The Dime

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.

Exceptional extraction has long been treated as an art.
What separates the best teams is not creativity.
It is the ability to repeat quality, consistently.
And it is not SOP alone.
It is judgment applied consistently under real constraints. Constraints that define what is technically possible, operationally realistic, and economically viable.
Those constraints tart with understanding your system and tracking the right operational parameters at a level of detail most teams never reach.
That depth of understanding is what allows teams to produce a consistent, high-quality end product instead of relying on feel or memory.
This week we sit down with Brian Adams to discuss
How to balance SOPs with operator flexibility
How to think clearly about your extraction system and its limits
Whether rolling back adult use in Massachusetts is real or noise
 
Chapters
00:00 The Complexity of Extraction Processes
03:06 Adapting SOPs for Optimal Results
06:04 Understanding Cost Structures in Extraction
09:12 The Importance of Hardware in Product Quality
12:07 Navigating Consumer Expectations and Feedback
15:10 Quality Control and Brand Reputation
18:11 Expanding Product Categories and Maintaining Standards
21:07 Educating Consumers on Concentrate Differences
23:56 The Future of the Cannabis Industry in Massachusetts
30:32 The Current State of Cannabis in Massachusetts
34:27 The Threat of Opposition and Industry Response
39:55 Navigating Negative Perceptions and Future Outlook
41:14 The Importance of Industry Unity and Consumer Education
42:29 Engaging with Consumers and Building a Brand
Summary
In this conversation, Bryan Fields and Brian Adams delve into the complexities of extraction processes in the cannabis industry, emphasizing the importance of flexibility in Standard Operating Procedures (SOPs) to achieve optimal results. They discuss the significance of understanding cost structures, the role of hardware in product quality, and the challenges of maintaining brand reputation amidst consumer feedback. The conversation also touches on the need for consumer education regarding concentrate differences and the potential future of the cannabis industry in Massachusetts. In this conversation, Brian Adams discusses the current challenges facing the cannabis industry in Massachusetts, particularly in light of recent negative news and opposition movements. He emphasizes the need for industry unity to combat misinformation and protect the rights of consumers. The discussion also touches on the importance of educating consumers about cannabis production and the potential impact of regulatory changes on the industry.
Guest Links:
https://www.nimbuscannabisco.com/https://www.nimbuscannabisco.com/
Our Links
https://www.nimbuscannabisco.com/
https://www.instagram.com/nimbuscc/
https://www.linkedin.com/company/nimbus-cannabis-co/
https://www.linkedin.com/company/hudson-botanical-processing/
https://www.linkedin.com/in/jb-adams/
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.