Category: Beverage Producers Series

For our next installment in the Producer’s Series, we talk to Amy Pojunas, the founder of BETR CBD, which offers a product type pretty new to the infused cannabis space, CBD protein Bars.

In our Q&A, Amy shares her insights coming from 16 years in the food and beverage industry, how she was able to tap into her experience for new product creation, and how she was able to find a gap in the market for a new CBD infused product. 

Can you start by sharing your background with us and what inspired you to create BETR CBD?  

I began my career 16 years ago in the food and beverage industry, partnering with customers, like CPG manufacturers, to increase their speed to market, while providing value-added ingredients that consumers are seeking.  I’ve learned about the importance of consumer research, gained a deep understanding that taste is always king, and can attest to the need for strong business relationships to succeed in an ever-evolving industry, such as the food and beverage industry. 

My career supporting CPG manufacturers has inspired me to dive in – taking my ingredient knowledge to the next level, and developing a CBD protein bar.  I’ve used my knowledge and applied it to find a white space in the CBD market.  We’ve entered the category with the knowledge that our consumers are health conscious and are seeking added functionality in their protein bars.  Our CBD protein bars are crafted with 20 MG CBD, plant-based protein, 10 grams whole grains, and gluten-free.

What is the significance of BETR CBD’s name? 

When we were brainstorming names, we wanted our consumers to quickly relate to the importance of quality and commitment of CBD in our products.  Not only does the name BETR CBD give a nod to our partner, SŌRSE, it also embodies the essence of our brand, which is crafting BETR products for consumers, including CBD protein bars.  We want our consumers to be confident in what they are eating – our name begins that journey for our consumers.  The ingredients used include CBD, gluten-free oats, pea and hemp protein to name a few, 3rd party testing for every lot, and quality of our products are BETR.

What has working in food & beverage prepared you for when developing your own CPG health & wellness brand?  

I have been fortunate to work with global CPG brands that have disrupted the food and beverage market with innovative products and business models, causing significant shifts in the industry landscape.  Watching my customers launch new products in the market, share in their excitement, and build consumer trust has prepared me to do the same – build a brand that is relatable and that can be trusted.  

Did this experience impact your decisions when selecting suppliers, manufacturers, and other partners?  

Absolutely.  My knowledge in the industry guided supplier selection and partnerships that we know we can grow with.  We leaned on suppliers and partnerships to deepen our knowledge and improve our CBD protein bars.  Areas that we didn’t have in depth knowledge of, we vetted different companies to narrow into what was best for BETR CBD and our vision.  We have incredible partners, including SŌRSE, and will be announcing more partnerships in coming months! 

CBD beverages and gummies exploded onto the market – CBD Protein Bars seem long overdue, why do you think that is and why did you choose to enter the market with an infused protein bar?  

You’re right, CBD Protein Bars do seem long overdue.  We’re glad to hear you agree!  In the CBD beverage and gummy market there are several co-manufacturers identified who can support production using CBD.  Finding a co-manufacturer that has protein bar capabilities, was willing and able to work with CBD, and had GMP’s in place was very challenging.  We found the perfect match for BETR CBD that checked all our needs, including following GMP’s.  

We viewed the CBD market as a whole and identified CBD protein bars as a white space, then conducted primary research to begin validating the consumer need.  After we completed primary research and validated the idea, we began product development and ran production trials.  Market testing never truly ends, we can assure you of that.  As we continue to get to know our consumers’ needs, we will pivot and make adjustments.  It’s all about targeting your audience, then continuing to support their needs. 

Who do you envision the BETR CBD consumer to be? What Benefits do you hope they gain from consuming your product?  

We envision the BETR CBD consumer to be conscious of their health and wellness, both physically and mindfully.  Our consumers are seeking added nutrition and functional ingredients in the food and beverages they consume.  We have identified personas that our consumers can relate to like a weekend warrior, or a fitness enthusiast.  Our personas are seeking adventure and ways to fuel their passion.  As we say, our tasty bars are made for adventurers everywhere! 

How did you choose your flavor profiles?  

BETR CBD used both primary and secondary research to determine our flavor profiles.  BETR CBD conducted primary research with results showing 70% of our consumers prefer chocolate flavored protein bars.  In addition, secondary research from sources, like Innova Market, show chocolate is the #1 launched flavor in the snack bar category.  While traditional flavors dominate the bar segment, innovative flavors stand out more to consumers hence why we launched Chocolate Orange and Chocolate Raspberry.  We took a classic and added a twist.  The Chocolate Orange is a homage to where it all began – with my business partner during our MBA program at Syracuse University.  We hope Otto-the-Orange is proud!

How do you educate your consumers on cannabis and CBD?  

Education is extremely important in the ever evolving cannabis and CBD space.  On our website, www.betrcbd.com, we have an FAQ section where we have highlighted questions we are asked regularly by consumers, retailers, family and friends.  We aim to educate consumers through different channels including our website and through our social media platforms including Instagram and Facebook.  In addition, we plan for in person education via product tastings and events in the industry.

How did you find SŌRSE, and why did you choose SŌRSE’S emulsion solutions over other providers?  

Based on my experience in the food and beverage industry, I had a pulse on cannabinoid emulsion providers in the industry.  Several years ago, we attended our first online webinar hosted by SŌRSE.  We quickly realized the high level of dedication from the SŌRSE team to providing safe and quality cannabinoid emulsions, and willingness to support development.  We are proud to partner with SŌRSE, a reputable supplier and look forward to continuing our partnership for years to come.

What challenges have you faced thus far since launching?  

CBD protein bar options are limited.  We are in the innovator or early adopters phase of the product adoption lifecycle, due to both the use of CBD, and the finished product being a CBD protein bar.  In addition, there is a gap of knowledge that continues to be addressed by brands and suppliers of cannabinoids.  Education and awareness are key to the evolution of BETR CBD, and the CBD market.  We will continue to position BETR CBD as a source of education to overcome this challenge. 

Any big plans for BETR CBD in the coming months? What product offerings do you plan to develop in the future – RTM beverages, gummies, etc?

