Interview with Ángela Morelli
Angela Morelli, CEO of Lush Life, has played a key role in the hash industry over the past decade, drawing on her extensive experience in wholesale, retail and product development in the country. on a global scale to create impactful partnerships and successful businesses.
With over 30 years of experience building, adjusting and repairing brands, creating marketing campaigns, creating strategies and building connections and relationships, Morelli founded Lush Life a year ago. year as a subsidiary, AMM Marketing Enterprises, Inc. , of its consulting firm. which has been active in the hashish sector for more than 10 years.
One of the relationships Morelli is proud of is the one he created with the Willie’s Reserve team while racing to bring the logo to Missouri.
At the behest of the team at Willie’s Reserve, Lush Life has become a solution to the upheavals of the logo and its hash licensees across the country, offering answers such as rather expensive packaging, point-of-sale (POS) displays, special occasion items, and more. Morelli’s relationships with global suppliers, built over decades, have made those responses cost-effective and efficient, he says, allowing Lush Life to navigate the complexities of the hash market, specifically when it comes to packaging regulations, adjustments and new category launches. .
One of the cornerstones of Morelli’s new assignment’s good fortune has been Lush Life’s ability to tailor its offerings to meet the diverse desires of multi-state operators (MSOs), small dispensary groups, and single-location retailers. The industry, combined with Morelli’s experience in creating win-win scenarios, has made Lush Life a trusted partner in the hash industry.
The company’s philosophy is rooted in solving disorders and helping people, a precept that has guided Morelli’s career and shaped the foundation of Lush Life.
Greenway recently sat down with Morelli to talk about the launch of Lush Life’s new venture: the first line of wholesale products for Willie’s Reserve.
She shares her insights on the strategic choice of Missouri as a launch market, the exciting diversity of products available to retailers, and the demanding forecasting situations demanded by a market that has never noticed such offerings before.
This is the first release of Willie’s Reserve Wholesale Merch in the United States. What does this milestone mean for the logo? What kind of effect do you think this product launch will have on the visibility of the Willie’s Reserve logo in Missouri?
“This is a milestone for the logo. The Willie’s Reserve hash logo has been on the market for just over 8 years, and the hash industry’s number one demand is for wholesale products. This is the first time it has been offered. Generating profits for dispensaries and other retail categories is key to drawing attention to the logo. Willie’s Reserve hash products are being promoted at a record pace in all markets. The product, as a supplement, is an herbal extension and will also sell at a faster price. rate.
Why did you choose Missouri as the initial market for this launch?
“After being a hash representative in Missouri for at least a decade, I fell in love with this beautiful state and its wonderful people, so I moved here a few years ago. Starting here with friends is undoubtedly the most productive way to start. Small and diversified is the most effective way to counter the demand-driven implosion that can occur. Providing maximum productive service, tailored to the needs of visitors, is a priority. Prudent strategic expansion ensures this.
Can you describe the diversity of products that will be available in Willie’s Reserve Merch Diversity? How does it work directly with Bic and provide the new EZ Reach lighters to improve the price of merchandise diversity? Can you tell us more about Loose POP? Piece presented with lighter orders? What kind of effect do you think this will have at the counter level?
“The first release includes wholesale offers of Bic logo t-shirts, rolling trays and lighters. The Bic EZ Rboth had an incredible Bowl Consistent ad with Willie Nelson, Snoop Dogg, and Martha Stewart, which skyrocketed sales at EZ Rboth. one. Working with Bic gives us the opportunity to offer wonderful Bic POP support for lighters in both one and both dispensaries for free. They provided assistance for the acquisition of a combined case of Bic Maxi and EZ R, both one. The piece is a counter and can be placed in any box, making it possible to sell the lighters incredibly temporarily as a complementary item, extending the length of the customers’ basket. Typical outlets will sell Maxi and EZ R, both one-one lighters. in approximately one case, one per week and per SKU. Lush Life Store Automation automatically adds the unit and gives the store the option to remove it if they already have enough holders to pay there.
