Serena Somani

is a highly accomplished entrepreneur and business leader in the cannabis industry. She is the CEO of 4K Cannabis , formerly known as Tweed .

In her role as CEO of 4K Cannabis , Serena oversees the company's operations, focusing on strategic planning and execution. She has proven to be a dynamic and visionary leader in the cannabis industry, with a strong track record of success and a deep commitment to advancing the industry and promoting positive change. Her leadership at 4K Cannabis , has helped shape the industry and pave the way for its continued growth and success.

WD : What inspired you to start your cannabis business, and how did you become involved in the industry?

NC : Funny story. I knew I always wanted to own a cannabis coffee shop! Unfortunately, that's not a thing here in Canada, well not yet! When cannabis was first legalized on October 17th, 2018. I knew I wanted to help steer this change and help bring normalization to safe cannabis use. So I read EVERYTHING I could find and created citations on all the laws from each of the governing bodies.

I then decided to have lunch with my father who has always been a beacon of light as a business advisor. We met at my brother's business, a restaurant downtown. I started telling my pops all about the laws and regulations and he replied with "Oh, I was going to recommend you get a Retailer License and open a shop.". My brother overheard and said "I'd go in on that." From that moment I knew it was exactly what I was doing next!

WD : How do you balance managing multiple businesses, and what strategies have you found to be effective for staying organized and focused?

NC : A great deal of communication, planning and preparations. Google docs are my best friend when it comes to keeping projects and communication clear. Clear direction and communication allow me to delegate to the right team members. Spending time coaching great people who have the ability to learn on their own is really key. I focus my time on my superstars who have the ability to spread their wings and navigate on their own. This also opens up the ability for future long term growth for these high performing teams! Also calendar everything! ;)

WD : What are some of the biggest challenges you face in the cannabis industry, and how have you overcome them?

NC : Getting the word out about what you do and what you offer is not easy. Marketing in the space is extremely difficult and you have to learn the regulations and compliance really well so that you can play in the gray - so they call it.

WD : How do you stay up to date with the constantly evolving legal and regulatory landscape for cannabis businesses?

NC : "Kaizen" which means continuous learning and improvement. Set yourself up on mailers that will hit your inbox so you can get flash updates when regulations change. Know the regulations well so you can make sure you find the loop-holes that will allow you to stay compliant. Staying heavily involved within the indy retailer community allows retailers like 4K Cannabis to share and keep each other informed. We are collectives of independent retailers. I am proud to be a member of: IRCC, RCCO and an Executive Committee member of VIP Media Group. We are always sharing what's new and exciting in the cannabis legal landscape. Let's all grow good together!

WD : Tell us about any other business you run ?

NC : I love what I do in the space! I'm currently the Director of Trade Marketing and Community Partnerships at KIND Media & Events (KIND magazine).

I also own a small Property Management company. Let's call it my side hustle on the side of my side hustle!

WD : What sets your cannabis business apart from competitors, and how do you differentiate yourself in the marketplace?

NC : Positive affirmations and good vibes only! We want our customers to feel good about where they shop. We carry something to suit everyone from value seekers, the new to bud, all the way to premium choices for the refined shopper. The service 4K Cannabis offers is making cannabis comfortable and accessible for everyone. (Disclaimer: This communication is intended for a 19+ audience)

WD : What impact do you hope to have on the cannabis industry, and how do you see the industry evolving in the coming years?

NC : Drive changes that create joy. Pushing change to ease regulations and opening doors for growth within the cannabis industry. I believe alcohol and cannabis should be treated with equality when it comes to restrictions. I would love to continue to impact and obtain this equality.

WD : How do you balance the potential risks associated with operating a business in the cannabis industry, such as legal and financial uncertainties, with the potential rewards of a rapidly growing market?

NC : Know the laws, and regulations and then follow them. I have used all my experience and skills gained over the years to drive growth at 4K Cannabis, while ensuring we follow the rules set for safe product sales.

WD : Why did you change the name to 4k Cannabis?

