Curaleaf's Florida Director of Operations Shares Secrets to Employee Retention

In an industry known for high turnover and challenging work environments, Luke Burwell, Director of Operations at Curaleaf’s massive cultivation facility in Florida, has achieved the remarkable feat of maintaining a monthly employee retention rate of 97%. Through his innovative leadership strategies and unwavering commitment to empowering his team, Burwell has not only created a positive and engaging workplace culture but has also driven unparalleled operational excellence.

Burwell, a former medical device quality engineer with a genetics and biotech degree, brings a unique blend of technical expertise and people-centric management to his role. Since joining Curaleaf over 4.5 years ago, he has spearheaded several key initiatives that have transformed the company's approach to employee development and engagement.

At the heart of Burwell's success lies his deep belief in the power of leadership development. Under his guidance, the management team engages in weekly book clubs, discussing topics such as inspiring teams, applying leadership principles in real-world scenarios, and business finance. He is actively expanding this approach to his site supervisors and ground-level team leads. This commitment to continuous learning and growth has fostered a culture of excellence and accountability. Burwell stated, “This team knows the technical side of their jobs inside and out. My job is to give them the tools they need to realize the best in themselves and the team members they serve.”

"We really do buy into the mantra of 'we don't grow plants, we grow people'," Burwell explained, showcasing his profound understanding of the importance of nurturing his team. By empowering his employees to take ownership of their work and actively participate in process improvements, Burwell has created an environment where innovation, collaboration, and teamwork thrive.

Burwell's leadership style is marked by his unwavering commitment to open communication and transparency. Through monthly town halls, he ensures that every department is aware of the company's progress and goals, breaking down silos and promoting cross-functional collaboration. This approach has been particularly effective in a rapidly growing company like Curaleaf, where keeping everyone aligned and informed is crucial. Burwell stated, “our team members are going to develop their own ideas and opinions about this operation with or without leadership involvement, as leaders it is our duty to participate in the dialogue to tamp down inaccurate information, help them see all the great work we are doing, and to remind them of our company vision.”

One of Burwell's most impressive achievements is Curaleaf's commitment to promoting from within. Since his arrival, the Florida operation he oversees has not hired a single leader from outside the organization; instead, they have invested in the growth and development of their existing team members. This strategy not only demonstrates Burwell's faith in his team but also serves as a powerful retention tool, providing clear paths for advancement and growth.

Industry critics have noted: “It's refreshing to see such a large corporate entity executing in the opposite way we normally see" compared to the cannabis industry norm of bringing in outside leadership. "Historically, you see guys come in, grow up to a certain level, and become super successful, and then they get fired and replaced with some guy who has half the pay and half the experience, hoping it will work out for the best.”? It’s precisely this type of leadership and cutthroat attitude that has cast a shadow far and wide over legacy operators considering engaging with the dynamics of the legal cannabis market leadership, adding to the incredible challenge of hiring and retaining expert talent.

Burwell and the team have also embraced the 5S lean manufacturing model, which involves sorting, setting in order, shining, standardizing, and sustaining processes. Burwell explained that this is driven by the teams themselves, not imposed by leadership, which promotes buy-in and cross-collaboration between departments.

Burwell's transformative leadership at Curaleaf serves as a shining example of what can be achieved when a company prioritizes its most valuable asset: its people. Through his unwavering commitment to employee development, open communication, and lean manufacturing principles, Burwell has not only created a thriving workplace culture but has also positioned Curaleaf for long-term success in a rapidly evolving industry. Well done, Luke!