Why did you start sending those items in mid-August?
“The launch schedule was based on getting to market as quickly as possible and offering more pieces to increase retail sales as we approach Black Friday and the holiday shopping season. Willie’s Reserve wholesale products will make the perfect gift pieces. It is vital to be fully established and operational to provide the most productive service to stores during such a high volume retail season.
How can you ensure a safe shopping environment for stores that access products through your store?
“Our store is built in Shopify B2B, which provides the highest security available and the ability for the customer to control internal permissions for their employees. The site sends a unique single-use code with timed access at every login to protect against unauthorized use. There is no payment data stored in the system for their protection. When an order is confirmed, an email is sent with links for payment choices to use a credit card in a secure external portal or ACH/wire instructions to be used through their own banking institution.”
Can you know the procedure for stores to request access to the Willie’s Reserve Wholesale Mach? What measures are in place to protect the password-protected access portal?
“To order Array, go to lushlifepack. com and click the order button. This is for wholesale use only and resale documentation, uploaded on the form and in smart status in your state, is required for approval. Once approved, tap number one will receive a series of emails to set up your account, upload other users and fill out a form so we can upload all delivery locations to your account. Very undeniable to use and undeniable to navigate. The formula maintains all visitors’ order knowledge histories, making ordering easier. The store is now open for pre-orders and availability is on a first-come, first-served basis. The supply of be is limited. »
What is the biggest challenge of bringing this diversity of derivatives to market?How do you plan to manage the demand and origin of the products once the shipment begins?
“The biggest challenge is predicting demand for something that has never been sold wholesale in the market. Making sure we have enough product to take care of Missouri and using those analyzes as a launching pad to estimate other markets is not exact but useful. Once the turnover rate in a pattern market is known, planning becomes increasingly precise. We have to meet the demand, which is almost at the beginning, but temporarily improves with more data. My brands are in a position to do everything they can to help close this gap. Another challenge is the current state of the ports for products arriving from abroad. Ships are still stranded in almost every port in the country and can wait weeks to dock. This is something that is absolutely out of our control, but planning for those delays is only part of the predictive process.
What feedback have you gained from stores that have expressed interest in using Willie’s Reserve Merch?
“The reaction was overwhelming. All we hear is, “How fast we can do it!”
How does Willie’s Reserve Merch align with the brand and message of Willie’s Reserve as a hash brand?
“Willie Nelson’s defense of hashish is legendary. Having wholesale products in states that don’t offer legal hashish will get the word out. Getting the logo and message out to everyone is a very vital component of the Willie’s Reserve logo. »
Can you share concepts about long-term plans to expand product diversity or introduce new products?
“We will be uploading fall offerings in late September and early October. Hats, hoodies, long sleeve t-shirts, full color photographs of Willie on shot glasses and mason jars are in progress. We are also in the works on some edit pieces limited, such as collectible pins, and are in progress for the holiday line and beyond. We can also produce traditional volume orders and special order pieces if minimum order quantities can be met through traditional. Anything is possible!
How does collaboration with brands like Bic contribute to achieving your vending goals? What are your expectations for the long-term good fortune of Willie’s Reserve Merch in Missouri and beyond? What are your long-term expectations from the partnership between Lush Life and Willie’s Reserve?
“Collaborations with brands like Bic open up opportunities to supply stores with new, high-demand products and assets that would otherwise be unavailable to them. We worked together to find a way to offer stores lighter holders for free, and for them to very generously offer to give them away to consumers when they purchase them. It is a win-win. A wonderful way to highlight Bic lighters and seamlessly increase retailer sales. Lately we have been doing great collaborations with world-renowned brands that we hope to have in place by 2025. Global expansion is just around the corner. Everyone who likes Willie’s Reserve will have access to it in the future. Our relationships are in an increasing position. The opportunities are endless.
