Shelf Help: The Tactical CPG Podcast

On this episode, we’re joined by Tiffany Chin, the CEO of Snoop Dogg's cannabs empire.

Tiffany started her career in corporate retail and tech, but over the past decade she’s helped launch and scale some of the most iconic brands in the space — from Leafs by Snoop to Death Row Cannabis and S.W.E.D., with products and retail locations spanning all across the U.S., Amsterdam, and beyond.

She’s structured some of the most influential licensing deals in cannabis, built brands that move product globally, and continues to shape the future of the category with a unique blend of operator-level rigor and cultural fluency.

In this episode, Tiffany breaks down the real playbook behind sustainable brand growth, what makes or breaks a licensing deal, and the power of Snoop's reach.

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Episode Highlights:

🌍 Building a cross-border cannabis empire with Snoop Dogg
📦 From Death Row jars to Dogg Pounds vapes in Canada
🛠️ What makes a licensing deal actually work
🧃 Why beverages are the on-ramp for new cannabis consumers
🧠 How Tiffany thinks about AI’s future in cultivation
👀 What she looks for in partners, team members, and new hires
🎯 Advice for anyone trying to break into the industry

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Table of Contents:

00:00 – Intro & Empire Overview
06:00 – How to Structure a Good Licensing Deal
14:00 – Regulated vs. Hemp Market
21:00 – DTC, Delivery, and the Future of Retail
24:00 – Beverages, Brand Strategy & Snoop’s Vision
30:00 – Building & Trusting Your Team
34:00 – AI, Growing, and Scaling Smart
38:00 – Real Talk: Advice for Newcomers

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Links:

Follow Tiffany on LinkedIn – https://www.linkedin.com/in/tiffanyfiege/
Death Row Cannabis – https://www.deathrowcannabis.co/
SWED Retail - https://swedstores.com/?meadowQuery=
SWED DTC - https://swed.com/

Follow Adam on LinkedIn - https://www.linkedin.com/in/adam-martin-steinberg

For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.

Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees. 

On this episode, we’re joined by Lex Evan, the Founder and CEO of Lexington Bakes. My audio isn't great so apologies in advance....

Lexington Bakes is a radically transparent dessert brand crafting nostalgic American treats with organic and fair-trade ingredients. What started as a pandemic side hustle quickly grew into a national CPG brand known for its bold design, clean labels, and radically honest sourcing.

From $5,000 in brownie pre-sales and a self-built Shopify store to landing in Erewhon, Foxtrot, and scaling toward 1,000 retail doors, Lex has built Lexington Bakes into a category-defining brand with just one full-time employee: himself.

In this episode, Lex shares how his background in design and brand strategy shaped the business, how he's preparing to scale with a co-manufacturer, why ingredient integrity is non-negotiable.

We chat with Lex about how to pitch retailers, package for impact, navigate a solo founder journey, and his recent journey to raising a $1M seed round.

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Episode Highlights:

🍫 How a $50 brownie box launched the brand
📦 Designing a brand rooted in emotional connection
🌱 Why Lexington Bakes lists its ingredient partners on every package
🧁 The “No Naughty Ingredients™” standard
🔧 Moving from kitchen to co-manufacturer
🛒 What retailers actually want to see in a pitch
🎨 Packaging tips from a J&J design alum
🚀 How Lex is scaling while staying solo
💰 Fundraising as a first-time founder
💡 Why being “great to work with” is Lex’s superpower

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Table of Contents:

00:00 – Intro & Origin Story
03:00 – Radical Ingredient Transparency
06:00 – Brand Building & Solo Founder Journey
10:00 – Packaging Design Advice
14:00 – Co-Manufacturing & Scaling Production
21:00 – Retail Strategy & Launching in Stores
28:00 – Fundraising & Investor Tips
40:00 – Final Thoughts & Where to Find Lex

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Links:

Lexington Bakes – https://www.lexingtonbakes.com
Follow Lex on LinkedIn – https://www.linkedin.com/in/lexevan/

Follow Adam on LinkedIn - https://www.linkedin.com/in/adam-martin-steinberg

For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.

Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.

Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.