Since joining NorCal Cannabis Co. in 2021, Sheree Semonich has helped build relationships with retailers across California while supporting the growth of THC Design, lolo, and the company’s expanding house of brands. Now, as she steps into the role of California Sales Director, we sat down with Sheree to discuss her journey in cannabis, what makes California’s market unique, and the opportunities she sees ahead.
Career Journey
Tell us about your journey into the cannabis industry.
From Virginia to Colorado, Washington and now California, I’ve experienced over 10 years of recreational cannabis across three states and beyond. Landing in California, I had the opportunity to start working with brands, which makes the most sense for me, being I love to create experiences for people and see my concepts come to life.
How did you first join NorCal Cannabis Co.?
As field marketing in August 2021, the year lolo ranked as the #1 flower brand in units sold.
What attracted you to the company and its portfolio of brands?
NorCal Cannabis is vertically integrated, the brands are grown in-house. They invest in keeping our team in-stores supporting our partners. Not many companies are putting this much care from seed to sale and at the scale in which it is being done. Our team covers the entire state.
Looking back, what experiences best prepared you for this new role?
When I was around ten years old, I asked my Dad to pull mistletoe down from trees in our yard. My Mom gave me ribbon, and during the holiday I walked door to door selling handcrafted mistletoe bundles to my neighbors. I guess you can say I started young building teams and selling plants.
Promotion Spotlight
Congratulations on your promotion to California Sales Director. What does this milestone mean to you?
Thank you. If it was not for the entire team’s success, there would be no reason for me to be in my position. My promotion means a lot because the team is growing, the company is growing and that means we are getting quality cannabis to those who ultimately matter most, the people who are smoking it.
What excites you most about stepping into this position?
Having fun growing a diverse house of brands. It’s cannabis; the joy is in working together to bring value to people’s lives through the plant.
What have you learned during your time with the company that you'll carry into this role?
Be a good person.
What are your priorities as you begin this next chapter?
Working with my team to strengthen our partnerships across the state, from retail expansion to collaborations with other legacy brands and operators.
The House of Brands
NorCal Cannabis Co. is home to several distinct brands, including THC Design, lolo, and Panacea. What excites you most about working across such a diverse portfolio?
Our house-of-brands allows me to engage with different customer segments and adapt strategies to meet varying needs. California as a state is diverse; staying relevant means having something for everyone.
How does each brand serve a different consumer or market need?
THC Design is the rare find jar that you want to bring to a dinner party, and to a second date. lolo is our indoor, budget friendly flower; best practices and price reach the consumer. Whether creating a special event or running the daily routine, the brands fit into life’s moments.
What advantages does a house-of-brands approach provide for retail partners?
With a wide range of product offerings across multiple brands, partners can focus on reaching a broad customer base through diversity in their menus, and position the brands to optimize sales over various consumer needs.
What advantages does a house-of-brands approach provide for retail partners?
From strain selection to flower grade, each brand is distinct. The plant tells a story, and the brands support the plant.
THC Design Spotlight
What makes THC Design stand out in California's highly competitive cannabis market?
THC Design prioritizes unique and innovative strain development and as a result, holds a living library of distinct terpene profiles not commonly found in the market.
Do you have a favorite THC Design strain right now? What do you love about it?
Pineapple Surprize. It is pungent, smack you in the face tropical, citrus sweet, with a spicy back bone. The smell alone stops time and rewinds it back. Crack open a jar of this old school pineapple strain and just smell it with friends. The conversations are great.
Is there a THC Design strain you always recommend to someone trying the brand for the first time?
Life is a game of never say never, and Crescendo can surprise even the heaviest indica smoker with a good time.
Which THC Design strain best represents the brand in your opinion and why?
Easy, XJ-13! Unique, bold, true to its roots, and born out of love and constant effort.
What do retailers consistently tell you they appreciate most about THC Design?
Our Sativa portfolio offers a selection found nowhere else.
California Market & Retail Relationships
What makes California such a unique and exciting cannabis market?
When you do it first, the whole world looks at you. The world still looks to California, absorbs what is being done, and emulates it.
What are you hearing from retailers about what consumers are looking for today?
Consistency, educational packaging features, and the best quality for price.
Which THC Design products or strains have been generating the most excitement recently?
Pineapple Surprise, the newest Sativa born into the THC Design portfolio, gives that old school pineapple nose and feel. She’s special. The 14g and 28g Buds offer our quality genetics in a bulk bag, value driven format. Run out less, pay less, you get the picture.
What qualities make for a successful long-term retail partnership?
Strong communication and a shared vision. Measurements of performance from both sides that are clear and agreed upon. Trust in each other and the ability to be flexible when working on something new.
What opportunities do you see for continued growth across California?
We are stronger when we come together. Collaboration in new product development and strengthening strategic partnerships is most exciting.
Leadership & Company Culture
How would you describe your leadership style?
My leadership style is rooted in coaching, focusing on growth and development. I prioritize creating an inclusive environment, encouraging my team to participate and share their ideas.
What values are most important to you as a leader?
Continuous learning and adaptability. There always needs to be space for growth and new experiences.
What makes NorCal Cannabis Co. a special place to work?
Our house of brands, top-tier cultivation facility and operators are a testament to extreme dedication and hard work. It’s difficult to find, and we are getting better every day. Last month was the highest yield to date at our grow.
Who has influenced or supported your growth throughout your career?
Roxanne Dennant, a friend and leader in the industry. She saw my potential and continues to be my biggest cheerleader and creative collaborator.
Personal Side
What motivates you every day?
The cannabis plant, and working with good people.
What are three words your coworkers would use to describe you?
Creative, resourceful, caring.
What do you enjoy doing outside of work?
Traveling to see live music, teaching yoga, paddle boarding, and spending time with loved ones.
What's something people would be surprised to learn about you?
I make jewelry out of guitar strings. My brand was featured by Good Morning America as a “15 Coolest Recycled Products” in 2013.
Quick Fire Round
Favorite THC Design strain?
XJ-13.
Indica, Hybrid, or Sativa?
All of them.
Flower or Pre-Rolls?
Flower
Most underrated THC Design strain?
Blueberry Sugar.
Favorite way to unwind after a long week?
Spending time in nature.
One word that describes THC Design?
Unique.
One word that describes NorCal Cannabis Co.?
Dialed.
Looking Ahead
What are you most excited to accomplish in your first year as California Sales Director?
I’m eager to drive significant growth for our brands.
What excites you most about the future of NorCal Cannabis Co.?
The potential for innovation and expansion. I believe NorCal Cannabis Co. is uniquely positioned to lead and set trends that redefine industry standards.
What message would you like to share with the team, retail partners, and consumers who have supported your journey?
Thank you for sharing your love for the plant with me.
