Founder Spotlight: Todd Harris of Plift - Crafting Accessible Cannabis Beverages for All

When Todd Harris, one of the founders of Plift, set out to make his mark in the THC beverage industry, it wasn’t just another business move; it was personal. After a career spanning tech, media, and digital strategy, Todd’s latest venture was fueled by a desire to create something meaningful. “I always wanted to create something that was in service of people. And I just didn’t know what that was,” he shared.

The path to Plift began when Todd met his co-founder, Glenn, and realized there was an opportunity to offer a social and approachable cannabis experience for people like himself—those in recovery or seeking an alcohol-free alternative. “We wanted to provide something that allowed people to treat themselves better and give them a social way to unwind without requiring them to drink,” Todd explained.

The Mission Behind Plift

From the beginning, Plift’s mission was clear: to be a service to people by creating an accessible and premium cannabis beverage. “When you’re trying to do things that are in service of people, you have to think through their lens,” Todd emphasized. This approach led to the development of what Plift calls “uplifted accessibility,” which centers on making cannabis beverages affordable, easy to find, and approachable.

Plift’s choice to use hemp as the base for their drinks was strategic, allowing them to enter diverse sales channels and ensure their product was “accessibly priced.” Todd described their vision: “We want any consumer anywhere to be within a quarter mile of a Plift. And if they walk in there, we want them to be able to afford that Plift.”

Crafting the Brand Name

Plift’s name also tells a story, embodying the brand’s commitment to uplifting its consumers. Initially named “Happy Hour,” the team pivoted after realizing the potential for confusion with other brands. “Plift is actually a made-up name that’s intentionally one letter short of the word ‘uplift’ because all that’s missing is you,” Todd explained. “It’s really about meeting you where you are in your cannabis journey.”

Innovating Dosage Formats

Plift didn’t just stop at accessibility; they challenged industry norms with their product offerings. Todd highlighted an unusual but strategic choice: putting their lower-dose 4-milligram option in 12-ounce cans and the higher 10-milligram dose in smaller 7.5-ounce cans. “The insight was that canna pros wanted more doses with less liquid. So, we said, let’s give people what they came for,” he said, showcasing Plift’s commitment to listening to their consumers and adapting accordingly.

Balancing Quality and Affordability

One of the most complex challenges Plift faced was maintaining a premium taste while keeping the price approachable. Todd credited a lot of upfront work and heavy investment in flavor development for their success. “We hired and invested heavily in flavor development, which helped us find this really good flavor mix with the most affordable ingredient costs,” Todd noted.

However, the journey wasn’t without obstacles. Struggling to find affordable and stable emulsions for hemp cannabinoids, Todd and his team decided to create their own solution—Perfectly Ghost, a water-soluble liquid emulsion supplier. “We wanted to create the most excessively priced ingredient in the supply chain,” Todd explained, reflecting their dedication to keeping costs low for both themselves and their customers.

Overcoming Challenges as Founders

Navigating the ups and downs of the CPG and cannabis industries has been no easy feat. From production issues to raising capital, Todd and his team have faced their fair share of hurdles. “In every industry, you’re met with headwinds. It’s how you adjust to those headwinds that truly matters,” he reflected. Through open communication and a commitment to their mission, Plift has weathered these storms.

Looking Ahead

As Plift grows, Todd envisions their core mission of providing an accessible alcohol alternative remaining steadfast, though always open to refinement. “Will our mission change at its core? Probably never. Will we adjust to make sure that the tent’s broader and more open for more people? That probably makes more sense,” Todd shared.

Plift’s story is one of passion, innovation, and a relentless commitment to serving its consumers. For Todd, it’s about creating something that goes beyond business—a product that meets people where they are, offering a better way to unwind.

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