The COO’s Playbook: Balancing Automation, Quality, and Efficiency Across 14 States at Verano ft. Trip McDermott

Standard Operating Procedures—every company has them. But how do you maintain consistency when a single change can ripple across 14 states, 15 cultivation sites, and 150 retail locations?

Verano faces the challenge of creating continuity across a vast and diverse footprint. Each state presents unique regulations and operational nuances, yet the expectation for repeatability in product quality and customer experience remains unwavering.

Balancing automation, efficiency, and quality isn’t just a logistical feat—it’s a deliberate strategy rooted in precision and innovation. 

As Ray Dalio says, “Make sure everyone is in the right seat on the bus.” At Verano, this principle guides their team and processes, ensuring every product upholds the highest standards of excellence across the supply chain.

This week we sit down with Trip McDermott to discuss the following:

• An inside look at the role of a COO in an MSO
• The challenges and impact of changing an SOP
• Balancing automation, efficiency, and product quality
• Time Trials strategy for optimization

 Episode Highlights

 Tripp's Cannabis Journey (00:01:13)

• - Started in finance, working with oil and gas companies
• - Discovered cannabis industry in Colorado around 2014
• - Began networking and learning about the emerging market
• - Joined Verano in 2015 to help organize and streamline operations

Operational Excellence (00:36:00)

• - Focus on incorporating automation without compromising quality
• - Implementing detailed time trials and performance tracking
• - Developing consistent standard operating procedures (SOPs) across multiple states
• - Emphasis on employee empowerment and optimal team placement

 Product Innovation (00:33:23)

• - Coordinated multi-state product launches
• - Developing 2-gram vape pens under the Savvy brand
• - Innovative launch events like terpene bars
• - Introducing barrel-style pre-rolls

Future Vision (00:50:38)

• - Expanding product lines
• - Refining extraction processes
• - Potential state market expansions
• - Exploring brand partnerships and acquisitions

 

Guest Links:

• https://verano.com/
• https://www.linkedin.com/in/trip-mcdermott-2aa9a51a/
• https://www.instagram.com/veranobrands
• https://www.linkedin.com/company/verano-holdings/
• https://x.com/veranobrands

Our Links

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Kellan Finney on Twitter 

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