The future of the edibles industry with Erik Knutson, co-founder of Keef Brands and the Chief Executive Officer and Chairman of CanCore Concepts Inc. Today, we talk about the industry from research and innovation to the future of the edibles industry. Erik was in the construction biz based in his home of Boulder, Colorado. Then came the Great Recession in 2008 and the housing bubble. He went with jumping into the cannabis industry in beverages. Now Erik has answered why he decided to create a cannabis soda. He said when talking to FoodDive "We were all just kind of brainstorming and looking at the market. I realized that at the end of the day, the two most commonly accepted forms of social adult interaction are drinking and smoking, and everybody else is already on the smoking side. We saw a big market need, for a beverage, for a truly social way (to have cannabis).” We dive deep into what made him think he could go from construction to creating cannabis-infused beverages and much more.