Edibles & Infused Products Part II: Potency, Palate ...Edibles & Infused Products Part II: Potency, Palate & Price: What Consumers Really Care About Tripp Keber Dixie Elixirs & Edibles,

Edibles & Infused Products Part II: Potency, Palate & Price: What Consumers Really Care About

Tripp Keber

Dixie Elixirs & Edibles, LLC

Let’s Get Down to Business!

Cannabis infused products Its more than marijuana, its about creating an experience.

© 2013, National Cannabusiness Conference & Expo . All rights reserved. Twitter: #cannabizcon

Potency, Palate & Price: What’s in an Infused Product?

Dixie

Consumer (Marketing)

Engagement

Education

Web/Social Media

Cultivate

Strain

Volume

Consistency

Science

R&D

Innovation

Lab Testing

Production

Production of Goods

Consumer Safety

Sales

Distribution

Retail Sales

Risk Management

Security

Inventory Control

Legal


• Males aged 21-50 • Females aged 30-65 • Household income

range of $50,000 to $150,000 a year.

• Education: Some college or advanced degree.

• Currently medicinal use

Who is an Average Infused Cannabis Consumer?


Trend Alert: New Markets = Broader Infused Product Awareness & Demand


What do consumers really care about?

Potency, Palate, Price.


• Variety • Efficacy • Quality • Discretion • Empowerment

What Does an Average Cannabis Consumer Want?


Consumers Want Variety of Delivery Systems

- Drinks - Edibles - Tinctures - Capsules - Topicals - Vaporization - Soft gel caps - Edible film strips


Consumers Want Products That Offer Efficacy and Quality

• Lab testing to substantiate dosing claims

• Products that encourage wellness, not intoxication


Consumers Want Discretion

• Products that are easily transportable

• Products that don’t have a cannabis odor


Consumers Want Education and Empowerment

• Cannabinoid uptake information and benefits

• Direct accessibility Web/Phone/Social Media/Educational resources


Trend Alert: Women Are the Untapped Market

• Women are a growing demographic for medicinal and adult markets

• Make majority of healthcare, entertainment decisions


PALATE Creating the experience.


Palate is More Than Just Taste Market research indicates that consumers care about more than just getting high. They want infused beverages and edibles that: • Are visually appealing

both in packaging and product

• Are delicious


Trend Alert: Most Consumers Think Marijuana Tastes Awful

Consumers are savvy – They want edibles in a variety of both delivery systems and grown-up flavors

Chocolate is a favorite to effectively cover up the flavor of marijuana, rendering it more palatable

Marijuana flavor – appreciate it or hide it? © 2013, National Cannabusiness Conference & Expo . All rights reserved. Twitter: #cannabizcon

Palate Trend Alert: Terpenoids

High-end consumers pairing cannabis terpenoids with food flavors. Pairings include:

• Alpaha-phellandrene: Mint with chocolate • Limonene: Lemon meringue torte • Myrcene: Mango and lemongrass Thai chicken • Sabinene: Green tea beverage


POTENCY Consistency is key


Potency: Cultivation Equals Growth

• Inspect what you expect

• Volume

• Strain specific • THC • CBD • CBN • CBG


Potency: Extraction Methodology is Important

• CO2 extraction is “cold”: • Botanical oil extractions

can be done at temps native to botanical material, minimizing thermal degradation of plant material, extracted oil


Potency for Two Markets

• Medical use consumers want understandable, manageable levels to manage health concerns

• Adult use consumers want scalable potency to enjoy psychotropic effects of the plant


Potency for Different Markets

• Medical patients use cannabis to treat chronic pain, insomnia, wasting syndrome, nausea, seizures and PTSD

• Higher doses of cannabinoids are often used for patients dealing with serious health issues


Potency: Lab Testing Insures Quality Science

• Guarantee consumers have potency they deserve

• Establish appropriate testing protocols & partnerships with MMJ testing facilities, ISO 17 025 chemical analysis facilities

• Batch and random testing for “Raw Plant Materials”, Cannabinoid “oils & extracts” and finished product

• Testing to validate dosages


Trend Alert: Cannabidiol (CBD) as a Celebrity Cannabinoid

• Antioxidant • Anti-inflammatory • Anti-spasmodic • Reduces neurotoxicity • Assists with neuropathic

conditions • Addresses chronic pain


PRICE Where it all adds up.


Price: Cultivate or Outsource?

• Quality is key • Plant material

grow your own or outsource?


Trend alert: Lab Testing to Save Money

• 3-stage process testing protocol: Raw plant material

Extractions Final products

• Testing of waste product to confirm

efficacy and no loss of cannabinoids


Price: Product Safety

• Develop comprehensive GMP procedures based on FDA guidelines

• Establish HACCP protocols • Invest in training and continuing education

for production staff


Price: Compliance is Worth It

• Understand the laws including state, county and local municipality laws

• Stay ahead of regulatory changes • Develop internal risk management policies and

controls to respond to regulatory requirements


• Invest & implement both the required & appropriate security measures controls

• Develop internal inventory controls

• Understand regulatory compliance & engage legal counsel

Price: Manage and Secure Your Investment


Potency, Palate & Price: What’s in an Infused Product?

Dixie

Consumer (Marketing)

Engagement

Education

Web/Social Media

Cultivate

Strain

Volume

Consistency

Science

R&D

Innovation

Lab Testing

Production

Production of Goods

Consumer Safety

Sales

Distribution

Retail Sales

Risk Management

Security

Inventory Control

Legal


Consumers Want and Deserve the Best

• Variety • Efficacy • Quality • Discretion • Empowerment


Thank You! My Contact Info:

Tripp Keber

Managing Director

Dixie Elixirs & Edibles

[email protected]

www.dixieelixirs.com (202) 413-7088

Let’s Get Down to Business!

Documents

Edibles & Infused Products Part II: Potency, Palate ...Edibles & Infused Products Part II: Potency, Palate & Price: What Consumers Really Care About Tripp Keber Dixie Elixirs & Edibles,