Three Profiles of Cannabis Entrepreneurs

Over 35 million US citizens use marijuana every month, more than the number of Americans who smoke cigarettes, according to the Dennemeyer Group. Research shows that the number of cannabis users is growing at over 15% a year. Interestingly, since cannabis is still illegal at the federal level, the US Patent and Trademark Office must refuse all cannabis-related trademark applications, but that hasn’t stopped entrepreneurs.

As outlined in my previous blog post, there is a multi-billion dollar market for cannabis and CBD products, which opens up entrepreneurial opportunities in both the plant-touching and ancillary businesses. This post will look at profiles of three entrepreneurs working in cannabis-related start-ups and their views on the market space.

From helping growers, to distribution, to working with individual consumers, the cannabis market provides many opportunities.

AdaViv: Predictive Agriculture for Smarter Growing

Founded by an interdisciplinary team of MIT researchers and alumni, AdaViv emerged from MIT’s delta v accelerator.  Julian Ortiz, co-founder of AdaViv, explains how predictive agriculture can help cannabis growers to develop a competitive advantage: “We help producers grow smarter – from disease prevention to rapid experimentation, improving yields, and quality optimization.” 

The company uses computer vision and AI to uncover hidden plant biometrics, then translates this data into actionable insights for indoor and greenhouse growers. AdaViv aims to transform agriculture and deploy their technology to a variety of crops grown in controlled environments, though the founders initially are focusing on cannabis due to the high value in the crop, the level of quality control needed for the medical market, and the level of differentiation they can offer to growers. AdaViv has recently closed a $1 million funding round and has lined up initial customers. (See this video of AdaViv’s delta v Demo Day presentation.)

I Heart Jane: ECommerce Marketplace for More Efficient Distribution

Another cannabis company started out of MIT is Jane Technologies, Inc., a retail tech company that can be found online at IHeartJane.com. I Heart Jane is the cannabis industry’s only complete online marketplace where consumers can discover and order cannabis online. Founder Socrates Rosenfeld is a West Point grad and an Iraq War veteran. Suffering from PTSD after his return from combat, he realized the benefits of cannabis for symptoms such as sleeplessness and anxiety. After receiving his MBA from MIT, he founded the company with his brother using a business model similar to the Grubhub food delivery service. 

The company website states, “We believe in the cannabis industry’s ability to bring well-being, health, and love into this world, and it is our mission to bring confidence to the online cannabis shopping experience.”  Their online marketplace lets consumers shop for cannabis with the same ease and sophistication that they shop for everything else.

JBS Holistic Nutrition: Healing Alternatives for Consumers

The passage of the 2018 Farm Bill removes hemp (with less than 0.3% THC) from the Controlled Substances Act and propels hemp-derived CBD to be a potentially $22 billion market by 2022. While cannabis is still illegal in many states, CBD products are being embraced nationwide by both entrepreneurs and major retailers.

Joanne Burke-Sherman, owner of JBS Holistic Nutrition, works one-on-one with clients for health coaching and healing alternatives and offers CBD products. CBD, or cannabidiol, offers therapeutic benefits without the high. Clinical research on CBD includes preliminary studies of anxiety, cognition, movement disorders, and pain. Although CBD products are only one aspect of her business, she initially saw a lot of interest in CBD because everyone was curious. “I have seen many people supported in pain and anxiety,” said Burke-Sherman. “One client with addiction issues felt it truly helped and ‘saved his life.’  Others feel their joint pain is reduced and others say their anxiety is reduced.”

As the market gets more crowded and large chains start to carry CBD products, small entrepreneurs may be squeezed out. Burke-Sherman is concerned that most consumers will not know what to use. It is very similar to the existing nutritional supplement market – there is high-quality and low-quality. She would highly recommend going through a qualified person who has knowledge about the product in order to buy it.  Otherwise, a person should spend time doing research.  Some basic information is whether a product is organic (no pesticides and herbicides) and non-GMO.  Is there third-party testing?  What is tested? Consumers should check for solvents, heavy metals, or other harmful materials to make sure anything they use is safe.

Conclusion 

As the market opportunities continue to spark up, everyone from Gwyneth Paltrow to Jim Belushi to Jay-Z are getting involved in the blazing hot cannabis industry. But the hope is that there is plenty of green available for the less-famous entrepreneurs profiled here as well.

For more on the cannabis market, please read my last post, A Growing Market Sparks Up: Cannabis Opportunities for Entrepreneurs.

An abbreviated version of these posts was published in Xconomy, under the title, The Entrepreneurial Potential of Cannabis.

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