One perceived challenge in the industry is actually an opportunity for us - strict regulations on packing mean that our ingredients and clean product speak clearly for themselves on the package.
High Green News is proud to feature Emma Andrews, an inspiring leader in the industry, as an MVP.
Emma Andrews, Chief Commercialization Officer at BevCanna, RHN, NPDP, spoke recently at the Lift Conference in Vancouver on the future of social consumption. With a background as a food and beverage nutritionist and in product development, her interest in health and wellness fits seamlessly with what BevCanna stands for.
High Green News had the opportunity to chat with Emma about her deep passion for this ever-evolving industry. In this short interview, we see a glimpse of her love for value-based products as she shared some go-to marketing strategies she has at BevCanna.
HGN: To begin, can we learn more about BevCanna and the company's values?
Emma: BevCanna is a white label manufacturer of infused cannabis beverage brands. We are committed to promoting well-being and quality of life through everything we produce. Our mission is to provide world-class cannabis processing and white label manufacturing services for the production of infused beverages, and to develop, launch, and acquire beverage brands for the next generation of cannabis consumers.
We leverage proprietary and patented technology to produce premium tasting, water-soluble cannabinoid infusions using THC and CBD from both cannabis and hemp.
Along with onsite infusion and bottling, BevCanna is located on a 130-acre outdoor cultivation site. An applicant for both a Standard Cultivation and Processing Licence, the location is well known for its fertile soils and optimal growing conditions. The Okanagan region holds 100+ wineries and over 2,400 hectares of planted vineyards.
HGN: What do you perceive as the biggest challenges in the market?
Emma: One of the biggest challenges overall is access. There are not enough points of retail, and that really limits where the consumers are going to find the product. The provinces have a very slow retail roll out.
One big marketing challenge is the education about the difference between CBD and THC. The general public doesn't realize that there are no psychoactive effects of CBD. They need to be educated about the safety of CBD, the efficacy of the product, and they need to be made aware of levels of both CBD and THC, and what this means for consumers.
HGN: What opportunities are you currently experiencing in the industry, and what are some you hope to see in the near future?
Emma: Once roll out is established and cannabis-infused beverages are accessible, we will provide a healthy option for social consumption of cannabis. Cannabis-infused beverages aren't combustible which makes transport safer, and they aren't able to be inhaled which eliminates the risk of lung damage and disease. These beverages are an approachable method for consumption. There's also no black market for cannabis-infused beverages, meaning there's a huge opportunity within the legal market, unlike the illicit market.
There's one perceived challenge in the industry that is actually an opportunity for us: strict regulations on packing mean that our ingredients and clean product speak clearly for themselves on the package. We can't use traditional ways to make our products look appealing. Really, it's a small win for our marketing! We keep the product as clean as possible to appeal to a wide audience of health-conscious consumers.
HGN: What was your takeaway from being a panelist at Lift?
Emma: That the adult consumer is looking for a better option for cannabis consumption. They want better health options, and they want to know the source of what they're ingesting.
Thank you once again to Emma for giving us some insight from her position in the industry.
To learn more about BevCanna, visit their website here.