Benzinga - by Abbey Higginbotham, Benzinga Staff Writer.
In a recent discussion on Benzinga’s Cannabis Insider, Kim Rael, co-founder and CEO of Azuca, shared the driving force behind her company’s mission to transform the cannabis edibles market.
Azuca stands out for its groundbreaking approach to enhancing cannabis-infused products’ taste and onset time, making them more enjoyable and accessible to a broader audience. In a recent conversation, Rael shared her journey from skepticism to advocacy in the cannabis space and discussed how Azuca is redefining the edibles market.
A Shift in Perspective Rael’s entry into the cannabis industry was characterized by a massive change in her viewpoint. Initially doubtful, her exploration of cannabis’s wellness potential led to a profound transformation. “I was a cannabis cynic. And I like to share that because I like to pull other people along in the journey, from, you know, ‘I’m not so sure about cannabis’ to ‘This is incredible,'” she explained.
Her path mirrors a broader societal shift, moving away from the “Just Say No” mindset instilled by figures like Nancy Reagan to a more open and educated understanding of cannabis.
Empowering Consumers with Fast-Acting, Great-Tasting Edibles A major issue in the edibles market has been the unpredictable nature of product onset and less-than-ideal taste profiles. Azuca set out to address these challenges head-on. “Ron invented some exciting formulations to solve the edibles problem at the time,” Rael explained, referring to her co-founder, Ron Silver. “He created formulations that solve the onset problem. So, all of our formulations kick-in in five to 15 minutes. And they also taste really incredibly great.”
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Shaping a More Inclusive Cannabis Industry Rael also touched on the importance of female leadership and inclusivity in the cannabis industry. “I’ve seen a bit of ups and downs in how women are doing in the industry. And we’re on an upswing,” she stated, noting the increasing presence of women in executive roles within cannabis companies. This shift towards more inclusive representation is crucial for driving a more diverse and equitable industry.
Whole Plant Activator Process Azuca is not resting on its laurels. She explains, “Instead of using distillate or resin or rosin as an active ingredient, you actually use flour. And you take flour, you process it with our whole plant activator, and it becomes a fast-acting ingestible ingredient.”
This method allows the original terpene and cannabinoid profiles from the cannabis flower to be retained throughout the production process, offering consumers a more authentic and varied tasting experience akin to savoring different strains of wine, but in an edible format. This direct use of the flower in creating edibles is ensuring that the full benefits of the plant are transferred to the final product, making each experience distinct and true to the original strain.
Adapting to Regulatory Challenges Rael also reflected on the regulatory environment surrounding cannabis. She underscored the importance of a pragmatic approach to business within the current regulatory framework, cautioning against relying too heavily on speculative legislative changes. “My stance has always been the opposite of that, like, I’m going to build a business that is profitable and supports our partners in this regulatory frame,” she said.
Through its commitment to improving the edible cannabis experience and fostering a more inclusive industry, Azuca is setting new standards for quality and accessibility in cannabis products. As the company continues to innovate and adapt, its impact will echo far beyond its current achievements.
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Image: Azuca/Linkedin
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