We’re excited for the opportunities we have encountered since launching in September, one of those being placed in Pop Up Grocer in NYC beginning in winter 2023.  Follow us on social media or join our mailing list to learn more about upcoming plans. 

What excites you most about being in this industry? What is your prediction for the cannabis-infused product space? 

What excites us most is the support and connectivity within the CBD industry, and the growth opportunity.  The industry is eager to support one another, making it a truly collaborative group.  We have found many brands and people in the industry that are willing to jump in and help, to chat through their successes and struggles, share do’s and don’ts.  We are confident in the growth opportunity within the CBD market and look forward to witnessing that growth as consumer awareness continues to build and CBD is adopted among consumers. 

Our prediction for the cannabis-infused product space is positive.  We believe there will be continued growth in the beverage category, introduction of new brands into the protein bar category, and beyond.  As consumer awareness builds and adoption of categories grows, we are sure to see the space explode.

Where can consumers find your products currently?  

Our CBD protein bars are available to consumers across all 50 states via our website at betrcbd.com. We are also developing partnerships with retailers like Pop Up Grocer in NYC and in other states such as Colorado, Maryland, and South Carolina, and beyond. If you would like to see our product in a store near you, feel free to connect with us directly at info@betrcbd.com. 

Welcome to our Producers Series, where we delve into the minds of industry pioneers and innovators. In this edition, we’re thrilled to bring you a fascinating conversation with Joe Guthrie, the CEO of Pause CBD Sparkling Water. As someone deeply invested in promoting wellness through natural, refreshing beverages, Joe is at the forefront of the burgeoning CBD-infused beverage space.

In this Q&A, he shares his insights about the industry, the challenges and triumphs of launching Pause, and his exciting predictions for the future of cannabis drinks. So sit back, grab a can of Pause Sparkling Water, and dive into the journey of this trailblazing brand.

Can you start by sharing your background with us, and what inspired you to create Pause? 

Before delving into creating Pause, it’s worth noting that my professional journey began in trading. I spent 25 years at the Chicago Board of Trade, which taught me alot about business and fueled my passion for helping people. I’ve always believed in CBD’s benefits, which were further reinforced through personal experiences. The idea of combining CBD with a social, drinkable format came naturally. Our goal was to create a product that seamlessly incorporated the wellness benefits of CBD and fit into social settings, without the sugars, calories, or carbs typically found in beverages.

Our journey started with Noon Whistle, a craft brewery in Lombard, IL, started in December 2014, and later expanded into Naperville, which played a significant role in shaping Pause. Being in the craft brewing space, we noticed a gap in the market for a healthy, zero-sugar/calorie beverage option. That’s where the concept of Pause was born.

Since its launch on May 1st, 2023, Pause has been embraced at over 70 retail locations. We are proud to be stocked at 40 Beverage Depots in the Chicago area, along with various breweries, restaurants, bars, CBD shops, health clubs and Noon Whistle’s tap rooms. Customers can also conveniently purchase Pause online through our website and enjoy nationwide shipping. Plus, we offer free shipping on orders over $20 to make it even easier to enjoy Pause. At retail, it is priced at $11.00 per 4-pack, making CBD accessible for all.

In essence, Pause is a reflection of our commitment to promoting wellness and a balanced lifestyle. It’s been a thrilling journey so far, and we’re excited to continue sharing the benefits of Pause with more people across the country.

What is the significance of your brand’s name?

When we were brainstorming names, we wanted something that would not just represent our product, but also the experience we wanted to offer our customers. That’s how we landed on “Pause”. We want people to take a break, to relax, to “pause.” In our fast-paced lives, we often forget the importance of slowing down and taking a moment for ourselves. We believe our CBD sparkling water can facilitate these moments of relaxation.

Our roots in the craft brewing industry also played a significant role in choosing the name. At Noon Whistle Brewing, we noticed that people would want to take a break or “pause” after enjoying a few beers. We wanted to offer a healthy, beneficial alternative for these moments. But this concept extends beyond just a break from alcohol. It could be any moment in your day when you need a respite. It could be a pause during a hectic workday, a pause after a strenuous workout, or simply a pause to enjoy some peaceful alone time.

We envision Pause as “a break with extraordinary benefits.” So each time you indulge in Pause, we wish for you to relish the harmonious blend of relaxation and wellness it brings.

Who do you envision the Pause consumer to be? What benefits do you hope they gain from drinking your beverages?  

We envision the Pause consumer as someone conscious of their health and well-being. They prioritize balance in life and understand that wellness goes beyond just physical health. They’re active, not necessarily athletes, but people who understand the importance of staying physically fit and active.

Another key characteristic of our target consumer is mindfulness. They are people who are aware of what they consume and how it affects their bodies. They are looking for ways to reduce anxiety, pain, and inflammation naturally and healthily.

And that’s where Pause comes in. Our sparkling water is not just about quenching thirst or offering a refreshing drink. It’s about providing a beverage that aligns with our consumers’ values and lifestyles.

When someone chooses Pause, they’re choosing a drink that is good for them. We hope they find comfort and peace of mind knowing they’re putting good things into their body. They’re staying hydrated while also benefiting from the wellness properties of CBD.

We aspire to empower and enhance the well-being of our valued consumers with every invigorating sip of Pause. It goes beyond just enjoying its refreshing flavor – our aim is for them to truly embrace the numerous benefits it offers for their overall wellness. This encapsulates the sublime experience we wholeheartedly strive to provide through Pause.

How did you choose your three flavor profiles?  

We decided to start with three flavors, Berry, Lemon-Lime and Tropical.  This decision was strategic in that it allowed us to offer variety without overwhelming our consumers with too many choices. It also gave us room to grow and expand our flavor offerings based on consumer feedback and trends in the future. 

These mainstream flavors serve as a familiar starting point for those new to CBD-infused beverages. By offering flavors they recognize and enjoy, we hope to make trying Pause a comfortable and enjoyable experience.

In the future, we plan to expand our flavor offerings based on feedback from our customers and market trends. We aim to continuously evolve and innovate while staying true to our brand’s promise of providing refreshing and beneficial beverages.

