Founder's Spotlight - Adam Terry - Cantrip

Adam Terry, founder of Cantrip, has a unique background that seamlessly blends engineering, cannabis, and bartending into a thriving cannabis beverage company. His journey is one of passion, persistence, and innovation, starting from his involvement with cannabis activism in college to becoming a key player in the cannabis beverage market. We sat down with Adam to discuss how his unique skill set led to the creation of Cantrip and how his brand continues to stand out in a rapidly growing industry.

A Cannabis Career Rooted in Activism

Adam’s involvement with cannabis began in his teenage years and quickly grew into a passion for reform and advocacy. “I joined the Cannabis Reform Coalition at UMass Amherst… a pop club activism group,” Adam shared, reflecting on how his early involvement shaped his career trajectory. After earning a degree in chemical engineering, he moved to California, where he got his first professional cannabis job doing extractions. “I kind of got into the cannabis industry pretty much right away after college, which puts me in a rare class of people who have been doing this their entire professional career.”

With a decade of experience under his belt, Adam returned to Massachusetts in 2017, where he helped build extractions labs and developed cannabis products for other brands. But in 2020, he decided it was time to strike out on his own, blending his love for bartending and beverages with his expertise in cannabis to create Cantrip.

The Turning Point: Founding Cantrip

Founding Cantrip was a natural progression for Adam, who had gained a comprehensive understanding of the cannabis industry by working closely with CEOs, building labs, and overseeing product development. “I spent a lot of time in startup environments… you tend to get familiar with the business aspects of things,” Adam explained. His hands-on experience and knowledge of compliance, licensing, and product development gave him the confidence to launch Cantrip with a new business model focused on production through strategic partnerships.

“I raised enough money to bring in equipment and personnel… and set up an agreement with a licensed manufacturer here in Framingham,” Adam shared, reflecting on the early days of Cantrip. This innovative model allowed him to bring Cantrip’s unique cannabis beverages to market, positioning the brand for growth in a challenging industry.

What Sets Cantrip Apart

Cantrip’s success is driven by a combination of bold flavors, strategic planning, and a commitment to retail presence. “What sets us apart from others is our willingness to put boots on the ground in every state that we go into,” Adam emphasized. This grassroots approach, with dedicated sales reps in key markets like Florida and New Jersey, allows Cantrip to build strong relationships with distributors and retailers.

Adam also attributes Cantrip’s growth to its diverse product lineup. “We have a broad skew set, which allows us to fill out a menu pretty quickly… we have a wide selection for people to choose from,” he explained. With 600% growth in 2022 and an expected 300% growth in 2023, Cantrip’s dedication to compliance and product quality is clearly paying off.

The Importance of Naturally Extracted THC

One of Cantrip’s core values is its commitment to using naturally extracted THC, a decision driven by both regulatory concerns and consumer safety. “I’m a chemical engineer… anytime you do any reaction, you will create side reactions,” Adam noted, explaining why he prefers naturally derived Delta-9 THC. “I haven’t seen anyone go into detail about how they do byproduct analysis for converted Delta-9, and until I see that, I’m not confident.”

This focus on transparency and product safety is part of what makes Cantrip stand out in the increasingly crowded cannabis beverage space.

Navigating Regulatory Challenges

The cannabis industry is constantly facing regulatory changes, and Cantrip is no exception. Adam’s approach to navigating these challenges is proactive and forward-thinking. “We’re going to double down and focus on states where there are permission structures for this more explicitly,” he said, highlighting the importance of adapting to new rules while continuing to support distributors and retailers.

Despite the setbacks, Adam remains optimistic. “We have enough demand that we can rewrap product appropriately… but it doesn’t make it any less painful,” he said, emphasizing Cantrip’s commitment to being a good partner in an unpredictable market.

Inspiration and Competition

When asked about other brands that inspire him, Adam was candid. “Cycling Frog has some sort of magic to it… and Brēz has done a tremendous job in getting across the direct-to-consumer channels,” he said. He admires the success of his competitors, even if their journeys are sometimes “infuriating” from a business perspective—one of the highest compliments in a competitive industry.

Adam’s passion for creating high-quality products and pushing the boundaries of cannabis beverages shines through in every aspect of Cantrip’s operations. As the brand continues to grow, Adam remains focused on innovation, compliance, and building strong partnerships.