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Q&A with Wana Manufacturers’ Joe Hodas


Earlier than Joe Hodas grew to become the chief advertising and marketing officer at Colorado-based marijuana edibles maker Wana Manufacturers in March 2020, his profession was at a crossroads.

The month earlier than, he laid off almost each worker, together with himself, at Gofire, which had launched its first metered hashish dose inhaler in late 2019.

The trade was nonetheless reeling from the vape well being disaster on the time, and supply-chain points with product producers in China had been step by step surfacing as considerations of a mysterious virus intensified.

Plus, funding for hashish firms had dried up.

Hodas, who spent 4 years as CMO with Denver-based marijuana merchandise maker Dixie Elixirs, was at an inflection level, questioning his subsequent transfer and assessing different alternatives exterior the hashish area.

By then, he had grow to be good mates with Nancy Whiteman, one of many longest serving CEOs within the trade.

They met in early 2014, when Colorado grew to become the primary state to launch an adult-use retail market.

“As I started to reevaluate and take inventory,” he advised MJBizDaily throughout a current Zoom name, “I noticed I used to be too broken to go anyplace else.”

Throughout a school go to along with his son in Indiana, simply earlier than lockdowns grew to become a family time period, he referred to as Whiteman and advised her he needed to affix Wana.

“That’s how we ended up coming collectively,” mentioned Hodas, who was appointed Wana’s president final month, on the helm of the corporate she launched in 2010.

“That was a bit of over 4 years in the past.”

At present, Hodas is accountable for arguably essentially the most recognizable hashish gummy maker within the nation, overseeing about 130 workers nationwide.

The model, which competes in 17 U.S. markets in addition to Puerto Rico and Canada, generates almost $300 million in annual gross sales.

Hodas mentioned a variety of points with MJBizDaily, together with his high priorities, classes realized underneath Whiteman, the corporate’s potential return to the California market in addition to his takes on such trade developments as mushroom gross sales at unlicensed New York retailers and hemp-derived merchandise.

What are your fast priorities within the new position?

No. 1 is evident for me, which is keep the tradition that we’ve right here at Wana.

It’s one thing Nancy and I talked about lots, and I take it very, very severely as a result of it’s a large a part of our success.

It’s an enormous job to take an organization of about 130 individuals which are disparately unfold all through the USA and ensure that we keep that sense of connectedness and tradition.

How do you strategy succeeding Nancy Whiteman, and what components of her management do you view as important to persevering with the corporate’s legacy?

Image of Nancy Whiteman
Nancy Whiteman (Courtesy picture)

There’s an actual reminder of the footwear I’m making an attempt to fill.

Nancy has a really distinctive approach of gathering after which distilling data after which making choices.

She’s extraordinarily affected person and diligent about getting enter and suggestions and actually workshopping issues again and again.

That strategy is one thing for me personally that I have to work on. I are usually a bit of extra like, “Choice made – growth! – let’s transfer on to the following factor.”

It’s early days for you, however discuss concerning the mark you need to go away on the corporate and the way you propose to try this.

I might be actually completely satisfied if on the finish of my tenure … there’s a really clear demarcation between the good issues that Nancy did, and I took that and moved it even additional forward.

A number of the formulations we’re engaged on proper now are so distinctive and specialised and actually bridge the hole between hashish as only a leisure product with hashish (for particular makes use of) which are actually going to assist individuals dwell higher lives.

If I can form of transfer that ahead, then job nicely accomplished, for my part.

How does Wana have a look at market share? Clearly, it’s a state-by-state sort of ballgame, however there are just a few different main edible merchandise makers, together with Wyld and Kiva.

The issue is, that doesn’t actually outline success of an organization.

Success implies that we’re getting our product within the arms of as many individuals as we are able to. However secondarily that we’re doing it profitably and never on the expense of our companions, our workers and the product high quality.

We aren’t believers within the race to the underside.

We’re by no means going to be the bottom worth. And that’s the way you acquire market share, by being low worth, making a gift of free merchandise.

That’s not our recreation. That’s not our technique.

So if you ask, “Is market share essential?” It’s an essential metric to pay attention to, nevertheless it must be balanced and must be in context with the whole lot else.

In Colorado, we have a look at that fairly often. It’s our house market, and Wyld is actually sturdy right here.

We have a look at, the place’s Wyld, the place’s Wana, the place’s Dialed In (Gummies). It’s an essential information level however not the be-all, end-all.

At one level, Wana had a line of disposable vape pens. Does the corporate nonetheless manufacture these and do you envision increasing into different product classes given your title recognition?

We had an unique on some expertise that expired a few yr into the connection, and thereafter, the disposable vape market and the value factors started to tank.

It was actually difficult to discover a differentiator.

As soon as that course had run, we determined vapes had been not a viable marketplace for us.

We prefer to play the place we are able to clearly show worth, we are able to clearly present a differentiator from the whole lot else available in the market.

That enables us to take care of that premium worth level as a premium model.

How do you and Wana view the low-dose, hemp-derived THC product area?

I don’t assume you could be a product or model within the hashish trade presently and never be taking a look at that area and saying, “What’s occurring, and what’s possible there?”

However there’s additionally a proliferation of fly-by-night and delta-8 firms which are in it for a fast buck and are probably hazardous to the trade and dangerous to customers that basically might set us again in lots of, some ways.

We all know that there’s demand for decrease dose.

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Are there sure markets or states that Wana is happy about?

Prime of thoughts for me is New York. And our launch there may be imminent.

It’s such an attention-grabbing market. New York is simply large and loopy and has its personal ecosystem.

But, you even have this bizarre confluence of all these unlawful entice outlets.

Not solely are you able to hit three of them inside a one-block stroll, however I walked into one and this man within the again had a pina colada machine.

So, I might get a THC slushy from proper there if I needed.

And he had an entire mushroom part, together with mushroom vapes.

What made us hesitant about leaping in was the illicit market and the competitors there since you’re coping with, in lots of instances, California manufacturers and authorized merchandise bought in unlawful outlets.

How does Wana view California after exiting the market just a few years in the past?

One among our sister firms, Jetty, is clearly an enormous, large participant in that market. We’ve got fairly good intel from them. (In 2021, Cover Progress Corp. acquired Wana for $350 million. Cover’s newly shaped American unit, Cover USA, is folding Wana, Jetty Manufacturers and Acreage Holdings underneath its banner.)

(The California market is) getting higher. (However) it’s nonetheless not a market the place we really feel like we are able to go in and achieve success with the mannequin that that we like, which is the place we don’t lose cash.

We might be again there for positive sooner or later. We’re not fairly prepared.

This interview has been edited for size and readability.

Chris Casacchia could be reached at chris.casacchia@mjbizdaily.com.

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