Co-hosted by SōRSE Technology and Food Dive
Presented by John Kueber, SōRSE’s CRO
To gain insights on the unique situation the global crisis has created for consumers interested in CBD products, join us for the following webinar that will reveal key insights that CBD brands can use this year to maintain and grow their customer base.
The term “4/20” has one of the most interesting and legendary origin stories in stoner culture. Despite the dramatic–though apocryphal–connections to police codes and hidden numerology, it actually comes from a story about a group of California high school students in the 70s bent on locating an abandoned cannabis crop in the nearby San Rafael forest. They met at 4:20pm each day to search for it, and eventually “4/20” became their code for getting high. The students had connections to the Grateful Dead fanship, and the term soon caught on with Deadhead subculture, eventually amplified into widespread consciousness through High Times magazine in the 90s. Today it is a global phenomenon, emblematic of stoner culture and the Prohibition era that necessitated speakeasy-style coded language. It’s definitely not a secret anymore!
Though we don’t condone the stigma attached to the pre-legalization market, 4/20 doesn’t have to live in the realm of cannabis leaf sunglasses and Bob Marley wallhangings. 4/20 as a way of life means embracing the range of cannabis-derived products that can improve your happiness and well-being.
More and more people in the modern cannabis marketplace are embracing the concept of maintenance dosing, but that doesn’t mean they are getting high. CBD, THC’s non-intoxicating partner, can be optimized at smaller daily or ongoing dosages. In aggregate, these smaller doses can soften waves of stress rather than allowing them to peak and responding after the fact. It’s a proactive, rather than reactive, approach. Maintenance dosing also allows consumers to take advantage of the myriad low-dose products on the market. For many, a single low dose of CBD may not be enough to feel an effect, but when taken regularly, those doses add up to a meaningful difference in quality of life.
Most of our customers aren’t necessarily looking to light up. SōRSE emulsion technology appeals to those who want a more predictable, cleaner-feeling cannabis product. Expanding the concept of 4/20 to include beverages and topicals takes it beyond the smoke session and into everyday life. Layering is an adjacent concept, based on the idea that using multiple consumption methods yields a symphonic, presumably better tolerated, effect. For example, one can use a suppository, a topical, and an edible to treat certain types of discomfort. As a wider range of cannabinoids becomes available, using multiple consumption methods can be a way to diversify and amplify the effectiveness of your products.
Attitudes about cannabis are changing. Lazy stoner stereotypes and stigmas belong in the past. Did you know that cannabis users are more, not less, likely to exercise? That Bill Gates, Carl Sagan, and Steve Jobs have all used cannabis to decrease stress and enhance their creativity? As time wears on, Michael Phelps’ cannabis scandal seems more and more ridiculous. Every day it gets a little easier to be out as a cannabis consumer. Whether you enjoy the non-intoxicating calmness of Mad Tasty or want to get elevated with Major, you are reaping the benefits of cannabis. Hemp and marijuana are the same plant; the only difference is their percentage of THC. Instead of using CBD to distance and abstract from the illicit associations of 4/20, we should embrace all the cannabinoids as useful and complementary parts of a wondrous plant. 4/20 as a lifestyle means taking advantage of all the different ways cannabis can make your life better.
We can all agree that March has been a hard month for so many reasons — reasons we can’t explain to our friends, family, coworkers, or clients.
While it’s easy to focus on all the negatives that have come with the COVID-19 crisis, we need to focus on the positives to help us get through it. People are making a point to connect with one another, whether it’s over the phone, via Facetime or through Zoom. Teachers are getting creative as they teach their students remotely, many restaurants have shifted to their menus to take-out, people are making masks for healthcare workers, musicians are livestreaming performances and DJs are hosting virtual dance parties.
In many ways, the virus that has pushed people physically apart has brought us closer together.
COIVD-19 has also forced government officials to think about what businesses are essential, and which aren’t. Something that is essential is “absolutely necessary” or “extremely important.” Grocery store – essential. Hair salon – non-essential. Gas station – essential. Clothing store – non-essential. Cannabis dispensary – essential.