Angela Morelli, CEO of Lush Life, has played a pivotal role in the hash industry, leveraging her extensive experience in global wholesale, retail and product development to create impactful partnerships and successful businesses. With more than 30 years of experience, Morelli founded Lush Life a year ago as a subsidiary of her consulting firm, AMM Marketing Enterprises, Inc. , which has been in the hash industry for more than a decade. Her venture into the hashish industry began her tenure as director of marketing at Agri-Genesis in Missouri, where she was instrumental in launching the Willie’s Reserve line of hashish as title licensor in the state. The strong relationships she developed with the Willie’s Reserve team led to multiple collaborative opportunities that accounted for the expansion of both brands.
At the behest of the team at Willie’s Reserve, Lush Life has become a solution to the upheavals of the logo and its hash licensees across the country, offering answers such as rather expensive packaging, point-of-sale (POS) displays, special occasion items, and more. Morelli’s relationships with global suppliers, built over decades, have made those responses cost-effective and efficient, allowing Lush Life to navigate the complexities of the hash market, adding packaging regulations, tweaks and new category launches.
One of the cornerstones of Lush Life’s good fortune has been its ability to tailor its offerings to meet the varied desires of multi-state operators (MSOs), small dispensary groups, and single-location retailers. Morelli’s depth of industry, combined with his enjoyment of creating win-win scenarios, has made Lush Life a trusted partner in the hashish sector. The company’s approach is rooted in Morelli’s philosophy of solving disorders and helping people, a precept that has guided his career and shaped the foundation of Lush Life. .
In this exclusive interview, Morelli discusses the significance of Lush Life’s new venture: the launch of the first line of wholesale products for Willie’s Reserve. She shares her thoughts on the strategic selection of Missouri as a launch market, the exciting diversity of products available to retailers, and the demanding forecasting situations required in a market that has never before noticed offerings of this type.
This is the first release of Willie’s Reserve Wholesale Merch in the United States. What does this milestone mean for the logo? What kind of effect do you think this product launch will have on the visibility of the Willie’s Reserve logo in Missouri?
“This is a vital step for the logo. Willie’s Reserve Hash Logo has been on the market for just over eight years, and the number one demand in the hash industry is for wholesale products. This is the first time it has been offered. Generating profits for dispensaries and other retail categories is drawing attention to the logo. Willie’s Reserve cannabis products are selling at record speed in all markets. The product, as a supplement, is a herbal extension and will also be sold at a fast pace.
Why did you choose Missouri as your initial market for this launch?
“After serving as a hashish representative in Missouri for about a decade, I fell in love with this beautiful state and its glorious people, so I moved here a few years ago. Starting here with friends is undoubtedly the most productive way to start. Starting small and diversifying is the most effective way to counter the call for implosion that can occur. Providing the maximum productive service, expressed to the needs of the visitor, is a priority. Careful strategic expansion ensures this.
Can you describe the diversity of products that will be available in Willie’s Reserve Merch Diversity? How does it work directly with Bic and provide the new EZ Reach lighters to improve the price of merchandise diversity? Can you tell us more about Loose POP? Piece presented with lighter orders? What kind of effect do you think this will have at the counter level?
“The first release includes wholesale offers of Bic logo t-shirts, rolling trays and lighters. The Bic EZ Rboth had an incredible Bowl Consistent ad with Willie Nelson, Snoop Dogg, and Martha Stewart, which skyrocketed sales at EZ Rboth. one. Working with Bic gives us the opportunity to offer wonderful Bic POP support for lighters in both one and both dispensaries for free. They provided assistance for the acquisition of a combined case of Bic Maxi and EZ R, both one. The piece is a counter and can be placed in any box, making it possible to sell the lighters incredibly temporarily as a complementary item, extending the length of the customers’ basket. Typical outlets will sell Maxi and EZ R, both one-one lighters. in approximately one case, one per week and per SKU. Lush Life Store Automation automatically adds the unit and gives the store the option to remove it if they already have enough holders to pay there.
Why did you start shipping those articles in mid-August?
