Quality cannabis edibles have an important place in the lives of parents who consume. They’re the perfect option for those who don’t smoke, and they can be ingested without anyone really knowing what you’re doing. So we’re always on the lookout for quality edibles, but it’s not always easy to find products on dispensary shelves that meet our high standards.
With She Don’t Know Snacks, though, you can check off all the boxes. Highest quality ingredients? Yup. Consistent dosing? Absolutely. Predictable effects? For sure. Plus, they can pack a punch when you need it, and they’re insanely delicious. What’s not to love?
After sampling these treats, we had to meet the brains behind their yumminess. We were thrilled to have the chance to learn from “enlightened woman” Jill Trinchero about what goes into She Don’t Know Snacks. Not only is Jill the force behind this awesome brand, but she’s also a mom. Which means she’s more qualified than most for this ever-changing industry – and she knows what parents are looking for in their edible experience!
Jenn Lauder: What prompted your interest in the cannabis industry? Why did you decide to start an edibles company?
Jill Trinchero: I benefit from the medical effects of cannabis for pain and anxiety, but healthy lungs are important to me and I don’t like to smell like a smoker. The cleanest, easiest way I have found to enjoy cannabis is through edibles. They are discreet, the dose can be easily managed, and who doesn’t love a tasty treat? I never thought I’d see the day when there was an opportunity to enter a legal cannabis market, but I’m so happy I did. It just feels like home.
JL: What’s the story behind She Don’t Know?
JT: The name, She Don’t Know, came with much effort. Geoffrey Abraham, with branding agency Self Worldwide, and I worked for months to find a name. He is a truly patient man. We didn’t want the name to speak to cannabis so we couldn’t use the words ‘green’ or ‘high’ etc and we are both very particular. I was catching up with a friend one day, talking small business, and dismissed advice about social media he had received by saying, ‘Well, she don’t know, maybe that should be your hashtag.’ It became an inside joke, but it took some time for me to consider it as a name for my company and more time after that to actually propose it to Geoffrey. He instantly loved it and we never looked back.
She Don’t Know reflects my personality. It’s a familiar phrase, people use it and recognize it. I don’t take myself too seriously and I don’t claim to know. It is dismissive of those who think they know because if you think you know, you probably don’t. Who really knows?
JL: Do you have a typical day? What about an ideal day? Describe one or both.
JT: On a typical day, if I don’t have meetings or deadlines and find the time, I get some exercise, or just head directly to work. A typical workday consists of a ton of administrative tasks along with any number of things including production, sales, packaging, logistics, whatever comes up. As a small business/start up owner/operator, it’s whatever needs to be done. When I get home I usually do a little more admin work. If I can gather the family, we spend a few minutes together and it’s pretty much time for bed.
An ideal day would start with sleeping in and rolling right out of a bed into an exercise class. I love yoga, spin, bootcamp…just about anything as long as someone else is telling me what to do. Next I would take care of emails, phone calls, whatever business needs to be done (there are no days off in the cannabis business!), do a few minutes of housekeeping (which I actually don’t mind), take my dog, Bernie, for a walk, and, if it’s sunny out, sit by the pool with a cocktail. Then, I’d either cook a simple meal or grab take out for dinner with my family. I love to watch a movie or a couple of episodes of Modern Family together. Family time is such a treat because my girls are 12 and 14 years old and experiencing the need for independence.
An ideal day obviously takes place on the weekend!
JL: What’s the craziest challenge you’ve overcome so far?
JT: So much crazy, it’s hard to decide on the craziest. Dealing with the City on permitting our kitchen build-out was a doozy. Then, we were already down a path with the business when the OLCC rules started coming out. And the rules were not always what we anticipated/did not align with our model. I continue to learn something every day and love what I’m doing. Apparently I’m up for ongoing challenges!
JL: As a parent, did you have any reservations about launching a company in the cannabis space? Why or why not?
JT: Yes. I had so many reservations about entering the industry. As a parent, I want to protect my family and avoid risk. Well, cannabis is risky, small business is risky, etc, etc. I just feel like I need to work extra hard to make sure things go well. Also, I never know how my girls’ friends’ parents are going to react to my occupation. I would never want my girls to lose a friend for this reason. I was a stay-at-home mom advocating for arts education before starting this business, so I was also concerned about the impact a big change like this would have on my family.
JL: Do you talk to your children about cannabis? Why or why not? If so, how?
JT: We have always given our children facts about cannabis. I’ve had a lot more conversations since my daughter came home from 6th grade middle school and told me in a state of sheer horror that kids were selling “weed” out of their lockers in film canisters. My first thought was, “still?” then, “where are kids getting film canisters?” Seriously, honest communication on the issues that children deal with is so important to me. They have to trust me so I can help them reach conclusions about where they want to end up and how they want to get there. We all agree that cannabis is not to be part of their journey until their brains are developed and they are of legal age.
JL: What’s the hardest question your children have asked you about your business?
JT: In the days leading up to SDKs recreational launch, which at the time marked the end of SDK and medical cannabis, my girls asked if cannabis was medicine, why was I going to sell it in stores to people for something other than medicine. I had to talk it through with them. It’s an adult use substance, it’s safe for adults and, it’s legal for adults to use recreationally. I was in an industry where the rules changed and I was going to follow those rules to the letter.
JL: Are there aspects of being a parent that prepared you for such an unpredictable industry?
JT: Parents have to do shit when shit needs to be done. Anything could happen at any moment and the best way to avoid a disaster is to be prepared. Same, same!
JL: What’s your favorite SDK product? What do you think is special about your edibles?
JT: Picking a favorite product is like picking a favorite child – impossible! I love both the chocolate chip cookie and the Tokeless B. Coconut, but my favorite product may be yet to come to market. I have an herb cracker, C’est La Herb, out soon. It’s gluten-free with Herbs de Provence and flake salt…sooooooo good! Watch for it in August.
Everything about She Don’t Know products is intentional. Things are small in size so they can be eaten in one bite. If the kids are around, it goes right in your mouth, all gone! They are individually wrapped so you can take them in your purse or pocket and 5mg so you can eat the whole thing. A lot of people only want 5mg…then what do they do with the rest of the cookie? I often say that nobody eats half of a cookie. Also, they happen to be gluten-free, but first and foremost they are delicious!
JL: How do you see SDK navigating the future of this great experiment? What are your biggest hopes and dreams for your company?
JT: We are a local Portland, Oregon, family-run company (currently we have 4 close family members out of a crew of 8-10) and are happy to be where we are in the Oregon market. I am excited to launch several new products by the end of the year. These products will hold to the SDK model of being original, premium-quality, low-dose products that bring joy to those who enjoy. I hope to launch in other legal states someday; I’m just waiting for the right opportunity!
We can’t wait to see what the future holds for SDK and their new products. In the meantime, we’ll be over here munching on those Tokeless B. Coconut bites!