Starting with high-quality extracts, the team at PLUS Products pairs them with carefully selected ingredients to make every batch of edibles consistent, fast-acting, and tasting great.
Q&A with Entrepreneur & PLUS Products
What do you think are the biggest misconceptions cannabis industry?
Most people who consume cannabis today don’t fit the typical “stoner” profile that has historically been associated with the industry. They might be entrepreneurs or professionals; moms or managers; dentists or dads. And many people don’t want to smoke. The cannabis consumer five years from now will have a very different profile than the cannabis consumer five years ago.
How is your business innovating?
We are applying commercial food and pharmaceutical production techniques in a new industry. Because there are still so many unknowns about the cannabis plant, there is an incredible opportunity for first movers to help discover what works and what doesn’t for consumers. We spend a lot of time in research and development trying to make sure we deliver consistent and high quality experiences.
What was the biggest hurdle you had to overcome in your business?
One of the highest hurdles in developing our branded products was pairing the cannabis industry with manufacturing’s disciplined culture, without much outside funding. We built our first test kitchen in a Palo Alto, Calif., garage. Eventually, once we reached some traction, we found customers and investors who were as excited about this opportunity as we were. Navigating constantly changing regulations and licensing processes while dealing with the complexity of food manufacturing continues to be an exciting opportunity for PLUS. We now operate a 12,000-square-foot food facility in Adelanto, Calif.
What is your favorite aspect of working in this industry?
Everything we do is both new and old at the same time. We are standing on the shoulders of giants and helping to define an entire industry. It is a humbling and incredible experience.
What inspires you?
Our customers inspire me every day. For whatever reason, cannabis consumers seem to be more vocal, care more about what they are putting in their bodies, and understand the value of well-made products more than typical packaged-good consumers. When stores run out of one of our limited-edition runs, we hear about it--often immediately, and sometimes in very demanding language. It is inspiring to work in an industry that has such passionate customers. I think it is going to make all the companies in the space much stronger in the long run.