083 Lessons in Branding from The Largest Single Site Dispensary in California with Chris Lane of Airfield Supply Company

1h 3m ·

083 Lessons in Branding from The Largest Single Site Dispensary in California with Chris Lane of Airfield Supply Company

“The best brands are the ones who constantly look at how can they provide value to an individual, whether that's value to a partner, and sometimes that's impossible, right? But your value to a customer is always viable…Value doesn't have to be some gigantic experience.” - Chris Lane

Welcome back to the To Be Blunt podcast! In this episode, Shayda Torabi welcomes Chris Lane, Chief Marketing Officer of Airfield Supply Company, as he shares the systems and processes they employ in bringing value to customers, the landscape of elevated brand building in the industry, and the significance of effective collaboration for better visibility.


[00:01 – 05:16] Keep the Dialogue Going and Get Connected

[05:17 – 14:26] Chris’ Story from Working with Multiple Agencies to Brand Building 

[14:27 – 28:13] The Processes to Elevated and Creative Brand Development

[28:14 – 37:09] Tips to Attract Effective Collaborations via Value Creation

[37:10 – 54:08] The Dynamics of Vertical Integration and Bringing Solutions

[54:09 – 01:02:23] The Challenges of E-commerce in the Cannabis Industry

[01:02:24 – 01:04:00] Food for Thought: How do you go for your idea and make a pitch?


Chris Lane is the Chief Marketing Officer of Airfield Supply Company, the largest single-site dispensary in California. In this role, Chris is responsible for brand and growth strategy across retail and product businesses. With a background in creative strategy and brand building, Chris focuses on building consumer empathy in brands and driving simultaneous top and bottom funnel growth. Previously, Chris was the Global Head of Brand at Fiverr, also leading agency practices and teams at Method, Bite, WPP, and Edelman.

Connect with Chris 

Visit https://www.airfieldsupplyco.com/ and follow him on Facebook, Instagram, Twitter, and LinkedIn @airfieldsupply 


Shayda Torabi has been called one of the most influential Women in WordPress and now she’s one of the women leading the cannabis reformation conversation building one of Texas’ premier CBD brands. She's currently the CEO and Co-Founder of RESTART CBD, a female-run education first CBD wellness brand. And has formerly held marketing positions at WP Engine and WebDevStudios. Shayda is the host of a podcast for cannabis marketers called To Be Blunt, where she interviews top cannabis brands on their most successful marketing initiatives. When Shayda's not building her cannabiz in Texas, you can find her on the road exploring the best hikes and spots for vegan ice cream. Follow Shayda at @theshaydatorabi

Key Quotes:

“When you have the megaphone, do something of you know, importance, not just for the conversation, but to like, do good with that, too.” - Shayda Torabi

“One of the fun parts about collaborations is you never know what the other side is going to bring to the table or needs you to bring to the table. So, you know, it never hurts to ask.” - Chris Lane

SPONSORSHIP is brought to you by Restart CBD. Check them out for your CBD needs

LEAVE A REVIEW + help someone who wants to join me for episodes featuring some serious cannabis industry by sharing this episode or click here to listen to past episodes

RESTART CBD is an education first CBD wellness brand shipping nationwide. restartcbd.com

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