Berner on Building a $1.5 Billion Business

Berner, the founder of the multi-billion dollar cannabis brand Cookies, sits down with VladTV to discuss his journey from hustling in San Francisco to building one of the most recognizable brands in the global cannabis industry.Berner reflects on growing up between San Francisco and Arizona, navigating a fast-paced environment that exposed him to street culture and the cannabis world at an early age. He explains how those early experiences shaped his business mindset and ultimately led him to develop the Cookies brand, which started as a single strain before expanding into a worldwide cannabis empire.The conversation dives into how Cookies evolved from underground cultivation into a global brand with hundreds of retail locations and partnerships. Berner explains how legalization changed the cannabis landscape, bringing both opportunity and challenges, including increased competition, regulatory pressure, and market saturation.Berner also opens up about one of the most personal battles of his life—his colon cancer diagnosis, which he discovered through a new blood test. He discusses how the diagnosis changed his outlook on life, business, and family. Despite the health scare, Berner remained focused on building long-term wealth and legacy, including his decision to keep ownership of his music catalog so his children will benefit from it in the future.Today, Cookies continues to thrive despite legal battles and industry volatility, reportedly generating $1.5 billion in sales in 2025. Berner shares lessons on branding, ownership, and resilience while reflecting on how he turned a cannabis strain into a global lifestyle brand.