“Authoritative and highly actionable advice on selling marijuana.” – Kirkus Reviews
Published on the one year anniversary of the death of her late brother, Shaun Berry, the book is a heart-felt tribute and advocacy piece about how the racist prohibition of cannabis fueled and empowered the opiate crisis.
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Charlena says that, “Access to cannabis as a medicine is a human right and should be made easily available to users, across the nation, without fear of prosecution or discrimination for use.”
Recommended by Entrepreneur.com as “8 Books to Help Entrepreneurs Become Strong Leaders”, Peter Daisyme says, “Through trial and error, as well as a plucky attitude, Berry prospered despite the odds. You’ll be inspired by her journey.”
She argues that budtenders and cannabis retailer are the frontline of the advocacy efforts for the Cannabis Industry and that the use of traditional retail practices will not only increase company revenue, but it will help community’s breakdown the stigma associated with cannabis usage.
Not only is this book great for existing and new cannabis retailers, but it is also an excellent read any public official who is shaping cannabis regulations in their community.
About the Author
Charlena Berry is the author of Breaking the Stigma: Racism, Lies, the Opioid Endemic, and Inviting Grandma to the Dispensary. In this book, she exposes lies that created the stigmas associated with cannabis, and how these stigmas must be addressed to see continued growth in the marketplace. She then outlines a framework that provides key strategies for retailers to implement to improve the customer experience and increase profitability.
Writing from her experiences in the industry, Charlena is a global cannabis business executive and the founder of Cannabis Business Growth, a premier cannabis business consulting firm that specializes in cannabis licensing. Prior to that, she spent more than a decade in Supply Chain and Retail Operations for Fortune 500 companies like Whirlpool and Office Depot/Office Max.