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In this Legacies Live broadcast, host Tom Ritchie sits down with Andrew Campbell, Sales & Marketing Manager for Jeeter Canada. Andrew shares his career transition from Vivo Cannabis and Sensei Brands to leading the Canadian rollout of one of the world’s most recognizable infused pre-roll brands. He details the strategic adjustments required to bring Jeeter to Canada, including the complete redesign of their packaging to comply with the Cannabis Act’s strict prohibition on fluorescent colors and marketing inducements. Andrew explains how Jeeter achieved 95.7% retail distribution in Ontario without a traditional sales force, relying instead on strategic account planning, budget-focused regional brand ambassadors, and budtender-focused product education (PK sessions). He also breaks down the economics of infused pre-rolls, product consistency standards, and the logistical challenges of multi-provincial expansion.
Tom Ritchie Says: All right, sir, we are live with Andrew Campbell of Jeeter! Man, I have been waiting for this conversation for a long time.
Andrew Campbell Says: We’ve been trying to connect for a while, Tom. I’m thrilled we could finally make it happen. It’s a genuine honor to be here with you.
Tom Ritchie Says: What you have accomplished in the Canadian market is nothing short of incredible. Obviously, Jeeter is an iconic brand with massive clout in the United States, but what you have done spearheading this brand in Canada is phenomenal.
Andrew Campbell Says: I appreciate that, Tom. The brand is exceptionally powerful, but we have a dedicated team that truly believes in the vision. The primary driver of our success has been having a clear strategic plan, sticking to it, and having the agility to pivot the moment something isn’t working. It’s definitely given me more gray hair than I ever anticipated, but it has been worth every single second!
Tom Ritchie Says: You wear those gray highlights like a champion! You touched on something critical right out of the gate: strategy. In the early days of Canadian cannabis, people used to joke, ‘What strategy?’ Very few operators had the discipline to execute a plan and pivot pragmatically. Before we dive into Jeeter’s national playbook, walk us through your background and how you entered the sector.
Andrew Campbell Says: I always believe you have to look back at your origins to appreciate where you are today. I entered the legal sector with Vivo Cannabis—who was acquired by MediPharm Labs—joining as Senior Brand Manager overseeing medical channels alongside a handful of adult-use SKUs.
Andrew Campbell Says: That medical foundation was invaluable. It taught me how to nurture a patient database, build educational decks for healthcare practitioners, and construct product benefit ladders. Under phenomenal mentors like Alison Balot and Carol Chan, I was also able to dive into R&D—transitioning our flower lines to hang-dry curing and hand-trimming processes.
Andrew Campbell Says: Around that time, our operations director, Dorian Coates, came to us with a surplus of strain-specific Pink Kush bubble hash and biomass, and proposed creating a bubble hash-infused pre-roll. That was actually my very first look at Jeeter as a benchmark for who was leading the infused pre-roll category in the US. We commercialized that product on our medical platform, moving 500 units a day almost immediately, largely to veterans who needed high-potency relief within their authorized monthly gram limits.
Andrew Campbell Says: Soon after, I joined Sensei Brands as Director of Product and Brand, managing three major portfolios that were 100% in-house and unsubsidized. That experience sharpened my discipline in portfolio management. Then in late 2023, the Jeeter executive team was visiting Canada for an industry expo. One conversation led to an interview, and the next thing I knew, I was flying down to onboard with Dreamfields. Ivy Richmond, our Senior National Director of Marketing, told me, ‘Drew, this is going to be the wildest roller coaster you’ve ever ridden.’ She was completely right!
Tom Ritchie Says: What was Jeeter’s original motivation to enter Canada? Were they actively hunting for Canadian expansion, or was it exploratory?
Andrew Campbell Says: Jeeter was in full expansion mode. Following historic success in California, they expanded into Arizona and Michigan, replicating the exact same core playbook: identical strain assortment, premium infusion standards, and heavy experiential culture. When looking internationally, Canada was an obvious destination given the sheer size and maturity of the federally legal market.
Andrew Campbell Says: Other pioneering Canadian brands had already introduced consumers to distillate and liquid diamond-infused pre-rolls, so consumer appetite was established. Jeeter brought distinct brand power, uncompromising quality control, and rigorous budtender education. However, crossing the border meant we couldn’t simply copy-paste our American playbook. Between the provincial boards—OCS, BCLDB, AGLC—and the Cannabis Act’s strict marketing and inducement restrictions, we had to strip our US operational strategy down to zero and rebuild it specifically for Canada.
