067 The Future and Innovation of Cannabis Dry Spirits with Matthew Cohen of purejuana

54m ·

067 The Future and Innovation of Cannabis Dry Spirits with Matthew Cohen of purejuana

“When we build this [position in the cannabis industry], we're building it for the future, you know, we're building it for the long haul, and we're taking a bold position on what we think the future will hold.” - Matthew Cohen

Welcome back to the To Be Blunt podcast! In this episode, Shayda Torabi welcomes Matthew Cohen, CEO of purejuana to talk about the journey to pioneering the spirits category in the industry, introducing a new need in the market, and how he kept the pure cannabis culture alive through innovation.


[00:01 – 05:34] Introducing purejuana and Changing the Cannabis Game

[05:35 – 16:46] Facing Raids and Pioneering the Spirits Category

[16:47 – 30:19] Challenges of Entering the Category and Proper Positioning

[30:20 – 39:28] Educating the Customers the Cannabis Experience Pathline

[39:29 – 51:44] Mindful Marketing Towards Clarity for Clients

[51:45 – 54:45] Food for Thought: How do you innovate while keeping the culture pure?


Matthew Cohen co-founded Lively Spirits, a psychotropic spirits company leveraging nature's bounty of plants and fungi to craft euphoric beverages in 2020, and currently helms the Company as its Chief Executive Officer. A serial cannabis entrepreneur with nearly three decades rooted in the industry, Cohen got his start advocating for medical cannabis use among patients in the late 1990s, as California’s medical marijuana program was in its infancy. In 2009, Cohen founded Northstone Organics, a farm-direct entity that became the first licensed cannabis producer in the state of California until it was abruptly raided and shut down by the DEA in 2011. As California’s regulatory framework continued to emerge, Cohen went on to lead a number of successful cannabis ventures, including the Emerald Growers Association, a not-for-profit association of medical cannabis cultivators, business owners, and patients advocating for public policies that foster a more sustainable medical cannabis industry. He also helped lead Harborside Health Center, and he founded TRiQ, an industrial solutions provider focused on growing, processing and manufacturing cannabis with innovative technology, which included Cohen’s own invention, the Vulcann50 industrial drying machine. Cohen’s series of disruptive innovations is predated by a history of activism and patient care.  Cohen was named one of the 100 most influential People in the Cannabis Industry by Cannabis Business Executive and has been featured in the New York Times, This American Life, Slate, The Week, Rolling Stone, and Frontline.

Connect with Matthew

Visit https://www.purejuana.com/ and follow him on Facebook, Instagram, Twitter, and LinkedIn @purejuanaofficial


Shayda Torabi has been called one of the most influential Women in WordPress and now she’s one of the women leading the cannabis reformation conversation building one of Texas’ premier CBD brands. She's currently the CEO and Co-Founder of RESTART CBD, a female-run education first CBD wellness brand. And has formerly held marketing positions at WP Engine and WebDevStudios. Shayda is the host of a podcast for cannabis marketers called To Be Blunt, where she interviews top cannabis brands on their most successful marketing initiatives. When Shayda's not building her cannabiz in Texas, you can find her on the road exploring the best hikes and spots for vegan ice cream. Follow Shayda at @theshaydatorabi

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