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Industry Innovators

Jade Proudman: On a Mission to Break Down Barriers

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Jade Proudman
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More than 1.3 million people use CBD on a regular basis in the U.K. Jade Proudman is working tirelessly to bring access, and education to those consumers in England and beyond.

CBD oil is sold legally in the U.K, according to the Centre for Medicinal Cannabis (CMC), a nonprofit organization dedicated to research, policy and education.

A study recently conducted by the CMC found that therapeutic use of the cannabinoid is growing rapidly; “The U.K. CBD market is currently growing at double digits and expected to be just short of £1B in 2025. This would be equivalent to the entire U.K. herbal supplement market in 2016.”

But, many of the cannabis-based products on the market aren’t all they are cracked up to be.

In the same CMC report, researchers tested 30 different CBD products available on the market. They found only 11/29 had within 10% of the advertised CBD content. Another 11 products (38%) “actually had less than 50% of the advertised CBD content. One product had 0% CBD,” the CMC concludes.

The results expose regulatory gaps in the CBD market. Jade Proudman, a champion for premium products, transparent brands, and educating the European marketplace about cannabinoids, is an advocate of the work being carried out by the CMC.

Proudman and her husband, Leslie, founded Savage Cabbage in 2016. The storefront in North Yorkshire draws visitors from all over the U.K. to sit on the L-shaped couch for a cuppa and cannabinoid-chat.

 

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Savage cabbage HQ 🌴🌴

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“As you walk in, the first thing you see is our beautiful seating area which does encourage people to take a seat and enter into conversation with us, enabling questions to be asked and answered,” says Proudman. The shop often hosts discussion panels or events like cannabinoid awareness sessions and open house coffee mornings.

Savage Cabbage has become well known for such services, which are free.

“I’m proud of that element that we achieved,” she says. “This is not about a sales transaction – it’s about people improving their own wellness through natural means and education.”

This is Proudman’s ethos; she’s a problem solver who is not driven by the bottom dollar, but by the need to share her story in order to help others.

Savage Cabbage is an official U.K./E.U. retailer of Myriam’s Hope, and Charlotte’s Web whole-plant hemp extracts — the same product that changed Proudman’s life.

In 2012, Proudman fell “very sick, very quickly,” she says. “My entire life changed in a very few short space of time. I ended up in a hospital fighting for my life.”

Proudman suffers from fibromyalgia and spinal myoclonus epilepsy, bowel disease, in addition to a host of other conditions, which once left her bedridden, and reliant on medications including morphine.

“I was very much dependent on pharmaceutical options to exist because I couldn’t manage,” she explains. “I spent a year in and out of hospitals. I had 10 very big surgeries, and had some internal organs removed.”

Proudman’s health struggles left her housebound and with permanent disabilities — it also cost her her job with Children and Young People’s services in North Yorkshire.

She became depressed. “I just didn’t want to be here anymore.”

Little did Proudman know, her life was about to take another drastic change.

One night, Proudman and her husband — who she credits for keeping her going — watched the CNN documentary, Weed, with Sunjay Gupta. That was Proudman’s first introduction to Charlotte’s Web.

The film follows the stories of patients including Charlotte Figi. “Charlotte suffered from a severe form of epilepsy called Dravet’s Syndrome. She suffered over 300 grand mal seizures a day and by the age of five had failed all pharmaceutical options,” according to CW Hemp, and the Stanely Brothers, who developed the now globally sought-after strain.

“The Charlotte’s Web products were created for her, her seizures have since drastically reduced, quality of life has improved, and the rest is documented history,” adds the Stanely Brothers’ site.

Because Proudman also suffers seizures, she wondered whether CBD oil “could help me in any shape or form.” Although it wasn’t easy — they managed to acquire some CW Hemp Oil. Within 48 hours of using it for the first time, Proudman was morphine free.

“At the time, I didn’t know how it worked or why it worked, or what the endocannabinoid system (ECS) was… any of those things.” she says, “I took a very steep learning journey.”

Today, Proudman is a prominent advocate for CBD in the U.K. Her company reaches customers in approximately 60 different countries.

Proudman no longer takes any pharmaceutical medications. “I stopped 14 different medications — I just use my CBD and a host of other vitamins and minerals.”

“That’s how Savage Cabbage came to be,” Proudman says, “I knew there were other people like me who felt lost, who felt really kind of is this it? Is this my only option?”

