DOPE AS USUAL Podcast - "Billion Dollar Dreams w/ Berner!"

Hosts: Thomas "Dope As Yola" Araujo & Marty O’Neill
Guest: Berner
Date: March 24, 2026

Episode Overview

This episode marks the return of legendary cannabis entrepreneur, rapper, and Cookies founder Berner to the DOPE AS USUAL Podcast. The conversation is a high-energy, unfiltered journey through Berner’s personal milestones, business wins and struggles, family life, and industry insights. With a tone that’s equal parts real talk, Bay Area bravado, and humor, the trio covers everything from parenthood and AI, to the realities of the legal cannabis market in 2026, and what it truly means to build a billion-dollar brand.

Key Discussion Points & Insights

1. Berner’s Explosive Growth: Family, Music, & Brand (01:12–04:47)

• Since Berner’s last appearance, he’s released five projects in two years and expanded his family—three children, with the third on the way.
  • "That's light work. I should be at 10." (01:49, Berner)
  • On being a father at 43: Balancing wanting to be present and giving enough love and attention to all his kids.
• Perspective on fatherhood, aging, and legacy: Both hosts and Berner share how family and generational change are hitting home.

2. Tech, AI, and Living Longer (04:30–07:12)

• On Neuralink and longevity:
  • “If I was old and decrepit and had a chance to reboot... I’d do it. But I’m not gonna be a test crash dummy.” (09:15, Berner)
  • “I feel like consciousness is going to be around anyways.” (04:39, Berner)
• Berner admits he never drives—prefers being driven, citing his roots and safety reasons from street days.

3. Cannabis, Crime, and Changing Times (10:20–13:18)

• The street game is over: Technology, cameras, and law enforcement have made “traditional” hustling impossible.
  • “If you’re trying to do crime in 2026... you missed the golden era we came up in.” (11:30, Berner)
• Dangers of the current drug landscape: Kids now face dangerous, contaminated drugs.
  • "Trust the source. Don't take pills or powders." (12:47, Berner)
  • Berner shares a story about being laced with PCP as a kid—lesson in never trusting random sources. (13:21–15:07)

4. The State of the Bay & California (19:07–23:16)

• On the decline of Oakland and recent exodus of sports teams; San Francisco’s slow comeback post-pandemic.
  • “California just let go of us... As long as you’re causing chaos, you’re good, but making money? You’re all bad.” (20:11, Berner)
• Discussion about California taxes and the appeal of states like Texas for entrepreneurs.
  • “Where the f*** is our tax money going? California, we get taxed the hardest.” (21:26, Berner)
  • The struggle between Bay Area loyalty and financial common sense.

5. Parenthood’s Transformative Power (24:02–26:47)

• Fatherhood shifts priorities and recalibrates risk-taking.
  • "Every single time I make a decision... Is this gonna affect my child?" (25:51, Berner)
  • “If you die without kids, you've avoided the purpose of being here, man.” (24:29, Berner)

6. Preparedness & Survivalist Mindset (28:01–29:38)

• Berner discusses prepping—water, food, weapons—for his family as a byproduct of new fatherly instincts.

7. Cannabis Industry: Risks, Raids, and Oversaturation (33:23–39:54)

• Raids and law enforcement shake-downs pre-legalization.
  • “They came in, handcuffed us, took all the cash, missed the safe, and just left... like a scene out of Training Day.” (33:23, Berner)
• The new era: “Set up for failure.” Tax structure (280E) is crushing legitimate operators.
  • “You cannot write anything, any kind of cost of business off... This was set up for failure.” (37:39, Berner)
• New, dangerous weed illnesses (CHS), but Berner questions validity, blames it on dirty dabs/hot nails from the old days.

8. The Art & Business of Cannabis Genetics (43:01–52:09)

• Current hottest strains (2026): Open debate on the “toe venoms” and industry drama.
  • “At the end of the day, the more time you spend worrying about another man, the less time you spend worrying about your brand. Game 101.” (43:55, Berner)
• Expansion regrets and the Cookies model:
  • “We expanded too quickly... Now, less is best. I want to focus on less partners, less stores, more control.” (45:13, Berner)
• Genetics, breeding, Humboldt County operations, the future of “menu drops,” and the boutique cannabis trend.

9. Entrepreneurship, Authorship & Recognition (53:04–58:11)

• Berner is now a New York Times bestselling author with his book "Become a Legend."
  • "It’s the hardest list in the world to get on as an author, and you hit it on your first book." (54:20, Berner relaying the call)
• Berner wrote the book himself on his phone Notes app, then shaped it with a publisher.
  • “Look at how ghetto this is, dawg.” (55:00, Berner, showing his phone)

10. Cookies Brand: Lawsuits, Lessons & International Domination (61:50–64:32)

• Legal battles: Lawsuits to retain control over Cookies, winning $23M in court but not being paid yet.
  • “I do have a lot more control over certain things now... All based on quality and new menu.” (63:27, Berner)
• International market excitement: Legal export to the UK, Thailand, Germany, etc.