How do you educate your consumers on CBD?  

Education forms a significant part of our work at Pause. We believe that an informed consumer is an empowered consumer. We constantly talk about the benefits of CBD, using relatable examples to make it easier for individuals to understand. For instance, we often use the Wizard of Oz, Tin Man analogy to explain how CBD works. Just like the Tin Man could move his joints more freely after oil was added, CBD may help reduce inflammation and pain, providing relief and improving mobility.

Our approach to education is not a one-time event but an ongoing conversation. As people start to learn about CBD, their curiosity increases, and they want to know more. We encourage this curiosity and aim to provide accurate, reliable information to satisfy their queries.

We also try to draw parallels between taking CBD and daily health routines, like taking vitamins. This helps people understand that CBD is not a one-time solution but something that can and should  be incorporated into their daily wellness routine.

Education is not just about talking about the benefits of CBD, though. It’s also about addressing misconceptions and fears.  It is important that people understand that we use broad-spectrum CBD, there is not a detectable trace of THC in Pause. We strive to provide transparent, honest information about our products and the ingredients we use. Our goal is to ensure that our consumers feel confident and comfortable choosing Pause.

Our approach to educating our consumers on CBD is comprehensive, continuous, and consumer-focused. We want our consumers to not just enjoy our beverages but also appreciate the benefits they offer.

How did you find SōRSE, and why did you choose SōRSE’s emulsion solutions over other providers?

Finding SōRSE was a result of thorough research on cannabinoid emulsion providers. Their reputation is unparalleled in the industry, often referred to as the “Rolls Royce” of cannabinoid emulsions. Choosing them was an easy decision based on their commitment to quality and excellence aligning perfectly with our brand values.

What challenges have you faced thus far since launching in the Spring?

Since launching in the spring, we’ve encountered many challenges. The main one is the lack of CBD awareness in restaurants and bars. This leads to uncertainty about laws and hesitancy to stock our product. Social media ads are also challenging, despite CBD being legal.

Private clubs like our concept but face pushback from members, delaying their decision to carry our product. Educating potential and current customers is an ongoing process. It’s a constant challenge.

Any big plans for Pause in the coming months? 

Regarding plans, we have several exciting ideas in progress. While we can’t reveal everything just yet, stay tuned for updates. We’re excited to bring our health-conscious consumers more ways to pause, hydrate, and enjoy life’s moments.

What excites you most about being in this industry? What is your prediction for the cannabis-infused product space?  

The most exciting aspect of being in the CBD industry is its growth potential. We believe that this industry is just beginning to blossom and will become even more prevalent as people understand it better.

Our prediction for the cannabis-infused product space is positive. As people continue to seek healthier alternatives, we anticipate a rise in the popularity of CBD-infused beverages. It’s not just about wellness, but also about offering a choice. We foresee a future where consumers at a bar will have a variety of options – alcohol, THC, non-alcoholic, and CBD – and many will opt for cannabis drinks.

We’re particularly excited about low-dose options, which allow consumers to socialize and enjoy their time without worrying about driving home safely or dealing with hangovers. Our mission aligns with this vision: to create refreshing, natural beverages that promote wellness and balance. Check back soon for our upcoming plans!

Anything else you’d like to share about Pause?

What sets Pause Sparkling Water apart is the level of care and attention we put into every stage of our production process. We’re hands-on from start to finish, testing our products through multiple labs, including an in-house lab. This allows us to have full control over the quality and safety of our products.

 Noon Whistle Brewing is a multi award winning brewery that has been a reputable name in the industry since December 2014, further strengthening our commitment to quality. Pause is manufactured and brewed in their state-of-the-art commercial production facilities.

We’re also excited about our expansion in Naperville. As we continue to grow, we stay committed to our brand and identity, which is rooted in wellness, balance, and natural ingredients. Our goal is to provide a refreshing, healthier alternative for those who value a balanced lifestyle.

We are grateful for the support we’ve received thus far and look forward to continuing to serve our health-conscious customers with our unique and tasty sparkling water. So, whether you need a break from your busy day or simply want to hydrate in a fun, flavorful way, remember to “Take a pause” with Pause Sparkling Water.

For the 10th post of our Producers Series, we spoke to Richie Harrington, founder and owner of Adapt Brands, to get an update on his business. We first spoke with Richie in February 2022 for Producers Series 8 when he was preparing to launch the first two SuperWaters, Immunity and Recovery. In this recent interview, Harrington shares his plans for expanding his product line, news on a distribution partnership, and thoughts on some of the challenges and successes he’s experienced in the past year. 

It has been a year and half since we published Adapt’s first Producers Series; what’s happened since you launched your beverages last year?

A lot is the answer to that! Since launching in April 2022, we not only became the first and only hemp beverage to be NSF Certified for Sport, but we’ve also become the first hemp CBD beverage to be sold into professional sports teams’ locker rooms. Our goal has been to continue to dominate the athletic space and be a product that athletes use on a day-to-day basis, instead of paying to be in a locker room or potentially in the stadium. Those deals will come because we’ve seen how well our product has done in the retail space as well with professional athletes.  That’s a route that we want to continue to pursue because we know that athletes can use our products as an alternative to sugary, synthetic beverages.  

 We’ve had a lot of requests to expand our line to improve other functions that athletes are looking for, like focus, to replace prescribed substances like Adderall. 

At a young age,  I was diagnosed with ADHD. When Adderall was prescribed to me in college, I had to go through 10+ hours of neuro-psych testing for it to be approved by the NCAA so that I could play football. Eventually I got to a point where I wanted to move away from taking it, especially when I found that hemp and CBD helped me focus and that I didn’t need the prescription anymore.   

As we expand the product line, it makes sense to include beverages for focus and sleep, because sleep is another function that athletes want help with. Getting good sleep can be challenging, especially right after competing when you experience a huge adrenaline rush, which makes it hard to fall asleep. Another problem is that a lot of athletes travel for away games, and the time changes can mess with your sleep cycle.  