“When I started this, I had no idea really what I’d be doing… I just knew I needed to speak to people and help people get ahold of something that was difficult to get ahold of,” she explains. “That brought its own challenges which I worked through,” by building a strong relationship with CW Hemp, and eventually, Myriams’s Hope — the two products she uses.

 

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#SpreadTheLoveTour #2018#WhyCW #betterthancbd

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“I never came into this space as an advocate for cannabis,” she explains, “I always thought drugs were bad. As soon as I discovered the health that I had so desperately missed for so many years, I was like… I get it now.”

That gave her the drive to tackle negatives and misconceptions head-on. “I come from a place of understanding. I can relate to people who are scared, who think this is a drug… I once felt the same way,” she says.

She is the first to admit that she isn’t a medical expert. This us why the Savage Cabbage team guides customers to organizations like the Realm of Caring, a nonprofit committed to research.

Proudman knows the industry is plagued with misinformation and questionable businesses that prey on patients in need for the sake of a sale.

“There have been a lot of times when I’ve been at a show, and someone will come to me and say, “I’ve got this problem, and I got this product off the internet. It makes me feel a little bit sick, but I’ve been told it’s good for me,” Proudman explains.

She keeps an “amnesty” bin handy for these instances. ”I just let people throw their stuff in if they don’t know exactly where it came from, what’s in it, or haven’t got a certificate of analysis.”

Proudman will, in turn, swap their product for a certified brand. “I say, let’s try something of quality, and If you feel a positive effect from that, then let’s have a conversation, and see how we can help you,” Proudman explains. “If somebody makes something rubbish in their bathtub, shoves it into a bottle and gives it to somebody,” it can cause a bad experience, and turn someone off from CBD altogether.

“It’s all about the source, origin, and quality,” Proudman adds, ”If you’re helping someone with the learning experience, they become a really big ambassador of their own.”

Her approach is holistic and based on a style of shared or joint learning — a topic in which Proudman earned a Master’s degree in.

Proudman works with legislative and regulatory bodies, including the CMC, to advocate for research and education for the millions of consumers in the U.K.

She is a representative member of the CMC, this membership allows her to discuss and create ideas with other industry leaders.

The CMC works with government and nongovernment agencies to build a regulatory framework for the medical cannabis and CBD industries. The organization recently joined forces with the award-winning consultancy group Global Regulatory Services (GRS) to develop the framework needed for the U.K. government, and the European Food Safety Authority (EFSA).

The EFSA recently classified cannabinoids as “novel foods,” or foods “that had not been consumed to a significant degree by humans in the EU before 15 May 1997.” The classification requires foods containing CBD to meet certain standards to be fully legal.

Although reactions to the classification of cannabinoids as novel foods are mixed, Proudman believes it’s a positive step toward ensuring quality access.

There are millions of registered daily users of CBD in this country, Proudman explains. “That’s a significant portion of our population. It will only get bigger. It would be nice to see a regulated, accessible, professional industry that can spend money on [awareness] so we can start educating the populous.”

Proudman has made major strides in access to CBD for U.K. residents. As she moves forward, she will pass the torch to her team at Savage Cabbage, and resign her role as CEO of the company by year’s end.

She’ll transition into her new role ‘Brand Advisor and Consultancy’. The position will allow her to expand her reach and continue to advocate for the same products that changed her life.

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Industry Innovators

Jason Washington: Creating a Global Cannabis Kulture

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Jason Washington
Jason Washington. PHOTOS | Supplied

Jason Washington is a successful entrepreneur both in and out of the cannabis industry. He is also the second person in U.S. history to face a jury trial proceeding on a state-licensed medical marijuana case. His story is a powerful reminder that the most dangerous thing about the cannabis plant is the grey area that surrounds its legal status.

In 2011, Washington’s Big Sky Health dispensary was the largest legal operation in Montana. And despite medical marijuana being legal in the state since 2004, the Feds raided him. At trial, he was found guilty of conspiracy to manufacture and distribute cannabis and possession with intent to distribute. His judge deviated from the mandatory minimum sentence guidelines of 10 years, instead sentencing the former University of Montana Grizzly quarterback to two years in federal prison. In October 2014, his original sentence was reduced from 24 to 21 months, with the judge ordering Washington’s immediate release.

Washington returned to his home state of California where his natural aptitude for business saw him start several successful companies, including Ignite with Matthew Morgan and Dan Bilzerian.

