Founder’s Story - Glenn McElfresh

With Plift's commitment to a more inclusive cannabis industry, what role do policy initiatives in IL, MO, and MN play in shaping the future you envision for hemp and cannabis? How does Plift's mission align with these legislative efforts?

Glenn: Policy initiatives are a critical part of our commitment to make a more accessible cannabis industry. Specifically, we believe access equals equity. When we say that, we mean if more people can access the industry by starting a business or consuming a product, then it will inherently be more equal.

For example, if it costs $1,000,000 to start a hemp company, then only a few most likely already wealthy people will be able to start a hemp company. However, if all it takes to start a business is a few thousand dollars, then that industry will look a lot more diverse than the industry that costs a million dollars to enter. Comparing food trucks and restaurants is a great comparison.

On the consumer side of things, we believe consumers benefit when more hemp products are broadly available. More than 70% of US consumers have consumed cannabis in the past year and nearly 28% of Americans 21+ did not consume alcohol. Up until this past year, those consumers didn’t have any beverage options they could buy at a bar, restaurant, and, generally, in their home – unbelievable! The addition of hemp beverages and other hemp products to the market will make going out a lot easier for more people. Many of our customers also tell us that Plift helps them stay sober or drink less alcohol. That means a lot to our team and we know that’s happening with hemp products across the country. People’s lives individually get better when there are more beverage options available to purchase.

We look to maximize the impact of our policy work through the lens of “access equals equity” and that can take a lot of different forms. Sometimes the goals can sound pretty dramatic – like fighting for the very existence of the hemp industry by pushing back against draconian bans or overregulation. Other times our goals focus on creating more entrepreneurial opportunities by adding new cannabinoids to lists of approved cannabinoids.  We’ll always prioritize stopping state-level hemp product bans because we believe hemp is an inherently equitable industry. A lot of this equity has to do with the fact hemp is descheduled, but not broadly regulated, at the federal legal. We don’t believe this will change. A lot of the equity is because the hemp industry is so new, however, that will change. However, the hemp industry is diverse and equitable and we should do our best to preserve that.

Our mission of cannabis for all with a vision of broadly accessible, delicious, and affordably priced products is a product of that work we do in statehouses across the country.

Given Plift's focus on creating tasteful, predictable, and dosed hemp beverages, what are some unique challenges you've encountered in product development and regulatory compliance? How have your experiences at TILT Holdings and as Chief Compliance Officer informed your approach?

Glenn: Oh man – where to begin here. Each Plift flavor took over 20 iterations and many months to develop but it was worth it. Consumers want tasty products – when is the last time you bought something that tastes bad more than once? I couldn’t believe how long it took to make a great beverage product but I’m so glad we were patient. Production is also a challenge – as a growing business we have had to switch our copackers from time to time because of how we grow and also because of how much they grow. That process is never easy but it’s a part of the industry and our business is better of for every change and improvement we make. We’ve also had challenges with finding a good emulsion supplier although now we’re working with Perfectly Dosed and love the results.

One key theme of my time at TILT was I worked in some of the most heavily regulated markets at the time including Ohio, Pennsylvania, and Massachusetts. There were all medical marijuana markets which means they required seed-to-sale tracking, excessive security measures, and low-scale pharmaceutical grade manufacturing standards. (Massachusetts did launch their adult use market when I worked at TILT and it was only slightly less heavily regulated than the medical side.) I saw first-hand how some aspects of these requirement were really useful to help track the growth of the market or how other requirements made products safer for patients or consumers. I also saw how some aspects of the law drove up unnecessary costs or added additional complexity without a purpose. Since only a few states have robust hemp regulations and the hemp industry is largely self-regulated, I’m able to take my multi-state experience at TILT and do my best to create a beverage product that is scalable and compliant in as many markets as possible. At one point while I was working at TILT, I had to know the rules for ten markets which makes me uniquely suited for the disparate rapidly evolving hemp regulatory market. The best part about not working at Tilt is getting to focus on a smaller suite of products instead of hundreds of products.

Plift aims to deliver a better beverage experience with broader access. How have you crafted Plift's brand identity to resonate with a diverse audience, and what strategies have you found most effective in engaging your community?

Glenn: Great question and kudos to my cofounders Todd Harris and Andrea Slinde and our creative lead David Angstead who really take point on all of our brand work. I’m amazed with what they do with so few resources! One aspect of our team I love is that we each focus on our individual business responsibilities and come together for big events where each of us gets a chance to show off. Marketing and branding isn’t one of those things I do, but I get to benefit from the hard work of my team members. For example, we’re hosting an event in a few weeks at the Low Ferns in Kansas City to celebrate our Missouri and Kansas distributors launches (hit us up if want an invite). Todd and Andrea can really speak to the nitty gritty of our community engagement strategies and results but I think in-person events are some of the most effective ways we engage with any community but especially the Plift community.

Todd and Andrea lead the charge here and I help by ensure we’ve got a plan in place to consider our impact on kids, people who are staying sober, and people who need to take a drug test. Obviously we don’t want kids having hemp products and we also ensure that our marketing and branding don’t appeal to or target kids. We also ID at every event.

Many people who stay sober or are in positions where they get drug tested regularly might be unaware of the THC in a hemp beverage so we ensure Plift is clearly labeled and that any retailer or business who serves Plift has signage and training available to them that communicate someone could fail a drug test if the drink Plift.

Obviously, we also want to have a good time and tell people about how Plift can be a great addition to a night after work or a BBQ, but being clear, honest, helpful, and fun about the fun-stuff and the hard-stuff has helped Plift resonate with a broad audience because the Plift community is filled only with people who want to and should be there.

Considering the evolving landscape of cannabis-infused beverages, how does Plift stay ahead in terms of product innovation and consumer expectations? Can you share insights into upcoming products or enhancements?

Glenn: Well I can’t give away all of our secret sauce, all I’ll say is be prepared for some new Plift offerings coming soon!

As an entrepreneur in the cannabis sector, what key pieces of advice would you offer to individuals looking to navigate the complexities of the industry, especially in terms of regulation and market differentiation?

Glenn: The first piece of advice I would give to any entrepreneur thinking about the cannabis space is: Be prepared for a grind. Nothing is easy. Hemp is lightyears easier to operate than the licensed cannabis space but there are still significant banking, marketing, and operational challenges. The second piece of advice I’d give is be prepared to spend (or raise) more money than you think and the third piece of advice - Get a good lawyer.

I believe every single hemp or cannabis entrepreneur should be comfortable reading regulations in order to create a clear understanding of how any existing or proposed law or regulation will impact their business. That said, attorneys are literally professional law readers and analyzers and have a much better understanding than a layman. However, it’s a lot cheaper to go to an attorney and ask to confirm your written or spoken analysis instead of asking for a written analysis or a call to explain the law.

Everyone will value their time differently, but stay informed one way or another. The laws are always changing so if you don’t like to ready dry documents that are critically important to your business, find a business partner who does or get ready for hefty legal bill!

Outside of Plift, what cannabis or hemp products have you found yourself consuming most frequently recently, and why?

Glenn: This is a tough question because I really consume a lot of Plift especially since we’re developing a lot of new SKUs right now. However, I do like to keep a few brands, especially lower potency products, I really like in the fridge - I’m a big fan of Bimble. I think the flavors are outstanding. Pharos is run by an amazing couple, Mary and Rhyno, and I absolutely love who they are and how they’re building the brand. A local brewery, Hopewell, recently launched Choom and I think it’s one of the best tasting seltzers on the market. I’m excited to see breweries across the country come up with this summer.

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