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Industry Innovators

Ricky Williams: His Journey from Pro Footballer to Pro Healer

Cannabis Aficionado spoke exclusively to Ricky Williams about his Real Wellness range, being a healer and his role as a cannabis advocate.

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Ricky Williams
PHOTO | Courtesy Ricky Williams
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Since leaving the NFL, Ricky Williams has studied herbalism and alternative holistic therapies. Williams was suspended multiple times during his NFL career for his cannabis use but has spoken repeatedly about the benefits and effects of the plant.

Former running back Williams, who won a Heisman Trophy at Texas before spending more than a decade in the NFL with the Miami Dolphins and New Orleans Saints, has founded Real Wellness by Ricky Williamsa new line of cannabis-based products that also feature herbal extracts like lavender and turmeric.

 We spoke to Williams about Real Wellness, his role as a cannabis advocate, and his new path as a healer.

Cannabis Aficionado: You’ve gone from being ostracized for your cannabis use, to being applauded for your advocacy. Now, you’ve redefined yourself again by helping shape the industry. How does it feel to be in the situation you are now compared to five years?

Ricky Williams: It’s definitely more stressful. I think to put your name and your passion behind something, especially something as controversial as cannabis, is risky. But it’s rewarding, you know? I feel like what I’m doing is meaningful and is changing people’s lives for the better. It’s a really good feeling. I find my purpose more in the healing work that I do.

My vision for cannabis is way beyond where I am right now. I’ve just realized that the steps I’m taking now feel like what’s required to get to where I’d like to get to in my advocacy. But it’s that tension between where we’re headed and where we are and I think that’s why we need people to advocate to help us move in that direction.

One of the most important things I’ve done in my advocacy is being honest about my experiences. As more people come out and be honest the stigma will naturally start to erode. The fact that people kept their cannabis consumption a secret, I know people that give me a hard time in the media that are consumers themselves.

I did a paper in school a couple of years ago about the effect of cannabis use on the relationship between parents and adolescents and it was mindblowing how many parents and kid relationships are torn apart because of the stigma [around cannabis].

The first time I spoke publically, I was shocked by how many people came up to me afterward and told me how touched they were not only by my words but my story, and how it gave them the courage to be honest about their journey and not be ashamed, and advocate for their rights to feel better.

It just shows you that anything is possible. If you believe in yourself and stick with it. Things are always changing.

Since leaving the NFL, you’ve become a certified holistic healer. Have you always been interested in alternative therapies?

I started by becoming a licensed massage therapist and other healing work I did while I was still playing football. I’ve just had more time and energy to devote to it now. It’s become pretty much the sole focus of what I’m doing — I’m still studying Chinese Medicine!

Playing football, being in a lot of pain and having injuries… I tried pretty much everything and certain things worked and I stuck with them, became curious and it took me down a path where I started to become a practitioner. Because I realized football is tough! So, you know for me, anything that can help me with this can have some use for a lot of other people as well.


What made you start your own line of cannabis products? Was it for healing and what you were doing with the herbs?

Yeah, that’s exactly what it was. I retired for the first time in 2004 and started traveling and that’s when I found Ayurveda. I went back to the states and I started studying Ayurveda in school. It was in California where medicinal marijuana was legal at a state level. And so I got my prescription recommendation and at the same time I was learning about Ayurvedic herbs and it just clicked. I started playing around in my kitchen putting together herbal formulas and combining cannabis. That was almost 15 years ago.

When I returned to play football in the NFL for another five or six years, instead of going to doctors when I got banged up I would go to my acupuncturist, I’d go to my herbal product store. You know, I’d just take care of myself. So, when I started thinking about doing something in a cannabis space, I looked around and realized people are talking about medicinal marijuana but you’d go to a dispensary and it’s just THC and CBD and there are no herbs in there. When they are combined, their synergistic effects they can be more powerful and more specific. I realized there’s a void in the market for truly medicinal herbal supplements with cannabis. So, let’s see if we can fill this void and that’s how we started.

Why do you there think there was a gap?

I think there was a big gap because of the stigma around cannabis, you know? Most people stay away from it because of the legal implications. With my background and the resources that I have access to, I was in a unique position to be able to start this conversation and start to bring products to the market that can serve as alternatives to the pharmaceuticals.