Fueled by his desire to help those who had been wrongly incarcerated like himself, Washington went on to found Kulture, a full-service cannabis agency with a twist — you have to have a proven legacy with the plant to make the cut. The company has cultivation, extraction and manufacturing operations in five different states: Arizona, California, Oklahoma, Michigan and Missouri.

Cannabis Aficionado spoke to Washington about his loyalty to legacy operators, his advice to newcomers to the industry, and his plans for a global cannabis network.

CA: What sets Kulture apart from other cannabis agencies?

Jason Washington: One of the mandatory stipulations for being accepted or invited into the Kulture family is that you have to be a legacy operator. And a legacy operator suggests basically that you have a proven track record of 10 plus years in the cannabis space. You’re someone that was in this when it wasn’t just the latest “cool” business venture for Ivy League grads.

My directors of indoor cultivation are Bill and Jeff Levers aka the Beard Brothers, who are legacy operators. We’ve been running together for over two years — longer than Kulture has been established. Our philosophies and ideologies align. In fact, their commitment to helping veterans inspired the backpacks in our new clothing line; these are based on tactical gear as a salute to our veterans.

Jason with the Beard Bros Bill Levers (far left) and Jeff Levers (right) and Eric Brandstad at the Arizona facility.

Why is this so important to you?

The pioneers of this industry have not been able to participate in the new legal market. A lot of people have made a lot of money off the backs of those who are now deemed criminals. Guys like me — those with weed felonies or federal felonies — aren’t looking for handouts. To be honest, I don’t know how to solve the problem. I just know that the problem exists.

Tell me more about your new clothing line and how it’s helping to change the stigma around cannabis?

Some very successful brands started with clothing in emerging markets just for brand awareness. For me, it’s about establishing normalcy like any other brand. In California, Prop 64 means we have been able to normalize the use of cannabis as a recreational drug. And as a very beneficial medical alternative to pharmaceuticals and other forms of pain management. Cannabis is becoming more and more acceptable, and it’s one more facet of people’s lives.

I’ve been in the cannabis game for a long time, so for me, the clothing line is new and exciting. Normalizing cannabis is the main reason I’ve launched it. The style is influenced by what my cultivators wear when they’re in the facilities. It ties into the Kulture lifestyle and appeals to a lot of different demographics.

One of the backpacks from Kulture’s new apparel line.

What are your expansion plans for Kulture?

Here’s the thing, cannabis doesn’t only help people in America. There’s a whole world of people that need this plant and our help and expertise. We have to focus on more than just America and more than our little micro-environments. I see Kulture as a 300-person global agency with offices in America, South America and somewhere in Europe or Africa. I see it as a combination that brings together the best cannabis talent in the world. Where the brightest minds come together under one roof to provide the best cannabis for everybody to enjoy.

What’s the most important thing that needs to be addressed when people are talking about cannabis legalization?

The conversation around inclusion needs to be further expanded upon. There’s still a lot of people that are in jail for this plant.

Another problem is people riding social equity but did not serve a day in jail or have never been prosecuted or raided. People get pushed to the front because they say, “I grew up in this neighborhood or I grew up in that neighborhood.” But those who were affected or who served time are not able to obtain a license. For example, I live in California, but my charge is federal, is in the state of Montana. So I can’t get an equity license in California because my charges did not originate in California. I’d have to go back to the state of Montana to participate or to be a license holder.

Look, I understand why states have said that in order for you to be an equity applicant the crime or the charge has to have been committed in that state or jurisdiction. I totally get that. But it’s keeping guys that went to federal prison for cannabis-related crimes shut out. They’re kept from participating from a licensing standpoint because their charge originated in a different jurisdiction than where they reside. Most federal indictments are brought in different jurisdictions than your home state.   

Jason with son Jaxon taken at Taft Federal Correctional Institution.

How do you think the cannabis industry can be better?

The biggest thing is if all these new executives and people coming into the space entered with more knowledge. They can’t get the experience, I get it. But at least the knowledge and understanding of what so many people have sacrificed for so long and went through. Understand the culture. Don’t completely strip cannabis of everything it’s been for so long and turn it into spreadsheets and mass production. Because that’s not what it is.

I get bringing a more professional business environment to the space; more legitimacy, more scientific data and more research-based products to market. But at the same time, don’t forget those who have given you this opportunity. Don’t forget how you got here and the sacrifice that was made to allow you to participate in this industry.

