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 . . .