I started [playing football] early, in high school taking pain pills so I would be good to play sports. And by 18 years I had my first ulcer from taking too many pain pills. When I got into the NFL I had further difficulties taking pharmaceuticals. And so I started looking to find alternative ways to take care of myself that would serve me in the long run. And you know, in that same vein I found yoga, tai chi, and herbal medicine. I found a lot of different ways to take care of myself in ways that were kinder and gentler on my body.

You were able to turn your experience into a product that is able to help so many people.

And we’re working on it, you know. In my mind, I’ve really been benefitted by Chinese herbalism, you know? The Chinese have formulas for pretty much everything. And so in my mind, I have all these ideas of things I want to create. And on the other side of it, I’m working with my wife who handles the business side of it. That’s the other side of it and so, working together to find a way, especially with all the regulations in different states and finding other partners that match our philosophy and have the same commitment to quality and finding ways to get people interested in this.

There’s still a big stigma, you know? I mean people are more open now to CBD but my bigger mission is to point out to people that true healing doesn’t occur from taking a substance like a pharmaceutical. It comes from a changing consciousness a change in the way you see things and the way you handle your life. And one of the things about THC in altered states is that consciously, it has the ability to change our lives on a deeper level. And when you mix that with the herbs and the chemicals that work with our body, it becomes a powerful medicine that has lasting change and lasting healing.

That’s been my personal experience. The person I was before I retired from football for the first time and went on this healing journey was very different from who I am today. I look at all the change I’ve been through, the healing and growth and it’s really been quite remarkable.

I feel really good about my journey and I feel like I’m onto something and if I can find a way to share this message and get it out to the world, I can offer that same kind of healing and change and happiness for a larger group of people.

Being able to offer something that can offer relief to people that are suffering and using your power for good.

Yeah, like when I was a kid and I thought about wanting to be a football player it wasn’t so much about the fame for me it was about realizing that it would give me a platform. And as a kid, I didn’t know what I would use that platform for but I’ve always had a gentle heart. Always had a lot of compassion for people, and in my own life, I’ve suffered a lot. And learning about herbs, you know… simple things that tortured me as a kid. I realized there are simple remedies available that I just didn’t have access to. So, if I can stop people from suffering as much as… as I did.  You can use that energy for more growth instead of having to recover or suffer.

If you remove the bad stuff you’re left with a focus for the good things.

Yeah, and even the good things are still challenging but at least the challenge puts your further on your path and you’re not just going back to feeling decent, you know? The first part of my life, I spent my energy just trying to feel ok. Since I’ve learned and grown, I use my energy to feel better. I feel like my cup is running over, and I feel like I have excess resources, excess time, excess energy to be able to share with other people.

I feel like I’ve been fortunate to have a lot of personal success at a young age and so I kinda checked that off my list and I truly only get happiness or benefit from sharing what I know and sharing what I’ve learned and also being touched by people who’ve been willing to share things about themselves and about their journey.

How have the Real Wellness products been received?

They’ve been received really well. We have a topical that people seem to really love. We think our most interesting product, we call it the Optimized Tonic and it’s an herbal formula I got from one of my herbalist teachers. My herbalist has a story with it and says the monks who practice martial arts, the Daoist monks, they studied herbs and acupuncture and so they started creating formulas for their training processes. So, Optimized Tonic is an herbal formula that is used to increase flexibility.

What I love about it is the Daoist and the Chinese didn’t separate the body from the mind. They realized herbs that improved flexibility in the body also improved the flexibility of the mind. So this formula is really great for anyone who feels stuck, whether it’s physically stuck like arthritis or stiff joints or whether they feel emotionally stuck, you know it’s the herbs really get the energy moving and the CBD helps the body hold on to and return to homeostasis. Its really powerful medicine and people are having really positive effects.

I think what’s been the most pleasantly surprising experience is what I see reflected in other people. The first time I took an herb to help myself, I’d broke my arm while playing football.  they gave me morphine after surgery to repair my arm and it made me kind of sick. My neighbor told me about arnica. I took a little bit, not that much, and I literally was pain-free a few days after surgery. It dawned on me how powerful herbs can be. As CBD becomes more popular and people who have experiences with herbs are having the same realization, and people who have used our products are surprised how effective herbs can be in making them feel better.