“The launch schedule was based on getting to market as quickly as possible and offering more pieces to increase retail sales as we approach Black Friday and the holiday shopping season. Willie’s Reserve wholesale products will be the perfect gift pieces. It is vital to be fully established and operational to provide the most productive service to stores during such a high-volume retail season.
How can you ensure a safe shopping environment for stores that access products through your store?
“Our store is built on Shopify B2B, which provides the highest possible security and the ability for the visitor to know the internal permissions of their employees. The site sends a unique one-time code with timed access to each login to protect against unauthorized use. No bill of lading is included in the formula for your protection. When an order is confirmed, an email is sent with links to possible payment options to use a credit card in a secure external portal or ACH/wire commands to use through your own banking institution.
Can you learn about the procedure for stores to apply for access to Willie’s Reserve Wholesale Merch?What measures are in place to protect the password-protected access portal?
“To request Array, go to lushlifepack. com and click the request button. This is for wholesale purposes only and resale documentation is required for approval, uploaded on form and in smart state in your state. Once approved, tap number one will receive a series of emails to set up your account, upload other users, and fill out a form so we can upload all delivery locations to your account. Very undeniable to use and undeniable to navigate. The formula maintains all visitors’ order knowledge histories, making ordering easier. The store is now open for pre-orders and availability is on a first-come, first-served basis. The supply of be is limited. »
What is the biggest challenge of bringing this diversity of derivatives to market?How do you plan to manage the demand and origin of the products once the shipment begins?
“The biggest challenge is forecasting demand for anything that has never been sold wholesale in the market. Making sure we have enough products to take care of Missouri and using those analytics as a launchpad to estimate other markets is not accurate but useful. Once you know the turnover rate in a market sample, the crafting plans become more and more accurate. We have to meet the demand, which is almost at the beginning, but it improves temporarily with more data. My brands are willing to go out of their way to help close that. Another challenge is the current state of the ports for products arriving from abroad. Ships are still stranded in almost every port in the country and can wait weeks to dock. This is something that is absolutely out of our control, but it makes plans for those delays only one component of the predictive process.
What feedback have you gained from stores that have expressed interest in using Willie’s Reserve Merch?
“The reaction was overwhelming. All we heard was, ‘How fast we can do it!'”
How does Willie’s Reserve Merch align with the brand and message of Willie’s Reserve as a hash brand?
“Willie Nelson’s defense of hashish is legendary. Having wholesale products in states that do not offer legal hash will spread the word. Getting the logo and message out to everyone is a very vital component of the Willie’s Reserve logo. »
Can you think of long-term plans to expand the product line or introduce new products?
“We will upload autumn offers at the end of September and beginning of October. Hats, hoodies, long-sleeved T-shirts, full-color photographs of Willie in shot glasses and glass jars are in progress. We’re also on some limited-edition pieces, like collectible pins, and they’re in progress for the holiday line and beyond. We can also produce traditional volume orders and special order parts if the minimum order quantities can be met through the traditional one. Anything is possible!”
How does working with brands like Bic help you to reach your sales goals?What are your expectations for the long-term good luck of Willie’s Reserve Merch in Missouri and beyond?What are your long-term expectations from the partnership between Lush Life and Willie’s?Reserve?
“Collaborations with brands like Bic open up opportunities to supply stores with new and in-market products and assets that would otherwise be unavailable to them. We worked together to find a way to provide stores with the lighter holders for free, and they presented them very generously to give away to consumers when they purchased them. It is a win-win. A wonderful way to highlight Bic lighters and seamlessly increase retailer sales. Lately we are working wonderfully in collaborations with world-renowned brands that we hope to have in position by 2025. Global expansion is fast approaching. Everyone who loves Willie’s Reserve will have access to it in the future. Our relations are in a developing position.
“Medical decisions should not be made based on advertising. Consult a doctor about the benefits and dangers of certain medical marijuana products. ” © 2024 Greenway Magazine GREENWAY MEDIA ALL RIGHTS RESERVED.