120 Building Brands for Target Consumers with Kristi Palmer of KIVA

To Be Blunt

“There's nothing more important or more powerful than staying fresh and staying relevant. There's just a lot that you have to do with your communication and your marketing and your branding to achieve that.” - Kristi Palmer

Welcome back to the To Be Blunt podcast! In this episode, Shayda Torabi welcomes Kristi Palmer of Kiva, currently the number one edibles brand in California. Kristi tells the story behind their innovative products and elevated branding and marketing. She also takes us through how they are navigating out-of-state operations and continuing to expand on the untapped potential of cannabis.

[00:00 - 05:03] Prediction for Federal Legalization

[05:06- 18:03] A Professional, Trustworthy, and Information-Forward Brand

[18:04 - 24:36] Customer-Driven Innovation

[24:37 - 30:00] Creating Products for Different Consumers

[30:01 - 38:28] Insights on Interstate Cannabis Commerce

[38:29 - 49:26] Strategies for Succesful Cannabis Marketing

[49:27 - 56:43] Authentic Collaboration and Merchandising
When Kristi Palmer and her husband Scott founded Kiva in 2010, it was during California’s growing medical cannabis days. Frustrated by the inconsistent, low-quality edibles available at local dispensaries, Kristi and Scott saw a unique opportunity: a chance to reinvent cannabis edibles and deliver a more consistent, safe, and delicious product than consumers were used to at the time. They began making cannabis-infused chocolate bars out of their Bay Area home kitchen, and the rest is history. Today, Kiva’s award-winning chocolates, mints, gummies, and chews are the most trusted, recommended, and sought-after edibles available. For this, Kiva has become the most recognized edible brand in cannabis with a passionate customer base throughout hundreds of dispensaries in CA, AZ, NV, MI, IL, OH, OK, MA, HI, and now Canada. Kiva has won over 20+ Best Edibles and Best Edibles Producer awards for their portfolio of Kiva and Terra chocolates, Petra mints, Camino gummies, and Lost Farm gummies and chews. In 2020, they also won six prestigious Clio Awards for marketing and advertising excellence in the cannabis industry.

Connect with Kristi!

Check out KivaConfections.com.

Shayda Torabi has been called one of the most influential Women in WordPress and now she’s one of the women leading the cannabis reformation conversation building one of Texas’ premier CBD brands. She's currently the CEO and Co-Founder of RESTART CBD, a female-run education first CBD wellness brand. And has formerly held marketing positions at WP Engine and WebDevStudios. Shayda is the host of a podcast for cannabis marketers called To Be Blunt, where she interviews top cannabis brands on their most successful marketing initiatives. When Shayda's not building her cannabiz in Texas, you can find her on the road exploring the best hikes and spots for vegan ice cream. Follow Shayda at @theshaydatorabi

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