Any plans to extend the product line?

It’s something we talk about on a daily basis. In the US right now, we have a big opioid epidemic so first on our priority list is creating pain capsules that will give people an alternative to opioids. Also, I was at an event in Toronto a couple of years ago and I met these women, sisters who were suffering from eczema. They had tried everything and I made a promise to them that we would come up with a topical that would help [with their eczema], so that’s something else on my list. another thing people are really struggling with is sleep, and the Chinese have some amazing formulas that will calm their mushin and calm their mind and help them get to sleep.

We’re also currently in talks with different manufacturing partners in different states to have our THC products available in other states.

You’ve probably sampled everything that cannabis has to offer. What’s your preferred method of consumption?

I’m old fashioned, I still like to inhale, I like to smoke. There’s something about the raw herb that feels very natural and deep.

When it comes to the NFL’s current stance on cannabis, do you see it changing anytime soon?

The NFL gets a hard time but they test players once a year in the offseason and players are free to do what they want as long as they pass that test, they’re pretty lax.

It would be nice if they were more advocating for player wellness but at least they don’t give players too hard of a time.

Have any current or past NFL players reached out to you for advice on cannabis or using your products?

I’ve had a player reach out and ask about his mother who was looking for an alternative to alcohol for relaxing and her anxiety, so we sent her a care package and she says it’s going well.

To access THC, although there are delivery services, most people have to visit a dispensary, which people can be uncomfortable with. So we’re trying to find creative ways to make the whole experience less intimidating.

As a health advocate, how would you convince the average person to accept and try your products and cannabis-based medicine?

I think about this a lot. I go straight for the mind-altering effects and I say we have a vape cartridge called Serenity. it’s 3:1 CBD/THD and infused with six other herbs that are known for working in partnership with the nervous system. I would say think about an issue in your life that’s been causing you issues. Take a puff of Serenity and sit there and allow yourself to start brainstorming about possible solutions. It’s cliche but its true; when you can relax and let go of preconceived issues you can find creative ways to look at things and deal with them.

So you want your products to give people hope?

Yeah, hope is extremely important and sometimes just a ray of hope is enough, it supports our perseverance.

Real Wellness from Ricky Williams is available in dispensaries across California. The CBD only products are available online.

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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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Industry Innovators

Cheri Sicard: Cannabis Activism Never Tasted So Good

Renowned cannabis chef and activist Cheri Sicard has launched a new website to help eductae people on how to create their own edibles and topicals.

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Cheri Sicard
PHOTO | Cheri Sicard

There’s no such thing as an edible that’s effective for everyone. Cheri Sicard, aka Cannabis Cheri, knows this well — and she’s teaching others how to perfect infusions that work for each individual.

Her at-home recipes and do-it-yourself projects have earned her the title of the “Martha Stewart of Weed“.

But, Sicard wasn’t always a proponent of the plant. In fact, she was “once one of the pot-averse females she’s now aiming to educate,” reports the Daily Beast. 

“Be Involved, Be Educated, Celebrate”

Before she became the acclaimed foodie, activist and entrepreneur she is today, she traveled the world as a variety arts performer in the circus, and as a magician and mentalist. 

“The circus is a traveling melting pot,” says Sicard.

 That’s where she realized her passion for food. In addition to visiting local marketplaces, she says, “I would hang out with a lot of the matriarchs of the families, and I learned how to cook all these ethnic foods.”  

She combined her love for food, and writing — and in 1996, founded FabulousFood.com, one of the largest online recipe sites at the time.

In 2002, Sicard’s first book, The Great American Handbook, was published. The book is described as a guidebook to patriotism, and offers 101 suggestions on how to be involved, educated, and how to celebrate American heritage.

She also authored U.S. Citizenship for Dummies (2003), The Low Carb Restaurant Guide (2004), Everyday American (2008), and The Complete Idiot’s Guide to Easy Freezer Meals (2011), among other books. 