11. Quality Over Quantity: Small Batch Success, Wraps, and Brand Diversification (67:07–70:49)

• Cookies Wraps and Loose Leaf partnership: $40 million/year from just wraps.
  • "You gotta start visiting things we're doing right." (69:54, Berner)

12. Rapper, Mogul, Living for the Present (72:03–76:13)

• Self-reflection on multi-faceted success: $1.5B in total revenue.
  • “Sometimes I have to realize, yo, we are really crushing it... Cookies is generating $1.5b in revenue to date.” (72:03, Berner)
• Importance of celebrating wins and living well: lavish Hawaii vacations, not just accumulating material goods.
  • “Material things are nothing. It's all about trips and memories.” (77:17, Berner)

13. War Stories: San Francisco, Santa Cruz, and the Golden Era (90:01–98:46)

• Selling weed in the golden days, classic Bay Area stories, and the differences now with low margins and high risk.
  • “I'm the king of oxidized weed—If I get a pack I like, I'll hold it until I get more... usually don’t.” (90:02, Berner)
• Reflections on breaking into music, clothing, and cannabis at the ground level.

14. Resilience & Hustle: Injuries, Challenges, and a Relentless Grind (101:17–104:47)

• Berner shares a story about breaking his leg but finishing a music video before going to the hospital.
  • “I was in so much pain… but the Coyotes just drove from LA. We're gonna do the video.” (104:03, Berner)

15. Finishing Strong: Brand Synergy, Merch Drops & Final Words (115:03–END)

• New Cookies x Push Trees capsule in Zoomies August 2026, ongoing menu drops, and future weed tastings in Humboldt.
• Final message: The importance of sharing wins, building a legacy, and keeping focused on quality and innovation.

Notable Quotes & Memorable Moments

| Timestamp | Speaker | Quote | |-----------|---------|-------| | 01:49 | Berner | "That's light work. I should be at 10." | | 09:15 | Berner | "I'm not gonna be a test crash dummy... [Neuralink] only when old and decrepit." | | 11:30 | Berner | “If you’re trying to do crime in 2026... you missed the golden era we came up in.” | | 12:47 | Berner | "Kids. Crazy kids. Just smoke flower from a trusted source. Don't take pills or powders." | | 24:29 | Berner | "If you die without kids, you've avoided the purpose of being here, man." | | 37:39 | Berner | "You cannot write anything, any kind of cost of business off... This was set up for failure." | | 43:55 | Berner | "At the end of the day, the more time you spend worrying about another man, the less time you spend worrying about your brand. Game 101." | | 45:13 | Berner | "We expanded too quickly... Now, less is best. I want to focus on less partners, less stores, more control." | | 54:20 | Berner | "It’s the hardest list in the world to get on as an author, and you hit it on your first book." | | 63:27 | Berner | “I do have a lot more control over certain things now... All based on quality and new menu.” | | 69:54 | Berner | "You gotta start revisiting things we're doing right." | | 72:03 | Berner | "Cookies has generated $1.5 billion in revenue to date." | | 77:17 | Berner | "Material things are nothing. It's all about trips and memories." | | 90:02 | Berner | "I'm the king of oxidized weed—If I get a pack I like, I'll hold it until I get more... usually don’t." | | 104:03 | Berner | “I was in so much pain… but the Coyotes just drove from LA. We're gonna do the video.” |

Timestamps for Key Segments

• (01:12–04:47) – Berner’s updates: albums, children, life changes
• (04:30–07:12) – Tech, AI, and longevity (Neuralink, self-driving)
• (10:20–13:18) – The old street game vs. 2026
• (19:07–23:16) – The changing Bay Area, taxes, and state migration
• (24:02–26:47) – Fatherhood and life purpose
• (33:23–39:54) – Cannabis raids, CHS, and 280E tax hell
• (43:01–45:13) – Strain wars, industry drama, focusing on your own lane
• (53:04–58:11) – Berner’s authorship and New York Times Bestseller
• (61:50–64:32) – Cookies’ lawsuits, business lessons
• (67:07–70:49) – Loos Leaf/collab success, small batch focus
• (72:03–76:13) – Success, celebrating wins, and Hawaii
• (90:01–98:46) – Old-school Bay stories, lessons from the grind
• (101:17–104:47) – Berner breaks his leg, still films music video
• (115:03–End) – Brand synergy, future plans, closing reflections

Conclusion

This episode of DOPE AS USUAL is a blueprint for ambition, adaptability, and authenticity in both life and business. Through raw, hilarious, and candid exchanges, Berner shares the specifics behind his billion-dollar dreams, hard-won wisdom from the trenches, and why he believes “less is more” for Cookies and cannabis in 2026. The episode is essential listening for hustlers, entrepreneurs, stoners, and anyone figuring out how to rise and stay true in an ever-changing world.

Find Berner online: @berner415
Book: Become a Legend (New York Times Bestseller)
Brands: Cookies, Cookies Wraps, Push Trees
Next moves: New menus, more quality, worldwide expansion

Perfect.