In 2002, Dale Katechis revolutionized craft beer. A seemingly simple packaging determination, placing craft beer in a can, sparked an international movement and place craft beer on the map.
Before the craft beer marketplace genuinely attained steam, customers involved good beer with glass bottles and greater manufacturers marketing affordable beer with cans. As a result of instruction, creative advertising and marketing and a mission to place persons more than gains, Dale helped the craft beer sector develop massively while sticking to his roots. He also managed to encourage folks to consume excellent beer from a can.
When Dale founded Oskar Blues about twenty a long time ago, he did not just thrive in offering beer. As a result of collaboration and information and facts sharing, Dale propelled craft beer as a full and lifted all boats with a rising tide. He’s hoping to achieve similar effects with his new function in the cannabis place.
Dale Katechis, Founder of Oskar Blues & new addition to the Veritas Fantastic Cannabis group
Veritas Fantastic Cannabis, the initially craft cannabis cultivator in Colorado, introduced that Dale joined the company’s management crew. Jonathan Spadafora, husband or wife and head of marketing and income at Veritas, instructed us that he’s energized about functioning with Dale. He states Dale is currently serving to them open up a complete entire world of branding and internet marketing chances. “This is our Shark Tank second – we have acquired someone who’s been by way of the hearth before and will aid us hold differentiating, locating new avenues and new methods to address difficulties,” claims Spadafora.
His colleague, Mike Leibowitz, CEO of Veritas, shares the same sentiment. “Dale managed corporation society and quality as he grew Oskar Blues into a house identify,” claims Leibowitz. “Maintaining our exclusive enterprise culture is paramount as we perform to create Veritas Fine Hashish into the exact same.”
Dale’s part in the leadership workforce at Veritas is about sticking to his roots. Through boosting market standards in the greatest interest of excellent products and solutions and individuals, the team at Veritas hopes to increase the manufacturer nationally, just like Oskar Blues did, though instilling a tradition of disruption and innovation with no compromising high quality.
We caught up with Dale to understand much more about his tale and what he hopes to convey to Veritas, as well as the hashish field at big. And certainly, I had a couple of Dale’s Pale Ales (his namesake beer) later that night.
Aaron Biros: Your success with Oskar Blues is inspiring. Using an incredible beer like Dale’s Pale Ale and putting it in a can sounds straightforward to the layperson, but you released a extraordinary movement to put craft beer on the map. How do you program to use your expertise to support Veritas mature their organization?
Dale Katechis: I am hoping that I can apply some of the lessons that I have learned by making blunders of expanding a company from the floor up. There’s naturally a great deal of highway blocks in hashish and that is definitely one particular of the features of Veritas – how they’ve grown and how they had to do it in an atmosphere that is substantially a lot more tough than the beer room.
My knowledge in little enterprise enhancement could probably assist them navigate this future renaissance of the room. I’m heading to enable them contend and bring the field to a degree that allows every person acquire. I surely felt that way in the craft beer motion. It was pretty critical to us to carry the whole field along since we had been educators, we weren’t salesmen. In accomplishing that, lifting anyone to a level in which the market advantages as a entire is a component of smaller company advancement. To me that’s the most satisfying element. It was not just about the Oskar Blues ego at the time, it was about the craft beer scene. And what is occurring in hashish now is really identical to what occurred in the nineties with the craft beer scene.
Aaron: How did you get fascinated in becoming a member of the hashish business? What made you pick Veritas?
Dale: Most of my life, I have been an enjoyer of hashish. Pretty just lately, in the last two years, I’ve been intrigued by acquiring concerned in the place. I have been searching all around for prospects and nothing at all really psyched me right up until I achieved Jon Spadafora and Mike Leibowitz.
It was truly the two of them, the comradery and how they handle their personnel that was so related to the tradition at Oskar Blues. Contact it a “passion play” if you will, but this was the ideal possibility to get associated with a tiny business and hopefully be a value increase for them being in the area and sharing suggestions.
Aaron: As a pioneer and chief in the craft beer area, do you recognize any commonalities amongst the progress of the craft beer market and the authorized cannabis sector?
Dale: It is kind of outrageous how a lot of similarities there are. Not just the industry as a full, but exclusively the commonalities amongst my business, Oskar Blues, and Veritas. All round, which is seriously what allowed me to want to lean in a little bit a lot more. I was not in the area the place I preferred to commence anything on my very own. I did not want to be involved in correcting anything at all. I have been associated in people conditions prior to and I’m at a issue in my lifestyle that I do not want to resolve just about anything. Fortunately there’s almost nothing that required to be set at Veritas. That was an exciting piece of the equation for me.
Dale can take in the check out, receiving up shut and particular with the crops at a Veritas cultivation facility
Again to your dilemma, how the consumer seems at hashish compared to how the client seems to be at beer in the craft beer room is pretty very similar. There is a bit of an instructional piece that’s taking place wherever it is pretty much a need in the cannabis business and Veritas is main that cost out entrance.
That’s what’s going to catapult Veritas and other providers if they stick to suit. It is their mentality and their philosophy of bringing the marketplace alongside as a total, and I believe it is going to conclude up boding well for the consumer. The craft beer room was the identical.
We had to educate men and women on a beer can and why we felt like a can of beer was important and enjoyable. The field and the consumer linked cans of beer with big, industrial lagers and the can bought a negative rap as a result. Not because it wasn’t a fantastic package deal, but simply because they were placing poor beer in a superior offer. So, we had a prolonged street of educating the client on the positive aspects of the can and I think what Veritas is undertaking with packaging now, how they use quality as this kind of a basic pillar of their business, how they concentrate on the staff expertise and the client working experience sets them up for good results, rather of just looking at the bottom line.
I’ve explained it throughout my complete job, and at Oskar Blues, we never concentrated on the earnings. You do the appropriate thing for the largest group of individuals going the ball ahead and the base line takes treatment of alone. Jon and Mike fully grasp that so I really do not will need to battle that battle. It is another huge similarity to the craft beer area.
Aaron: How can hashish firms retain their craft? How can we, as an sector and as individual firms, celebrate craft hashish and stick to in the footsteps of independent craft beer?
Dale: I imagine that we’re beginning to see some of that consolidation [that has been taking place in the craft beer market]. We’re at a time in the sector suitable now exactly where corporations with this sort of a stable basis like Veritas never need to go that route to improve. I believe we’ll start to see a large amount extra consolidation in the cannabis business before long.
Veritas CEO Mike Leibowitz (correct) displaying Dale (left) a clean harvest
Back again to the point of bonding jointly as an marketplace and as a full. Championing some of the regulatory hurdles that are coming and sticking alongside one another is very important. Just one business just cannot do it. There’s heading to have to be some comradery in the business amongst absolutely everyone making an attempt to hold the bar up high as an alternative of racing to the bottom. You die by a thousand cuts. I have lived that lifestyle in craft beer and we noticed what occurred 6-7 several years ago when the industry overexpanded since of exponential growth. A great deal of egos received in the place, and a whole lot of breweries expended a great deal of cash creating out capability and then that similar 12 months the sector popped out. Anyone who did not have a solid basis, got washed out of the business.
Which is why I appreciate what Jon and Mike are carrying out and how they designed Veritas. It’s extremely very similar to how we crafted Oskar Blues. We had humble beginnings we didn’t shell out income on points exterior of our core competency. We centered on top quality, staff experience, morale and keeping on to the lifestyle of Oskar Blues. Which is what Jon and Mike are doing with Veritas and I consider that is really important.