Some athletes use opioids to get to sleep, and others use products like Melatonin. Both are problematic, because we know opioids are addictive, but not everyone knows that our body produces melatonin naturally. If we start taking a product that has melatonin in it, our body starts to become dependent on that, and the body will stop producing it on its own. I wanted to create a sleep product that’s healthy and natural. I’m super excited that these two new beverages will have their place not only within retail but within the locker room as an easy grab and go solution. Our drinks are the antithesis to sugary sports drinks like Gatorade, Body Armor, Powerade, you name it! 

This summer, we’re also launching single serve stick packs that will be a healthy alternative to the RTMs on the market right now like Liquid IV and DripDrop. Our athletes and the teams are asking for a more convenient form of our product that they can travel with, and having a powder option makes sense. All you do is mix the contents into your water, and you’ve made your water super!  I think we’ll stand out in this space because the powder packs will be NSF Certified, will contain hemp CBD Powered by SōRSE. I consider hemp a superfood; it’s beneficial for an athlete, especially around joint and muscle inflammation. I want to continue to attack that sector and create awesome products that athletes love and that taste good.

What are some of the challenges that you faced in your first year, and how have you overcome them?

The first challenge is that we’re a small company. We have a number of athletes who are investors, and we’ve raised Friends and Family money. Now we’re starting to raise seed money because the demand for the product is there, but by no means are we a heavily backed startup. This really has been a David versus Goliath story for us within the locker rooms, when it’s us against Coca-Cola or Pepsi products – but we’re in there and doing well. There are always challenges you have to face, but you just have to tackle adversity head on and be persistent, and I’m definitely persistent!

Persistence with Adapt means showing athletes that there are alternative products for them that are accessible and safe. We’re a small team — just myself and a couple of other people. We can’t be everywhere at once, so that’s a daily struggle that we go through. We heavily rely on our partners to help us with aspects of the business like marketing and getting our name out there. We’re very thankful to all of our partners and supporters like SōRSE and BevNET who share news about Adapt.

What about a success in the last year that you are proud of?

I think being the first of anything is amazing. Ricky Bobby said it best — “If you’re not first, you’re last!” Adapt being the first hemp beverage to be NSF Certified for Sport was a big win for us last year. That said, you can’t just rely on one success to have continued success. Every time that we’ve got another athlete on board as an investor or another team on board as a wholesale contract, we knock down another brick in the wall. We continue to build momentum with the beverages being available in more professional locker rooms and more teams interested in our products. 

Another challenge is that the leagues don’t know how to regulate these types of products, so we’re working with teams directly and the leagues to become an approved product. We’re approved at the MLB level and NBA level right now, and we’re working on the NHL, NFL, and MLS. We’re also starting to work with teams to get our products into the concession stands in the stadiums; that way the patrons can have access to these products too. We want to give sports fans a healthy way to hydrate and see that there are healthy alternatives. I want everyone to have access to our product and benefit from it. 

You have an upcoming partnership with Equinox gyms and Earthbars in California, which will introduce a different segment of consumer to your product. What excites you about this deal?

The Equinox/earthbar partnership is a big deal for us – beginning July 1, our Immunity and Recovery beverages will be available in over 68 locations, 23 of them being in Equinox gyms. The fact that Adapt is NSF Certified for Sport is very important to them, and the deal shows that this certification can carry over into the world of an everyday athlete who cares about their health and fitness. We want the consumer to know it’s safe for them to take, and the certification guarantees that our product has been rigorously tested and that there are no banned substances in it. 

How do you educate consumers about your product – from the ingredients to the intended benefits?

Educating consumers isn’t always easy, especially when you’re in a young market and you’re building a category for hemp infused beverages within the market. Athlete testimonials are important, as well as explaining how to read a product label and how to look for clean ingredients. When people pick up a beverage, they should be looking at the ingredient label. Whatever that first ingredient is, that indicates the highest amount of ingredients in that product. Take coconut water, for example. Many are water-based using a coconut concentrate, which means it’s not actually coconut water. In comparison, the base of our product is 100% organic coconut water. That’s a big differentiator for us, plus the inclusion of other functional ingredients that are natural. When you use our products, you’re actually getting everything we list on the label, including hemp Powered by SōRSE. 

What have you learned about yourself as an entrepreneur/owner/Jack of all trades over the course of the past year?

Being the Chief Everything Officer is definitely not easy! You have to wear a lot of hats in a startup. The biggest thing I’ve learned is that you have to keep moving the boat forward, whether it’s one inch or one mile. Positive movement in the right direction is the key to any business, and every day we’re pushing this boat in the direction that it needs to go. You’re going to have good days, you’re going to have bad days, but as long as you don’t have negative days, then you’re going in the right direction. What’s also important is having the ability to adapt – to receive the feedback that we get and provide athletes and consumers with the types of healthy products they are looking for.  

 Can you share a piece of advice for someone thinking about starting a beverage business or a business of any kind?  What would you advise them to do in that iteration phase?

Be persistent. You have to be persistent in everything you do, whether it’s coming up with an idea or formulating something new. Persist when pushing the boat in the direction you want to go, but also be flexible and adaptable. If things aren’t working the way you want them to or you’re not getting the outcomes you want, you have to be able to shift gears and reassess what you’re doing.  Being intentional is also important; there needs to be a reason for every decision and move you make. For someone wanting to create a beverage brand, first and foremost, it has to taste good! If it doesn’t, people just won’t buy it. And – find a way to differentiate yourself from other brands; find ways to stand out from the competition.  

For the 9th post of our Producers Series, we spoke to Lisa Schimnowsky, one of the three founders/owners of L8 Life, a company based in Los Angeles which produces four flavored CBD and fruit infused sparkling beverages. Given their positive experiences using CBD, the three partners were inspired to create a drink that would fit into the consumer’s daily routine, taste great, and “symbolize a moment to look forward to everyday.” In our interview, Schimowsky explains the significance of the company’s name, how they chose the four flavor profiles, why they chose SōRSE as their emulsion provider, and their plans for 2023 and beyond! 

Can you start by sharing your background with us, and what inspired you to create L8?

