In the vibrant intersection of cannabis culture and creative collaboration, Gelato Canna Co. and Phix join forces to create an innovative partnership. This dynamic alliance, rooted in shared values and a love for cannabis, unfolds as a multi-faceted venture spanning music, fashion, and more.
Emerald spoke with George Sadler, Gelato Canna Co.‘s CEO and co-founder, a cannabis-infused product brand, who delved into the foundations and aspirations of this exciting collaboration.
Emerald Magazine: How did the partnership between Gelato Canna Co. and Phix come about, and what were the shared values that laid the foundation for this collaboration?
George Sadler: The foundation of our relationship with Phix was built during the lead-up to his performance at our official Hall of Flowers afterparty, AfterDark. We found that both Cody and I have the same aligned values as Phix which are respect, commitment, and love for cannabis culture.
EM: Phix mentioned that he was a fan of Gelato before the official partnership. Can you share more about what attracted him to Gelato, and how this mutual admiration influenced the collaboration?
GS: Phix was first attracted to Gelato’s branding and loved the products! He felt comfortable working with us because we share the same values, and Gelato followed his visual image, which was a no-brainer when it came to the marketing side.
EM: The partnership includes various elements, from product collaborations to a limited-edition clothing line. Can you provide more details on these collaborations and what audiences can expect from them?
GS: There will be a limited run of clothing regarding the clothing line. Everything will be a limited edition and then that’s it. Once it’s sold there will be no more inventory made. Phix will have all of our non-cannabis products available at his shows, ie. water, clothing, tequila, etc.
EM: Gelato is expanding into offering non-cannabis goods and services with the collaboration on a limited edition clothing line. What inspired this diversification, and how does it align with Gelato’s overall brand strategy?
GS: We’re a lifestyle brand. Whether it’s music, sports, etc. Gelato caters to the way people live their lives. Our goal at the end of the day is not to be seen as just a company with a diverse array of goods and services that are reputed for their quality, craftsmanship, and fair pricing.
EM: Phix mentioned that collaborating with Gelato to share his music and spread the word about Gelato to his audience is a dream come true. How does Phix envision contributing to Gelato as a brand spokesperson, and what unique elements does he bring to the partnership?
GS: Phix’s audience demographic is Gen Z and younger Millennials. These generations embrace cannabis and do not carry the same stigma about cannabis that older generations tend to have. Taking the stigma away from cannabis with the help of a well-known performer enhances that synergistic win-win partnership.
EM: The Gelato brand ethos is described as fun, welcoming, and offering attainable cannabis products for all. How does Phix resonate with these values, and how will his involvement reinforce this ethos?
GS: His music and message is very relatable and he really comes off as genuine to his audience. I think that’s part of the reason why he’s been as successful as he has. Being able to connect with an audience by showing who you are is a gift- not all performers can do that. I think it crosses over into cannabis as well. People are smart and they know when a company is genuine in what they do and what kind of product they’re making for the masses. If people aren’t relating to the product it won’t sell. The same goes for music.
EM: George mentioned that Phix is the perfect spokesperson for the Gelato brand. Can you elaborate on why Phix was chosen and what qualities or characteristics make him an ideal representative for Gelato?
GS: His character. He and the brand just go together because yes, they have a certain visual appeal, and the demos crossover. But he is a good person and we’re lucky to find a spokesperson who is not just a talented artist but a genuine, solid guy.
EM: The collaboration with Phix marks the beginning of planned initiatives. Can you provide insights into the future plans and vision that Gelato has for its partnership with Phix and other potential collaborations?
GS: We’re always looking for partnerships- celebs, music artists, athletes, etc. This is nothing new for us. We have done collaborations with other professionals in other industries, this is just the first time with a music artist.
EM: Gelato emphasizes transparency, integrity, and accountability. How does the company ensure that these values are reflected not only in its cannabis products but also in collaborations and partnerships like the one with Phix?
GS: We are always careful to align with those who have the same values as Gelato. On the surface, it may not look as if our collaborations are in unison, but they are. It’s always someone who is true to transparency, integrity, and accountability. Those are very strong values we hold close to.
As Gelato pioneers its path into diverse markets and cultural spheres, the collaboration with Phix emerges as a harmonious blend of authenticity, innovation, and shared values.
Looking ahead, Gelato envisions a future rich with partnerships, where each collaboration resonates with the brand’s core principles of transparency, integrity, and accountability.
The Gelato-Phix collaboration not only signifies a significant step in the brand’s journey but also sets the stage for a series of inspired initiatives, promising a dynamic and engaging journey ahead.
Yes and thank you for the collaboration and NOT the competition to producers losers 🙂
Let’s please COLLABORATE on the HEMP ECONOMY, too plz 🙂