ENDO CEO | Daniel Crawford
Tell us your story, how did you get started in the cannabis industry and ENDO?
Daniel Crawford: The journey started about 4 years ago.
I was working for a craft brewery in Dallas Texas and was living an unhealthy lifestyle back then that I knew needed a change. As a result, I started working out frequently and improving my diet.
I was having issues with the different kinds of protein powders available. After doing some research, I learned about the immense nutritional power of hemp protein powder and how underutilized it was in the market.
That led me to the development of hemp products and eventually, CBD shot out as a game-changing the ingredient to build a product around which led to the creation of ENDO.
What problem are you looking to solve with this business?
Daniel Crawford: Our goal for ENDO was to create a premium line of CBD products with authentic ingredients at an honest price.
Many of our competitors in the market are offering unmarked & untested products at a very high price to customers in need. At ENDO, we tried to solve this problem by creating a legitimate product at a fair price.
Cannabis has really shifted from extremely taboo, to almost fully accepted in North American society. How has this change positively impacted your business?
Daniel Crawford: Education has become easier.
We don’t have to give them the entire story anymore, when you say hemp or CBD to a customer or buyer, they have had an interaction with it before, it could be a friend or relative who uses it, or they saw an amazing CNN documentary on it.
We can now have the conversation on why OUR PRODUCT is the best, and not have to start from scratch
Does CBD have the power to puncture a hole in the pharmaceutical industry due to its’ natural medical benefits?
Daniel Crawford: The regulation is always the wildcard in this industry.
CBD does have the ability to improve the quality of life for many people. More studies are being conducted and being published every day on the benefits and we are only just scratching the surface of it.
Because of cannabis’s schedule 1 status, the science behind cannabinoids is brand new which means that a lot more info is to be found.
Studies are also showing the benefits from similar compounds such as CBN which can be used as a sleep aid for people suffering from insomnia.
How have the legal changes regarding cannabis and CBD affected your business?
Daniel Crawford: It’s been a wild ride from the start.
Back in December of 2017, when Jeff Sessions started coming after MMJ and CBD, we were forced to halt development for 2-3 months to allow our legal team to take a more detailed look at the legality of industrial hemp CBD products.
That was negative but then with Senator McConnell’s Farm bill, it allowed hemp to be treated just like any other agricultural commodity. That change really opened the floodgates to the industry.
Just in the last 4-5 months, the number of people who have begun launching products is astonishing.
Is there any trailblazer in the industry that you have looked up to along the way?
Daniel Crawford: The Stanley Brothers
They run Charlotte’s Web Hemp in Colorado. They are the ones who essentially invented a high CBD strain of industrial hemp to combat childhood epilepsy.
What is your work schedule like, how many hours per week do you work?
Daniel Crawford: I handle most calls, computer work, and admin items on Monday and Friday.
Tuesday-Thursday is when I do my “in-market” activities, travel, etc. I don’t count my work hours, every day is different, and as an entrepreneur wearing many hats, it would be hard to even tell.
Is there anything you’d like to leave us off with?
Daniel Crawford: The hemp farming industry in America is going to be a game changer.
I know everyone has a crazy uncle who has been preaching that hemp can “SAVE THE WORLD” but it really can.
If anyone reading this wants to support what is going on in the government regarding hemp farming, please follow HempSupporter.com
Also, if you are looking for some high-quality American grown hemp extract products, please check out ENDOBrands.com
ENDO CMO | Mike Rosenbaum
Tell us about your relationship with ENDO, how did you know this was the right fit for your company?
Mike Rosenbaum: ENDO has a great product in a category that is set for massive growth, with a need for marketing leadership.
It’s been a great experience working together to improve the branding and growth strategies. Daniel has also been amazing to work with and really knows the space well.
With the emerging trend of cannabis upon us, how do you effectively market a CBD company such as an ENDO?
Mike Rosenbaum: The lines between CBD, Cannabis, and Mainstream are blurring day by day.
The taboo is shattering, with the fastest growing consumer segment being 60+. That’s why we’re positioning ENDO as a lifestyle brand, and not a ‘weed’ brand. The category is coming into the mainstream and we’re going to lead that growth.
Is there a specific social media platform that is most effective in this industry?
Mike Rosenbaum: Like any brand, it’s about being where your audience spends their time.
In our case, Instagram is a top channel and we’ve been investing in that space. We’re also about to launch a new e-commerce site which will be a great place for information and to connect with new customers
What kind of influencers are best to market CBD products?
The best influencers are ones that have genuine, authentic interest in the space and connect well with the brand. ENDO is approachable, fun and high quality – we’re not a flash-in-the-pan, fad brand that is here today and gone tomorrow. We carefully choose which influencers we work with who meet our vision of bringing joy and relaxation to the world through CBD.
What kind of things can we expect to see from ENDO’s marketing in the near future?
Mike Rosenbaum: Content and education.
There’s so much misinformation that we want to help tell the story about what our product can do to help people. Not only do we want to share more about CBD, but we want to build the brand about relaxation and joy – how do we help people live their best lives. We’re focusing primarily on Instagram, and will be building more content and working with influencers and affiliate to help tell that story. We’re also looking into activation through experiential – getting liquid on lips.
If you are an influencer looking to work with ENDO brands going into the future, check out their site at ENDObrands.com to view the details about this fantastic opportunity!
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