Living the Dreams: Jesse Rabb

My new role as director of retail operations for The Source+ is truly a dream job. It makes it possible for me to bring years of retail expertise from other industries and apply it to cannabis, which is something I am very passionate about. My work has taken me to several states, most of which have had limited access to CBD as a medical alternative, so I’m thrilled to now be in Nevada where I explore this product on a whole new level through my work with The Source+.

I have always been a huge advocate for the way CBD fits in one’s life and how it can assist with overall wellness in an increasingly complex world. I am primarily a topical and CBD flower user, which have helped me manage pain related to everything from inflammation to digestive issues. Where it begins to touch on a deeper level is coming from a home with a mother who was addicted to opioids, cocaine and alcohol. I only wish CBD was as common then as it is now, so that she wouldn’t have had to turn to those harmful substances in tough times.

Seeing so many people suffer through similar situations, I vowed not to be another victim of something that can overtake my life in the pursuit of relief from pain and difficult life situations. CBD has been that solution for me.

My role involves providing clarity and support to more than 100 team members and nearly 2,000 customers a day and allows me to spread the gospel on how CBD fits into a healthy lifestyle. I can influence everything from our promotional targeting and product assortment to ensuring that we are armed with the information to impact all aspects of our customers’ lives through a healthy, cannabis-driven lifestyle. It is easy to lean into THC percentages and the heavy effects that can come with some of our products, but keeping the wellness aspect alive in our store, as well as staying true to our medical roots, is paramount.

In our Reno market for instance, we have a huge customer base that is hungry for CBD and CBN products. Really digging into product knowledge from our third-party vendors so we can be at our best when taking our customers through that journey is key. We have been working with our vendors to ensure we provide them with the platform to educate our team members while we navigate the COVID-19 pandemic. When I am engaging with our customers, I try to lead by example and talk through 1:1 options with those who may be dealing with inflammation or pain to provide options beyond the sedative high some of our products can provide.

In short, I couldn’t be happier to be a part of the cannabis industry, where I can champion CBD in our stores and help to educate our customers. Not only am I able to fulfill my dream every day, but my experiences allow me to share my personal CBD mission to destigmatize all aspects of what we do and do the most good for our customers, who have come to trust us for our guidance.