Nancy Whiteman is the founder and CEO of Wana Brands, a Colorado based company that produces cannabis infused edibles, and more recently WanaCaps XR, a series of extended released cannabis capsules. Wana Brands was founded in 2010 and is now a leader in cannabis edibles. Wana’s sour edible gummies not only dominate the Colorado market, but the brand itself is one of the United States’ top edible producers. Wana currently supplies markets in Colorado, Nevada, Oregon, and Arizona, and is looking to expand into Florida, Illinois, and Michigan this quarter.
So just how did Wana Brands become a leader in the cannabis industry? Civilized had the pleasure of speaking to Nancy Whiteman on her journey to the top, why gummies were the main focus, how production processes must evolve in order to comply with changing legal regulations, advice on getting into the cannabis industry, and what the future holds for Wana Brands.
What did you do before Wana Brands and how do you think it helped you enter into the cannabis industry?
Before establishing Wana Brands in 2010, I was a principal with The Whiteman Group, a sales and marketing consultancy, and previously held a range of senior level marketing and business development positions including vice president of marketing and new corporate ventures for the Paul Revere Insurance Group in Massachusetts. My background in marketing and branding has definitely been very helpful in building Wana Brands.
What was it that interested you in getting into a brand new and fairly unknown industry?
I always wanted to start a business, and I dreamed about launching a product-based business where my success wasn’t tied directly to how many hours I could work for a client. In 2010, when an opportunity to get into the cannabis industry presented itself, it was a