MIP, CO: Ep. 58 Joe Hodas, Dixie Elixirs

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After spending his early post-college years bartending and skiing in Boulder, Joe Hodas got a Masters in Communications. This degree led him to jobs with several companies in the early tech industry, as well as through a stint with Frontier Airlines, but it was during his tenure with an advertising agency that got him connected with Tripp Keber. As Tripp and Dixie Elixirs sought to make a big splash in cannabis, they knew they needed some expertise on the branding and marketing front, and Joe was just the right person for the job. Nowadays, we know Dixie as one of the strongest brands in the cannabis industry, a beacon of legitimacy and business savvy that sets its sights high, and seems to go nowhere but upwards. Joe takes us through the core mission of Dixie, what they see on their horizon, and where they think the industry in general is headed. Enjoy!

“Tripp and I had been texting about various ways of looking at it, and ‘The Future of Cannabis’ was something we had used in passing, and we all agreed, that actually makes sense as a kind of tagline, something that will go with us as we move forward.”
“If we aren’t promoting legalization, if we’re not being good stewards of this industry, the future of cannabis will never arrive.”
“We all firmly believe that Colorado is the epicenter of the legalization movement, and as countries around the world view us, and see what we’re doing, and that we’re doing it right and can do it well… we believe that legalization will occur elsewhere, and we have talks on a regular basis with other countries”
“We wanted to create sort of a separate lens through which to see cannabis, and this ‘Cannabis Creativity’… we’re looking at art, entertainment, various lifestyle segments, and really trying to highlight those as part of the Dixie culture”