NCIA has seen an increase in mainstream companies joining the organization in support of federal cannabis policy reform. Zippo, known for their reusable metal lighters, is an example of one of those companies, so in this month’s member spotlight, we’re checking in with Don Lenny, Vice President of Sales, Americas division, at Zippo. 

Cannabis Industry Sector:
Cannabis Accessories

NCIA Member Member Since:
2017

Don, tell us a bit about your background as well as your company?

Don Lenny joined Zippo in 2006, and immediately became the force behind leading the North American Sales team. With more than 35 years of sales experience in gifts and accessories channels, Don serves as the VP of Sales, Americas, for Zippo, as well as both of Zippo’s sister companies, Ronson, and W.R. Case & Sons Cutlery Company. In his current role, he is solely responsible for managing Zippo sales in North America, Central America, South America, and the Caribbean; Ronson sales in North America, and W.R. Case & Sons Cutlery Company globally.

One of the most recognized brands in the world, Zippo was founded in the fall of 1932 by George G. Blaisdell in Bradford, Pennsylvania, where it has manufactured over 550 million windproof lighters. With the exception of improvements to the flint wheel and modifications in case finishes, the product remains unchanged and is backed by the company’s famous lifetime guarantee – “It works, or we fix it free.™” Zippo’s diverse product line includes lighters and accessories; butane candle lighters, and a robust line of heat and flame products for outdoor enthusiasts. Zippo markets in over 180 countries, and owns Bradford-based W.R. Case and Sons Cutlery Company and the Ronson family of brands.

What unique value does your company offer to the cannabis industry?

Zippo windproof lighters are backed by an unparalleled lifetime guarantee, and are stylish personal accessories. The lighter surface has been compared to an artist’s canvas, and Zippo offers a wide variety of finishes and designs, including custom, one-of-a-kind pieces on zippo.com. Zippo is internationally known as being a major player in the tobacco accessory industry, and we plan to bring those identical values of high-quality products, coupled with excellent customer service to cannabis consumers as well. Additionally, we are offering the Ronson line along with the Zippo line, ultimately opening the door for us to showcase a variety of products, at a variety of price points, to meet each consumer’s potential need.

Cannabis companies have a unique responsibility to shape this growing industry to be socially responsible and advocate for it to be treated fairly. How does your company help work toward that goal for the greater good of the cannabis industry?

Over the course of the last 85 years, without waiver, Zippo has prioritized meeting exceptionally high and rigorous standards in child safety testing on all of our products, without compromise. In addition, each piece of artwork that is featured on a Zippo pocket lighter is held to unremarkably high customization guidelines. We take pride in not using images, artwork, or slogans that could appeal to young children, as well as not using material that is offensive, including material that glamorizes illegal drug use.

What kind of challenges do you face in the industry and what solutions would you like to see?

As a company, venturing into the cannabis consumer accessory industry is exciting. We see enormous value in being able to offer the same unparalleled quality and customer service that we are historically known for to a new consumer base. However, with the cannabis industry being so new and immature overall, there are certainly a few challenges ahead.

First and foremost, Zippo strives to be a category leader for accessories at retail. Our biggest challenges include understanding what our displays, packaging, and point-of-purchase need to look like for the retail trade, understanding all aspects of distribution to ensure we have the right products in the right stores, understanding what types of product designs consumers want, and lastly, whether they prefer our pipe insert or classic insert when they use our lighter.

You recently joined NCIA, which supports reform at the federal level for the cannabis industry. Why did your company join NCIA?

We saw immense value in joining NCIA, a leading voice for this economically vital segment of consumers. As regulation and consumer attitudes continue to shift, being an NCIA member will allow us to stay well informed on trends and state-by-state policies. We also strive to be known for our excellence in delivering high-quality products and customer service. We hope that our partnership with NCIA will continue to offer us a platform that will allow us to connect with industry leaders, decision makers, business people, and consumers, to continue to aid in helping spread our brand awareness as we continue moving forward in finding our place in the cannabis industry.

Zippo Website