Getting to know Jonathan Strauss, CEO of Pure Craft CBD.
What sets Pure Craft CBD apart from other CBD brands?
Everyone claims organically grown, low heat processed and so many other things that should simply be just the norm in this industry. What separates us apart besides those things is our dedication to absorption. We are highly focused on the best absorption for the end consumer to get the best result possible.
Where do you see Pure Craft CBD in 5 years? 10 years?
I see Pure Craft CBD becoming a household name. The number one trusted brand for quality, absorption and effectiveness at the best price. We have so many products in R&D right now that you won’t see anywhere else.
Why are you passionate about what you do?
Nothing beats the smiles, handshakes, hugs, emails and wows from the end consumer. The end consumer is what makes me so passionate.
What do you do on a typical day at the office?
Everything! I’m involved everyday 7 days a week in every aspect. I choose to be involved with the whole team and every department. So when they hit a wall I’m not lost and we can talk on the same page and I can guide them to a solution.
How long have you been in business for?
I have been in the cannabis space for 18 years now.
What do you expect from your employees?
I don’t consider anyone here my employees. I consider them my team. I don’t have to expect anything, I bring on the best people I possibly find. Everyone just does and performs on a very high level cause the company performs on a high level.
What is one of the most helpful technological platforms and tools you have used to help elevate Pure Craft CBD?
A highly sophisticated, expensive lab powered by highly technological brains of people.
What was one of the toughest decisions you had to make for Pure Craft CBD?
Toughest decision that is still in the works is fully owning and controlling every single part from plant to bottle.
What do you do when you are outside the office?
I really don’t stop. I’m a very focused individual.
What city did you start?
Santa Ana, Orange County
How many employees and how big is your office?
23 not including cultivation which varies. 18,700 sq ft.
What is your office culture like?
Fun and competitive. Super Bowl like teamwork.
Is there a lot of travel involved for work?
No, there’s not alot of travel. A Lot of zoom calls, google meets and facetime.
How did your company begin – story and influence behind it?
From my cannabis business. All my customers that mentioned CBD said I should hop in the space and develop something great cause the industry was lacking so much. So that’s what I did.
Any interesting stories?
18 years in the business… I have a ton of interesting stories! I have been told numerous times my life could be a movie. But, i’m still just getting started (haha)
What’s in store for the future of your company?
Pure Craft CBD retail stores where people can visit us in person.
Where do you see the industry heading?
I see cannabis like wine. There’s your wine for 8 bucks which will be dominated by corporate giants and there’s your expensive wine which will be available by the very few craft farmers that understand and truly love this plant that only produces the best.
How did your company get its name?
We are purely farmed and crafted with the utmost quality always.
Who designed the packaging?
My amazing marketing and art department.
List 3 challenges in the industry.
- Capital. You need a lot of capital.
- Marketing and advertising is cut off in many ways.
- Educating consumers. A lot of consumers have been burnt by bad companies.
How are you dealing with these challenges?
I knew this space required a lot of capital since I have been in it forever. I’m the sole owner with zero investors.
My marketing, web and art team are some of the best in the world. I truly know and mean that.
Lots of capital spent on education and product sampling to show people we are the real deal.
What jobs and experiences have led you to your present position?
Cannabis has been my life and I never gave up no matter how hard it got. So I guess that’s why I am here.
Are there busy and slow times or is the work activity fairly constant?
Always something that needs to be done. Never a slow day.
What is your favorite social media outlet? Why?
Instagram currently since it’s more focused on our age demographic.
What is your company’s greatest success/achievements?
Nano-optimizing broad spectrum cbd to a very low nanometer for the best absorption.
What advice would you like to give people entering the industry?
This industry is very tough and the regulations are insane. You need true passion to push through this industry and a ton of capital to do it right.
What is your perspective on this industry being affected by the economy? (Were you affected by Corona?)
This industry was one of the least affected. It was also labeled an essential business. Everyone has been affected by this pandemic whether it be financial, losing a loved one, getting sick yourself or not being able to go about life in the known normal way.
What inspires your company today?
The end consumer saying wow!
What have you failed at but has made you better at what you do?
Everything! I still fail to this day. This industry is very competitive and has a very high failure rate in general.
Is there anything else you would like to share that we haven’t asked about?
Come into this business only if you truly care about this plant and the end consumer. Don’t come into this business because of the money. It will chew you up and spit you out with less money then you started with.