Tom Ritchie Says: In the US, Jeeter is famous for flashy lifestyle marketing, celebrity collaborations, and vibrant packaging. In Canada, Section 17 severely restricts lifestyle branding. What was your number one hurdle adapting the brand?
Andrew Campbell Says: Packaging and labels, without question. We had to ensure that our iconic delivery vessels—the 0.5-gram Baby Jeeter 5-pack, the 1-gram Jeeter, and the 2-gram Jeeter XL—delivered the exact same physical unboxing experience while complying with strict Health Canada regulations.
Andrew Campbell Says: Our former regulatory lead Christy Joe (now with Rose Science) worked tirelessly with our in-house creative team to develop an optimized, compliant Canadian label. We couldn’t use fluorescent pantones or exaggerated brand claims. We had to detune the graphics while preserving brand equity so that a consumer in Ontario experiences the exact same premium product as someone in California or Michigan.
Tom Ritchie Says: The visual simplicity of Jeeter is remarkable. Why does the brand resonate so immediately with consumers?
Andrew Campbell Says: There is genuine psychology behind it. The letter ‘J’ is unmistakable, and ‘Jeeter’ is punchy and memorable. The name actually originated as high school slang among the original founders when they were sneaking out to smoke a joint. The founders spent a decade producing massive EDM music festivals, where they learned how emotional experiences anchor brand loyalty. When they entered cannabis, they wanted packaging that stood upright on a shelf without secondary cardboard displays. More importantly, the glass jar protects five delicate, kief-coated pre-rolls from being crushed throughout shipping.
Tom Ritchie Says: That packaging protection is crucial. How many times have consumers bought pre-rolls packed in cheap mylar bags, only to find bent, damaged joints that look like hockey sticks?
Andrew Campbell Says: Exactly. Every retail transaction involving a Jeeter is a fundamental transaction of trust between the retailer, the budtender, and the consumer. If a customer spends hard-earned money and the product runs, canoes, or is physically damaged in the pack, that trust is broken. Our rigid glass jars guarantee that from the moment a pack leaves the facility to the moment a customer sparks it, every single joint burns consistently with identical flavor from tip to filter.
Tom Ritchie Says: When an infused pre-roll buyer walks into a dispensary and sees Jeeter’s full color spectrum lined up on the shelf, the shelf presence is undeniable. How do you approach retail merchandising?
Andrew Campbell Says: Having the core assortment stocked together creates immense visual power. We have six distinct colorways that sit flat at eye level, making them instantly identifiable. We also recognize that infused pre-rolls are not for every consumer. We don’t pretend to be something we aren’t.
Andrew Campbell Says: We are transparent about what our product is: premium indoor milled flower, enhanced with liquid diamond distillate, infused with botanical terpenes, and dusted in mechanically extracted kief. High-THC consumers, extract enthusiasts, and younger adult consumers want that vibrant, flavorful experience. Different stores require different tactics—a downtown commuter dispensary like FIKA at Union Station needs quick-grab pre-rolls for people catching the train, whereas a suburban shop might focus on bulk multipacks.
Tom Ritchie Says: Gaining retail penetration in Canadian cannabis is notoriously brutal. How did you build Jeeter’s massive footprint across Ontario?
Andrew Campbell Says: As of this morning, Jeeter sits at 95.7% retail distribution across Ontario. What surprises people is that we accomplished that with zero traditional sales reps. We didn’t build a massive sales army; we relied on razor-sharp key account management and a highly strategic field team of brand ambassadors.
Andrew Campbell Says: We mapped precise routing schedules, visiting high-volume dispensaries where daily transaction velocity justified our presence. We educated retailers on why Jeeter commands a slight premium: we use premium flower where all stems are meticulously removed, our kief is mechanically separated without solvents, and our liquid diamond infusion prevents the joint from clogging. We faced plenty of initial rejections, but our persistence and consistent sell-through proved the model.
Tom Ritchie Says: What does your current national footprint look like today?
Andrew Campbell Says: We are currently in seven provinces: British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, Quebec, and Newfoundland. We are also active in two dedicated medical channels, including Mendo Cannabis. We’ve even executed shipments to the Yukon and are preparing to service retail partners in Nunavut.
Tom Ritchie Says: One of our live viewers, investor Mark Merritt, asked about your manufacturing partnership with BZAM and how you managed operational challenges when industry headlines broke.
Andrew Campbell Says: While certain corporate restructuring factors were beyond our control, we had outstanding, dedicated manufacturing personnel on the ground who ensured that every single unit met Jeeter’s global standard. In fact, our Canadian pre-rolls smoke and burn even cleaner than their American counterparts!
