We were lucky to catch up with Victor Berrio recently and have shared our conversation below.
Victor, thanks for joining us, excited to have you contributing your stories and insights. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?
As a business owner, I do find a lot of satisfaction in being my own boss and having the freedom to make decisions that align with my vision and goals for the company. However, I do think about how much simpler life would be to work for someone else and let them take on the stress of running a company. Unless you are a business owner you don’t realize the amount of time and effort it takes to keep a company running. When people ask me, “what is it like to run a company and be your own boss?” I always reply with, “Think of a firefighter on a roller coaster trying to put out fires!”
The last time I had that thought was a few days ago when I was on a call with our Hemp Attorney getting his opinion on where legislation is going in the hemp space. He told us he is not worried about the federal law, however he is worried about the state to state laws. “We are seeing lots of legislation being implemented at the state level, this will make it difficult to sell hemp products all across the nation.” I instantly thought to myself, “what states are we selling our products in that could be problematic? How much capital will we need to spend on attorneys keeping up to date with the laws state to state? How can I minimize my exposure while keeping sales growing until things are a bit more clear?” Its an everyday battle when it comes to problems and solutions, all you can do is take it one day at a time and have a problem solving attitude. It’s times like these that the grass is always greener on the other side.
Ultimately, I always came to the conclusion that while being a business owner does come with its challenges, the rewards far outweigh them. I have the opportunity to pursue my dreams and make a positive impact on the world & everyone around me. I hope to never give that up!
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
I was born in Colombia and moved to Washington state when I was 8. Unfortunately, my mother was stuck in Colombia, so my aunt took care of us for several years. Around the age of 10, my aunt’s best friend and her husband took my brother and I in as one of their own. They provided us with all of the essentials but, most importantly, taught us how to fend for ourselves, how to work hard, and be good people. I have been told that I was an entrepreneur since I was a kid. I used to take old BMX bikes apart that my friends didn’t want and rebuild them so I could sell them for a profit. In high school, I worked at a cookie factory (not just any cookie, think of it as the first granola bar but in cookie form) that had sales outlets all over the country. We used to get a dozen cookies for free every week, so instead of eating them, I would sell them at school in the lunchroom for $1 less than the school sold them for. Needless to say, they were not happy about that and made sure I couldn’t compete with their monopoly. Once I graduated high school, I went to college for a few years and realized it was not for me. I took a look at my finances and school debt. Then I looked at what I would be making as a salary once I graduated, the math did not add up. I realized that I would become a slave to my job just so I could pay my bills. This is when my mindset towards my life completely changed! I started looking at other opportunities other than the cookie-cutter “go to college and get your degree.” Once I did this, the opportunities started showing up. Lucky for me, one of my best friend’s brothers had a great job with a Navy contractor. I spoke to him, he put in a good word, and I was hired. The only issue was I had to move across the country to Virginia. With great risk comes great reward!
I worked for the Navy contractor for several years then transferred to another company doing Federal government contracts. This brought me back to the West Coast. I spent 3 years in Oregon until that contract was over. I had another contract come up in Sacramento, so I moved down there, and that became another pivoting point in my life. During this contract, I had three weeks off for the holidays, so I decided to go down and visit one of my best friends in San Diego. I fell in love with the place and told him I would be living here in the next year or two. Twelve months later, I moved myself and all of my belongings down to San Diego with no plan, no job, or any idea what my next steps were going to be.
When I moved down to San Diego, my friend’s roommate was starting a cannabis company, Jay’s pre-rolls. Him and I clicked, and it just so happened that I had been saving my money for many years to start my own company. We joined forces and quickly built a brand that became wildly successful in the California Cannabis industry. This was the start of the rabbit hole of constant pivoting and problem-solving.
Unfortunately, we ran into trademark issues and had to shut the brand down. We were devastated and had no idea what to do next. Fortunately, when one door closes, the next one opens. We started receiving calls and emails from people asking if we could help them get their pre-roll brand going. We always said no because we didn’t want to create competition, but then we realized that we could profit from the competition that was going to happen anyway. This is when Pineworx was born, a white-label and contract pre-roll manufacturing company that could walk you from A to Z.
