Grower Stories #135: Anthony Jenkins

Next Level Edibles Is Changing the Game When It Comes to Cannabis Edibles

The AskGrowers team talks with Anthony Jenkins from Next Level Edibles about how the company was formed and what it stands for. He tells us why the company is unique in the space of edibles, how they are creating infused everyday products like coconut oil and scrumptious artisan cupcakes. The company is also looking to create infused ingredients like flour and spices. Anthony also talks about his favorite strains and edibles to consume. #growerstories

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Tia (AskGrowers) : Tell us how you started Next Level Edibles?

Anthony Jenkins : Next Level was started almost 10 years ago. During a particularly trying part of my life, a medical professional recommended antidepressants and anti-anxiety medicine for symptoms I was experiencing. Taking these drugs made me feel slightly better, but came with a host of other problems; twitching, irritability, weight gain. I needed another solution. In college, I experimented with cannabis and as an adult, I found that it alleviated my symptoms without the side effects.

Unfortunately, the halflife for cannabis is only 90 minutes which wasn’t nearly long enough to cover my full workday. I committed to some research and learned that the effects of eating cannabis-infused foods last three to five times longer than when smoking cannabis. Not only that but I also appreciated the fact that this means of ingesting cannabis would eliminate the need to mask that distinctive cannabis odor. These two considerations brought new hope. As a business professional, a deal could be broken if I smelled like cannabis. And edibles did not have a negative connotation and were perfectly discreet for my work environment.

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Tia : How does your brand differ from others similar to yours?

Anthony : Some brands are currently making amazing infused ingredients. Potli, Simply High Extracts, and Clarified to name a few. And we all have slight differences that attract specific audiences. One of our differences is that we use Virgin Coconut Oil as our base. Not only does it smell great, but it also has a host of health benefits.

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Tia : Tell us how you make your products? Do you have any specific approaches? What’s your best-selling product now?

Anthony : Our infused coconut oil is made using locally sourced, Northern California flowers. Using a specialized slow process, we extract the cannabinoids while preserving the full terpene profile, and using the magic of chemistry, we infuse it into virgin coconut oil. This is our first product to market. Soon, we will be launching our second product; infused brown sugar.

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Tia : Why have you decided to go with Infused Mixes on the market?

Anthony : When we originally planned on entering the cannabis market, we wanted to sell infused mini cupcakes. In fact, that’s what we are still known best for. No, not Safeway brand borning vanilla cupcakes. Extravagant cupcakes. For example, one of our popular cupcakes is our take on The Cheesecake Factories’ Red Velvet Cheese Cake.

It’s a mini cupcake with a crisp graham cracker crust, below a light layer of vanilla cheesecake, below a layer of maroon velvet cake (red velvet made slightly darker due to the artisanal chocolate), and a bourbon vanilla cream cheese frosting at 20 mg. Yeah, this is what we do and why we are called Next Level. But, we were forced to pivot due to current packaging and labeling laws. In order to get customers fresh baked goods, we are going to launch dry mixes. They will contain all the ingredients needed to make our cupcakes and cookies, except for the wet ingredients which can be added in the comfort of your home.

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Tia : What do you think defines the success of the strain?

Anthony : The success of a strain depends on how long it lasts. And when you see specific features of that strain in other strains.

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Tia : What things should the person pay attention to, when choosing the brand/product?

Anthony : When buying edibles, pay attention to quality. And the only way quality can be determined is by taste. Also, look out for smaller and equity brands. There are many small companies that make edibles much better than the big names.

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Tia : What’s the highest THC % in your products? Do you think people should thrive for a particularly high THC % in cannabis products?

Anthony : Our 4 oz. jar of infused oil is 1000 mg. Cannabis tolerances are like people and come in all types of shapes and sizes. Micro-dosing is perfect for people who are new to cannabis or are getting reacclimated. For people who partake regularly, micro-dosing simply is not strong enough to provide them with an effect. We feel that by making our product high-dose, we can appease all crowds. Use a tablespoon, and your meal is 120 mg, or use ⅛ teaspoon and the meal will be 5 mg.

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Tia : Are there any brands in your state you appreciate and follow? And in the USA in general?

Anthony : SF Roots, Saucy, Seventh Wave, Javier’s Organics, ATableForTwenty, Gift of Doja, Local Equity Distro, Ganga Girl, Our Academy, Clover Caramels, and Neighborhood Essentials.

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Tia : What is your personal cannabis consumption routine? Does it affect your work/ life?

Anthony : My personal consumption routine consists of an edible with the breakfast; either a teaspoon of coconut oil in my coffee or a few kernels of our butter toffee popcorn (coming soon) with tea. And around 2 pm and 6 pm, I’ll have a few more pieces of popcorn. Or I’ll have a cupcake at lunch which will last until bedtime.

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Tia : Your top strains to smoke? Why?

Anthony : I’m not a big smoker. When I do smoke, I prefer joints of exotics like Gelato, Sherbert, or Britney.

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Tia : What are the 3 main trends in the cannabis industry in 2021 for you now?

Anthony : Three trends that we are seeing include:

1. Celebrity brands
2. As stigmas evolve, new users are trying cannabis and old users are coming back.
3. New exciting edibles as chocolates and gummies get played out.

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Tia : If you could have a chance to smoke with anyone on this planet, who’d that be and why?

Anthony : Thoth. IT’S FREAKING THOTH!!

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Tia : Do you plan to expand your brand with time? If yes, what do you plan to add to your product line?

Anthony : Yes, we would like to provide any and all ingredients that can be used to infuse a meal. Infused salts, different oils, infused flour, and infused spices.

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Tia : In your opinion, what’s the current situation with cannabis stocks in the USA?

Anthony : Cannabis stocks are a buy - long-term hold. Like crypto, it will take a while for the world and markets to catch on. But soon, it will be traded like other commodities such as orange juice.

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Tia : Do you think people should invest in the cannabis stock market at all? Why?

Anthony : Yes, but not all in. It’s better to diversify all portfolios.

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Tia : What brands would you invest money in on the cannabis stock market?

Anthony : Next Level. That’s not to say we are the best cannabis brand in the world, but I know the owner personally. And I know he is going to do whatever it takes to make sure his company succeeds.

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Tia : Do you personally want to get into the cannabis stock market?

Anthony : My daughter has a few small investments in cannabis, but we prefer to invest in high yield dividend-providing stocks.

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Tia : What are your predictions on the cannabis industry for the next 5-10 years?

Anthony : Federal legalization is about 5 years away. More small mom and pops will spring up, and then as certain players emerge on top, they will start to purchase the smaller players.

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Thank you so much, Next Level Edibles team, for taking the time to do the interview. To learn more about them, head on over to their website.