Santa Rosa, CA – 6/16/20 – Care By Design, a wholly-owned CannaCraft brand, announced today the launch of its Care By Design Hemp line. Formulated and manufactured by the same team of scientists and experts that created the brand’s top-selling signature ratio line for the California medical cannabis market, Care By Design Hemp is now sold online direct to consumers and retailers and ships nationwide. The popularity of Hemp CBD has been on the rise since the federal government legalized hemp in 2018. In a recent Project CBD survey, the cannabis researcher’s comprehensive survey found that of the 3,600 CBD users polled, 52% reported using hemp-derived CBD as opposed to cannabis-derived CBD. The latter being less accessible as it is only sold in states that have legalized cannabis.
“We believe everyone deserves easy access to natural and effective CBD products,” says Tiffany Devitt, CannaCraft’s President of Wellness. “This line may be new, but our experience dates back to 2013 when we first traversed California in search of high-CBD plants. That search resulted in the creation of our Care By Design ratio products. With over 2 million products sold, Care By Design has been California’s leading CBD brand in dispensaries since 2014 and we are more excited than ever to be able to offer CBD relief to a wider audience throughout the country.”
Care By Design Hemp is available in both sublingual drop and gel capsule form, and includes five effect-based options: Relief, Rest, Calm, Balance, Uplift. Each formulation is created with California sungrown hemp CBD and carefully selected botanical terpenes to maximize therapeutic benefits.
“Not all CBD products are created equal. Quality and efficacy differ greatly based on the sourcing and processing of the ingredients. Starting with full-spectrum crude oil allows us to capture minor cannabinoids like CBDA, which work synergistically with CBD and the other plant compounds,” said CannaCraft’s Head of Formulation, Matt Elmes, Ph.D. “We enhance that with proprietary terpene profiles that were formulated using large datasets from observational studies correlating cannabis strains to effects. By recreating the terpene profiles of specific strains, we are able to mimic the therapeutic effects of those strains with our products.”
Cold-press extraction technology is utilized to unlock the full spectrum of beneficial compounds from the healthy, robust hemp plants. Like all Care By Design products, the hemp line meets the highest standards for safety and efficacy and is triple-tested for purity, consistency, and potency.
Care by Design Hemp is CannaCraft’s latest endeavor to inspire and empower individuals to improve their health and wellness through trusted and natural products. Learn more and view COAs at www.carebydesignhemp.com.
Warren Bobrow=WB: Please tell me about yourself? Why Cannabis? What was your inspiration for the plant? Why Care By Design?
Tiffany Devitt=TD: My interest in cannabis is personal. Long before it was legalized for recreational use, I knew a number of people who used it for some really serious medical conditions that weren’t responding well to pharmaceuticals. And they said it was helping . . . with very few side effects. The main concern that these early patients had — and we heard it over and over again in the community — was that it was hard to manage the unpredictability of cannabis’ psychoactive effects. And, it was difficult to get a consistent, reproducible experience. They said they would smoke a joint one day and feel great. But on another day, they would find themselves too high to make dinner.
Other patients shared the fact that smoking their medicine felt wrong; it was counterintuitive. And yet others — especially those who were immunocompromised — worried about whether their cannabis was clean and safe. . . rightfully so, given that there were no testing requirements for the first 20 or so years that medical cannabis was legal in California. Care By Design leaned into the health benefits of cannabis early and without reservation. At the time (almost a decade ago), the idea of intentionally and explicitly marketing low-THC cannabis when everyone else was competing on THC potency was a bit of a heresy. But it was the right thing to do.
Many people who were using cannabis medically wanted to maximize the therapeutic effects while minimizing the intoxication. Others felt that the “high” was therapeutically important. We listened to them. All of them. This is why we came up with the concept of CBD-to-THC ratios. The whole point was to create products that gave people the ability to manage cannabis’ psychoactivity in a manner that worked for them. The other thing we did very early on was formulate non-smokable products like tinctures and gel caps. This was an important step towards normalizing the medicinal use of the plant. It afforded people the ability to take cannabis in the same way they take any other herbal supplement. The final thing we did was implement a testing program early on. Back in 2014, there weren’t many cannabis testing labs around. The few that existed had limited capacity. So, we built a testing laboratory from the ground up. In fact, one of our founders mortgaged his house to buy hundreds of thousands of dollars of state-of-the-art testing equipment. Then, we recruited from outside the industry to find qualified people to run that lab. This gave us the ability to ensure that our products were free of pesticides and other common adulterants and consistent with regard to potency. In other words we genuinely cared about our customers and we designed our entire business around their needs.
Hence the name. . . care. by. design.
WB: Please tell me about your company? What are your six and twelve month goals?
