An Interview With Candice Georgiadis
Be ready to work hard. It’s a lot of work, and it’s a lot of face time with people. Because it is such a saturated market, it’s hard to get on people’s schedules. You need to have an aggressive sales tactic. You need to figure out who’s important in the industry and how to get in touch with them — maybe it’s a phone call or maybe it’s stopping into the store and introducing yourself to the team. Do whatever it takes to get in front of the person you need to.
As a part of my series about strong women leaders in the cannabis industry, I had the pleasure of interviewing Brittany Yaffa.
Brittany Yaffa has been a proud cannabis user her entire adult life and has been working in the cannabis industry since 2020 — first as the marketing director for Pure Roots and currently as the brand manager at OozeX. Yaffa uses her platform to help eliminate the stigma against cannabis and raise awareness about the benefits of cannabis use.
Thank you so much for doing this with us! Can you tell us the “backstory” about what brought you to the cannabis industry?
I used to work in the salon industry overseeing operations. And it just became so repetitive — doing the same thing every day. I’m just not that kind of person. I don’t want to feel like a robot at my job; instead, I enjoy finding problems, solving them and, overall, playing a very active role. With the cannabis market being one of the fastest growing industries in the United States, when a friend told me he had invested in the business, it was a no-brainer for me that I wanted to get involved and support him. Knowing it was a unique opportunity and that there was a lot of money in the industry, I knew getting involved would be very valuable for my professional self-growth. When you work in the cannabis industry, every day is different. The state is rapidly changing its compliance and policies, which makes this industry challenging but also exciting and fun.
Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?
The Ooze board has been curating strong and influential relationships with dispensary owners over the years, and they’ve introduced me to all the people in the industry you would want to be in front of.
When OozeX launched, we sold out — and I credit that solely to the relationships we’ve formed. We entered the market with a cartridge when dispensaries were already carrying 30 –50 other cartridges on their shelves, and we owe our success to the fact that our umbrella company — Cannatron, formerly known as Ooze Wholesale — is already such a significant staple in the industry. Through this experience, I learned that this industry is about going back to old school handshake deals where it’s truly all about the relationships you form with customers. It’s an extensive process that we offer in terms of support, staff representing the brand, and running exclusive deals — really trying to stay competitive and listen to what the retailer wants.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
I don’t really have a mistake that’s funny — but, since the cannabis industry is an ever-evolving market, there’s a lot of trial and error that comes with it. While my background is in marketing and operations, I had to learn a lot about Metric, leaflink, leaflogics, dutchy, weedmaps and other platforms that I never had to dealwith before. In fact, I work a lot with a platform called Leaflink, which the cannabis industry
uses to facilitate the sale of cannabis related products. I had to teach myself how to use this program — but, in the end, it was really empowering to be able to expand my skills and have these metrics on hand to track the company’s growth and see how we can improve. I’ve since learned a lot about all the different software’s the market has to offer that can help you track sales/data and how we can capitalize on the metrics.
Do you have a funny story about how someone you knew reacted when they first heard you were getting into the cannabis industry?
I mean, a lot of people in my life have told me they don’t agree with me being in the cannabis industry. Even though medical and recreational marijuana is legal in the state of Michigan, there is still a stigma against it, especially as a parent. I don’t understand why people will judge cannabis — but not judge alcohol, nicotine or hookah. Cannabis is just another one of these regulated products. And the scientific research behind cannabis is there. It has been known to treat seizures, ease the symptoms and side effects of cancer treatment, relieve chronic pain, treat mental health conditions and more. Cannabis is an effective alternative to opioids with fewer side effects and risks. There are just so many medical benefits.
The likeliness of death by cannabis is beyond rare. Sure, you may misjudge your intake — but that happens every day with alcohol use. But most dispensaries in the market are very good about providing education to the customer about the safest use of the product. Budtenders often take the time to engage with customers and assist cannabis newbies.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
I’m thankful for a close family friend who introduced me to the industry. He asked me if I wanted to start doing marketing for him, and I said, “Sure, I’ll give it a shot.” I had been a cannabis user my whole adult life. Being a consumer already and seeing the benefits of cannabis firsthand, I just couldn’t say no.
