Sep 24, 2020
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The Keychain To Success: How Berner Built A Half-A-Billion Dollar Cannabis Empire

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Berner PHOTO BY FARID – HTTPS://WWW. INSTAGRAM. COM/FARID/ When one in all Berner s famed Cookies cannabis dispensaries was looted in late May the world-known rapper turned marijuana mogul responded in the most humane way possible. He was not enraged or worried in regards to the financial losses. Instead he empathized with the protesters who were reacting to decades of racially driven police violence and abuse


It s extremely unfortunate what happened to our store tonight on Melrose. But as a human living on earth we re living in today I cannot expect anything less until justice is served Berner said in a video on Instagram only moments after the looting took place. We are able to rebuild our store but you can not bring someone back to life


With that being said we stand with what goes at the moment inside the world. An announcement had to be made. All I say is I pray everyone stays safe and protects their family in a time like this he continued. How can I worry a couple of store when there’s so so much more going on on earth right now? A lot hate a lot anger a lot pain and a lack of justice


During a recent exclusive conversation Berner added I stand by the people. I m sick of being scared sick of people being profiled people being killed for no reason with no justice. Strong statements from someone who s watched greater than one million dollars in (uninsurable) product being stolen from his business


This is safe to claim this level of authenticity and humanity are part of what have made Berner s Cookies a half-a-billion-dollar business that truly resonates with customers driving them to line up for hours to buy whenever a brand new store opens. See also: Snoop Dogg On Plant-Based Foods Investments Cannabis The Munchies Martha Stewart PROMOTED Grads of Life BRANDVOICE | Paid Program
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Going All In On Young Voter Education Well that and 19 years of non-stop dedication and understanding the business from the patron to the cultivator to the lack of brands inside the space said Berner disclosing his flagship stores are making between $100 000 and $200 000 a day along with his new Melrose location often reaching $450 000 in a single day


Berner FARID But most of all being in love with cannabis. Once you re in love with something you re going to be the finest at it. Combine love and dedication and you can not fail. The Keychain To Success Business gurus of every type will often try sell you on the key to success ; however the doors to success take greater than a pair keys to open


The Flying Hellfish on The Simpsons YOUTUBE And Berner seems to hold a keychain filled with keys. I ve been working non-stop since I was 13 years old he said. With effort and perseverance Berner went from weed dealer to budtender to ultra-famous rapper investor and entrepreneur. Nowadays he s writing a book on a way to build a brand developing a documentary production unit and dealing on really cool ways to maintain fans and customers engaged along with his music the Berner brand and the Cookies brand at every possible level


Since reaching the tip and staying there are two very various things Berner is continually innovating. But that balance between keeping the business evolving and keeping it cool without diluting the roots of it is not child s play. See also: Wu-Tang s Raekwon On His New Weed Venture: Cannabis For The People By The People Time and dedication are important however the ultimate key to my success is being hands on


Friday Saturday Sunday… Whether or not it’s 6 a. m. or midnight I m calling everybody. Berner FARID This is true: Berner rarely rests. All he needs to stay active and centered are 3 or 4 hours of sleep and one full hour of swimming every day. Swimming is a key to success for entrepreneurs


It s a full body workout. After I come again to my phone there s 37 to 60 text messages and I m calm when I am getting back to it. Going into other pieces of recommendation for aspiring minority entrepreneurs Berner spoke of identity. Black and brown communities set trends


It s important to attain that our personality and our aura brings a lot to the table… So ensure you get your equity that your value is recognized. Use your aura to get throughout the door and work with someone and work hard. And get equity ask for something that could last forever


Runs In The Family Entrepreneurship has been passed on inside the Milam family from generation to generation. Berner s father owned a taco restaurant he built from the ground up as a first-generation Mexican immigrant. His mother owned a headhunting business. And even the rapper s daughter aged 13 is into brand building


It s cool to see my daughter who s been side-by-side with me this entire time. Without me teaching her or learning business she s got her clothing line [Heartblaster Clothing] and he or she does really cool things with it… I see that she s absorbing business things from me and her personality is amazingly strong she s very hands on very vocal… I feel I m doing things right he said


See also: DAMN: The Cannabis-Infused Show That Feeds Latin America s Hip-Hop Culture From a crammed existence living in a studio apartment as a child with four people to owning a huge house by the lake the family s rise has been astronomical. And grandpa Miliam couldn t be prouder


Berner FARID I m super blessed because I do know where I came from. It always sits at the back of my head. This is what drives Berner to continue to increase Cookies. Having created a multi-million-dollar company is not enough for this businessman. He wants to see his brand go international (the process has already begun with the outlet of a Cookies store in Barcelona Spain) and have people love it everywhere even after he s gone


This is something he s been engaged on for years. I just think we re one of the first real cannabis brands with an identity a color wed… Music the Internet and documenting all our steps is a huge key to why we’re known he said sharing plans for upcoming Cookies stores in Nevada and 17 overseas markets — with production and storefronts


We re just going everywhere that we can. Author s note: right before this text was published Berner called in to notify Cookies has acquired a license in Florida. The official announcement is anticipated on Friday. Spread The Love Very conscious of how fortunate he s been Berner actively seeks to empower other minority entrepreneurs to pursue their dreams and succeed at it


One in all his main objectives is to get OG cannabis cultivators and breeders out of the illicit market and into the legal market. For him it s all about creating something lasting intergenerational wealth. Chronixx Damian Marley Berner (L-R) FARID My job is to maintain a number of the people from the sport inside the game he explained


Beyond empowering his clients and followers with advice and guidance Berner seeks to herald a number of the best people into the Cookies ecosystem. See also: Dizzy Wright And Demrick On Their Cannabis Businesses New Album: We Want To Change The Narrative I find the finest growers everywhere and take a look at to offer them a lift by bringing them into the Cookies family in an organic way… I m embracing what all of those great people do


You may t micromanage a majority of these stores and be great. You should find great people work with them and have them embrace your vision. Big Partners Beyond being a cool in demand brand Cookies is a huge profitable business. And it owes a number of its success to its partnerships


Among them are rapper Rick Ross cannabis companies SLANG Worldwide and Green Thumb Industries (GTI) accessories supplier Greenlane Holdings and hip-hop duo Run The Jewels – El-P and Killer Mike. Las Vegas is an exceedingly interesting market to me. The cannabis market there’s booming he said. So Berner and GTI set out on a mission to create a store with the finest menu and the finest cannabis in town


GTI recognized our dedication to our menu and our alignment with a number of the best cultivators in Las Vegas and that they dedicated an entire store on the Strip to us. Berner and B-Real of Cypress Hill FARID Moving on to Run The Jewels Berner shared his long history with Killer Mike which works back greater than a decade


These guys [Run The Jewels] stand for something super important they have remarkable voice and they have an exceedingly niche fan base that loves weed. Killer Mike stands for a similar things I stand for: being an outstanding human not putting up with bullsh*t and speaking up when something is wrong


See also: Chris Webby Talks Cannabis Psychedelics Rap And Business: Everything Is Connected By way of conclusion Berner went back to his mission. Without a doubt growing my business is important and earning profits is cool my main objective is to place quality cannabis everywhere I will before my time comes so that consumers in legal markets get the herb they deserve and revel in it like they’re supposed to


All photos courtesy of Farid. Follow him on Instagram

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