Jorrell Ellis, Account Manager for City Trees and Co-Host of the High Budtenders Podcast – Interview Series

From the massive retail operation Planet 13 to the popular brand City Trees, Account Manager Jorrell Ellis has worked in a wide variety of positions for some quite notable brands and dispensaries within the Nevada cannabis industry. Simultaneously, the experienced cannabis professional co-hosts the very vital High Budtenders “potcast” with his fellow cannabis professional with equal levels of extensive expertise in cannabis, Rocky Hernandez.

Tell me about yourself and how you first got into the cannabis industry? Also, what subjects did you study in school and how are they helpful for your position in the cannabis industry?

I originally hail from South Central Los Angeles, an area that has profoundly shaped my perspective and approach to life and work. For the past 14 years, I have made Las Vegas my home, where I have had the opportunity to grow both personally and professionally. My career in the cannabis industry began at Essence, where I worked as a receptionist. This role came with quite a bit of down time so I was able to do a lot of research and learning during that time. I hold a degree in Communications with a focus on interpersonal communication. I developed a strong foundation in key areas such as interpersonal skills, conflict resolution, cultural sensitivity and many others. I truly believe these skills contributed to my success in the cannabis industry.

How did you end up working at the cannabis juggernaut that is Planet 13? During your time at that cannabis retail store, what valuable lessons did you learn about working in this industry that’s so often a rollercoaster of sorts?

I wanted to pursue a career as a budtender so I started my job search. Shortly after, I discovered that Planet 13 was preparing to open its doors and was actively seeking budtenders so I jumped at the opportunity. I submitted my application and was fortunate enough to be hired. Over the course of two years as a budtender, followed by three years in a managerial role, I gained extensive knowledge and invaluable experience. Two of the most significant lessons I have taken away from my experiences are the importance of adaptability and treating people fair.

Firstly, the cannabis industry is known for its constant changes. Regulations, products, and consumer preferences are in a constant state of flux. To thrive in this type of environment, it is important to be comfortable with change and capable of making swift adjustments. Secondly, I have learned that treating people with fairness and respect fosters a positive atmosphere that encourages mutual reciprocity. It’s a very small industry, it’s essential to treat people right and do things for the right reasons.

What are your regular duties as Account Manager for City Trees and what are some parts of the job that the average consumer may not know about?

As an Account Manager, my primary responsibility is to cultivate and maintain strong relationships with dispensaries throughout the state. I ensure that budtenders are well-informed about City Trees products by conducting budtender training sessions. Additionally, I organize promotional pop-ups to enhance brand visibility and participate in and host industry events. A big part of the job is listening and getting to know people.

From your years of experience in the Nevada cannabis industry, what advantages does this state industry have over other states? Conversely, what disadvantages does the Silver State’s industry have to deal with when compared to other states?

I’d have to give the same answer for both questions, state regulations. The state has developed an extensive regulatory system that can enhance consumer safety and business standards. But on the flip side, navigating the compliance landscape can be complicated and in many cases can be an unnecessary burden for some businesses.

How did the High Budtenders “potcast” come into creation and why do you feel this podcast in particular is important for cannabis employees and advocates to listen to?

Rocky (my co-host) and I launched our podcast with the goal of creating a platform for budtenders to share their experiences, discuss their favorite products, and engage in relaxed conversations about the industry. Over time, the podcast has naturally evolved into an educational and informative resource, offering valuable insights and knowledge to our listeners. Humbly speaking, I think our podcast has become a major part of the Nevada cannabis culture. We really care about the plant and the people.

In your opinion, what have been some of the most crucial episodes of the High Budtenders podcast and why do you feel that way about those specific episodes?

That’s a tough question. I find it incredibly inspiring to hear about the diverse journeys people take to enter and navigate the cannabis industry. A few of my favorite episodes are Season 5 Episode 2 with Alyssa Lloyd, Season Episode 15 with Hadhinah Felice, and Season 3 Episode 22 with Charlena Berry. These ladies have had an amazing journey through the cannabis industry and their stories were so inspiring.

As the industry continues to grow at the rapid rate that it is, what are some subjects you wanted to discuss on the podcast and/or guests you wanted to feature?

Education!!! As the industry grows, consumers need to be properly educated so they medicate properly. We’ll continue to beat that drum. There isn’t a particular guest I want to feature, we’ll talk to anybody and everybody.

What are your thoughts and viewpoints on cannabis rescheduling from Schedule I to Schedule III? Would it be beneficial towards the Nevada cannabis industry or hinder its growth?

I have mixed emotions when it comes to cannabis rescheduling from Schedule I to Schedule III. Part of me wants to say “that’s not good enough”. It needs to be removed from the list completely. Another part of me wants to say ”it’s a step in the right direction”. It’ll open up research opportunities, alleviate some of the financial issues when it comes to banking, and it can potentially lead to greater acceptance among the public. I’m torn!