Grower Stories #114: Matthew Melander
Published
Updated
Levia Is a Leader in Cannabis-Infused Seltzers and Tinctures
Sitting down for a conversation with the AskGrowers team, Matthew Melander from LEVIA explains the reasons behind the company’s focus on creating seltzers and tinctures infused with cannabis. He talks about how LEVIA spent years to bring a superior beverage to the market and reveals their best-selling product. And while he did mention who he’d like to have a smoke with, he kept all of the company’s production secrets safe. #growerstories
I came to what is now LEVIA in 2018, following an introduction to the founding families through a former colleague, and was quickly wrapped up in the ever-changing world of recreational cannabis and the vision of bringing superior cannabis-infused beverages to Massachusetts. I was born and raised in Acton Massachusetts, and am now living in Marblehead, with my wife Beth Ann, daughter Elorie, identical twin sons Wells and Grey, and golden retriever Basin. I have tremendous pride in building a local business and its ability to support the community.
Tia (AskGrowers) : How did you start Levia? Tell us your origin story!
Matthew Melander : Well our origin story was really more the story of perseverance and fate, we took from February 2018 to February 2021 to launch this business and bring a superior cannabis beverage to market. Truly every hurdle was every success and throughout that journey, we developed the ethos and culture that is LEVIA today.
Tia : How does your brand differ from others on the market?
Matthew : We like to say the “difference is clear”. Our products use proprietary technology to solubilize the cannabis oil. This, in turn, creates a wonderfully refreshing and crystal clear seltzer!
Tia : Why have you decided to go with tinctures and seltzers?
Matthew : People like to say the American pastime is baseball...it's not. It's gathering for drinks with an anticipated effect...sometimes that just may be at a Baseball game! Whether coffee in the morning or a cocktail at night, we gather socially with our drink of choice. From the beginning, our goal was to use that natural behavior and give consumers a new choice. Seltzers provide the ‘ready to drink’ option, while the tincture allows the consumer the freedom to dose any product they would like.
Tia : What would you recommend trying for beginners?
Matthew : Try half a can and see how you feel! The beauty of drinking an infused beverage is that the effects seemingly wash over you. This allows you to control your own experience.
Tia : Can you tell us the whole process of making your tinctures and/or seltzers? Do you have any specific approaches in making those that would differ from others in the industry?
Matthew : No thanks! We are going to keep our secrets!
Tia : Do you plan to produce any new products in the near future? If yes, can you name them?
Matthew : We are always working on new flavors, so expect to see some seasonally inspired flavors sometime soon!
Tia : Who usually approves the tastes of your tinctures and seltzers?
Matthew : Team effort, as you can imagine we have no issue finding taste-testers.
Tia : What’s your best-selling product? Why do you think it is so?
Matthew : Currently, ACHIEVE is the number one seller. My best guess is that Sativa is more approachable to the canna-curious than a heavy Indica. ACHIEVE makes you want to get up and have fun!
Tia : What’s your personal consumption routine? What are the top three products that you’re using?
Matthew : I’m an equal opportunity LEVIA consumer!
Tia : Your top strain to smoke, if you do consume cannabis? Why?
Matthew : Don’t smoke.
Tia : If you could smoke with anyone in this world, dead or alive, who would that be and why?
Matthew : [tooltip title="Jeff Spicoli" content="The character played by Sean Penn in 'Fast Times at Ridgemont High' movie."]Jeff Spicoli[/tooltip] from Fast Times at Ridgemont High...bending the answer for a classic movie character, [tooltip title="John Fitzgerald Kennedy or JFK" content="the 35th president of the United States"]President Kennedy[/tooltip], and my grandfather.
Tia : Are there any cannabis brands in your state (or in the USA) you appreciate and follow? Name them.
Matthew : Fernway and Coast Cannabis for sure. We all had to fight uphill to make it into the market, and it's great to see the hard work paying off.
Tia : What do you think will happen with the cannabis industry with time?
Matthew : I hope we can continue to break down the stigma and bring more consumers into the space. This plant is a really magical thing and the more normal it becomes, the more people it will help.
You can follow Levia at:
Thank you so much, Levia team, for taking the time to do the interview. To learn more about them, head on over to their website.
Be the first and share your opinion
Write a Review