Pioneering Palates: How Jamie Hoffman Built Craft Elixirs into Washington's Premier Cannabis Edibles Company
In the heart of Seattle's charming Wallingford neighborhood, a culinary revolution in cannabis edibles has been quietly unfolding since 2013. At the center of this gastronomic innovation stands Jamie Hoffman, founder and president of Craft Elixirs, whose journey from Chicago rooftop gardens to Washington's top-selling cannabis treats exemplifies entrepreneurial vision and culinary creativity.
Chicago Roots to Cannabis Routes
Jamie Hoffman's path to becoming a leader in Washington's cannabis industry was anything but conventional. A Northwestern University graduate with a degree in Communications and Advertising, Hoffman initially built her career managing integrated marketing programs in the commercial construction industry. Her entrepreneurial spirit emerged when she recognized an opportunity in Chicago's urban landscape and founded Chicago Earth LLC, a boutique service designing and maintaining vertical rooftop gardens for luxury penthouse owners and condominiums.
These green oases atop steel and concrete skyscrapers weren't just visually appealing—they were functional gardens filled with aromatic edibles like mint and basil. Working with these herbs sparked Hoffman's interest in infusing syrups, a passion that would later form the foundation of Craft Elixirs.
"I worked really hard on the marketing and branding," Hoffman has said about her business ventures. "It takes a really long time to design the packaging to match your vision—and it's really about a combination of something visual and something educational."
Immersed in Chicago's sophisticated post-speakeasy vintage cocktail culture and experimental gastronomy scene, Hoffman began experimenting with herb-infused syrups for cocktails and other culinary applications. When Washington voted to legalize recreational cannabis in 2012, Hoffman saw her opportunity. She sold her condo, packed up her Volkswagen, and drove west on I-90 until she reached Seattle.
Building Craft Elixirs: Quality and Innovation
Hoffman chose Washington over Colorado to avoid competing with established businesses operating under the latter state's existing medical marijuana laws. "In Washington, they made everybody start from scratch [to do business within the recreational market]," she explained, giving her new venture a level playing field.
Craft Elixirs formed in 2013 with a focus on producing small-batch, artisanal cannabis-infused syrups made from seasonal and local Washington State ingredients. What began as a lean operation with just one employee has grown into a thriving business with over 30 team members, producing award-winning products found in approximately 300 dispensaries across Washington—more than half of the state's total.
The company's cornerstone principles reflect Hoffman's vision: produce the best products using superior local ingredients and ensure compliance with all regulations. This commitment to quality and standards has helped Craft Elixirs win the prestigious Dope Cup two years in a row for their Pioneer Squares fruit chews.
Cultivating Community Connections
Central to Craft Elixirs' success is Hoffman's commitment to local sourcing. She's developed a network of partnerships with Washington growers including Puffin Farm, Doc & Yeti Urban Farms, and Sidhu's Blueberry Farms to source high-quality cannabis and fresh fruit. These relationships not only support the local agricultural community but ensure the finest ingredients make their way into Craft Elixirs' products.
"It's really fun to come up with products that you can't find at the grocery store, and people are excited about it—and they love it," Hoffman says about her unique confections.
The Craft Elixirs Difference: Artisanal Excellence
What sets Craft Elixirs apart in Washington's competitive cannabis market is their dedication to truly artisanal production methods and unique flavor profiles. While many competitors focus solely on maximizing THC content, Hoffman's culinary approach emphasizes the entire sensory experience.
Take the company's best-selling Pioneer Squares line, playfully dubbed "Fruit Noms" (as in "nom nom nom... yummy yummy"). These fruit chews feature actual pieces of fresh Washington fruit that the company candies over a two-day period, creating what Hoffman describes as a "really awesome culinary experience."
The Lemon-Mandarin variety, for example, begins with slices of mandarin oranges placed into gummy molds before being covered with cannabis-infused lemon-flavored pectin. The result is a complex flavor journey: "There's the bitterness of the rind of the orange, the sweetness of the candy gummy. There's a little tartness when the citric acid hits your tongue," Hoffman explains, "And then, when you swallow, there's like a little aftertaste of cannabis."
This attention to flavor balance and quality ingredients has paid off. According to recent data from Headset, Craft Elixirs' gummies occupy the top three slots for edible sales in Washington state.
Product Innovation: Beyond the Sweet Spot
While many cannabis edible companies focus exclusively on sugary treats, Craft Elixirs has expanded into savory territory with their popular Lori's Potato Chips line. Available in flavors like Roasted Garlic, Sweet Potato (seasoned with cinnamon and brown sugar), and Sea Salt and Cracked Pepper, these chips offer an alternative for consumers seeking something beyond the typical sweet edible.
