As CEO of Lignan Research, he won two biotechnology research grants in the development of Brevail, a recipient of a Komen Foundation grant for the prevention of breast cancer. Beutler was honored as a recipient of the Ramzanov award in 2008 for excellence in product creation and innovation. He is the author of Understanding Fats & Oils, and Flax for Life.
Emerald Health Bioceuticals is a natural progression, allowing him to practice his multidisciplinary skill set in one of the most exciting and promising frontiers of human health in the endocannabinoid system. Beutler is a licensed healthcare practitioner with dual credentials in respiratory care, R.R.T. and C.R.T.T.
Area Code 420 (AC420): What is the Endocannabinoid System?
Beutler: The ECS as we call it is an invisible, receptor site system, like the nervous system, that predates humans by 550 million years, originating in early living organisms and now present in every living organism except for insects. The ECS has receptor sites throughout the body and serves as a sentinel to help your body maintain a state of perfect balanced health called homeostasis. The ECS can be thought of as a safety net, or first line of defense, working with all of your body’s organs, glands, and systems to keep you happy and healthy.
AC420: Explain the PhytoCann Complex.
Beutler: PhytoCann complex is a formula of six herbals and botanicals purposefully researched and chosen to influence every known component of the endocannabinoid system. Moreover, by default and design, PhytoCann does not contain cannabis, THC, or CBD. Despite these purposeful omissions, PhytoCann acts in the same way as THC and CBD, and beyond, yet is not psychoactive, and is legal for sale nationwide. For example, Whole Foods Market will sell our Endo line of condition-specific formulas that all contain PhytoCann but will not sell products containing CBD.
AC420: Why do your botanical extracts activate the ECS better than cannabis derivatives like CBD or THC?
Beutler: We have purposefully combined herbals and botanicals that not only bind to CB1 and CB2 receptors, as THC and CBD do, but also influence every known ECS biomarker in a healthful way, creating a much broader, comprehensive and holistic approach to support the ECS.
AC420: How much, if any, is your product category influenced by the CBD and cannabis markets?
Beutler: Medical and recreational marijuana, hemp, and CBD have raised public awareness of the endocannabinoid system, but cannabis and derivatives thereof are only the tip of the iceberg in regards to natural compounds that can impact the ECS. At Emerald, we are greatly expanding the toolbox providing comprehensive and broad support of the human endocannabinoid system, inclusive of cannabis but well beyond.
AC420: Do you see your market segment growing? Expanding?
Beutler: With the evolution and regulation of the category you will see an incredible attrition of smaller, lesser known, and poorly funded brands. However, among the well positioned, quality driven brands we will continue to see exponential growth and expansion, as we have experienced at Emerald with the adoption of our brand with major retailers such as Whole Foods.
AC420: Where do new product ideas come from in your organization?
Beutler: We are a science-driven company and brand, and we are lucky enough to have acquired the world’s leading cannabinoid research center in Cordoba, Spain. Everything that we have done to date originates with cutting edge research and development and led us to the discovery of PhytoCann complex, the world’s first herbal and botanical blend that outperforms CBD. Many of our research scientists are peer reviewed and published authors in the cannabinoid space.
AC420: What are the top two metrics to which your company pays the closest attention?
Beutler: Emerald is in the endocannabinoid game for the long run. We have invested heavily in original, efficacious, and results driven products. As it was said in the Field of Dreams, “if you build it, they will come” and retailers and consumers continue to flock to our products. As far as metrics go, online and retail doors, increased recency and frequency of purchase and happy, healthy and satisfied consumers is what wins our day.
AC420: In the competing universe of cannabinoid, CBD, cannabis, and hemp products, what is one characteristic you believe every corporate leader should possess?
Beutler: Honesty, integrity, and transparency is key to building industry and consumer trust. The industry has been wrought with shady players and smoke and mirrors products that have compromised retailers and consumers alike. Forbes featured a story about people that have failed drug tests, losing their jobs after using CBD products for example. The wild west will be tamed and those companies with strong values will be the ones that survive and thrive.
Sheldon Baker is CEO of the Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for many well-known supplement and food industry companies. For interview consideration or brand marketing consulting, contact him at Contact@The420AreaCode.com.