Fields and Kristin and Eric Rogers discuss the complexities of the cannabis beverage industry, emphasizing the importance of brand consistency, understanding consumer demographics, and navigating regulatory challenges. They explore the science behind cannabis beverages, the significance of dosage, and the potential future of combining cannabis with alcohol. The discussion also highlights the need for education and awareness among consumers and regulators, as well as the perseverance required to succeed in this evolving industry.
Guest Links
https://levia.buzz/
https://www.linkedin.com/in/eric-rogers12/
https://www.linkedin.com/in/kristinhrogers/
https://www.linkedin.com/company/leviabrands/
Our Links
Bryan Fields on Twitter
Kellan Finney on Twitter
The Dime on Twitter
Extraction Teams: Want to cut costs and get more out of every run? Unlock hidden revenue by extracting more from the same input—with Newton Insights.
At Eighth Revolution (8th Rev), we provide services from capital to cannabinoid and everything in between in the cannabinoid industry.
The Dime is a top 5% most shared  global podcast
The Dime is a top 10 Cannabis Podcast 
The Dime has a New Website. Shhhh its not finished.
🎥 YouTube:  The Dime
📸 Instagram:  The Dime
https://www.newton-insights.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

For the last 18–24 months, reported cannabis growth told an incomplete story.
Demand did not plateau.
It was fragmented — between hemp channels, illicit markets, and regulated operators.
Now, with the Farm Bill loophole closing, Virginia coming online, and rescheduling potentially closer to execution, the numbers begin to look different. And feel different.
This week we sit down with Trent Woloveck to discuss:
• Why leading with retail first changes everything
• The strategic tradeoffs of vertical integration
• What true cannabinoid demand actually looks like once distortion fades
Chapters
00:00 The Value of Vertical Integration in Cannabis
04:52 Market Dynamics and Capital Allocation
09:34 Virginia's Cannabis Market Evolution
19:04 Impact of Federal Rescheduling on Cannabis
24:38 M&A Challenges in the Cannabis Industry
31:34 Navigating Regulatory Complexities
39:39 The Future of the Cannabis Market
47:27 Looking Ahead: Jushi's Future and Industry Changes
Summary
In this conversation, Bryan Fields and Trent Woloveck discuss the complexities of the cannabis industry, focusing on vertical integration, market dynamics, and the impact of federal rescheduling. They explore the challenges of capital allocation, the evolution of the Virginia cannabis market, and the difficulties of mergers and acquisitions in a heavily regulated environment. The discussion highlights the importance of understanding market demands and the potential for growth as the industry continues to normalize and expand.
 
Guest Links
https://jushico.com
https://www.linkedin.com/company/jushi-inc/
https://x.com/two3king
 
Our Links
Bryan Fields on Twitter
Kellan Finney on Twitter
The Dime on Twitter
Extraction Teams: Want to cut costs and get more out of every run? Unlock hidden revenue by extracting more from the same input—with Newton Insights.
At Eighth Revolution (8th Rev), we provide services from capital to cannabinoid and everything in between in the cannabinoid industry.
The Dime is a top 5% most shared  global podcast
The Dime is a top 10 Cannabis Podcast 
The Dime has a New Website. Shhhh its not finished.
🎥 YouTube:  The Dime
📸 Instagram:  The Dime
https://www.newton-insights.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

If you doubled your marketing spend tomorrow, would you double your sales?
Most cannabis marketing does not fail because teams spend too little. It fails because marketing is asked to create success while known problems remain unfixed. That is why marketing is often the first thing cut when results stall.
What has changed is that modern tracking makes attribution clearer and easier than ever. Attribution means understanding which actions actually drive revenue, not just traffic or activity.
This week we sit down with John Shute to discuss:
• Why marketing gets blamed for upstream failures
• How attribution reveals what is actually working
• Where most teams are missing 
Chapters
00:00 Navigating Budget Cuts in Cannabis Marketing
02:59 The Importance of Trackable Marketing Strategies
06:05 Understanding Consumer Behavior and Retention
08:53 Leveraging Data for Brand Growth
11:59 The Role of Email Marketing in Cannabis Brands
15:10 Product Quality and Consumer Safety
18:01 Narrowing Focus for Brand Success
23:26 Smart Growth Strategies in Cannabis Marketing
26:24 The Importance of Data-Driven Decisions
27:21 Closing the Gap: SEO and Market Positioning
30:27 Maximizing Marketing ROI
33:03 Understanding Marketing Attribution
36:14 Navigating Challenges in Client Relationships
39:19 The Complexity of Marketing in Cannabis
45:04 Community Engagement and Social Responsibility
Summary
In this conversation, John Shute discusses the challenges and strategies of marketing within the cannabis industry, particularly in the context of budget cuts. He emphasizes the importance of trackable marketing efforts, such as email marketing, and the need for brands to focus on consumer retention and data analytics. John also highlights the significance of building a strong brand identity and ensuring product quality and consumer safety. The discussion touches on the evolving landscape of cannabis marketing, the necessity for comprehensive audits, and the value of community engagement initiatives.
Guest Links
https://x.com/johnshute_
https://www.linkedin.com/in/john-shute-pufcreativ/
https://www.instagram.com/pufcreativ/
https://www.youtube.com/channel/UCY2pdmT1-QHKux8728PRy2A
https://www.linkedin.com/company/pufcreativ
https://pufcreativ.com/
Our Links
Bryan Fields on Twitter
Kellan Finney on Twitter
The Dime on Twitter
Extraction Teams: Want to cut costs and get more out of every run? Unlock hidden revenue by extracting more from the same input—with Newton Insights.
At Eighth Revolution (8th Rev), we provide services from capital to cannabinoid and everything in between in the cannabinoid industry.
The Dime is a top 5% most shared  global podcast
The Dime is a top 10 Cannabis Podcast 
The Dime has a New Website. Shhhh its not finished.
🎥 YouTube:  The Dime
📸 Instagram:  The Dime
https://www.newton-insights.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.