Marijuana Business Magazine May-June 2019

Marijuana Business Magazine | May-June 2019 56 as well as Recover and Focus hemp- derived CBD beverages from Tukan. “These targeted products for athletes, or work, or daytime or social experiences, that’s where the market is headed,” Tukan’s Crane said. Products that market moods appeal to new consumers and, through branding, increase adoption of cannabis, said Addis at Sum Microdose. There’s also a growing number of consumers interested in using cannabis as part of their everyday wellness routine, Addis noted, and he predicts more mar- ijuana retailers will showcase products designed for wellness in separate displays. It’s important, however, for manufacturers and retailers to avoid making medical claims or overpromising effects in their marketing, Crane noted. Medical claims risk running afoul of the U.S. Food and Drug Administration. Instead, lean on marketing the known benefits of a product’s herbal ingredients. Tukan’s Recover product, for example, includes turmeric, which is an antioxidant that has anti- inflammatory effects. “The more you target a mood state, the more likely you are to engage consumers in what it is they can expect from your product,” said Tim Moxey, founder of Botanica Seattle, parent company to multistate brand Mr. Moxey’s Mints. 35 % On average, more than one-third of cannabis consumers purchased at least one infused edible or beverage product in 2018. Source: Headset Products Good manufacturing practices and food safety measures will position ingestible product manufacturers to transition more smoothly if and when the federal government legalizes cannabis, predicted Todd West, senior vice president of product development and commercialization for Cresco Labs, a Chicago-based multistate operator that offers a line of edible products. “If quality isn’t one of your core guiding principles, you’ll find it difficult to survive,” West said. “It’s just a matter of time until federal regulations come.” That’s why it’s vital for infused product manufacturers now to know what the U.S. Food and Drug Administration’s Food Safety Modernization Act requires of traditional food and beverage makers. Examples of what’s required include: • A safe quality food (SQF) certification, which demonstrates good food-safety principles • A hazard analysis and critical control points (HACCP) plan, which identifies vulnerabilities in the food production process and puts preventive measures in place to address them. • Standard operating procedures that prioritize food safety and defense, including the proper dosing, testing, storage and packaging of products. To better understand how legalization might look in the United States, West noted, manufacturers of infused products can look to Canada, which is not allowing cannabis-infused food and beverage products in its first year of commercial cannabis sales. Instead, West said, the country aims to craft a strict framework that prioritizes quality assurance for those products before they are available to the general public. “We’re not waiting for the state to come and tell us how to operate. We’re taking those steps now,” West said. – Joey Peña KEY ADVICE Manufacturers Should Get Ahead of Federal Regulations Many large producers of infused products are planning ahead for federal compliance. Photo by Jeff Haynes