AACE INTERVIEW: Annie Do of BRNT Group
Annie Do
“It is rare these days to work in an industry where the regulations and laws are still being written. This industry allows for people to grow and learn and adapt while the laws are adapting to the changing market.” Annie Do / Director of Supply Chain and Logistics at BRNT Group
Canada stepped into the limelight when the federal Cannabis Act came into effect on October 17, 2018, making Canada the second country after Uruguay to legalize cultivation, possession, acquisition, and consumption of cannabis and its by-products. Medical cannabis was allowed in 2001 (California’s Prop. 215 for medical patients came into effect in 1996). With that the US was ahead in cultivation, product R+D, POS software, marketing, and so on – Canada then fast-forwarded ahead to hundreds of dispensaries in the province of Ontario alone, soon to be in the thousands, outpacing some US cities with legalization.
Annie Do is at the forefront of that tsunami of cannabis entries with BRNT Design, she is moving it forward beyond the plastic bong, into the realm of high-end design and usability. Annie is the future of cannabis, a diverse, worldwide movement to bring plant medicine and functional design together for the consumers of today and the future. We are honored to have a fellow Canadian on AACE. - Ophelia Chong
The cannabis industry is a patchwork of regulations, laws, communities, and diverging agendas - it’s already hard enough to follow what is allowable or not in each country but also in each US state, how do you think a Canadian would fit in the US cannabis industry?
I think a Canadian would fit well into the US cannabis industry as we had to navigate many laws, regulations, restrictions from region to region. It really isn’t much different than the US except you are able to purchase products from licensed producers from all over Canada. With the experience of already managing multiple levels of regulations, a Canadian would fit seamlessly into any US-based cannabis company.
What skills did you bring with you from your non-cannabis jobs? What skills do you think are the most important to have work in the industry?
I am a category manager by trade from the beauty industry. My experience in purchasing, product assortment, marketing, and sales allowed me to look at the industry as a whole and what the gaps were at the beginning. I worked with our partners to try and solve those gaps in product development/assortment and conversational with the provincial boards. For anyone to be successful in the cannabis industry, it takes a lot of flexibility and adaptability. There are challenges that come up every day that will feel like ‘this isn’t my job’ but you will have to deal with it. Everyone is learning and to help each other out is to elevate the entire industry. Rising tides lift all boats is the motto I live by right now and I am always happy to help someone in need.
In the last year, the cannabis industry has recruited from top executives in CPG (consumer product goods) and more have joined after years of hesitancy and stigma, why do you think the cannabis industry is hiring outside experience and why do you think they are more accepting of cannabis?
Hiring outside of the traditional cannabis industry experience gives a different perspective necessary in a growing industry. Cannabis hasn’t hit its maturity yet and outsiders will bring something new to it, whether in product development, sales, or marketing. People are more accepting of cannabis now and want to come into the industry because it is new, fun, and truly very exciting. It is rare these days to work in an industry where the regulations and laws are still being written. This industry allows for people to grow and learn and adapt while the laws are adapting to the changing market. I believe over the next few years more traditional types of CPG people will come into cannabis as it continues to gain acceptance and be treated like other industries.
How has your family reacted to your entry into cannabis?
I am a product of Asian immigrant parents and truly they are just happy I have a job and had a job during the pandemic. They understand I have always been motivated to work hard and accomplish lots. Their worries are more if I am happy and have enough time to spend with them.
What is your favorite strain to relax with?
I don’t smoke a lot of cannabis and really enjoy edibles and beverages. I find it allows me to consume socially with friends and constantly try new things. I appreciate flower and I love to fully enjoy the scent of them by putting my nose into the freshly opened pouch of flower. Flower really is so beautiful and watching a harvest come down has been especially fun working in this industry. The love and care that goes into a grow are impressive.
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