Andrew Campbell Says: To date, we have produced over 15 million sticks in Canada. That represents 15 million individual consumer experiences delivered across the country. Managing supply continuity through provincial wholesalers requires vigilant PR and operational risk management. When an LP encounters corporate distress, provincial boards understandably fear inventory liability. Our team stepped up, maintained constant communication with provincial category managers, and kept product flowing seamlessly to retail shelves.
Tom Ritchie Says: How do you cut through the noise to educate dispensary staff?
Andrew Campbell Says: Many brand pitch decks are filled with vanity fluff. We focus entirely on educating budtenders on the consumer benefit ladder. We celebrate the entire infused pre-roll spectrum: if a consumer wants a solventless live rosin experience, we tell them to buy a Carmel hash roll; if they want diamond-coated whole flower, we point them to Tribal’s Trifecta. When they understand where Jeeter fits—consistent diamond distillate and vibrant terpenes—they can make honest recommendations that bring repeat customers back to their store.
Tom Ritchie Says: What is the biggest mistake you see struggling brands make regarding sampling and events?
Andrew Campbell Says: Carpet-bombing retail stores with unbranded samples! Handing out random unbranded black tubes at crowded trade shows is a complete waste of capital. Out of hundreds of conversations, nobody remembers what was inside that unbranded tube.
Andrew Campbell Says: We adopt a buyer-first approach. We ensure the dispensary buyer understands the margin structure, product reliability, and promotional support first. Furthermore, instead of spending fortunes on massive trade booths where you talk to thousands of distracted people for 30 seconds, we host our own intimate community events. I would rather engage with 200 budtenders deeply for three hours than hand out samples to 2,000 people who toss the package in a bag and forget who gave it to them.
Tom Ritchie Says: What makes Jeeter’s manufacturing process proprietary? Is it raw IP or operational discipline?
Andrew Campbell Says: It is an obsession with microscopic details. Every core strain takes a minimum of 18 months of R&D from initial concept to commercial distribution. We evaluate paper porosity, cone length, kief micron size, the precise ratio of liquid diamonds to distillate, formulation temperatures, and even the mechanical tamping and twisting torque at the tip.
Andrew Campbell Says: In the early days of Canadian legalization, infused pre-rolls were treated as a dumping ground for subpar trim and stale kief. We operate on the rule of ‘fire in, fire out.’ You cannot produce an elite infused pre-roll without premium biomass, ultra-pure diamond distillate, and balanced terpenes.
Tom Ritchie Says: Viewer Jonah Eisenman asked: Have you encountered pushback regarding American brand sentiment in Canada, and how do you navigate that?
Andrew Campbell Says: It’s an important conversation. As a born-and-raised Torontonian, I remind people of the economic reality: Jeeter in Canada is purchased in Canadian dollars, taxed under Canadian excise duty, and produced with Canadian-grown biomass. It is manufactured by Canadian workers in Canadian facilities, packaged locally, and distributed on Canadian roads.
Andrew Campbell Says: While we leverage powerful American creative IP, every stick sold supports domestic jobs and provincial supply chains. When you deliver an exceptional, reliable consumer experience, the noise fades away.
Tom Ritchie Says: Andrew, your strategic clarity, work ethic, and operational transparency are second to none. Congratulations on producing 15 million sticks and reaching 95% distribution. Thank you for joining us on Legacies!
Andrew Campbell Says: Thank you so much, Tom. It’s an honor to share our story, and I look forward to connecting again soon!
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Sales & Marketing Manager
Andrew Campbell is a cannabis brand marketer and Sales & Marketing Manager for Jeeter Canada.
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Licensed Brand
Jeeter is a premier global cannabis brand best known for its market-leading line of infused pre-rolls. Developed by Dreamfields, Jeeter...
Learn More About Partner ↗Andrew Campbell explains that Jeeter utilized strategic key account management, a select team of brand ambassadors, and highly planned dispensary visits targeted at high-traffic retail locations, achieving 95.7% distribution in Ontario.
Jeeter had to redesign its iconic American packaging to meet strict Canadian guidelines, which prohibited fluorescent colors and required desaturating colors to stay within compliant pantone specs, while still maintaining their signature jar shape to preserve product integrity.
Campbell argues that random trade show sampling and bulk giveaways often fail to build true brand loyalty. Instead, Jeeter focuses on in-store product knowledge (PK) sessions to educate budtenders on their infused pre-roll burn consistency, materials, and value proposition.