A few years ago, I was dealing with very bad back issues that I had been experiencing for quite a while. I have a herniated disc in my lower back from a bad soccer injury, and as a result, I couldn’t walk for nearly three months because of sciatica running down my legs. To manage the pain, I was prescribed strong medication, as most people are who sustain an injury like that, and I did physical therapy which really helped. I was lucky in that I didn’t have to have back surgery. I slowly weened myself off the medications, but I still struggled with pain.

This all occurred when CBD was just coming onto the marketplace, and I was curious about what the cannabinoid could do for pain management. I started doing more research and trying different products and found that it really helped. One of my business partners uses CBD to manage insomnia, and the other uses it to manage anxiety. All three of us did a deep dive into the research, from white papers to scientific studies to case studies, and saw how powerful this cannabinoid was.

From there, we decided to make something that we would enjoy every day, at any time of day, that would be impactful to the consumer. L8 was born out of us trying CBD ourselves and experiencing its benefits.

What is the significance of your company’s name?  

L8 represents eight “L” words that we have identified as the core of our brand. Each of these words means something specific to us. These are the pillars of what we think are important aspects of our lives – and they can be interpreted many different ways based on a person’s experiences.  We want the consumer to be able to define each word for themselves. There’s also a play on words with our name, as L8 is very close to “elevate” and “elated.”

Who do you envision the L8 consumer to be? What benefits do you hope they gain from drinking your beverages? 

We found that there was a gap in the market in terms of products that would appeal to women specifically. We wanted to make a product that was approachable for women who might not know a lot about CBD or cannabis but who were interested in trying it to see how they might benefit. Today the consumers are engaging with brands at a higher level and educating themselves on what the added benefits of cannabinoids and adaptogens. We want people to come with us on the journey to figure out what works best for them.

How did you choose your four flavor profiles?  

We did a lot of market research and a lot of taste-testing of benchmark samples with our formulation house as well as sampling other products on the market. One of the flavors I have always loved is vanilla, which is a popular, well-known flavor in consumer-packaged goods. When we were formulating, we wanted to find the perfect match for vanilla, and it turned out to be coconut. That combination is definitely my favorite, and it was well received when we were in New York a few weeks ago because it delivers a tropical, relaxed vibe. All four are solid flavor profiles that our customers seem to enjoy – and we have other new products in the pipeline that we think will resonate with consumers.

How do you educate your consumers on CBD?  

My partners and I talk a lot about what we have personally experienced using CBD, and I think those stories are impactful because we have personal results that mean something to us. Of course, it’s subjective, because people have different experiences with CBD. There are a lot of great resources out there for learning more about the plant and its cannabinoids, including the educational materials the SōRSE team has provided us. We value having a transparent partner and supplier that is committed to helping us educate the consumer.  

Which of your company’s core values resonates most with you and why? 

When the three founders (including myself) sat down to talk about our core values, it was a really interesting exercise, because we are so different! Each of us has a value that resonates most strongly. For me, the ability to press pause, reset, step back, and make time to take care of myself and find my center is extremely important. 

How did you find SōRSE, and why did you choose SōRSE’s emulsion solutions over other providers?   

One of SōRSE’s Business Development Directors connected with us through LinkedIn. At the time we were using an isolate powder from another supplier, and we found out that the batches were inconsistent and unstable. We shifted gears, changed our production location, then started testing SōRSE’s products, which checked all the boxes for us – from being tasteless and odorless to all the testing, lab results, and documentation the company provides. Plus, it tasted great in our formulation!  Everyone on the SōRSE team has been a please to work with. These are just some of the reasons we chose to put the “Powered by SōRSE” moniker on our cans!  

Any big plans for L8 in the coming months?

We will be adding three more beverage SKUs to the line in the coming months with some cool hydration features, plus the CBD, in them. In Spring of 2023 we are adding another four SKUs. In the Fall of 2023, we’ll be releasing a product that will bring coziness and warmth to our customers. We’re really excited about the products that we’ll be launching that blend the lines between beverage, supplement, and beauty. We’re also exploring the idea of beverage shots for 2025.  

What challenges have you faced thus far? 

I think most CBD-infused beverage producers are challenged by dosing because of scalping – making sure that the amount of CBD in the can matches what is on the label. It’s a tough process to make sure the dosing levels are correct. Getting the effervescence and carbonation level where you want it is also a process!  

All of the changes we have gone through in the past few years – renaming our brand to switching our supplier and co-packer — were amazing transitions for us. Our old brand name didn’t allow us to innovate in the way we wanted to – so the transition to L8 was an easy one. There are so many little things you learn along the way as a startup, like managing UPC issues.

What excites you most about being in this industry? What is your prediction for the cannabis-infused product space?  

I think the industry will hit the sales projections research groups are expecting once CBD is regulated by the FDA. The industry is healthy and sustainable despite remaining in this grey zone, but people are becoming more aware what else is in the product and the value add. We’re offering beverages not just with CBD, but Reishi mushroom, which is a powerhouse adaptogen, which is what consumers are more interested in. What excites me about the industry is that we are offering natural alternatives for people’s wellbeing. All three of us at L8 are big advocates for natural solutions to health issues.  

For the 8th post of our Producers Series, we spoke to Sierra Thomas, founder and owner of Pink Cloud Beverages, which produces two tropical, CBD-infused sparkling beverages perfect for summer sipping – and every season! Pink Cloud offers two flavors that will transport you to the beach and ocean – Pining for Pineapple (Pineapple, Yuzu, and Lime) and Lounge Chair Lilikoi (Lilikoi and Guava). In our interview, Thomas shares what inspired her to start a beverage company after working in the music and media industry for many years, the significance of the Pink Cloud name, why she chose SōRSE as her water-soluble emulsion provider, and events where you can find Pink Cloud.

Can you start by sharing your background with us, and what inspired you to create Pink Cloud?