"The Roasted Garlic is made with an organic extra virgin olive oil that's been infused with garlic—and you can't find a potato chip like that anywhere in the commercial market," Hoffman notes. When asked about the name behind the chips, Hoffman reveals with characteristic humor: "There is no Lori. I have a marketing background and I think it sounded cute, just to be really honest. I don't think I'm going to call anything 'Jamie.' It seems too braggy."
The company also produces Dank, a premium cannabis-infused chocolate syrup made with organic sugar, bittersweet chocolate from local chocolatier Theo, organic vanilla, and ground vanilla bean.
Commitment to Quality and Standards
Craft Elixirs doesn't just create unique products—they do so with meticulous attention to quality control and ethical standards. The company has perfected an in-house small-batch cannabis extraction method that begins with relationships with the finest local Washington growers. Their full-spectrum oil contains a complex mix of cannabinoids with natural terpenes, made by rinsing plant material with certified Kosher, organic sugar cane ethanol.
"It's an expensive product to work with, but it's clean and I know there's nothing else in it: I know there's no additives, I know its gluten-free, I know it's non-GMO, I know it's kosher," Hoffman explains about their extraction process. The company has even received kosher certification—the blessings of a rabbi—for their kitchen, reflecting Hoffman's belief that "being kosher's important to me, because it just has a level of cleanliness."
All Craft Elixirs products are vegan, gluten-free, and kosher, with no artificial colors or flavors. This commitment to clean ingredients has resonated with consumers seeking high-quality cannabis products without unnecessary additives.
Leadership Style: Empowering Teams
As a woman business owner in a predominantly male industry, Hoffman's leadership philosophy centers on empowerment and ownership. "I just want to be a strong leader and grow our company. A strong leader encourages others to lead and take ownership," she says.
Hoffman has structured Craft Elixirs to provide cross-training opportunities for employees, allowing team members to find roles that match both their talents and interests. This approach has fostered a close-knit, dedicated team that shares Hoffman's passion for quality and innovation.
"I believe women have the ability to create structure and execute much-needed processes as organized leaders in their own businesses as well as in the growing cannabis industry," Hoffman observes about the increasing presence of women in cannabis business leadership.
Challenges and Growth
Despite their success, Craft Elixirs faces ongoing challenges. "Keeping up with production," Hoffman cites as a primary challenge. "Our products have been really successful. And we try to make as much as we can. But it seems like we're always out of stock of one or two flavors. We can never keep up with the demand."
Space constraints present another hurdle, complicated by state regulations regarding where cannabis businesses can operate. "I can't just move into another building. I can't just add another building on. I have to go through the state and an approval process," Hoffman explains.
Nevertheless, the future looks bright for Craft Elixirs, with Hoffman hinting at exciting new products in development. "We have some amazing products in our pipeline," she says. "These are going to be products that haven't been done before by anyone in the cannabis industry—and I just can't wait to launch them."
A Culinary Cannabis Future
Through her unique combination of culinary creativity, marketing savvy, and entrepreneurial vision, Jamie Hoffman has established Craft Elixirs as Washington's premier cannabis edibles company. By prioritizing quality ingredients, innovative flavors, and rigorous standards, she's elevated cannabis edibles from simple delivery mechanisms to sophisticated culinary experiences.
As Washington's cannabis industry continues to evolve, Craft Elixirs stands as a testament to what's possible when passion for food meets innovative business practices. For consumers seeking artisanal, locally-sourced cannabis products crafted with care and creativity, Jamie Hoffman's Craft Elixirs offers a taste of Washington's finest.
By Michael
Sources:
https://www.spokesman.com/stories/2020/mar/23/meet-jamie-hoffman-craft-elixirs/
https://theemeraldmagazine.com/craft-elixirs/
https://www.ganjapreneur.com/craft-elixirs-changing-way-eat-drink-cannabis/
https://companyweek.sustainment.com/article/craft-elixirs/
https://www.trendhunter.com/trends/craft-elixirs
https://www.seattletimes.com/sponsored/women-in-washingtons-weed-industry/
https://www.spokesman.com/stories/2020/oct/29/no-more-sweet-stuff-edible-makers-buyers-find-opti/
WA States Advertising Disclaimer. Just In Case.
- "This product has intoxicating effects and may be habit forming.";
- "cannabis can impair concentration, coordination, and judgment. Do not operate a vehicle or machinery under the influence of this drug.";
- "There may be health risks associated with consumption of this product."; and
- "For use only by adults twenty-one and older. Keep out of the reach of children."
