I’m a life-long cannabis aficionado. Ok, that’s not quite so. I was about twelve when I discovered cannabis at a prep school in New Jersey. It was really unavoidable. Cannabis was everywhere in the sixties, even in the affluent, leafy suburbs of NYC. I’m pretty certain that most of my friends smoked weed, we all found our way to NYC for concerts, and the clouds in the air were not from the sky. Cannabis has always been something that I could enjoy, and it would become a metaphor for my future. With that said, I’m pretty traditional in my use of the plant. You won’t find me dabbing, it makes me violently nauseous, and my joint rolling skill hasn’t advanced much past sixteen years of age. It’s pretty tragic, actually.
I rely upon my Stonedware pipe, as it gets me really baked and with deep pleasure.
I stumbled upon the Jetty Solventless Extracts through the recommendation of a budtender. She was insistent that I try one of the 510 carts because, as she said, “they really work” and “I know you’ll be very happy,” which was very true. I am quite happy (pulling gently on my Jetty Solventless THC Bomb), and I want to share that high-end experience with you. Take this from someone who doesn’t smoke anything other than flower in my pipe. I rarely even use a bong! The Jetty line makes it easy for me to enjoy what I don’t normally partake; concentrates.
Fine products such as Jetty make the intrinsic experience of smoking cannabis deeply imaginative and keenly lucid.
Warren Bobrow: Where are you from, and what was your path to the plant? I’ve tried your extracts, and please let me say that they are smooth and potent. I have a PAX ERA, and it charmed me!
Ron Gerushi: Thank you for saying that we have always focused on quality and consistency and love hearing positive reviews! I grew up in NJ and went to college in Michigan – all the best weed came from California, and that is what I wanted to smoke. When I moved to San Diego in 2009, I operated Micro Balanced Products, Inc. selling a natural deodorant brand called Lavilin, and was fascinated by the similarities between medical dispensaries and health food stores. In 2013, my father began using cannabis daily to manage back pain, which opened my eyes to the healing properties of the plant. I saw an opportunity to elevate the product and branding experience of this amazing herb and launched Jetty Extracts along with some friends that were growers and dispensary owners.
WB: What makes your products different than your peers?
RG: We only put out products that we ourselves would buy. Our innovative, hard-working, cannabis-loving lab team has an extremely broad range of extraction experience. Over the last eight years, we have used CO2, ethanol, and hydrocarbon to make various concentrates and vape products, and we never settled on one extraction method, which helped us stay ahead of the competition. We have used equipment from leading manufacturers and have built a lot of our own equipment and processes. Leveraging our expertise in extraction science, the team has spent the last two years developing proprietary techniques to make the best solventless vape pen on the market. Made from live rosin that is extracted using only ice, water, heat, and pressure, Jetty’s Solventless vape delivers the true essence of the plant from start to finish and is the cleanest product available. Since launch, it has won awards in the Emerald Cup and Cannabis Cup and has quickly become a budtender favorite.
WB: How do you remain cognizant of your competition?
RG: Cannabis is a small, collaborative industry full of ambitious, entrepreneurial minds. I am continually impressed by the development of new categories, products, and business models. As we continue to push techniques and products forward, there is a tremendous amount of information sharing and discussion between extractors and companies. We are friendly with most of our competitors and check in often because we have similar mindsets and look forward to shaping the industry and consumer experience together. We have relationships with operators in other markets and always visit stores to try the local products when our travels take us out of California.
WB: Do you do competitive examinations of the marketplace? (Like a Friday tasting?)
RG: I stop into dispensaries weekly, acting as a secret shopper, and we have our entire leadership team actively do the same each quarter. I buy something new when visiting stores, so the team can try the latest and greatest products. This market moves fast. There is no better way to see how our products are perceived and what new products are in the market than to ask Budtenders what they like, what sells well, what is trending. We also use analytical data aggregated by companies like BDSA and Treez to maintain a pulse on which products and brands are resonating within the market. All in all, we put our best foot forward to stay ahead of the competitive landscape. If we didn’t, we wouldn’t be as successful as we are today.
WB: What are your six and twelve-month goals at Jetty Extracts?
RG: Our 1g Solventless vape line sold out to 80 stores in September, making it the most successful launch in Company history. We are scaling the production process to maintain our leadership in the Solventless Category, as demand is outstripping supply. We also sell rosin and will be launching a solventless infused preroll by the end of the year, rounding out our Solventless Collection. In six months, we expect Jetty to be synonymous with Solventless. In twelve months, we would like Jetty Solventless products to be in 500+ California stores.
WB: How do you maintain a work/life balance?
RG: As much as I love my job, I also love to play. We have fostered a culture and work schedule that encourages staff to get out and spend time with family, attend music festivals, travel, and enjoy time away from the office. Work-life balance is key to workplace happiness.
I have an amazing wife, a nine-year-old daughter, a five-year-old son, and a seven-month-old puppy. I have breakfast with my family and walk my kids to school every day during the week. My favorite part of the day is coming home after work to the excited greeting of my kids. We are deep in Little League baseball and soccer, and I am reading the Harry Potter series with them. I love being involved as my kids grow and learn.
My wife and I get a babysitter one night each week to have a date night.
Getting an intense workout is something I work into my weekly schedule. Yoga, mountain biking, running, stand-up paddleboarding, skiing are the main ways I can get a really good sweat and body workout.
WB: Do you have a favorite food memory from childhood and why? What about now? What is your go/to meal when imbibing your marvelous varietals? Do they make you hungry?
RG: My father is an Israeli immigrant, and he owned a bagel restaurant when I was a child. Our diet was different from the typical American family. We often had salad for breakfast and always had freshly made hummus and large quantities of olives on the table. This was before hummus was popular and widely known, and accepted. I have friends who have told me that they never tried the hummus at our house because they didn’t know what it was, and now they love hummus and feel they deprived themselves of it for all those years.
I always choose middle eastern or Mediterranean food when available.
Cannabis doesn’t make me very hungry. I like hitting my pen while being active outdoors.
WB: What is your passion?
RG: Aside from my passion for building a great team and cannabis company and spending time with my family, I take every opportunity to travel. From a young age, my parents instilled in me a sense of adventure that I strive to pass along to my children. I have visited over 40 countries and 40 states and have been fortunate to interact with people from many different cultures. A highlight for me is experiencing authentic local cuisine and cannabis. I’ve sampled weed from coffee shops in Amsterdam, hash from street peddlers in Seville, and spliffs from friends in Tel Aviv. As the explosive growth in cannabis continues, more people will have the opportunity to enjoy local customs with the plant.
Thank you, Ron, for digging deeper.
Warren Bobrow has been a dishwasher, the owner of the first company to make fresh pasta in South Carolina , a television engineer and he even worked at Danceteria in NYC, then a trained chef which led to a twenty year career in private banking. A cannabis, wine and travel aficionado, Warren is a former rum judge and craft spirits national brand ambassador. He works full time in the cannabis business as an alchemist/journalist. Cocktailwhisperer.com Drinkklaus.com Instagram: warrenbobrow http://en.wikipedia.org/wiki/Warren_Bobrow