Marijuana C-Suite Chronicles: Sabrina Wheeler & Lex Corwin On Elevating Stone Road Farms Across Multiple States

In the realm of natural gifts to humanity, marijuana stands out. Sabrina Naomi Wheeler, chief operating officer of Stone Road Farms, passionately advocates for universal access to it in its finest forms. “Cannabis is one of the planet’s great natural gifts to humans, and all people should have access to the best of it,” she said.

In an exclusive interview with Benzinga, Wheeler and Lex Corwin, the visionary CEO and founder of Stone Road, provided insights into their venture's evolution as a vertically integrated, multi-state cannabis brand.

Roots In Passion And Innovation

Established in 2016 by Lex Corwin, Stone Road Farms represents a familial endeavor that redefines affordable cannabis for a new generation. As a queer visionary, Corwin founded the brand at the age of 23, driven by a desire to establish a nature-centric and community-connected identity.

Wheeler, hailing from Honolulu, brings a wealth of experience to the table. Her trajectory, from beginning college at 16 to launching a tech venture by 20, underscores a determination to forge an unconventional path. Joining the cannabis industry just two weeks after recreational legalization in California, Wheeler's journey evolved from a budtender to her current role.

Ensuring Consistency Across Diverse Markets

Stone Road's expansion across multiple states posed the challenge of upholding brand and quality consistency. Wheeler underscores the significance of Standard Operating Procedures (SOPs) and a robust network to ensure uniformity from plant cultivation to retail presentation.

“The competitive nature of the market underscores the importance of preserving our brand integrity. We recognize that one negative consumer experience could jeopardize their support forever so we have numerous safeguards in place to make sure all flower that becomes Stone Road product is fresh, potent, and all-natural - always!”

See Also: Risk, Insurance And SOPs: Benzinga Conference Experts On Safeguarding Your Cannabis Business

Strategic Flexibility In Product Development

The success of Stone Road lies in its hyper-flexibility, strategically adapting products to meet diverse regional demands. Sabrina notes that pivoting quickly on product types and formulations allows them to assess different markets and identify underserved SKUs.

This strategic approach, exemplified by the introduction of a 10-pack of .5g prerolls for Massachusetts, showcases the brand's responsiveness to the evolving cannabis landscape.

“Drawing from our industry insights, we recognize that the top 20% of heavy cannabis consumers contribute to about 80% of all retail sales. Hence, introducing more significant, value-oriented SKUs proves more enticing to this demographic group. In the case of New Mexico, we saw most companies were only producing a 0.5-gram concentrate so we decided to introduce our 1-gram concentrates,” Wheeler explained.

Building A Canna Community For Organic Growth

Stone Road's distinguishing factor is its emphasis on community building. Wheeler believes that “leading with genuine care, kindness, and authenticity resonates on a profound level.” This commitment contributes significantly to the organic growth of the Stone Road brand, whether engaging with retail decision-makers or micro-influencers.

From Budtender To COO: Sabrina's Inspirational Journey

Wheeler's journey from budtender to COO is inspiring. Leveraging diverse experience across the cannabis supply chain, she spearheaded Stone Road's expansion.

Reflecting on her trajectory, Wheeler shared, “Upon relocating from Massachusetts to California with the advent of legalization, I anticipated starting at an entry-level position. I strategically aligned myself with a dispensary in California that prioritized cannabis education, offering an extensive training program. Embracing this opportunity, I immersed myself in expanding my knowledge of the plant first.”

In just four months, Wheeler transitioned to a sales trainer role, creating a comprehensive dispensary sales guide that "empowered budtenders to enhance customer interactions, master upselling, and elevate overall customer service experience.”

“My firm belief is that if you have a goal, a vision, and a plan that will significantly enhance a brand’s value, stay true to it. Keep pitching your plan, and eventually, you will align with a company that believes in your talents,” she added.

See Also: Success Stories Of Minorities In Cannabis C-Suite: 'The Future Of Cannabis Is Female'
Lex Corwin On Working With Sabrina And Stone Road's Strategy

Lex Corwin commends Wheeler's industry insights and pragmatic view, describing her as a natural-born detective.

“Sabrina has a well-informed and pragmatic view of the industry. Considering she's worked in almost all areas of the supply chain she deeply understands the consumer and the retail buyer. These insights are priceless when facing major decisions like new product launches, SKU selection for out-of-state partners and general pricing analysis. Plus, she's a whiz with retail and trade marketing, even on a tight budget!" Corwin told Benzinga.

A Vision For The Future

As the Stone Road brand thrives in multiple states, this team of two envisions a future where cannabis is accessible to everyone. Their commitment to quality, community and strategic innovation positions Stone Road Farms at the forefront of the evolving cannabis industry.

In Corwin's words, “We're on first base. Don't make decisions you might come to regret. Even if a late-stage change order will add cost and/or delay your launch, do it if it will ultimately lead to a higher chance of future success.”

Corwin's tips for brands expanding out of their home market include being well-capitalized, diligent in vetting partners and avoiding shortcuts in the enduring cannabis market landscape.

Stay tuned for more articles delving into the success stories of minorities in C-Suite roles within the cannabis industry.

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All photos courtesy of Stone Road Farms