I am a native Oregonian who appreciates musicians, filmmakers, chefs and all the beautiful places to explore in the Pacific Northwest. I moved an ocean away to attend Hawaii Pacific University where I fell in love with the island and the music industry as I interned at Hawaii’s #1 reggae station. It only made sense to continue my journey in the music industry once I moved back home. I worked in the media and music industry for 15+ years. I was living in a fast-paced world full of temptations and distractions in my twenties while attending concerts, events, and launch parties in the majority of my week. I was entertaining and drinking a lot. I hit a point in my late twenties where I was tired of letting my well-being take a back seat and I was tired of the status quo: Short, boring lists of non-alcoholic options; very caloric, sugar-packed virgin drinks in pint glasses that screamed, “I am not drinking!”; or the regret-hangover-repeat lifestyle when I imbibed.

My career took off while I was trying to navigate sobriety in an industry that was not equipped to embrace a sober curious movement. My anxiety about what to order at the bar was real. That’s when a friend suggested I try CBD to help with the anxiousness and to get better sleep. I was apprehensive at first, due in part to the lack of education around CBD. I also wasn’t sure if it was accepted in recovery, and my brain was conditioned from all those old-school “Just Say No” anti-drug ads. When I did try CBD, it was like a switch went off; I felt balanced, chill, and all those little things that used to bother me did not anymore. Most importantly, I was sleeping again. It was a game-changer. 

Once CBD began part of my daily routine, I spent a lot of money buying wellness drinks, CBD beverages and tinctures. I joined monthly memberships and would constantly be mixing my homemade mocktails. After an epic NYE in Bend on the drive home, my husband Brian said to me, “You spend enough on products yet always add to more to them. Why don’t you make your own NA hemp beverage line?”  At first I laughed, as I had no firsthand experience in CPG, but then the entire ride home, I could not stop thinking about what I would do if I had my own beverage line: What would I do differently, what would the brand look and feel like, how would it taste, what ingredients would I use, and how could I create an inclusive community around it. I did not realize it then, but that was the day Pink Cloud Beverages was born.   

Pink Cloud is a wellness alternative to alcohol, transporting you to a tropical state of mind with a swell of real fruit juice/purees, the sunshine vitamin, a natural/clean custom sweetener blend, low calories, and 30 mgs of Broad Spectrum Hemp. It was created specifically for other modern, health-conscious females like myself.  

What is the significance of your company’s name?

Pink Cloud has a lot of significance for many in the NA community and me. It is a term commonly used to describe a stage of early addiction recovery that involves feelings of euphoria and elation. When you’re in this phase, you feel confident and excited about recovery. When I close my eyes, I go back to that place feeling “euphoric” or on a cloud where everything looks rosy. I wanted to create that feeling of euphoria and elation for others to enjoy, which is when I started to write a list of things that brought me elation — hearing my favorite song while driving, paddle boarding while the sun hits my face, good company and conversation over an amazing meal.

Who do you envision the Pink Cloud consumer to be? What benefits do you hope they gain from drinking your beverages?

Pink Cloud is for a growing group of non-drinkers who want to enjoy the social side of drinking without anxiety or the negative effects alcohol has on our mind and body. Our goal is to create inclusion and welcome individuals who are sober or simply want the option to choose, to question or to change their drinking habits for health-conscious reasons.

One of the first steps was creating a persona to target. “Sloane” is an urban millennial with disposable income, college educated, tech savvy, and an early adopter; she’s health conscious and active. She pays attention to consumer trends and branding and is loyal to companies that are transparent or give back to the community. She is a heavy subscriber to services like IPSY, FabFitFun, and Instacart; she can tell you all the new trendy restaurants in town; and she is in-the-know on emerging artists. She craves life on her terms and strives to live in the moment. 

How do you educate your consumers on CBD and how (and why!) to incorporate your beverages into their daily routines?  

Education is vital, as the cannabis industry is growing at a rapid pace. It can be tricky as you cannot make medical claims when marketing your product on why to incorporate CBD into your daily routines. I spend a lot of time sharing my experiences with CBD through storytelling or consumer reviews.

An ambitious initiative we have is to build an online resource directing people to scientific-based research, cutting-edge articles/medical literature, podcasts with professionals in the industry, commonly used terminology, cannabis testing, details on the Endocannabinoid System, Entourage Effect, efficacy and so much more. 

One of your company’s core values is social responsibility. Can you tell us more about that?

Nonprofit alignment is very important to Pink Cloud Beverages; it is part of our company DNA.  We have followed companies like Patagonia, Miir, Aloha Collection, Slowtide, and June Shine which are committed to building a healthier planet, and we strive to follow in their footsteps.  When looking for non-profits to partner with, we analyze the need, the transparency, and the impact, as well as the future goals to evolve.  It is also important to know if the nonprofits are agile, always focused on their mission, donor-centric, and always striving to learn and listen.

When we launch July 1st, we’ll be sharing exciting news around how we will help make an impact tackling our planet’s most pressing environmental issues, especially around oceans, waters, and beaches we love so much. I have an eight-year-old daughter who loves to paddle board, hike, camp, swim, and bike, and I want to leave this world in better shape for her!

How did you find SōRSE, and why did you choose SōRSE’s emulsion solutions over other providers (factors might include safety, flavor, consistency, stability, ease of integration in production, testing, bioavailability)?

My closest friends would describe me as a lover of first-class food, noteworthy beverages, and high-quality ingredients (just look at my grocery bill, LOL). When it came to Pink Cloud R&D, those factors acted as my north star making decisions. I wanted to set the bar high.  This is why we focused on a swell of real fruit juice and not concentrates, clean/natural sweeteners (not stevia), and functional ingredients (based on efficacy and testing).  

We spent a long time searching for the perfect broad-spectrum hemp. We experimented with a ton of water-soluble CBD emulsion solutions, and after many months of testing, we narrowed it down to two.  We chose SōRSE for a multitude of reasons, number one being an ingredient that easily integrated into our formula without altering the taste, followed by transparent testing and support from a collaborative team who truly treats your company as if it was their own. 

Why did you choose to put “Powered by SōRSE” on your product?

 I chose to put “Powered by SōRSE” on our cans because not all CBD is created equally. SōRSE is first-class in the industry, sets the bar for functional ingredients, and is constantly evolving. Pink Cloud is proud to have broad-spectrum hemp Powered by SōRSE in all of our beverages. 