What do you wish you knew when you first started out in cannabis?

The power of the federal government and what substitute asset forfeiture meant. Haha.

What are the three qualities you need to be a successful cannabis entrepreneur?

I think perseverance is one of the biggest. I’ve been in it for 12 years and I’ve seen people come and go who don’t have the character and the stamina to fight through all that you have to fight through — whether it’s local municipalities, competition, or failed crops. You’ve got to be an innovator. You’ve got to be someone who is a survivor and a fighter.

At Honeydew farms

Do you have a career highlight?

There’s one thing that really sticks out to me to this day and it was when we opened the first Montana dispensary. I’ll be honest, I wasn’t 100% sold on the medical benefits of cannabis at first until one particular firsthand account from a mother. I was her son’s caregiver; her son was 13 or 14 years old and was epileptic. She came in one day and broke down crying because she didn’t have to go to the streets for cannabis anymore. She said, “You have no idea how much I admire and respect your courage and how much you helped my son. You guys being here and taking care of us has been like God answering my prayers.” It was very heavy and very emotional.

Hearing those kinds of stories and testimonials gave me the strength to stand up for what I was doing and believed in at the time. It still does to this day.

Believe it or not, I don’t look at federal prison as the worst thing that ever happened to me. It gave me the opportunity to sit back, reflect and learn from the choices and decisions that I’ve made. Maybe mistakes, maybe not mistakes.

Any advice for anyone that’s thinking of getting into cannabis?

If you’re thinking about getting into it now, you need to position yourself and prepare yourself for the long haul. You’re only warming up after five years in the space. This is a daily education. Cannabis is unique in a sense, it’s not like any other businesses. You can apply past experiences from other businesses ventures. But the hands-on education that you get on a day to day basis is like no other. 

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Industry Innovators

Casey Georgeson: Setting a Higher Standard for Clean, Green Beauty

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Casey Georgeson

Casey Georgeson is the CEO and Founder of Saint Jane, a luxurious, 100% clean CBD beauty collection that has taken the CBD beauty category by storm since its launch in January 2019.

You could say entrepreneurialism is in her DNA. Coming from the Ernest and Julio Gallo wine family dynasty, Georgeson has spent her career developing beauty brands for Sephora, including Marc Jacobs, Disney for Sephora as well as the hugely successful wine brand, Cupcake Vineyards.

Georgeson is passionate about the powerful benefits of CBD and whole plant science. I spoke to her about her journey to becoming a cannabis entrepreneur, the importance of transparency and the story behind Saint Jane.

CA: Tell me about your journey through entrepreneurship and how you found your way to cannabis.

Casey Georgeson: My family has a history of entrepreneurship. My great-grandmother was a mail-order bride from Italy (yes that was a real thing!) who came over in the 1900s. She and my great-grandfather grew grapes in the San Joaquin Valley with their seven children. At the end of The Prohibition, still in the Great Depression, she saw an opportunity to use their vineyards for winemaking. She took out a $10,000 loan, using the farm as collateral. She gave $5,000 to her sons, the Franzia brothers, to start a winery; and $5,000 to her son-in-law, Ernest Gallo, to start a winery with his brother, Julio.

Essentially, a 4’10” mail-order bride started two of the largest wine companies out there. That story always resonated with me and even though I never had the chance to meet her — I’ve always admired the confidence it must have taken to do that as a woman in the 1930s. My uncle was also an entrepreneur and I learned a great deal from him throughout the years, watching him create a business.

I started my career as a producer for CNN and got into the wine industry as a brand creator where I developed a brand called Cupcake Vineyards. I went to business school at Stanford and interned at Sephora. It was there that I had this extraordinary training in the beauty industry and in product development and formulations. Once I graduated, I worked at Kendo, Sephora’s brand incubator. My role was to sit as the liaison between the brands we partnered with — Marc Jacobs, Elizabeth and James, Disney, Hello Kitty, Kat Von D— and articulate their vision in the world of beauty and that would ultimately lead to the building of their brands.

I had been creating brands for many years and thought I want to create my own brand at some point. It might be beauty. It might be wine. I just knew I wanted to do something on my own, but it had to be a really big idea.

When I discovered CBD in 2017, I first began really thinking about creating my own brand. It all started when I read a PopSugar article on CBD. The headline was, NATURE’S XANAX MEETS ADVIL. I was like, what is this natural miracle molecule? I immediately went to the dispensary and said to the budtender, “Show me everything you have that’s high CBD, low THC.” They showed me all these products that were really crunchy and hippie. Some formulated for the skin, some ingestible. This was in 2017.