When San Francisco Mayor London Breed first announced the city would begin its shelter in place order on March 16 that would begin the next day at 12AM, the city had designated cannabis dispensaries as non-essential businesses, and they would have to close that evening until the order was lifted. 24 hours later, her position had changed; the Department of Public Health announced the decision had been reversed, acknowledging that cannabis dispensaries are essential.
In a tweet on March 17th, the Department of Public Health stated, “Cannabis is an essential medicine for many San Francisco residents. Dispensaries can continue to operate as essential businesses during this time, while practicing social distancing and other public health recommendations.”
In all of the states where cannabis is recreationally legal, dispensaries remain open. Many have had to shift the way they do business – such as offering online ordering, curbside pickup, and delivery services, or limiting the number of people who can enter a dispensary at one time. Most states where cannabis is medicinally legal have made allowances as well – ensuring that medical card holders will have continued access to what they need.
The fact that cannabis dispensaries, which carry many different types of products – CBD, THC, CBN and alike – have been granted this designation of “essential business” is an indicator of how public interest in cannabinoids has grown in the past few years and how people are more accepting of the cannabis plant in general. Last year we saw public interest in CBD explode, followed by huge growth in the CBD marketplace, which led to oversaturation. Currently, there has been a spike in e-commerce CBD sales. After conducting a survey recently, the Brightfield Group reported that 4 in 10 CBD users planned to use CBD more frequently because of the virus. They also stated that 49% of Millennials and Gen Z consumers plan on using more CBD in the weeks and months to come. During a health crisis such as this one, people are more inclined to practice self-care for their mental and physical wellbeing – and for many, CBD and other cannabinoids are part of their daily healthcare routines.
There is no doubt that in the past two weeks, we’ve seen an increase in demand for cannabis products – both CBD and THC. Dispensaries in cities like Seattle, San Francisco, Los Angeles, and Denver have had a steady stream of customers in their businesses – while also being extremely diligent about people keeping a safe distance apart and only letting in a certain number of customers at a time. Dispensaries have also been creative in how best to serve their customers, including offering curbside delivery to cars pulling up outside their businesses. This not only means that sales are up in dispensaries, but for the growers and product producers supplying the dispensaries. One of our THC partners, GreenMedLabs in Washington State, which produces cannabis beverages, has seen their orders triple in the past two weeks, while online orders for Mad Tasty, a CBD sparkling beverage “powered by SōRSE”, are up 40% since March 7th.
Cannabis dispensaries being deemed essential businesses was and still is big news, especially for those who have been using cannabis for years and understand the benefits the plant has to offer. Those people have not been afraid to express themselves to government officials over the past few weeks, to say, “I need this. It is essential for my health, for my well-being. And my well-being matters.”
At SōRSE, the quality and safety of our products has always been our highest priority. As we continue essential operations through the COIVD crisis, we can confidently rely on the measures we established to ensure product safety. The processes, practices, and protocols in our Quality Management System are all the more relevant now, and we are confident that they meet or exceed all current published guidelines. Nonetheless, we added additional steps to ensure the safety of our employees and products.
When news of the virus first broke, the management team asked that all personnel not directly involved in production work from home and take all CDC recommended precautions to stay safe. We instituted additional cleaning and disinfection of high touch surfaces, and our co-mans have done the same. If any employee or their family member shows symptoms of COIVD-19 or any other illness, we require them to self-quarantine for 14 days. We are relieved to report that at this time, our team remains healthy and symptom-free.
It appears that we are in for another month of social distancing to flatten the curve of the spread of the virus. While we know that this situation is difficult on many levels for so many people, we want to remain positive, continue to help our customers, and keep each other’s spirits up. Next month, April, is just around the bend. It’s a time when we can make all 30 days a literal 4/20. We’ll still celebrate the cannabis plant, our essential need, and all it has to offer. We will just have to do it inside and from afar.