Any big plans for Pink Cloud this summer – events you are participating in or plans for formulating other flavors?

We have big plans this summer! We debuted at the Good Food Mercantile this past April and recently have selected events that align with “Sloane’s” lifestyle and desires. These events could blend food, music, culture, and outdoor adventures with our premium non-alcoholic functional hemp beverage. You might see us at a new pop-up restaurant,  tasting at a premier collection of inspiring hotels in downtown Portland (i.e., Hotel Lucia), offering an NA option at Dinners in the Field (a farm to table event), hanging at the Portland Night Market and SnackFest, jamming at an outdoor concert, or hydrating Marathon runners. If there is a lifestyle event that delivers elation to our core customer, Pink Cloud wants to be a part of it.

Can you share a lesson you’ve learned about starting and owning your own business?

Purpose is vital. Take calculated risks, ask lots of questions (and truly listen), and realize early on that failure is not a step backwards but a step closer to success.

Prior to launching Pink Cloud Beverages, I was successful in the media and music industry for over a decade. I had no aspirations to become a founder in the CPG industry and was very comfortable solving clients’ problems, developing strategic campaigns to address those challenges, all while making a good income doing something I truly loved. In 2010, I checked myself into outpatient rehab on my own terms. I attended weekly out-patient groups after leaving an eight hour day at the office plus attended weekly meetings.  In one of those meetings, a lady I admired talked about her recent relapse.  She emotionally shared how in a simple moment after over a year sober, she found herself sipping a cocktail without even thinking twice.

That moment I realized sobriety was not going to come easy, and I would continually have to work for it and create an environment I could thrive in, and at that time there was not many NA beverages or ones that even tasted good…. Fast forward to that NYE drive home from Bend, and it all clicked. I was going to create my own premium non-alcoholic functional hemp beverage, as CBD had been a game-changer for me in my sobriety journey. It eased my anxiety, helped me sleep, and left me feeling more balanced to live life on my terms in the moment without future tripping.

I had a stream of consciousness during that drive home, and I knew in that moment I had to dedicate myself to creating an inclusive alternative to alcohol that nourished both mind and body. I learned how vital it is to live, work, and breath with purpose.  I would need to take risks, ask a ton of questions, listen, and be ok with failing all while staying true to my purpose.

What excites you most about being in this industry? What is your prediction for the cannabis-infused product space?

Is it cliché to say this entire industry excites me!?  I am excited to see all the innovative products that will come to market to satisfy consumers, the research being done on the impacts that cannabinoids like CBD have on our minds and bodies, and to continue working on our new product which reflects two things I love very much – cannabis and beauty products.

For the 7th post of our Producers Series, we spoke to Richie Harrington, founder and owner of Adapt Brands, which produces Adapt SuperWater. Harrington, a former Division 1 college athlete, first started using hemp during his recovery from surgery and is a big proponent of the benefits of hemp for overall health and healing. Adapt SuperWater’s base is coconut water, which is then infused with Superfoods such as mango, pomegranate and hibiscus which pair well with 25mg of Broad-Spectrum hemp found in every bottle. In our interview, Harrington explains his journey from athlete to entrepreneur, the significance of his company’s name, and why he chose SōRSE as his emulsion provider.  

Can you start by sharing your background with us, and what inspired you to create Adapt Brands?

The journey into this space began when I played college football at Oregon State as a quarterback. In 2013, during my junior year, I tore my shoulder badly after getting hit in practice. After surgery, I was dealing with a lot of pain and inflammation management, and subsequently, I started using CBD and hemp products as part of my recovery. What I noticed quickly was that when I stopped using opioids and switched to natural remedies like cannabinoids, I healed a lot faster. I was back throwing in 2 ½ months as opposed to 3-4 months.    

My surgeon asked me how I was recovering so fast, so I told him about my CBD regimen – and he agreed that it was making a positive difference. During this time, I was beginning to realize that there were natural alternatives to synthetic supplements, synthetic beverages, and protein powders that the body doesn’t necessarily process well. I was also concerned about the addictive quality of opioids, which we now know is a huge epidemic. That’s another reason why I started using hemp products throughout the healing process. Also, once I started taking CBD for ADHD, I didn’t need to take Adderall any longer. My experience with hemp products has been nothing but positive.   

After college, I moved back to California to work for the family business – Maui and Sons. It’s a California lifestyle brand that promotes clean living, eating well, and being active. After working in marketing and e-commerce for the company, one of my friends who had retired from the NFL was interested in getting into the cannabis space. We looked at grow-op opportunities but realized that it would be very difficult to raise capital for a venture like that. Even though that idea went by the wayside, I was still enthralled with the cannabis space and wanted to figure out how get involved.    

After talking to some of my mentors and advisors, they suggested that I create a product for athletes. I had been taking a superfoods powder and started looking more into the combination of superfoods and hemp. The first products I made were two CBD-infused superfoods powders in single-serve stick packs.  At the same time, my dad, being the entrepreneur that he was, had a coconut water business as part of the Maui and Sons portfolio. I pitched him the idea of doing a hemp-infused coconut water, but he insisted that I do it myself since he didn’t know much about the hemp space.   

In 2019, when I was looking for an emulsion supplier, I found SōRSE  through one of my investors and mentors. The SōRSE team then connected me to Power Brands for formulation help. At the end of 2019 we came up with the formulation for Adapt Super Water, a superfood-infused coconut water. Our formulation was finished in November 2019, right before BevNET. At BevNET, the SōRSE team let me offer samples of my beverage at their booth, in a space where I knew no one. It was a great event, though, because I met people who gave me advice on how to improve my beverage and build a brand.   

We launched the first Adapt beverage in January of 2020, and we were selling them in some Gold’s Gyms and some yoga studios – but then COVID shut that down – which gave me time to reformulate my beverage and reassess my approach to the market.  

During COVID, I had the opportunity to work at Power Brands beginning in June 2020. I started as a project manager, then became marketing and ecommerce manager, and quickly worked my way up to Operations Manager for the distribution center. It was an amazing learning experience – I touched every aspect of the beverage space including formulation, production, and sales. Last summer, I decided to relaunch Adapt, and tested the beverage in the LA market. Our SuperWater performed really well, selling out of product in seven weeks. I went back to running Adapt full time in November, and since then, I’ve been working on raising capital to scale, market and fully launch Adapt back into retail.  