Next to all these products that the budtender put out, was a list of all the things CBD was purported to do. You know that list, it’s very impressive and kind of shakes you to your core. Inflammation. Pain. Sleep. Anxiety. Gut health. Sleep. I thought, ‘If CBD does even one of these things, it is truly one of the most powerful skincare ingredients of our time.’ For topical use, most of the products dealt with pain management and were paired with MCT oil, because it was the easiest and it’s what was most commonly used for ingestibles. But, at the time, nobody was formulating with true skincare ingredients that would be at the level of something you would find at a luxury retailer.

That’s when I saw the opportunity. I would pair CBD with other really potent botanicals, that support the CBD mission for the skin, I knew it was an incredible idea. I went deep into learning about CBD and botanicals and Saint Jane was born.

What a journey! Can you tell me a little about the name Saint Jane?

Saint Jane has two meanings.

One, it’s the innocent side of Mary Jane, because CBD will not get you high.

Two, Saint Jane was an actual person in 1500s France. She was anointed into sainthood for healing people. Specifically, healing women, which society would otherwise never touch: the old, the very sick, unwed mothers. She dedicated her whole life to healing. Her story has been very inspiring to us because our products focus on nurturing, healing and we have a very authentic female empowerment story, as well. I have three daughters and the company is comprised of all women.

It’s truly a gift to have Saint Jane’s legacy as a foundation for the brand. Our approach is healing-centric and the way we’ve expressed that through the brand feels very authentic.

How amazing that you can pay homage to somebody who otherwise would’ve been forgotten in the mists of time, that’s beautiful.

The idea of reimagining this woman who was so important to society and culture for her to devotion to helping people, through this modern lens, is really inspiring. I had 16 years of Catholic school, yet I’m not religious. But this has inspired a renewed faith for me… in our own mission for women as Saint Jane.

What makes Saint Jane different from other CBD skincare products on the market?

I think the biggest difference is the way we’ve crafted the products. It’s about the whole plant story and other botanicals that we pair with CBD. It’s not just CBD for the sake of it. We thoughtfully match CBD with botanicals that support the cannabinoid’s mission of calming, soothing and nurturing the skin.  The botanicals work in concert.

We’re also passionate about full-spectrum CBD — the whole plant extract — because we believe in the entourage effect. Rich endocannabinoid receptors in the skin benefit from those minor cannabinoids found in full-spectrum products.

We also believe in higher concentrations of CBD. When we started, there were a lot of debates around topicals and dosages. It felt so instinctual to me that a higher concentration would be most efficacious for the skin. My background in beauty taught me about performance and the end benefit. If your product works, you’re going to have people come back to you. I believe that our results-driven formulas really express that.

We’re also 100% clean. Our philosophy around clean is also non-negotiable. My second daughter was born very small, underweight. It’s called ‘Small for Gestational Age’ (SGA). We were terrified by that because my older daughter had been born at a normal weight. Juliet was shockingly tiny. We kept trying to figure out why and one of my doctors asked if I had been exposed to any chemicals while pregnant.  At the time, I was developing fragrances, nail polishes. So, I flashback to those windowless offices where I was developing those products and I couldn’t tell anyone I was pregnant yet — it was my first trimester. In the end, we’ll never know; it was inconclusive if there was a correlation. But since then, clean has been non-negotiable and if I was going to create my own product line and collection, it needed to be as clean as it gets. My daughter is amazing and thriving today, but I never would want someone else to go through that. Clean is essential to our ethos.

Transparency and testing are the last ones. Trust is important to us. It took me a long time to get comfortable with the vendors and suppliers that I chose when I started Saint Jane. Back before the Farm Bill, it was really like the Wild West. I didn’t know who to trust as I was getting these packages of white powder delivered to my home. Or these full-spectrum extracts in syringes. I went through my own vetting process with vendors. My mission was to find the best of the best. I retested everything myself with third-party vendors and was shocked to see what I received was often different from what the paperwork stated.

That integrity of testing has stayed integral to the brand since we launched. We test four times during the supply chain to make sure everything is matching up and that we can stand behind everything were putting out there. Every batch is different and we have to stay true to that dedication to the integrity behind it.

Saint Jane has just been stocked by Sephora stores. Congratulations on such an amazing achievement. Can you tell me about that process?