We know that this situation is impacting our partners in different ways. If you have questions that need answers, we’re here to help.
The appeal of the cannabis industry is powerful: Financial success while doing fundamental good in the world. Entrepreneurial opportunity for those traditionally excluded from the business world. Fame and prestige for industry leaders. The opportunity — and indeed the demand — to innovate.
It’s not a surprise that many people want to be a part of it. Cannabis is an industry growing in both scope and legitimacy, and new members jump on board each year. Veteran members have a responsibility to help them avoid the pitfalls. Here are some common mistakes companies make when entering into the cannabis market:
Over the years, many entrepreneurs have been eager to jump into the cannabis space, and they all have made the reasonable assumption that the fundamental rules of other industries will be at play here. Unfortunately, the regulatory landscape, particularly as it pertains to THC, is like nothing else in the American economy. No other ingredient is federally labelled Schedule 1 — reserved for highly addictive drugs with no medical value — yet is legal medicinally, recreationally, or both on a state level. Not only is cannabis regulated differently from state to state, regulations are constantly changing and are inconsistently enforced. There’s a reason the cannabis industry has been called the Wild West.
For executives coming to cannabis from other industries, it is critical to know your audience and the complexities of the marketplace. Most people who work in cannabis have a deep knowledge of the plant – its history, its anatomy, its chemistry, and its benefits – and are passionate about making it more accessible across the United States. Company leaders who have done their homework and aren’t afraid to ask questions will garner the trust of their employees; those who don’t will have a hard time earning the respect of their coworkers and other industry leaders.
Cannabis companies are prohibited from making any medical claims, which can be frustrating since most customers interested in both CBD and THC are looking for therapeutic effects. Because of this, euphemisms come heavily into play in branding. Some companies employ a compliance officer to review all customer-facing verbiage.
If you are working with THC, you will not be able to write off any of your standard business expenses on your federal tax return. This leads companies to fractionate their businesses, with separate companies handling payroll, marketing, and retail, which adds complexity and more paperwork. Similarly, because interstate commerce is federally governed, THC products can never be shipped across state lines, even from one legal state to another. That means that every state in which you operate must have its own THC license, processing facility, and distribution network, even if the product being sold is identical. As a result, trying to expand your product’s reach to another legal state can be expensive. Depending on where you’re setting up shop, you will have different packaging limitations for text size, package size, even the colors you can use.
The other thing that differentiates the cannabis market from other markets is its demographic diversity. People from all walks of life, all ages, races, genders and income levels enjoy cannabis. Previous categorizations can be a guide, but often customer profiles don’t match the real world. You may be surprised by who buys your product, and who doesn’t.
Because of the limited regulation of the cannabis industry, it’s tempting to seal deals on a handshake. That’s a mistake in any business, but the ramifications are amplified in this tumultuous landscape. When — not if — one of your partners fails to deliver on their commitments, it’s hard enough to enforce a contract to begin with, let alone in this transitional market. There’s not usually a lot of money to spare for legal battles, either. Take the time to write out the terms of your agreements and spend the money to have them reviewed by a contract lawyer.
Sourcing is one of the biggest hurdles facing cannabis companies. Choosing a supplier to provide consistent, clean cannabinoids is critical for your business, but the process finding that company can be time-consuming. Even partners that start out looking great may end up failing you though logistical insufficiency or a change in leadership integrity. Redundancy is your insurance policy. Cannabis companies should seek out several reliable suppliers, not just one. At the outset, don’t accept an exclusive relationship; work up to it through years of consistent performance.
In a bid for legitimacy, many startups are hiring from industries outside the legacy cannabis market. That can be very useful for expanding the scope of cannabis applications and form factors, but without a holistic understanding of the plant, innovation can be dangerous. Accrued generational knowledge from growers and pre-legalization formulators can help you avoid costly formulation mistakes and contraindications. As a successful cannabis industry friend of mine puts it, “Always make sure you’ve got at least a couple of seasoned veterans on staff.”
