VENDOR HIGHLIGHT: Q&A WITH MIGUEL MARTIN, RELIVA CBD
SOUTHERN: How long have you been a Southern member? I have been a member of The Southern through my career at Altria and now with Reliva for over 20 years. SOUTHERN: What keeps you coming back to the meetings? It’s the people. The Southern is unique and nothing exists like it across any other group. This is a unified group of competitors that is always looking to get better and evolve as this business evolves. Each and every meeting I learn something new. SOUTHERN: Could you give me a brief history of your company and how you got started in the business? Reliva is a leading CBD company focused on compliant sales through wholesale partners. As a 25-year veteran of the tobacco and vapor business my background working with regulated products, wholesalers and retailers made the CBD opportunity a perfect fit. SOUTHERN: What is necessary to succeed in this business? As the regulations are evolving, it is critical that you understand the requirements for each and every state. Secondly, having high quality manufacturing and testing protocols are critical to ensure your products meet the expectations of consumers and trade partners. Lastly, understanding what retailers and wholesalers need programmatically is critical so that all parties benefit from this accelerating category. SOUTHERN: Is there anyone who has been a mentor for you in the industry? I have had many mentors in this industry. I continue to learn so much from wholesalers, retailers and even my competitors. While hard to name just one individual, I can say that across all aspects of our business those that listen, have strong values and make sure all parties win are folks I try to emulate.
SOUTHERN: What is the best part of the meetings? The best parts of the meetings are the honest conversations about what more a manufacturer can do to earn the trust and business of the members. SOUTHERN: What are your words of wisdom to someone getting started in the business? My advice would be to listen to the consumer, the retailer and the wholesaler. So many times, manufacturers look inward for answers when they are always outside of your company. If you can understand the needs of your customers and consumers you will always create a better product, program and results. SOUTHERN: What is the main reason someone should be a member of The Southern? The Southern offers a truly unique opportunity to connect with some of the best operators in business today. The schedule of events allows you to efficiently communicate with the members, gain feedback and most importantly access markets where the members have incredible influence. It would be difficult to be successful in the Southern geography without the support of The Southerns’ members.
SOUTHERN: What is the biggest issue facing this industry today? I believe the speed of change in regards to consumer preferences, regulations and product interests. With the decline of key categories and the emergence of new ones, flexibility and adaptability are key. SOUTHERN: If someone were interested in coming to the Annual meeting for the first time …what would you advise them? My advice would be to be a good listener, be humble and take advantage of the members’ willingness to share best practices. I have not met a member that is not willing to help others out. n CONTACT INFORMATION Miguel Martin miguel@relivacbd.com 804-301-6239
THE SOUTHERN 97TH ANNUAL MEETING • 2020 | 65