Sephora has been an amazing partner, they’ve been incredibly insightful about our brand, they see our potential, so it’s been really rewarding to work with them. Being in Sephora stores is a huge validation. We’re still so small, still so indie and we are just getting started. Even though I had Sephora experience, I didn’t think they’d take a little brand like ours within our first year. It’s very full circle for me and we’re so grateful for their partnership.

The retailers we work with have been incredibly supportive across the board, too. As a CBD brand, we can’t operate like other normal indie skincare brands with Facebook, Instagram and Google advertising, so our retailers have been our storytellers. They’ve been our platform for brand awareness. We feel so grateful.

You recently announced Dr. June Chin has joined the team as your Chief Medical Advisor. Can you tell me about what that means for Saint Jane?

Dr. Chin is a recognized name in the cannabis space. She’s a longtime advocate of CBD and its healing potential — and not just in skincare. Because we pride ourselves on clean clinical-grade formulas, it made sense to partner with a doctor who shares our passion. She’s just been next level on understanding the power of the plant and has a background in plant-based medicine. CBD is one of the many plant-based ingredients that she’s passionate about. It’s been extraordinary to see the product through her eyes and getting it right as we don’t want to take a misstep on information. We want to make sure we’re architecting the narrative of CBD’s efficacy in the right way.

Who is Saint Jane aimed and why?

I would say we hope to reach people who want to transform their skin, with the powerful benefits of CBD. People are becoming more and more aware of CBD’s potential and we have an extensive range of customers who use it and are loyal to us. Luxury Beauty Serum is our hero product and it’s focused on skin condition and treatment. It has 20 botanicals that all focus on reducing irritation, balancing and detoxifying the skin. We have customers in their twenties through to their seventies who are all using our products and seeing results.

If you’re having a bad moment with your skin, it can impact on your confidence. It must be amazing to have made something that has an impact on someone’s life.

Hearing from customers has been the most rewarding thing since starting the brand. I talk about it a lot with my team. That’s why we’re doing it, to help people. And that’s the legacy of Saint Jane that we’re trying to honor.

What’s next for Saint Jane?

We have so many things coming up on the horizon. I have more ideas than I’m allowed by my team to bring to market. It’s really about staying focused and disciplined on what we bring to market, to make sure that everything we introduce meets our standards.

How do you think the cannabis industry as a whole can be better?

For one, there is a lot of product out there that is not being produced and marketed responsibly. The products that work and are responsibly crafted are going to rise to the top and gain customer loyalty. I think as an industry we are architecting transparency and how brands communicate integrity. As an industry, we need to make sure we can have standards that ensure quality, education, transparency and as much consistency as we can with a highly botanical product. I want founders, I want companies, other brands to rise to the occasion, to honor the potential of CBD.

As the saying goes, “the rising tide will lift all ships” and that’s what I believe will happen.

What trend do you predict for the CBD and cannabis skincare market in the next five years?

My biggest hope is that CBD is regarded as a skincare ingredient like Vitamin C or Peptides. That’s number one. It deserves a place in that roster.

Number two, there are so many benefits to the minor cannabinoids found in the plant, like CBG and CBN. I think we’re just getting started in terms of understanding the benefits found in the entire plant. As a brand, we’re looking deeply into that. There are benefits that have not been fully explored yet. It’s exciting and in the next year, the next five, we’re going to learn a lot about the minor nutrients in the whole plant.

People like you are setting the standard of this next generation of cannabis products.

Thank you, we’re trying. And, we are willing to put in the work to accomplish this.

What do you wish you knew when you started out in cannabis entrepreneurship?

I think there’s entrepreneurship and then there’s cannabis entrepreneurship. I would say with entrepreneurship, you have to be so comfortable with ambiguity and uncertainty. Becoming a founder is committing to a lot, essentially a new life.  You’ve got to be ready to ride the rollercoaster, get used to not sleeping. The cannabis side is its own endless roadblocks, with payment processing issues, advertising headwinds, which I didn’t expect. I wish I’d know some of the challenges we were going to be up against.

Any pearls of wisdom that you’d like to bestow to other women who want to enter the cannabis industry?