Because of him, I changed career paths, and now I have a job I truly enjoy.
Are you working on any new or exciting projects now? How do you think that will help people?
Ooze X is launching new SKUS in the next quarter that will appeal to the market in a very classy way. We’re curating our menu with products we know are best-sellers. Concentrates will be first and a disposable cartridge will launch shortly after. For someone who is an avid cannabis smoker, it’s convenient to have something that’s disposable, just like e-cigarettes. It’s discreet and you’ll get a certain number of puffs, and once it’s done, it’s done. And, for those who want something that’s reusable, Ooze is known for its best-selling vape pens with impeccable battery life and safety features. We really have diverse products with something for everyone.
According to this report in Entrepreneur, less than 25 percent of cannabis businesses are run by women. In your opinion or experience, what 3 things can be done by a) individuals b)companies and/or c) society to support greater gender parity moving forward?
I mean, I think in the United States, most businesses are still owned by men — no matter what they sell. And male business owners, unfortunately, still make more money than their female counterparts. The cannabis industry is no different — but, if anything, I think the industry is more open-minded and, overall, I think women are more accepted than other industries.
In my experience, I have seen a lot of women in this line of work — but I do think more women should be in the room where the decisions are being made. Operators need to keep an open mind and know that women are just as valuable and capable as men in this industry — if not more. And women, in all industries, need to earn equal wages to men. Mother’s and or parents are required to work 8-hour days, yet schools and or childcare are only offered within a window of work hours. This formulates a convoluted finical decline in wages brought home. — There has been a substantial drop in venture capital funding for women-owned start-ups — with less than 3% of funding distributed across the industry going towards them. This needs to change. More investors need to take a chance on women-led businesses.
It’s also been shown that gender stereotypes affect female entrepreneurs — and so do stereotypes against the cannabis industry in general. As I said before, several people put in their two cents when I said I was going into the cannabis industry. Society as a whole needs to shift its focus and be more supportive of female-led businesses, as well as women in the cannabis industry. I’m thankful to represent a board of men that believe in me and have allowed me the opportunity to launch a brand and assist in years of hard work and dedication that built the fundamentals of their business.
You are a “Cannabis Insider.” If you had to advise someone about 5 non-intuitive things one should know to succeed in the cannabis industry, what would you say? Can you please give a story or an example for each.
Understand that it’s a very saturated market. A lot of cannabis products are the same, so you need to be competitive. At OozeX, we appealed to the market by setting a price point that made sense for both us as a brand and for our retailers. Your most affordable products will also likely be your best-selling products
You need to come to the market with something new in terms of look and feel. For us, we stood out because our marketing was fresh and unique — with bright colors and bold products. We appeal to all different types of customers — rather than a specific demographic.
If possible, work with labs and manufacturers to create entirely new products — maybe it’s different ways of consuming or different style edibles or different flavors.
Find your niche where it’s needed or missing in the market, and try to produce a product that can be appealing to everyone. Market to the people other companies may be missing — for instance, I think the 45 and up age group is an untapped market in the cannabis industry. That’s why we focus on creating products that are discreet and practically smell-less — so a mom or dad can stay out in the driveway for an extra five minutes after work before coming inside and jumping into their home responsibilities.
Be ready to work hard. It’s a lot of work, and it’s a lot of face time with people. Because it is such a saturated market, it’s hard to get on people’s schedules. You need to have an aggressive sales tactic. You need to figure out who’s important in the industry and how to get in touch with them — maybe it’s a phone call or maybe it’s stopping into the store and introducing yourself to the team. Do whatever it takes to get in front of the person you need to.
Can you share 3 things that most excite you about the cannabis industry?
First of all, that the industry is rapidly growing and evolving. I’m excited to see where the market goes in terms of smaller scale operators being acquired by larger multi-site operators. And then watching the evolution of where metrics will be five years from now. I’m also excited to see what happens to cannabis brands — not just retailers. Like I said before, the market is so heavily saturated, so it’s going to be interesting to see who plays in the race in the near future.
Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?
