The Edibles Issue: An East Coast brand celebrates 10 years

Starting a business that survives 10 years is an accomplishment in any industry. Doing that in cannabis is even more impressive, considering the challenges of strict regulations, operating in siloed state markets and withstanding the forces of culture, politics and finance.

Betty’s Eddies, a Massachusetts-based edibles brand in the MariMed Inc. portfolio, is celebrating its 10-year anniversary this year. The company’s cannabis-infused fruit chews are available in four states, plus Puerto Rico.

Ryan Crandall, chief revenue officer of MariMed and co-creator of Betty’s Eddies, spoke with Marijuana Venture about what it means to hit that milestone of longevity.

Marijuana Venture: How has Betty’s Eddies survived 10 years in an industry that has seen so much turnover and so many companies fail for such a wide variety of reasons?

MariMed chief revenue officer Ryan Crandall

Ryan Crandall: Our team’s commitment and perseverance, among many other factors. Our team is constantly working on bringing products to market that resonate with consumers on multiple levels. We deliver a great-tasting fruit chew that is made using the highest quality, all-natural ingredients. Each product that hits the market gives consumers a consistent experience year after year as it relates to the taste, texture and desired effect — and that remains true for each market the brand has expanded into. When consumers shop Betty’s Eddies, they expect a unique experience that addresses a specific need. Each SKU has always delivered on the promise of what it’s supposed to do — better sleep, enhanced arousal, pain relief, stress relief. There’s a Betty’s for all consumer types. We’ve never rested on our laurels. We’ve continuously innovated the brand, even tweaked ingredients on occasion for the sake of quality, and other times we’ve extended the brand with new flavors and effects such as our just-released Ache Away Eddies PM. Beyond the product offerings, Betty’s packaging is extremely eye-catching from the unique artwork and use of animated objects and colors, which is an important factor in the cannabis industry.

MV: In a recent interview with Marijuana Venture, somebody recently said that brand recognition exists in cannabis, but brand loyalty does not yet. Do you agree with this?

Crandall: I don’t agree with that sentiment at all, at least as it relates to our brands and Betty’s in particular. Betty’s is a top-three brand in every market it’s available because Betty’s lovers keep coming back for more and have for years.

Whether it’s a new product launch or community initiative involving the brand, we find loyal consumers getting involved in a multifaceted approach. In fact, in Illinois we just reintroduced the brand after a four-year gap between our licensing deal with GTI ending and our own craft license ramping up. During that gap we were flooded with consumer emails and calls asking for the brand to come back, and now that we are, the brand is flying off shelves in Illinois.

MV: What is a lesson you’ve learned in the past decade that has proven to be crucial to the brand’s survival?

Crandall: Always listen to the consumer. They’ll tell you what they want from your product and their relationship with your brand. Deliver it all to them authentically and consistently, and they’ll remain loyal to you forever.

MV: Are you still optimistic about the future of the edibles sector?

Crandall: 1,000%. Flower is still king in our industry, but edibles are the entry point for most new users and we’re still very early in the adoption of cannabis into most Americans’ lifestyle. We’ve found providing great tasting, high-quality products in categories that consumers already love, like taffy, muffins and beverages, gives us a distinct competitive advantage.

MV: What would you say is your proudest accomplishment or milestone?

Crandall: Our entire team is aligned on the fact we like to help people. It’s as simple as that and seeing Betty’s apparel worn by consumers that believe in the brand and have had a life-changing experience because of their relationship with Betty’s, is the win for us. On a personal note, I originally wanted to be a doctor, and never in my dreams did I envision working in an industry that hears from patients that have turned to different Betty’s Eddies varieties to help with ailments. I’ve spoken with cancer patients, people going through grief, people who struggle with sleep and anxiety — the list goes on — and hearing how something I have put my soul into creating is making their days slightly better, makes all of this worth it.

This interview has been edited for length and clarity.