TD: The federal stranglehold has delayed a lot of research and innovation, but that’s changing. There is a growing body of scientific, peer-reviewed studies on THC and CBD, and we have a much better understanding of how the endocannabinoid system works now than we did 10 years ago. Nonetheless, we’re really just getting started. THC and CBD are fascinating therapeutic agents, but cannabis is a medicinal treasure trove. THC and CBD are just two of hundreds of potentially therapeutic compounds native to the plant. And, oftentimes, those compounds work together to amplify one another’s therapeutic benefits. This phenomenon, by the way, is what people are referring to when they talk about cannabis’ “entourage effect.” It basically means that the sum is greater than the individual parts. This is why cannabinoid “isolates,” which you frequently see on the hemp CBD side, are inferior to “full-spectrum” products that have a broad array of cannabinoids and other healing agents.
Our near-term goals are to roll-out a robust pipeline of innovative products that amplify the plant’s healing properties. We’ve doubled down on R&D with three PhDs and several chemists on staff. We’re also participating in an IRB-approved study on the safety of cannabis and CBD in an effort to help gather critical data that the FDA needs to advance federal regulations.
WB: What about stigmas? How do you explain to a potential client what you do?
TD: Given cannabis’ long-standing history as a folk remedy going back thousands of years, the modern stigma is really a historical anomaly. And, yet, here we are: After decades of cannabis being demonized as a drug with “no currently accepted medical use” — that’s the definition of a Schedule 1 drug — a lot of people no longer see cannabis as a medicine. That’s unfortunate. But we don’t spend a lot of time worrying about what anti-cannabis people are saying. Rather, we focus on staying abreast of the clinical and preclinical research and we focus on demystifying the plant through education. The best rebuttal to Reefer Madness — and how I might explain what we do — is to make safe cannabis products that make people feel better. That’s our priority.
That said, there are some macro-trends going on that may hasten the end of federal legalization, which is the most overt manifestation of cannabis’ stigma. We’re in a recession right now. A lot of people are out of work. Legalizing cannabis would stimulate the economy, generate millions in tax revenue and — most importantly — create hundreds of thousands of jobs at a time new jobs are sorely needed. Legalization would also put an end to the grievous social injustice of a racist drug war.
Alcohol prohibition, incidentally, ended in similar circumstances. During the Great Depression, people became increasingly aware of the social cost and failure of Prohibition. They saw that ending it could turn an economic negative into an economic positive. Which is exactly what we’re seeing today with cannabis.
WB: What is your favorite food memory from childhood? What is your favorite kind of food now? From where?
TD: My favorite food is Ethiopian. Unfortunately, I’m not good at cooking and Ethiopian restaurants aren’t very common in rural Sonoma County. Although there are some good ones in my hometown of San Francisco, which isn’t too far away.
Most of my favorite childhood food memories are less about the food and more about the hilarity that ensued on the rare occasion my mother ventured into the kitchen. For example, there was the time she tried to make a Christmas ham. The recipe said to marinate the ham in orange juice, but she didn’t have orange juice on hand. So, she improvised and marinated it in Hawaiian Punch or Kool Aid. Something with a lot of artificial coloring and sugar. It turned out very, very pink and tasted very weird.
Fortunately, Dad is a good cook and makes the world’s most awesome brie quiche. Delicious and fluffy and my most favorite dish in the world.
WB: What is your passion?
TD: My family (including the cats), my friends, my garden… the usual. I’m also a news junkie. Although I’m not sure if that’s a healthy thing right now. And work. I love our company, our staff, and what I do day to day. It gives me a sense of purpose.
Tiffany Devitt, President, Wellness & Chief of Government & Consumer Affairs, CannaCraft Tiffany Devitt is responsible for overseeing CannaCraft’s regulatory compliance and government relations. As such, she plays a valuable and vital role in shaping and executing the company’s legislative strategies in Sacramento and DC. As a member of the National Cannabis Roundtable Board, she is working collaboratively with industry leaders from across the country to promulgate federal financial services reform and tax equity for the cannabis industry.
Tiffany is a current and founding Board Member of CannaCraft, Kind House, and Emerald Pharms. She was the 2018 recipient of the North Bay Business Journal Women in Business Award. Tiffany received an undergraduate degree from Tufts University and Master’s from Stanford University.
Prior to joining the cannabis industry, Tiffany worked with high-tech startups in the healthcare space. She was previously the Senior Vice-President of Business Development for NearSpace where she led that company in pioneering the healthcare application market. Prior to NearSpace, Tiffany was Vice President of Business Development for J2 Global Communication (JCOM) where she secured strategic partnership with Microsoft, Yahoo, and other industry leaders; and oversaw the company’s international expansion into Japan, Germany, and Australia.