After making a career of teaching others about cuisine, and citizenship — she made the move into the cannabis space where her mantra, “be involved, be educated, celebrate,” still resonates. 

Closeted Smoker to Educated Activist

Cannabis entered Sicard’s life in her late 30s.

“I came late to the party,” she explains. Aside from an occasional toke at a soiree, she says she never really consumed it — not until her doctor recommended it for chronic nausea.

“It worked for that, plus a whole lot of other things,” she says, including gastrointestinal issues, and symptoms of depression.

“It dramatically changed my life,” Sicard adds. 

But, she was raised on Reefer Madness. Despite the positive effects she experienced, Sicard still worried she was harming herself by using cannabis. 

“That’s when I immersed myself in the subject, and I realized I had been taught a lie,” she says. “That really pissed me off.”

Cheri Sicard: Political Junkie on a Mission

What rattled her most was that her earlier work focused on how the U.S. is supposed to work. Once she learned the truth about the Drug War, she says, “I couldn’t shut up about it.”  

Sicard went from being a closed smoker to an outspoken activist. “I haven’t been back since,” she adds.

She turned her anger into activism and began advocating for prisoners currently serving life sentences for cannabis offenses. 

For the most part, the public is unaware that there is such a thing as people who are serving life for pot, Sicard explains. “When I tell people, it’s shocking to them. They think, ‘There’s got to be more involved, there’s got to be dead bodies somewhere.’ But no — it’s just for marijuana.

Sicard works to raise awareness, and rally public support via social media for those serving life for cannabis. 

Whether it’s organizing fundraisers or garnering support for clemency efforts, Sicard’s goal is to “to make sure [the prisoners] know that the public is watching.”

The work is rewarding, Sicard explains, “We’ve seen a lot of victories.” However, there is a long way to go toward righting the wrongs of the Drug War. 

This is where her experience as an entertainer helps serve her in her advocacy work. “The show goes on no matter what,” she explains. “No matter how discouraging it gets, you can’t give up.”

Evolving into a Cannabis Foodie

When cannabis became part of her life, it became part of her food, too.

Naturally, Sicard began to cook with cannabis. Though she was an experienced cook and professional recipe developer — she had to learn the basics of combining the two.

“There wasn’t great information out there at the time. Most of the cookbooks out there weren’t great, and had conflicting information,” she adds. “I had to learn what worked and what didn’t on my own.”

She had her fair share of failures. One of which she describes on her newly launched Cannademy website. 

“[…] When I first started trying to cook with cannabis, there was a great three-day camp-out music festival that a lot of my friends can barely remember. That’s because most of them slept through it.” 

Sicard explains that was due to overestimated tolerances, and her lack of knowledge about making edibles for a crowd.

She learned there’s no one size fits all model for edibles. So, she began to hone-in simple, effective recipes.

That’s when she made her move the world of cannabis and food, becoming a leader in infused recipe development for home chefs. 

In 2012, she self-published The Cannabis Gourmet Cookbook, followed by Mary Jane: The Complete Marijuana Handbook (2015), and most recently, The Easy Cannabis Cookbook (2018).

Her books have gained mainstream attention; Mary Jane is sold at Urban Outfitters, and the Easy Cookbook became the top seller in its category after its release. 

Now, Sicard is taking her skill sets to digital audiences through a series of online courses.

A Pretty Magical Thing

Sicard’s courses focus on the nuances of cooking with cannabis. Topics currently range from skincare to easy cooking for home chefs. She even offers a free course on how to properly dose edibles.

Sicard aims to help consumers who are confused, and inundated with bad information or experiences.

She believes that there’s no such thing as an infused product that works for everyone. This is, in part, why she is focused on teaching others how to create — and properly dose — their own infusions.

Affordability is also a motivation.

Learning how to create your own topicals, for example, can be cost-effective and work just as well or better than products on the market because recipes can be personalized, Sicard explains. 

What sets her courses apart from others is that she directly consults and troubleshoots with her students. 

Because everybody reacts differently, she says, “I really try to focus on where that spot is for them — which can be a pretty magical thing.” 

A personal, and fan-favorite topical recipe is her Lavender Green Tea Whipped Cannabis Body Butter, which is made with Matcha Green Tea powder, beeswax, and hemp seed oil among other ingredients. 

