Most cannabis operators are reactive—drowning in checklists, flooded with data, and still missing the point.

Compliance gets all the attention, while real operational signals—like handling variability and shifting process conditions—lead to execution gaps and reactive decision-making.

Extraction process optimization is tricky, but when the actual root cause is identified and solved, the returns can be astronomical—and compounding.

The challenge? Aligning teams around meaningful data, not just required data.

The unlock? It’s not about overhauling everything—it’s about starting small, watching closely, and making the process stronger one step at a time.

This week we sit down with Murphy Murri to discuss:

• What most teams miss when they “optimize”
• Why compliant data ≠ operational clarity
• Immediate ways to improve cannabis manufacturing

Chapters

00:00 Introduction to the Cannabis Industry

01:14 Murphy's Journey into Cannabis

03:39 Current State of Cannabis Manufacturing

07:58 Operational Efficiencies and KPIs

10:44 Challenges of Industry Maturity

13:30 Essential Data Points for Success

19:25 The Importance of Moisture Control

25:07 Data Utilization and Organizational Mindset

28:07 Real-Time Data and Actionable Insights

30:14 The Mindset of Compliance vs. Optimization

31:58 Understanding Performance Metrics

33:55 Data Collection and Operational Efficiency

36:00 Leveraging Technology for Process Improvement

37:56 The Importance of Accountability in Equipment Performance

40:45 Identifying Weaknesses and Opportunities

43:01 Reevaluating Processes for Better Outcomes

51:28 Return on Investment in Process Optimization

53:32 Consulting Services and Future Opportunities

Guest Links:

• https://www.murphymurri.com/
• https://www.instagram.com/murphymurri/?hl=en
• https://x.com/murphymurri
• https://www.linkedin.com/in/murphymurri/

Our Links:

Bryan Fields on Twitter

Kellan Finney on Twitter

The Dime on Twitter

At Eighth Revolution (8th Rev), we provide services from capital to cannabinoid and everything in between in the cannabinoid industry.

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