Do it. Do it! Do it! Do it! There’s a fabulous group of women as leaders in the cannabis industry. There’s a real sense of community and I think that is unique. It’s very unique in beauty, certainly – which as an industry is comprised of mostly men. There’s so much opportunity out there. It is like post-Prohibition. Think about how many wine brands, alcohol brands, spirits, beer, have launched since prohibition. This is a new time, a new era. I think CBD benefits women so deeply. There’s something about the molecule and women that’s so powerful. It’s a very unique combination. I would say yes….  if you see an opportunity, go for it!

Finally, what are three things it takes to be a cannabis entrepreneur?

Patience. Agility. Integrity. I would say these are the top three. It has to go deeper than just being a market opportunity or a buzzword.  In cannabis, you have to be doing it for the right reasons in order to break through and to endure the saturation that’s coming.

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Brett Stevens: Lighting the Way for Indoor Cultivators

Brett Stevens of Fohse is on a mission to make his company’s name synonymous with hi-tech LED grow lights for the cannabis industry.

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Indoor Cannabis Cultivators
PHOTO | Brett Stevens, CEO of Fohse

At Fohse, meeting the challenges faced by indoor cannabis cultivators with superior lighting solutions is the prime directive. It’s a niche that co-founder and CEO Brett Stevens says is rife with opportunity for those with the talent to innovate. A serial entrepreneur with several successful exits in new and emerging markets under his belt, Stevens is now firmly focused on the cannabis industry.

“I originally got into the farming side of it, and I could definitely see where at that time, five or six years ago, there were so many holes that needed to be filled. It was kind of like, pick a side and go with it,” Stevens told Cannabis Aficionado.

The sector he believed had the most potential to impact the cannabis industry was engineering, and Stevens had kept his ear to the ground for tech opportunities, specifically for cannabis. So, when an engineer friend shared his design for advanced LED lighting, he saw a chance to bring value to a nascent industry.

Unapologetically Pro-Cannabis

For Las Vegas-based Fohse, the vision is to continually expand the tech in the cannabis industry, and Stevens is proud and unapologetic about the company’s focus.

“We’ve pigeonholed ourselves into the cannabis industry. We didn’t create the light for any other plant,” he explained. “We are sold on the plant. We’re sold on the medical purposes of the plant, and we really want to be there as the plant is more readily explored.” 

In order to be true innovators, Fohse doesn’t settle for the services of outside engineers. Instead, the company has its own in-house engineering team creating cannabis lighting solutions from the ground up. Stevens touched on SolidWorks, a 3D computer-aided design (CAD) program, that Fohse’s engineering team uses for their technical drawings. 

“We do all our material science, and we do all of our material engineering to make sure that the materials we’re using to dissipate heat or to project that photon where it needs to go [are sound]. We’re doing all that in-house.” he explained.

A Company Driven by the Question, “What If?”

Stevens noted that he’s not one to micromanage his executive team though. Instead, he said that his leadership style is to assemble a solid corps of professionals and let them go to work. And as inspiration, he encourages his engineers to continuously ask, “What if?”

“What if we could do ten pounds a light?” he wondered aloud. “What if we could do four micromoles per joule? How would we do that?” 

“We’re consistently thinking, ‘How can we be more efficient, and more powerful?’ And I think that’s what drives me,” he added.

According to Stevens, the combined talent and drive at Fohse are producing the most advanced LED lights available to cannabis cultivators. And that’s not just an assertion. It’s a claim that is backed by the company’s research.

“We are literally the most powerful and the most efficient light in the world right now,” Stevens said, adding that Fohse has done grow ops where they have bought and tested every single competitor’s light.

“There’s no question,” Stevens states confidently. “We will outgrow anything on the market.”

Creating an Industry Standard for Indoor Cannabis Cultivators

When his company entered the business, Stevens says the light manufacturing industry was racing to the bottom, with everyone trying to produce the cheapest lamps that would still grow cannabis. But Fohse took a different approach altogether.

“We looked at it more like, ‘What if we put massive power supplies and 5,000 diodes in a light?’ and ‘What if we could replicate indoor sunlight?’” he explained, adding that they focused closely on grams per square foot. 

“Because in the end, that’s what it comes down to, right?” he asked. “If you have a finite amount of space, the more you can grow in that area, the more productive and the more successful you’ll be.”

Constantly striving to increase productivity and efficiency for indoor cannabis cultivators is what the team at Fohse is all about. And that drive, Stevens says, will become increasingly evident when the company’s products are known as the industry standard.

“I think that we’re hungry, that we’re always advancing. We will not stop until we will reach the absolute pinnacle,” he pledged.

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