Sicard teaches a free course on how to make the body butter at home with three basic ingredients: coconut oil, cannabis, and tapioca flour or cornstarch. She also offers a tutorial on how to upgrade the recipe with essential oils, extracts, teas and more.  

In terms of dishes, Sicard’s favorites are savory and spicy infusions, like pizza, or barbeque shrimp, she shares. 

She does have a foodie pet peeve; Gummies, or fat-free infusions. 

“Cannabis is better in foods that contain fat,” she explains.

That’s because cannabinoids, like THC and CBD, are fat-soluble, meaning they need fats to dissolve and become bioavailable.

In fact, a recent University of Minnesota study finds that “CBD exposure is vastly increased when CBD is taken with high fatty foods.”

Because of that, Sicard warns consumers to steer clear of fat-free edibles; “Down with fat-free gummies!”  

Sicard credits her success to her brutal honesty. She won’t give you any bullshit, she assures. While she admits that people don’t always like what she tells them, it’s a definite strength in an industry so wrought with misinformation.

Her advice to others is not to be hesitant about cannabis as she was. 

“Get over that. This is something that is good for you. It’s healthy and has long term preventive health benefits.”

Cannabis should be celebrated, not treated as a vice, she says. 

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Industry Innovators

Peter Barsoom: Engineering Edibles & Elevating Expectations

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PHOTOS | 1906

Continuing cannabis legalization has seen a boom in innovation and product development. One of the categories that has benefited the most is edibles. Gone are the days of freaking out from one too many weedy brownies. Modern edibles are healthier and more effective, in direct response to consumer demands. They are discreet, measured and the consumer experience and expectations can be precisely dialed in.

Peter Barsoom is the CEO of 1906, one of Colorado’s most successful and innovative edibles companies. 1906 has just released a groundbreaking product that marks a quantum leap for cannabis medicine: 1906 Drops that utilize pharma technology.

Cannabis Aficionado spoke to Barsoom about being first to market, his stance on social responsibility and cannabis entrepreneurialism.

Tell us about your journey through entrepreneurship and how you found your way to cannabis?

Prior to cannabis, I spent 20 years in finance in New York. The idea of getting into the cannabis market was really my wife’s idea. We came up to Colorado in mid-2014 and immediately realized how amazing the quality of the flower that was available to consumers. We wanted to create an edibles experience that was parallel to the amazing flower we had available to us — that’s when we started 1906.

Can you tell us a little about the name 1906?

1906 was the year the Wiley Act — also known as the Pure Food and Drug Act — was passed, which effectively started the prohibition of cannabis. Our mission is to do two things: bring awareness to the last 100 years of prohibition and also to bring cannabis back to its pre-prohibition status as a mainstream substance.

In your own words, what makes 1906 different from other edible companies on the market?

We focus on three things to attract a larger group of cannabis consumers for whom it could be an alternative for either alcohol or pharmaceuticals

Number one is great flavor. Because our product is food, it should taste like food and be healthy like the food we want to put in our bodies.

Two, it should deliver a specific effect. People use cannabis not just for getting high. People use it to help with sleep, give some relief from pain, help with anxiety, a boost of energy — there’s a specific reason why you or I use cannabis and it’s not just for “getting high.”

Third is that it’s fast-acting. Because I’m a New Yorker, I believe patience is a virtue and you shouldn’t have to wait for 60 minutes to 90 minutes for your edibles to kick in.

Can you go into detail on your patented ‘microencapsulation technology’ and the role it plays in your edibles?

Microencapsulation is the technology that we utilize that comes from the pharmaceutical world. Pharma knows how to make drugs get into your system faster. Or, in some cases, the extended release version.

We licensed the technology from a Canadian bioscience company, which is called a lipid microencapsulation. What that means is, by combining cannabis with the medium-chain fatty acid, it allows it to bypass or skip digestion, and get into your bloodstream faster.

Also, it avoids the degradation of the cannabinoids by your stomach acid, so you get more of the cannabinoids into your bloodstream.  You could almost think of it is as like a bullet train, where the cannabinoids are passengers that get into your bloodstream much faster and are protected more than the normal digestion.

