CFN Media Exclusive Q&A With ebbu Founder and CEO, Jon Cooper
Rachelle Gordon
September 11th, 2018
Uncategorized
Jon Cooper, Founder and CEO of ebbu
The cannabis industry is rapidly expanding and cutting-edge innovation is driving its success. Ebbu is a leader in cannabinoid research that is disrupting the space and completely transforming the supply line. The Colorado-based company recently announced the construction of a new state-of-the-art genetics lab and laid out plans for the creation of several cannabis-infused beverage products to hit the market later this year.
CFN Media spoke with ebbu Founder and CEO, Jon Cooper, at the recent MjBizConINT’L conference in Toronto in order to gain insight on the various breakthroughs the company continues to achieve and find out where the cannabis market is trending.
CFN Media: What are some of the most exciting developments coming out of ebbu’s recent lab studies?
Jon Cooper: We’ve completed the cellular studies on the serotonin receptors and have some incredible prospects right now for anxiety and potentially depression. We are looking to try to get into a clinical study here sometime before end of year into early next year.
We also have shifted focus to researching the CB2 receptors, which is actually going be very important for treating inflammation and different types of pain. We’re seeing some incredible results right now and are very excited about the opportunities to start developing some real solutions for patients.
CFN Media: When will lesser-known cannabinoids eventually play a role in the industry and why?
JC: Right now the world basically plays with only two cannabinoids: THC and CBD. That’s like trying to make a chocolate cake with flower and egg. All cannabinoids have very specific roles – CBG, CBN, THC-A, etc. Most of the time in combination with other compounds, there is a synergistic effect. One of the most promising compounds that we’ve studied is CBC. That potentially over time might become the most valuable compound that comes from this plant.
Being able to have commercial volumes at appropriate prices for those type of compounds is going to be very important for lighting up this marketplace. What’s hard for people to understand is in the next 24-36 months, we’re going to see a massive shift in interest for these lesser-known cannabinoids. It’s going to force people to really rethink these products and when to bring them to the marketplace and why.
CFN Media: How is ebbu getting involved with the cannabis-infused beverages category?
JC: Ebbu has partnered with Keith Villa, creator Blue Moon beer, to develop Ceria Beverages. We also just announced a deal with Rebel Coast to release the first non-alcoholic, cannabis-infused wine. We’re in conversations with over two dozen different non-alcoholic type of drink opportunities right now; there’s just tremendous opportunity. I geek out over some of the science stuff and some of the discoveries that we’re making on that side of things.
I think beverages will become the dominant part of the segment eventually, especially in the recreational markets. The reason we say that is if we look at the way that people like to consume many other kind of lifestyle products, most of the time it’s the form of a beverage. I think most people are assuming that will probably be the case in the cannabis industry as compared to smoking flower or dropping tincture under your tongue.
CFN Media: What challenges do you envision that segment of the market facing?
JC: Infused drinks as a market currently is a bet that people are making in general across all beverage categories, not just alcohol. There’s a big shift towards healthier drinks, everyone’s making a bet that cannabinoid-infused drinks fit squarely into that category. I think everyone’s too afraid of missing the boat versus a “wait and see if there’s a real market that takes off” strategy” but there’s a lot to learn.
I know there’s a lot of excitement about this category but, my word of caution for consumers is there’ll need to be some level of patience. I think there will be some blockbusters that come out. But there needs to some level of patience for these products to get defined and refined over the next decade. To truly take advantage of that mainstream marketplace you have to figure out how to deliver cannabinoids 100% consistently, which I think poses a challenge for a lot of companies. You can’t take a direct extract directly from the plant and throw it in a product and think that you’re going to be ready to go. Cannabis is much more complex than what most people understand, and I think every one of these big companies is going to have to find partners or to tackle these problems.
This article was published by CFN Enterprises Inc. (OTCQB: CNFN), owner and operator of CFN Media, the industry’s leading agency and digital financial media network dedicated to the burgeoning CBD and legal cannabis industries. Call +1 (833) 420-CNFN for more information.
About Rachelle Gordon
Rachelle Gordon is a Minneapolis-based writer. Find her online at www.rachellegordon.net.
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