The oversaturation is very concerning, and the upcoming recession before the incline. I’m expecting that there will be a change in the market; that it’ll get worse before it gets better. Gas prices are on the rise and grocery prices are on the rise — everything in our economy is so inflated right now. So, are people going to be able to afford cannabis the way they used to when they’re struggling to afford their basic necessities? It will be interesting to see how people will start budgeting differently and if they will be able to budget in the consumption of cannabis or what they will jeopardize to do so.
But, one thing to keep in mind is that, for cannabis, the prices aren’t rising. So, maybe people will be able to fit cannabis products into their budget because, afterall, it does help you reduce stress — which you may consider a necessity for your mental health during these times. I feel confident that, while we may not have a spike in sales, that we’ll at least have a flat line instead of a dive down.
Another concern I have is that there are people out there who think they don’t need to be compliant and are producing products on the black market that aren’t safe to consume. The Underground world exists and it’s still booming, even after marijuana has become legal in the state of Michigan.
One way I think we could reform or improve the industry is to marry recreational adult-use and medical- use cannabis. Some stores are only medical, and some stores are only recreational, but I think we should create an even playing field. Caregivers really spearheaded our culture of cannabis in Michigan and helped make people more open to the industry. These medical stores paved the way for recreational retail. We should give as much love to medical cannabis as we do to recreational. I think we need more spaces that have products available for both uses and clearer regulations established for safest use of consumption.
I also think, when a product is sold, there should be directions on the packaging — like, when you get a prescription drug, it typically says on the bottle something like “Take four times a day, every six hours” or “Take with food.” I think there should be a regulated process in the market, and our licensed products should include information on how to use it the safest and most effective way, not just “fast acting, 4 serving etc.”
The third thing I would like to see change is for states to treat cannabis retailers as a community and as humans — rather than just a license number. Give us the opportunity to market as the majority of other retailers. Welcome our ambition to give back to our community and use are platforms to raise awareness to
What are your thoughts about federal legalization of cannabis? If you could speak to your Senator, what would be your most persuasive argument regarding why they should or should not pursue federal legalization?
The fact that there are states that are licensed and states that aren’t, it’s just mindboggling to me. In the United States, we have constitutional rights, and everyone — no matter what state you live in — has those rights. The fact that each state can operate differently is just so stupid to me; it’s like, “I’ll treat you with respect in Michigan, but I won’t treat you with respect in Ohio.” In states where cannabis is not legal, and you need it for medical use and have to travel to another state, you could be charged with traveling across state lines with cannabis. It’s just not fair, and it doesn’t make sense to me, honestly. Cannabis is used recreationally, but it’s also used medically. And that’s what you need to bring up if you talk to your senator. Alcohol and cigarettes aren’t used medically, yet you can buy them in New York, you can buy them in Florida, and you can buy them in every state. So, why should cannabis be treated any differently — especially when they have more positive effects than other regulated substances.
Today, cigarettes are legal, but they are heavily regulated, and highly taxed, and they are somewhat socially marginalized. Would you like cannabis to have a similar status to cigarettes or different? Can you explain?
I mean, cannabis doesn’t give your cancer. If anything, cannabis has been known to ease the effects of cancer. So, I think cannabis should have a different status in society than cigarettes. There hasn’t been any scientific research that the long-term use of various methods of cannabis consumption can kill you one day — like cigarettes with your lungs and alcohol with your liver. I still think cannabis should be regulated, but maybe not to the severity of cigarettes. I think taxes are crucial to keeping our economy and our government functioning. So, should be taxed at the normal amount, just like anything else is taxed.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
My favorite life lesson quote is “Unpredictable moments will change your life forever.” Just enjoy life and keep an open mind because you never know what’s going to happen next.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. 🙂
I would want to start a movement to remove the stigma behind the use of cannabis as a drug, and I would use my platform in the industry to educate others. I have seen a lot of people benefit from cannabis in a way that prescription drugs couldn’t offer them — whether its anxiety or depression or life’s stressors. There are so many people in this world who, because they hold a stigma against cannabis, they don’t take advantage of these benefits. Until we remove the sigma, we won’t be able to tap into those people.
Thank you so much for the time you spent with this. We wish you only continued success!
Wisdom From The Women Leading The Cannabis Industry, with Brittany Yaffa Of OozeX was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.