Amy Diiullo

Amy Diiullo

To be successful in the cannabis industry, companies have to be flexible, adaptable and tenacious — a concept that’s been embraced by Amy Diiullo, vice president of business development and sales for CMH Brands.

Despite its association with Willie Nelson, easily the biggest celebrity name involved in marijuana, CMH Brands is a relatively small operation. Amazingly, some of CMH’s retail partners have more stores than CMH has employees, Diiullo says.

“We’re a lean team, but we’re able to adapt faster,” she says. “It’s like a velociraptor versus a brontosaurus. A smaller, faster team can drive change much faster. That’s what we do and I’m so honored to work with such talented and hard-working individuals. I’m constantly impressed by every facet of my team.”

CMH Brands is the Colorado licensee of Willie’s Reserve. CMH partners with a number of cannabis growers to manufacture and distribute all the Willie’s Reserve pre-rolls, pre-packed flower and vape products. But rather than just repackaging somebody else’s product, CMH and Willie’s Reserve develop true partnerships with the farmers, Diiullo says.

It’s an uncommon arrangement in the cutthroat cannabis industry, where so many companies see each other as bitter rivals — but she believes working together will strengthen the entire industry.

“We’re all aware of obstacles and political gray areas that keep us up at night, but by working together, we only have more strength,” she says. “I might not agree with everything you say or agree with everything you do, but if you also operate in this space, you know how hard it is. You know it’s a grind and it’s risky. Together we have more power.”

Diiullo’s insight comes from having worked in Colorado’s cannabis industry since 2008.

“We’re really maturing as an industry and entering into this new era that will allow us to embrace more traditional marketing techniques and marketing approaches,” she says.