Tell us about your exciting new product, the first medical cannabis pills on the market?

Yup, that’s correct. It really is very simple. At one level, it’s revolutionary. Another level, it’s as normal as anything else.

As Americans, we have four and a half billion prescriptions annually. Most of those come in what format? Pills that we swallow. The predominant way that Americans take medicine is in a pill form. It could be your pill for your cholesterol, your pill for sleep, your pill for anxiety. It was always odd to me that as cannabis is medicine, why wasn’t it available in the traditional medicinal format?

The second thing came from our consumers, which is that our consumers were asking for a vegan, gluten-free, portable, discreet way to take 1906. Maybe it’s somebody who can’t take chocolate because they have hypoglycemia, or they’re somebody who’s going out on a hike and can’t take chocolate pretzel because those will melt. There were a whole bunch of cases and demands from consumers for different products.

Pills are the way that we Americans consume our medicine. So, Drops was born from that work, bringing to the market a discreet, portable, vegan, gluten-free, something-you-can-swallow format.

Drops are the first cannabis pills on the market.

So, you’re reaching a new audience that doesn’t necessarily buy edibles or smoke flower or vape. But they’ll happily take a cannabis pill.

So true.  For a lot of people, it feels more accessible and acceptable in that format.

How’s the response been?

Phenomenal. We’ve had great, great feedback from the stores, and from our customers, so far. We have something that will resonate.

Where are they currently available?

Only in Colorado.

Any expansion plans?

Massachusetts, Michigan, Illinois and New Jersey will all be rolling out over 2020. Those are very exciting markets. There’s a great demand for these products in the new, young markets that are beginning to legalize. We can build the brand on the East Coast.

Can you tell us more about your GROW cannabis program?

We’ve developed a program called GROW Cannabis, which stands for Generate Real Opportunity for Working in Cannabis. This is for those individuals who’ve been negatively impacted by the War on Drugs. It was never a War on Drugs — it was a war on people. The people who’ve been negatively impacted, who are now out in society, their lives have been significantly damaged. The opportunities lost, the time that they spent in prison and so forth, is truly an injustice.

We think we have a responsibility to help those who’ve been incarcerated, to get back into society, through employment. This industry will create thousands of new jobs. Why not create a training program, so those people can gain real employment in this industry? So that’s what we’re doing. We’ll be launching next year in New Jersey, to get the program right and then we’ll be rolling it out in other areas.

As a New Yorker, what are your thoughts on the current situation in that state?

It’s hard. Every other state, besides Illinois, has done it through a ballot intuitive. It is very hard… it’s so political. I totally get it, the challenges they have. It takes a little while. It will happen. It takes like two years.

How can the cannabis industry, as a whole, be better?

I think it’s about remembering the community and how we got here. We got here because a lot of people were unfortunately incarcerated. That makes for a unique perspective. How we give back to the community? We’re creating a new industry, so we get to write new rules for it.

What trends do you predict for cannabis, going into the ‘Roaring Twenties’?

You know, I have… all I know is, it’s all being dictated by consumers. That’s where we’re seeing changes. The demand for legalizing, the demands for social use, the delivery, other options like that. If we’re looking into where consumers are, that’s what predicts what the future looks like.

With your experience, what do you see happening in the cannabis industry 1, 5 and 10 years from now?

I think in the next year, we’ll see something happen at a federal level — maybe not legalization, but maybe banking. In 10 years, we’ll start to see places where people can consume both cannabis and alcohol, in the same place. That will transform social use. It will transform how we gather… I think we will see beverages be a much larger way in which people consume cannabis.

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

I wish knew how hard it was going to be. In retrospect, maybe I don’t wish? Maybe if I knew how hard it is, I might not have… but it is some of the most rewarding five years of my life.

Finally, what are three things people don’t know about what it takes to be a cannabis entrepreneur?

I think, number one, it will take more time and money than you can possibly predict. Number two: believe in what it is that you’re doing and listen to consumer demand. Keeping the consumer at the center of things, you’re more likely to be successful. Number three: I get a lot of advice from other folks in the business. This is one of the friendliest industries I’ve ever been a part of.

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