KIVA’S CASE FOR INNOVATIVE EDIBLES

Kris Krane, president of multi-state operator 4Front, recently made the case to WeedWeek that “a gummy is a gummy is a gummy.” Specifically, he discussed how the company’s strategy is to streamline manufacturing so it can produce and sell quality edibles at lower cost than the best known brands. 

Customers haven’t yet developed deep brand loyalties, he argued, and are more than willing to experiment with lesser known competitors, especially when they cost a few bucks less. The approach has enabled 4Front to produce seven of the top 10 edibles brands in Washington state. 

Kristi Knoblich Palmer, CEO of Kiva Confections, one of California’s leading edibles brands, respectfully disagrees, and thinks consumers see it her way. “I guess it depends on what your goals are,” she said. ”If you’re just looking to play in the gummy space and not hoping to be a major player, you can get away with that strategy.” 

In an interview with WeedWeek, she discussed the most exciting opportunities for novel products.