Kenny Morrison is the founder of VCC Brands and CQ Drinks, and a pioneer in the world of cannabis-infused edibles and beverages. His expertise lies in crafting products that normalize cannabis consumption while staying ahead of shifting regulations, cultural trends, and consumer expectations.
We talked with Kenny on a recent episode of Forktales about his journey from filming a cannabis dispensary to running one of the first in Los Angeles. He shares how CQ Drinks is challenging outdated stoner stereotypes by focusing on approachable, female-friendly branding and fast-acting THC delivery.
HOW DID YOU GET INTO THE CANNABIS INDUSTRY?
“I had some friends who were exceptional cultivators and they were a little scared to sell it through the appropriate channels back in 2006… Visiting one of these early stores, it was almost kind of like an anthropological experiment for me… I happened to meet one of the owners and he was a surfer. So we hit it off… Long story short, I ended up making a documentary about his store… Within a month, he was like, put down the camera, help me open more stores.”
CAN YOU EXPLAIN NANO-EMULSIFICATION AND WHY IT MATTERS IN CANNABIS BEVERAGES?
“Nano-emulsified cannabis oil… is really a way of increasing the surface area of a cannabis oil droplet… It allows you to experience the effects faster… The technology will continue to evolve and offer consumers some new things… I think when a cannabis drink affects you as quick as an alcoholic drink does, that’s going to most definitely increase the consumership.”
WHAT ARE SOME COMMON MISCONCEPTIONS ABOUT CANNABIS BEVERAGES?
“That they taste bad or they’re too strong, right? Everyone’s had a bad experience with edibles… we’ve all gone too far… That’s a lingering obstacle… And it’s like, the micro-dose, super low-dose beverages do a lot to address that.”
WHAT’S NEXT FOR CQ AND VCC BRANDS?
“Something I’m really looking forward to doing that I’ve never done is working with an advertising agency. We exploit differences in regulations and consumer tastes in every state. What we learn from the more experienced, veteran, higher-dose consumer will serve us really well as the hemp consumer gets more educated over time.”