Adapt SuperWater will be the first NSF: Certified for Sport Hemp beverage, opening up a new market of products for professional and collegiate athletes to safely take.

What is the significance of your company’s name?   

Adapt is a word that has been very fitting in my life. When one door closes, you must figure out what the next opportunity is. Since launching at the beginning of COVID, I had to figure out how to adapt to the situation and come up with a new product that would fit the needs of consumers today, but sticking to Adapt’s core mission. The word “adapt” just kept coming up in my life, and it made sense for what I wanted to accomplish. Of course, adapt is also part of adaptogens, which play a prominent role in our product as well. The logo is a leaf in a water drop, in the shape of an A, representing the combination of superfoods and hemp. 

The fun thing about being an entrepreneur is that every day there is a new challenge or a fire to put out. I like working hard. My dad always told me that if you take care of your business, it will take care of you. This is a time when I can afford to put in all my time and effort into Adapt and go after what I have wanted this company to be for the last few years. I’m very excited about what’s ahead.   

Who do you envision the Adapt consumer to be? What benefits do you hope they gain from drinking your beverages?

 Adapt’s goal with our SuperWater is to offer an alternative to synthetic beverages, supplements, and opioids by combining natural, organic superfoods with the beneficial qualities of hemp. What I want people to realize with Adapt products is that there are better alternatives out there for what ails them, alternatives for products that we are told we should take but that are actually more harmful than helpful. My goal is to help combat the opioid epidemic, especially in the world of sports and athletics. I have lost friends to opioid overdoses – if I can help change one’s life with an alternative product, that would be amazing.  Because of my background in sports, I have a lot of experience and have seen firsthand the damage pain medication for muscle and joint pain relief can do to a person.   

Natural hydration is another aspect of a healthy lifestyle that’s important. Our product is 100% pure coconut water as our base, and we add functional ingredients to build functional stacks that help the body recover. We tie functionality to each of our products – our mango beverage with l-theanine and chamomile is for recovery, and the pomegranate hibiscus beverage is for immunity. There is no added sugar or preservatives in the drinks; they are sweetened with monk fruit.   

Adapt’s beverages are not just for athletes; they are for anyone who is looking for a healthy and natural way to protect and restore their mind and body.

An aspect of your company that stands out is the focus on “superfoods.” How did you learn about superfoods – and are there any challenges incorporating them into your product formulas?

I first started to learn about superfoods from the family business. Coconut is an amazing fruit because it offers natural electrolytes, sodium, and potassium – you can’t find a lot of fruits with that combination of benefits for beverages. Beyond coconut, I started researching other fruits and functional ingredients that would bring a lot of benefits with them. Pomegranate and hibiscus are high in antioxidants, and mango combines very well with the coconut and the terpenes found in hemp. I think 25mg is the perfect amount of broad-spectrum hemp extract for this beverage, for consumers to really feel the effects.

How do you educate your consumers on CBD and how to use your beverages in their daily routine?

For people who don’t know a lot about CBD, this analogy works really well. Your body is a puzzle, and sometimes your body doesn’t have the pieces that it needs to function at its peak performance. Hemp too has a lot of puzzle pieces (the cannabinoids, the terpenes, the flavonoids), and when you ingest it, your body will pick and choose the pieces that it needs to fill in the spaces that are missing. This all happens in the Endocannabinoid System, which looks for the cannabinoids that we don’t naturally produce and uses the cannabinoids from products that we ingest.  

I think it is also important for people to know that one person’s experience with hemp and CBD can be quite different from another person’s. Our bodies are unique, and we need different things. I really started to notice that when I started taking in more superfoods, that my mind and body would react positively to certain ingredients.  

How did you find SōRSE, and why did you choose SōRSE’s emulsion solutions over other providers?

I found SōRSE in 2019 through one of my investors and mentors who had been working with Mad Tasty. I had asked him who their emulsion supplier was, and he said it was SōRSE. I connected with the SōRSE team and tried the emulsion, and I was really happy with how it tasted. I tasted others, but none of them stood up to the taste factor for me. I knew SōRSE was a product I could work with on the formulation side because it paired so well with the coconut, the monk fruit and the other ingredients I was using. The mouthfeel is also important to me, as is the consistency and reliability. I want to have great quality suppliers throughout the supply chain, which is why working with SōRSE is a no-brainer for me.  

Why did you choose to put “Powered by SōRSE” on your products?

I believe in SōRSE as a supplier, and I believe in SōRSE as an ingredient. With this business, I am looking for long-term partnerships, and SōRSE has proven to be the perfect partner and ingredient for these beverages. Being able to cross-market these days is critical. Being the first NSF: Certified for Sport hemp beverage on the market will  show consumers and other companies that there are alternatives to opioids, and that will be huge for both companies.  

Is there a lesson you’ve learned about starting your own business that you’d be willing to share?

The best lesson has been learning how to adapt and be open to what is around me. You have adapt to be able to compete and move on. During COVID, we saw a lot of businesses not make it because they couldn’t adjust or pivot to what was going on around them. You not only have to be able to change your organizational structure and your procedures, but you might have to change your products as well. I believe that any movement forward, whether it’s an inch or a mile, shows progress.

What excites you most about being in this industry? What is your prediction for the cannabis-infused product space?  

 I think the alternative health market is on the precipice of getting big. Being a first-mover in the industry is what excites me the most. We also have this great opportunity to help people who are looking for an alternative product to synthetic beverages and supplements – so why not go for it? I really appreciate how innovative people are in this space.

In terms of predictions, the hemp beverage space is ready to explode. I think there are a lot of great opportunities to create products that will benefit people – and I love thinking beyond our SuperWaters to what the next Adapt product will be.  

Adapt Brands will be relaunching SuperWater in the Los Angeles area on March 1. To find out more information on Adapt, check out their website: https://adaptbrands.com/