NC : Previously a Tweed. Tweed retail had dissolved the retail brand. The corporation always had a name "4K Cannabis Inc". We stand behind high definition quads.

4K Cannabis was reborn as the retail brand. We quickly revamped our look, feel and style creating a customer facing fresh 4K Cannabis brand.

WD : What excites you in the cannabis space?

NC : We no longer have to hide consumption. Cannabis is now becoming a household product. It is now just hospitable to offer someone a pre-roll just the same as offering them a beer if you are having one. I make sure to always have product jars on display on my bar right there beside the alcohol bottles on display.

WD : What Future Change in the Cannabis Space makes you excited:

NC : We already can offer non-infused samples of drinks and edibles. When will live sampling to consumers follow? I can walk into LCBO and have a sip of wine. I believe the next natural change is to start allowing customers the ability to have a small sample. Eg. Taste vapour with a straw from a zenco style device. I feel this would come with its own set of regulations to follow of course, but it should be the next big change in cannabis to help move towards normalization!

INDICA: Purple Octane, by Wagners

After ripping open the classic Wagners packaging, it was pleasing to see caked buds with light and dark green and bits of purple. The scent came through with vanilla, cake and a nice strong kush gassiness that screamed indica. Buds were a bit dry but not bad, and did not turn into dust in the grinder. The Lineage of this strain piqued my interest! Biscotti x Sherb BX1 x Jealousy F2 which to me sounded super dope and a must try. After putting fire to the joint and taking a few tokes... you get a gassy sweetness with that jealousy flavour profile dominant in there. The effects were pretty instant. I got that nice indica heaviness to the eyes and a slight body buzz. This would definitely be a re-buy. Keep up the good work Wagners!

SATIVA: Bamboo Honey, by Full Sesh

Thrichomes on trichomes. Once opened you can see how caked up this bud is with terpenes and very sticky to the touch. Really enjoyed how this bud broke up perfect for a joint or bong hit! The smell is very sweet, sugary and slightly earthy. Let's get to the smoke... on the inhale nice sweet notes slight berry taste. On the exhale very earthy with a sweetness to it. It burned nice and slow and very even. The high is very relaxing, but also has you focused. I think this one is great to finally get that new series on Netflix started.

HYBRID: Animal RNTZ, by Redecan

Firstly, I was shocked to see 36.1% THX on a Redecan product! Especially on something that was also priced at around $22-$25 for a 3.5 grams. Once opened, you get hit with a very pungent unique smell. It has traces of RNTZ but with a sweet kush as well. I can say I haven’t smelled anything like this before. Buds were nice; decent size, fresh, dense and a nice light bright green. Smoke was as unique as the smell. The RNTZ definitely came out but with a nice kush exhale. The smoke felt very balanced. Very good for the price definitely worth It. I would note that I do not think the 36.1% corelates and it feels more like mid 20’s, but still a potent smoke.

TRIP(3.9)

Wagners

Purple Ocatane

Biscotti x Sherb BX1 x Jealousy F2

? 21-25% 6%

Beta-Caryophllene • Myrcene • Linalool

Kitchener Ontario. Indoor. HID. Hang Dry. Taste: Cakey, vanilla. Smell: grassy, skunky and savoury. Effects: Fast, strong, body buzz, sedative and euphoric.

TRIP(3.7)

Full Sesh

Bamboo Honey

Do-Si-Dos X Platinum Cookies X Purple Punch

2.1% 23-29% 0-1%

Caryophyllene • Humulene • Myrcene

Alberta. Indoor. LED. Hang Dry. Taste: sweet and sugary Smell: honey with sweet grapes. Effects: energetic, uplifting, euphoric, aware, curious.

TRIP(3.3) redecan

Animal Rntz

Animal Cookies x Runtz

2.7% 30-37% 1%

Terpinolene • Ocimene • Caryophyllene

• Myrcene

Niagara. Greenhouse. Soil. HID. Hang Dry. Taste: Sweet and Sour. Smell: Earthy, gass, cake, and pine. Effects: head buzz, euphoric, invigorating.