Check Out Bre Jernagin’s Story

Today we’d like to introduce you to Bre Jernagin.

Hi Bre, please kick things off for us with an introduction to yourself and your story.
My journey into the cannabis industry began while in Amsterdam the summer before my senior year of undergrad in the Summer of 2017. While there, due to natural interests, I wound up visiting the Marijuana and Hemp Museum and found myself admiring Henry Ford’s prototype of a hemp composite car fueled by hemp biofuel. Knowing that this was genius, (and months before the 2018 Farm Bill) when I returned home I applied to Caliva (a vertically integrated dispensary in SJ) thinking the experience as a budtender would somehow help build my resume to get into the Hemp plastic industry. Let’s just say I was so far off base and I couldn’t be happier!

There, I helped people wean off opioids, fostered long and trusting relationships, and saw the difference this plant can truly make when taking the role seriously. After Caliva, a retail dispensary heavy on product knowledge (when I was there at least), I worked for the Original Cannabis Cafe, where I was fortunate enough to view live consumption after the recommendations I and my coworkers made. This is where I saw the need for education magnified, and I began my Masters in Cannabis Science & Therapeutics shortly after.

I’ve dealt with anxiety and physical pain since I was a child, come from a family of addiction, and was raised by women who’ve dedicated their lives to supporting and advocating for our surrounding communities. I realized recently that as much of an open book as I am conversationally, I’ve neglected to share my whys – which are essential to understanding how my passions and curiosity have led me to where I am today.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
One significant challenge I’ve faced is the paradox where those with the most resources often know and care very little about consumer outcomes. It’s the individuals working in the field, often underpaid, who remain dedicated because their purpose outweighs short-term perspectives.

Unfortunately, though front-facing roles are what make or break a store/brand, they often aren’t respected or taken seriously. There’s a huge disconnect between the people owning the brand, the people creating and fostering the brand, and the people representing the brand. As the budtender or brand ambassador, you’re taking the supporting information given to you and finding a mutual connection to the consumers’ needs and preferences. You hear what they’re seeking, the feedback, and all of the tea in between. But because you’re an hourly worker making an average of $17 an hour – there’s lots of smiles and yeahs – but little follow-through or recognition of value. You end up wondering, “Why do I care more about this brand than the people running it do”. Luckily, now there’s a bigger emphasis on budtender events and awareness of their power – but when I was in the store, the people who knew nothing about the plant (and often had judgey comments towards those consuming) were the ones being rewarded.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I am most known for teaching cannabis education and advocating for conscious cannabis consumption. Leveraging my experience as a budtender, Flower Hostess at the first legal consumption lounge, and overseeing two retail locations, I provide a range of services. These include Budtender, Brand Ambassador, & Consumer Trainings + Guides, Content Strategy & Production, and Value-Based Marketing/Brand Strategy.

Currently, I am working with Azuca, creating educational B2B materials and social assets, curating content for brand partnerships, and am actively exploring a broader role that encompasses my varied project experiences and contributes to my ongoing growth in the field. Ultimately, I want budtenders to be certified to make recommendations – each project I take is with the mindset of better understanding how to get there.

I’m most proud of my recent White paper with Azuca. This involved translating their groundbreaking findings on a new pharmacokinetic form of cannabis edibles into easily digestible information for B2B purposes. Using my undergrad degree in Communication Studies, where I wrote and studied research papers, my Masters in Cannabis, and retail/work experience in thinking about what the business they’re trying to acquire needs to know – gave me a well-deserved full circle moment. We wear many hats in the industry, and seeing those efforts come together is rewarding.

Are there any books, apps, podcasts or blogs that help you do your best?
Book: Cannabis Revealed by Bonni Goldstein M.D.

People: Anything from Dr. Ethan Russo, Dr. Raphael Mechoulam, Cannabichem on IG

Resources: Ganjapreneur, BDSA

Contact Info:

• Website: https://www.canva.com/design/DAFnWbpGUhg/YgWcFdOkEOPIyqdPD3KI1Q/edit
• Instagram: Hibremedia
• Linkedin: https://www.linkedin.com/mynetwork/invitation-manager/

Image Credits
Boat shot: https://www.instagram.com/tefa.felicci/ Gpen shot: https://www.instagram.com/adamstanzak/ all others: https://www.instagram.com/destinycloudap/