Marijuana Business Magazine - February 2018

to consume cannabis, but only if it’s made correctly.” That focus on quality requires plenty of tinkering and, at times, failure. “We’ve tried lots for the mints, including some truly horrible tast- ing fruit flavors that didn’t work. But in the end, we realized that the mint versions we made were stellar, so we stuck to those,” Moxey said. Moxey’s attention to taste reflects his experience at Nuun, a Seattle company he founded in 2004 that produces popular hydration tablets for athletes. Moxey didn’t like how sugary sports drinks were, so he concocted one that was better suited to athletes like him. “Sports drinks didn’t taste good, and to be an effective sports solution, you need to drink it,” Moxey said. “We approached making edibles the same way – as food first and cannabis sec- ond. A lot of companies start with pot as the main ingredient and then work out where to stick it.” Talented Chefs and Good Ingredients From the start, BotanicaSeattle hired talented chefs, such as Hilary Brown from Tom Douglas’ well-known restaurant group, Seattle Kitchen. The culinary team uses top-shelf ingredients like French chocolate to create the edibles, making sure the flavors are right before handing the recipes over to the production crew, which knows how to make the prod- ucts quickly. BotanicaSeattle also is particular about the marijuana used to pro- duce the cannabis oil for its infused products. The company procures its cannabis from farms that are Clean Green Certified, a top certification for organically grown cannabis that is cultivated using sustainable, natural practices. In addition, the company sources its restaurant-grade ingredients through the connections its culinary staff has cultivated over the years. Different Products for Different Tastes Because the market for cannabis is large and diverse, BotanicaSeattle offers several different product lines geared toward a variety of consum- ers, including first-time users and cannabis connoisseurs. The company doesn’t do much mar- ket research — Moxey said it’s more fun to try something and see if it works. But it does consider customer feedback. “You create brands that resonate with a target audience,” Moxey said. “Seniors are using it, so what products would a senior want and how is it different from what I would want in my 40s or what someone in their 20s would want?” Its Spot brand, for example, offers low-dose 5 milligram THC brownie bites that target “beginners or the occasional user looking for a more gentle experience.” More experienced users may opt for Journeyman Weed Tarts, fruit bits that deliver 10 mil- ligrams of THC. “The Journeyman products are made really well, taste great and pack a punch,” Moxey said. “It’s fun. Too many brands take themselves seriously, but we’re selling cannabis, and for some people, that’s about fun. We shouldn’t be taking life too seriously, but instead remember that, ‘Life’s a Journey, Man.’” Then there are Mr. Moxey’s Mints, a popular edible that is geared toward newbies. The three different flavored mints – cinnamon, ginger and pepper- mint – are infused with either 5 milli- grams of THC or CBD, as well as specific herbs like ginseng and ginkgo. Shelf Space When adult-use marijuana first became legal in Washington state in July 2014, Moxey knew it was impor- tant to commandeer as much shelf space as possible in the dispensaries that planned to sell recreational prod- ucts. So he sought to gain first-mover advantage in the fledgling market. “When you open on Day One, there’s nothing on the shelf, so you want to take the shelf and dominate it,” he said. “The more of a presence you have, the more likely you’ll cling onto it as the market grows.” Moxey said product quality is key to establishing a presence. He cited the launch of his Nuun Active tablets in 2004. The product was fighting for space with hundreds of other sports drinks. But Moxey said he was able to get the tablet into Whole Foods Markets and REI because it was a quality product that provides effec- tive hydration and tastes good. Moxey is banking on having the same experience for his edibles. “Our mints are the No. 1 product in Washington state,” he said. “It’s easier when you demonstrate you’re good at something.” ◆ Tim Moxey, CEO of BotanicaSeattle. Mr Moxey’s Mints are a popular edible geared toward new marijuana consumers. Photo courtesy of BotanicaSeattle 90 • Marijuana Business Magazine • February 2018