There is no doubt that CBD will be around for a long time and likely become a health and wellness staple. That said, the buzz can’t sustain this volume; products cannot be successful long-term on the basis of the inclusion of CBD alone. Currently, thoughtful formulations that focus on ingredient synergy between cannabinoids, terpenes, flavonoids, and herbal blends have piqued consumer interest. Of course, this could all be nullified depending on the speed of the rescheduling of THC. Companies need to be ready for everything and anything — and be able to pivot on a dime.
Cannabis is an exciting and promising industry to be in, particularly as the federal government reassesses its Schedule 1 designation and the positive shift in public opinion on cannabis use. If you are thinking about entering the industry with an infused product in 2023, the team at SōRSE would love to talk to you about your product and how we can support your brand as you move forward with production. Book a call with us today!
Our VP of science, Scott Riefler, weighed in about how to make cannabis drinkable in the latest article from Big Buds Magazine. If you want to learn more about the science behind how cannabinoids are extracted, then read You’ve Heard of Edibles, Now Wash Them Down With Drinkables.
Often when people think of cannabis, the old tropes and clichés about stoners, lack of motivation and partiers come to mind. It’s what the stodgy status quo has tried to instill in the minds of the people for decades. But, when you get down to the nuance of it, the nitty-gritty of human lives and the benefits cannabis can offer them, the picture turns into something much different and much more clear.
Take John, for example. Every day, John experiences physical pain. “I wake up with the feeling that somebody is dragging their fingernails along the nerves inside my entire arm,” he says, “causing the tendons to feel as though they are engulfed in flames.”
The result of an operation, John now has ten titanium screws and two titanium rods inserted in his body. “I spent eight hours on an operating table,” he explains, “turned over once, like a pig on a rotisseries, to repair the near-fatal nerve and degenerative disc problem [I have]. I am thankful for Pearl Mixer every day,” he says.
In an era when elected officials all across America are struggling to find solutions to the increasing and scary opiate epidemic – where sick people of mind and body are abusing drugs they buy both from shady sidewalk deals and over-the-counter pharmaceuticals – John says he has not had to succumb to that type of result or temptation, thanks in large part to the much healthier and available Pearl2O. “I should probably be addicted to opiates,” he admits, “but I’m not because I’m lucky enough to live in a state with legalized cannabis for my pain management and well being.”
An experienced cannabis patient over the years due to his ailments, John says he’s happily made Pearl Mixer a part of his daily regimen. He puts the tasteless and odorless creative water in his coffee each morning and in his Gatorade in the afternoon after physical therapy sessions and exercise. “It works for me,” he says, succinctly. “It reduces and almost eliminates the nerve pain.”
And while some might try desperately to keep many under the assumption that responsibly managed cannabis is harmful and should not be proliferated let John’s story resonate, let it change your mind. Let his words sink in and let his relief and healing be the new conventional cannabis association. “Pearl Mixer takes the nightmare out of my day,” he says. “Everyday.”
The statements made regarding these products have not been evaluated by the Food and Drug Administration. The efficiency of these products has not been confirmed by FDA-approved research. These products are not intended to diagnose, treat, cure or prevent any disease. All information presented here is not meant as a substitute for or alternative to information from health care practitioners. If you are taking any medication or are under treatment for any disease, please consult your health care professional about potential interactions or other possible complications before using these products.
Want to evaluate our emulsions? We’d love to learn more about your business and work to create a custom solution.
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Privacy Policy. All rights reserved 2021.
Want to evaluate our emulsions? We’d love to learn more about your business and work to create a custom solution.
Tell us a little about yourself and we’ll be in touch shortly.
Privacy Policy. All rights reserved 2021.
Want to evaluate our emulsions? We’d love to learn more about your business and work to create a custom solution.
Tell us a little about yourself and we’ll be in touch shortly.
Privacy Policy. All rights reserved 2021.
Here is our step-by-step guide on water-soluble emulsion technology’s impact on stability.
