We were lucky to catch up with Kevin Jodrey recently and have shared our conversation below.

Kevin , thanks for taking the time to share your stories with us today Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

In 2013 I founded wonderland nursery, the first direct to customer cannabis nursery in the United States, Previously, plants were sold through dispensaries that were bought from outside vendors, and selections were limited in choice and in quantity. Cannabis stores were called dispensaries and they typically sold plants as an after thought as selling plants which produce cannabis cuts into the quantity of cannabis a customer might purchase as now they can produce at their own homes.

I left my position as cultivation director at one of the oldest dispensaries in california, Humboldt patient resource center, to take the leap of faith in the idea that people wanted access to plants in types and in quantities greater than currently available. Without fail, almost everyone I asked their opinion on my desire told me I was insane. No one needs access to plants all year long. People would rather create their own plants. Just sell the flower and make it easy on yourself. The legal risk of a life sentence in federal prison due to the extremely high plant counts needed to operate as a nursery is far too risky. The consensus was I was going to fail in plan, spend the rest of my life in prison, or both.

Only my sons grandfather was receptive as he asked me how did you come to the conclusion it might work? What risks do you face? What’s the upside to taking this risk?
I explained to him my market awareness allows me to see the need and I have the skills to execute the tasks. I explained how that under state medical laws as long as we followed the law we would not be in federal jeopardy. Following the laws set by the state of california keeps us safe and in good relations with all regulatory agencies. The upside is we could change the way the industry serves its participants and be able to build a business in a field of interest so I not only create revenue, I also create inner joy by doing what I love to do professionally, by growing and propagating cannabis.

It worked. We became the first vertical nursery in the United States. We produced the plants in house either by our own breeding work or by working with others so more diversity and community were created. We worked with the local university, state regulators and politicians to show that the stigma behind the plant was outdated by assisting with education we provided to the different entities.
I’m still in business today. We were asked to merge with cookies inc and become their research and development partners in 2018 so the name wonderland was retired and we are now known as cookies one log research and development facility . I also assisted in the development of conception nursery, one of largest tissue culture based nursery in the United States.
There is a difference between risk and calculated risk. Both require courage but by calculating the risk and determining how to mitigate that risk to the best of your abilities, you have better odds of achieving the goal. The tough part is being able to honestly asses yourself as a potential risk, you have to be brutally honest here, or you won’t seek out the expertise to augment your strengths you will need to succeed. Know you as well as you can, know the risk as well as you can, know the why of what your doing and let the dice be cast!

Kevin , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’ve been involved with cannabis since 1978. Caught my first felony cultivation case in 1983 at age 16 for growing cannabis in my back yard. Went into the military 1985 and ended up in the drug war diving on suspected drug trafficking vessels looking for drugs. Seeing over 120 tons of Thai cannabis on one ocean going barge changed my life. It made me aware of just how many were consuming and that my love of herb was actually the present and the future as far as trends go, not frozen in the past as most understood it to be.

I spent the next 35 years working in the cannabis industry. Trafficking, cultivation, propagation, operation building were my primary skill sets.
In 2008 I took over the Humboldt patient resource center as cultivation director and subsequently won best dispensary in Northern California two years in a row. The faculty was heavily involved in the development of the CBd movement and my best memories of that era are with the patients we served during their most difficult times. You learn about just how fragile life is and how people have an inner strength that must be witnessed to fully appreciate.

I co founded with my friend, William Pedro, wonderland nursery in 2013 and by 2014 we had also created the golden tarp awards cannabis competition and the original ganjier media platform. The golden tarp awards were the 2 nd largest cannabis competition in USA history, surpassed by only the emerald cup. The ganjier media platform was sold to green flower media 2018 and I was brought on to help craft the ganjier, a cannabis sommelier program. That program’s graduates oversee billions in cannabis sales globally.

I still operate my farm under the brand name port royal. I’ve been growing on it for decades and was fortunate to be able to get it licensed for legal production. The farm is where I feel most at home. Being part of a cannabis community is an incredible experience. We spend so much of our lives working it may as well be something you enjoy and with people you enjoy. Hopefully they feel the same way about you lol

I’ve worked in multiple countries helping refine the plan. From first dispensaries in Israel to tissue culture labs in Colombia. Assisting small businesses in Canada to developing new businesses in Australia. Preserving genetics in california to creating awareness of genetics in pakistan. Local education to being in over 53 schools of higher learning around the country through green flower media’ powered classes. I’ve allowed the industry and culture to shape and guide me while attempting to do my best to serve the needs I’m able to.

It’s been an incredible adventure and life. Be bold and don’t forget to be kind.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Absolutely understanding the clients needs. If there is an existing need being unmet, and you identify and meet it, it is the easiest place to capture client relationship.

For example-
I identified that many communities in california had restrictive access to cannabis nursery stock. I also realized those areas were multi lingual, meaning comprised of many ethnicities and cultures. I created sales material in the language of the region and brought that material to the communities directly.
By reaching out in this way and acknowledging our differences in communication we were able to bridge the cultural gaps and find common ground to work from. They needed plant stock and I create plant stock. That strategy grew our business over 40% in that fiscal year.

How did you build your audience on social media?

Be of service. Whether that service is in providing education or entertainment, make sure you always consider the viewer. Focus on the material you want to present versus yourself. Value delivered rarely gets old. Deliver that value in a palatable way and you have an audience.

I cover topics I know few have delved into. Me bringing these ideas to light in a way that allows understanding makes the content valuable.

Even if you’re a singer or model, it holds true. Until that beautiful voice bursts through your just a body on a stage. models have obligations to be the model the audience desires. The audience is the arbiter of our quality.
I never forget why the audience is here. It’s for their benefit, not mine. My job is to serve the need in a way that allows me to derive a benefit but first I must give something of value.

Don’t be afraid to not post continuously. Blasting people with your content is told to be a good strategy, but to whom are we blasting and honestly, how much do you enjoy receiving it in that way yourself?

What I want is for people to benefit from my work which makes them have a desire to follow, and done correctly, follow on every platform i engage with.

I don’t focus on any one place. Social media, mainstream media, print, book, magazine or movie. Get yourself out there by having something, doing something or possessing ideas you are willing to share that others do not.

Enjoy the process. If you’re not happy doing the presentation it almost always comes through to the audience. The social media world is relatively new, so much to learn for all parties involved. Find your lane and see what you can do!

Contact Info:

• Instagram: Kevinjodrey
• Facebook: Kevin jodrey
• Linkedin: Kevin Jodrey
• Twitter: Ganjier zero
• Youtube: Kevin jodrey