What should people look for with CBD processes? Example: extraction process, cold-pressed, etc?
Kennedy: I encourage people to explore the whole system. Seed to sale. We are fans of full-spectrum oils, meaning they contain more than just the singular CBD compound, but rather a wide variety of cannabinoids, terpenes, phytonutrients and a little bit of THC. To ensure you are buying clean product, lab reports are a great place to start as they will show potency, terpene content, microbial activity, herbicides, pesticides, heavy metals and solvents. The cleaner extraction methods to look for are CO2 and an Alcohol-based extraction. The next level of investigation is asking about the farm origin and practices—the opportunity for hemp to impact agriculture is tremendous, so ensuring it is grown with integrity is important.
How can someone who’s never used CBD make the right decision about what type of CBD is best for them?
Kennedy: I encourage people to go low and slow and take note of how they feel—10mg of a full-spectrum oil is a good starting point. Thinking about the preferred way to consume is also important. Vape, sublingual, capsules or topical applications all work but have different effects. I personally opt for sublingual tinctures. The important part about consuming any plant medicine is to make sure that you take it every day. Consistency is key. It is just like any other practice, yoga or meditation—you can do it every once in a while and feel good, but the profound shift happens when one commits to the practice.
Describe your brand building strategy in one sentence.
Kennedy: We have built plant people on grit, hustle and doing more with less. Being resourceful, scrappy and thoughtful. Our goal is to build a company that leaves this planet better than when we found it, to create systemic change and lead the conversation.
If you were pitching your business on Shark Tank, what would you say?
Kennedy: Plant People is committed to healing and connecting people and the planet through the power of plants. Everything we do comes down to our commitment to this mission—the celebration of education, community and regenerative practices.
The opportunity to change the face of agriculture, supplements, medicine, textiles, fuels and beyond all lies within this plant and all plants.
What is the most important lesson you’ve learned as a founder?
Kennedy: Making a decision and moving on is the name of the game. There will never be a perfect path. We believe in hearing all perspectives, educating ourselves and then making a decision and then iterating.