In a recent episode of the Cannabis Pros and Marketing Masters podcast, host Nigel Despinase sat down with Blaine Haytab, CEO of Distru, to discuss the company’s journey, industry insights, and ambitious plans for the future of cannabis commerce.
From Mechanical Engineer to Cannabis Tech Innovator
Blaine Hatab’s path to leading a major cannabis tech company is as unconventional as it is inspiring. Originally a mechanical engineer turned coder, Blaine’s love for building and creating useful solutions led him through various ventures, including hardware projects and web applications. His deep involvement in open source communities and his relentless curiosity have shaped his approach to innovation.
A Passion Rooted in Personal Connection
Blaine’s connection to cannabis extends beyond entrepreneurship. He shared that cannabis has significantly impacted his life, aiding his creativity and managing ADD. His personal experience fuels his mission to improve the industry, seeing cannabis not just as a product but as part of a broader discussion around legalization and social equity. He emphasizes that many entrepreneurs involved in illegal activities are essentially operating small businesses—highlighting the importance of legalization in providing safer, regulated avenues for these individuals.
Building Customer-Centric Solutions
The conversation highlighted Blaine’s focus on understanding and serving industry needs. His company, Distru, initially developed an advanced ERP platform for seed-to-sale management, integrating metrics like inventory, finances, and compliance. Recognizing the importance of relationships in cannabis sales, Blaine emphasized that Distru’s platform aims to facilitate better communication and transparency between brands, distributors, and retailers—most of whom still operate through direct, relationship-driven sales.
Introducing Distru Commerce
Expanding beyond traditional ERP functions, Distru has launched Distru Commerce—a B2B wholesale marketplace designed to streamline transactions among cultivators, processors, brands, and retailers. The platform offers features like shared visibility of inventory, batch tracking, THC levels, and seamless order management. Blaine explained that the industry’s reliance on personal relationships means that building tools to support recurring, trustworthy transactions is crucial.
Harnessing Data and AI for Industry Growth
A significant part of the discussion centered on leveraging the massive volume of transaction data flowing through Distru’s platform—estimated at $2.8 billion in gross merchandise volume annually. Blaine expressed excitement about applying AI to improve data automation, market analysis, and communication. He envisions a future where AI enhances product discovery, optimizes inventory, and automates routine tasks like compliance documentation, freeing operators to focus on relationship-building and strategic growth.
Long-Term Vision and the Future of Cannabis Technology
Looking ahead, Blaine acknowledged that robotics and warehouse automation could revolutionize cannabis supply chains within the next five years. Over the longer horizon—up to 40 years—he sees AI and automation fundamentally transforming how the industry operates, reducing human involvement in certain functions, and enabling more efficient, relationship-driven commerce.
Advice for Aspiring Entrepreneurs
Blaine’s advice to future founders is simple yet profound: “Just go do it.” He encourages entrepreneurs to follow their energy, fail fast, and embrace the probabilistic nature of innovation. He emphasizes the importance of learning AI—stressing that mastery of the technology will be essential for future success across industries.
Blaine’s passion for building meaningful solutions, combined with his long-term vision for cannabis and AI, paints an optimistic picture for the industry’s evolution. His emphasis on relationships, transparency, and innovation underscores the transformative potential of technology in shaping a more efficient, equitable cannabis marketplace.
