In this exclusive feature, we shine the spotlight on Brigitte Simons, the remarkable President and CEO of Safari Flower Company. As a distinguished C-suite executive, Brigitte possesses a coveted educational background that positions her as a sought-after leader in high growth ventures. With an impressive track record spanning over two decades, she has left an indelible mark on the pharmaceutical, cannabis, and biotechnology industries in both the United States and Canada.
Brigitte’s expertise extends beyond traditional executive leadership roles. She has cultivated a unique skill set, specializing in driving high performance sales and marketing teams, crafting strategic bioanalytical business contracts, ensuring Quality Assurance and Good Manufacturing Practice (GMP) compliance, leveraging analytical mass spectrometry, advancing drug development initiatives, and implementing cutting-edge Laboratory Information Systems.
Notably, Brigitte is also recognized for her entrepreneurial spirit, having successfully built a groundbreaking software Minimum Viable Product (MVP) and effectively launched it into the general market. This bold endeavor highlights her proficiency in merging technology and innovation with traditional business practices.
To further augment her already formidable capabilities, Brigitte underwent rigorous training at both the National Institutes of Health (NIH) and Health Canada’s drug regulatory agencies. This invaluable experience has provided her with unparalleled insights into the complex world of pharmaceutical regulations, enabling her to navigate the industry with precision and foresight.
Below are highlights of the interview:
Can you please provide a brief overview of your professional background and experience in the industry?
I had seen and jumped on an opportunity to bring together the cannabis plant with scientifically driven testing and, finally, lift prohibition for research and development. My body has been testing it for years, metaphorically. I could see the gap in testing coming from clinical testing and measures of compounds in medical instruments. From my point of view, companies needed to form in Canada, sprint ahead in testing, and define quality and contamination. I was part of two early initiatives to get mass spectrometry testing into Health Canada Labs and private contract labs getting ready for growth in cannabis testing. I am a QAP, and I’ve passed the torch to many others. In spirit of curiosity and science, it is part of a duty of care to be able to grow it, test it, characterize it, and craft it, at commercial scale. That is why dedication to business growth exists at Safari Flower Co. I am proud to be leading it.
What motivated you to become a CEO, and how did you progress to your current position at Safari Flower?
I had finished an Executive MBA in 2020, and it was great timing for me to grip on to it from leading Quality Assurance departments and Licensing regulatory Affairs. That, backed by the clinical knowledge, really jump-started how well I could recognize the talent of the Master, Assistant grower, and Systems engineer. The knowledge and sweat equity to grow really high-quality, competitive craft. I wanted to lead this organization with these passionate people.
How would you describe your leadership style? What are the key principles or values that guide your leadership approach?
I am a facilitator to harness the potential of organizational leaders and their management behaviors. I am an observer before a driver taking action. I believe in nurturing teamwork dynamics and incentivization. Spending time on strategy and org charts to accelerate people’s productivity with peers gives them the feeling of accomplishing a great day growing. Balanced between highs and lows, but with purpose. Simplifying the value stream and delivering profitability in steady cycles.
What strategies do you employ to ensure effective communication and collaboration within your organization?
Our executive team strategizes short-term incentive plans for all levels. Those call out communication channels and place kickbacks on individuals cross-functional problem solving and leading deliverables. The sophistication of systems and theories working alongside plants to grow medicinal grade, the technical steps, has its own language. The Electronic Quality Management software systems and training staff regularly upgrade our collaboration within the organization.
What is your vision for Safari Flower’s future? How do you see the company evolving and adapting to industry changes?
Safari Flower Co. is focused on growing premium products for international medical and wellness brands as an accredited white labeler. Our state-of-the-art facility and growing systems ensure that we can meet all international regulatory requirements for entering products into new medical channels as global laws change in the next 5 years. We pursue greater supply chain partnerships in new European geographies and diversify our offerings to address patient access and availability of Safari products.
What are the major challenges you face as a CEO in the in the sector? How do you overcome these challenges?
Re-structuring and financing of the company’s assets pinned to the cannabis industry are barriers to attracting new capital. The evaluation models of this industry have been beaten up by a bubble market persona. It requires a demonstration of how the assets deliver consistent cash flow with upside when the regulatory framework is still new and there are significant tax liabilities on the goods.
As a CEO, how do you maintain a healthy work-life balance? What practices or activities do you engage in outside of work to recharge and rejuvenate?
I believe in personal wellness as an eternal philosophy. I am in the cannabis industry because I have had a connection with plant-based medical alternatives since I was a young person. I had a journey with mainstay pharmaceuticals that needed a re-course due to taking medication my whole life for a lifetime illness I needed to control since the age of 16. I enjoy teaching this awareness to others in adjacent activities, such as yoga, cycling, and hiking.
What advice would you give to aspiring leaders who are looking to make a significant impact in their respective industries?
Craft a compelling vision, be decisive, and remain on track with respect to how you communicate it frequently. The courage and flexibility that you will demonstrate in that process will inspire people around you to participate. Value teamwork’s contribution with proper incentive plans and build merit systems into internal and external contracts to perpetuate growth in people’s performance and business outcomes.
Please Visit: https://www.safariflower.co/