We already made all the mistakes, so you don’t have to – that was our company motto. We quickly gained traction as the cannabis industry exploded into the mainstream. You know, it’s kind of crazy how life happens sometimes. You find opportunities in places you never even thought to look or expected. Today this company is one of the top white label & contract manufacturers of hemp pre-rolls in the country. We service large & small brands, some want consulting and manufacturing to bring a product to market from idea, others just want pre-roll production because they are already an established brand with established relationships. We work with our customers however they see fit. The Pineworx difference is 10 years of hands on experience along with unmatched pre-roll technology that can control the density of the pre-roll from top to bottom giving our customers a consistent smoking experience no matter what is inside of the paper.
Fast forward to 2018 when the Hemp Farm Bill passed. The California cannabis market had just gone recreational, turning the industry upside down with such strict laws enacted that only extremely well-funded companies could survive. As this chaos was all happening, we started thinking outside the box. How can we pivot and keep the company self-funded? As we investigated the new hemp laws, we saw a major opportunity that most people had not realized. We can sell smokable hemp products across the nation, allowing us to create a network, distribution, and brand that is national before any other cannabis company can. We hit the ground running, started vetting out hemp farms across the nation, contacted a good friend that had major distribution connections all across the nation in the C-store channel, and put together a brand that stood for something larger than any other brand on the market. This is when Tree-Rolls Hemp Co. was born.
Our brand Tree-Rolls is the culmination of years of experience and a devotion to creating products that refuse to compromise. We’re motivated by the serenity of mother earth and fusing the natural fruits of our planet with the lifestyles of health-conscious creators, innovators, adventurers, and those seeking a temporary escape from life’s demands.
At Tree-Rolls®, all of our hemp flower is sustainably grown in the U.S.A. by boutique farmers who take pride in their crop and care deeply for the surrounding environment. Each one of our products is crafted using pure hemp flowers that are grown organically without any additives or harmful fertilizers, ensuring a smooth smoke with delicious flavors and aromas. Every harvest is slow-cured (never heated with dryers) to ensure the plant’s precious trichomes are preserved and intact. Packed with a full spectrum of beneficial terpenes and cannabinoids, Tree-Rolls® products are designed to meet the demands of the most selective connoisseurs.
To do our part in helping with the sustainability and future of our planet, we pledge to plant one tree for every Tree-Rolls® product sold. Proceeds from each product are donated to our non-profit partner in an effort to help rebuild forests, ecosystems, and sustainable food sources.
What’s a lesson you had to unlearn and what’s the backstory?
One of the biggest lessons I’ve learned in my business career is that blindly following expert advice doesn’t always work in emerging industries. In a field where there are no established experts, newcomers from other industries may try to apply the same formula that brought them success elsewhere. While there is certainly value in cross-industry knowledge, it’s important to approach each opportunity with an open mind, allowing you to identify gaps and opportunities that might otherwise go unnoticed.
Starting a business is a constant process of pivoting and adapting, and success often requires a combination of trial and error, guidance, and a willingness to take risks. Rather than relying solely on the advice of so-called experts, it’s important to seek guidance from experienced professionals who can provide valuable insights and support. By remaining open to new ideas and approaches, you’ll be better equipped to navigate the challenges and opportunities that arise in any emerging industry.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Our sterling reputation was founded on four straightforward yet profound principles. First and foremost, we strive to be the absolute best in our field. Second, we hold ourselves accountable for following through on our promises. Third, we are committed to delivering unmatched value to our clients. And finally, we refuse to engage in cutthroat competition where quality is compromised and loyalty is sacrificed. We firmly believe that upholding these principles is the key to cultivating lifelong relationships with our valued customers.
Contact Info:
- Website: https://www.treerolls.com/ & https://www.pineworx.com/
- Instagram: @pineworx_prerolls & @tree.rolls
- Facebook: https://www.facebook.com/treerolls
- Linkedin: https://www.linkedin.com/in/victor-berrio-85655283/