Brands to Watch: EmmaLeaf
Missouri’s cannabis market is thriving, with new brands continuing to emerge in an increasingly competitive space.
One of the latest to enter the scene is EmmaLeaf, a Boone County-based company founded by a group of industry veterans who are passionate about the power of plant medicine. EmmaLeaf brings a lineup of high-quality products, including their standout shatter, to dispensary shelves across the state.
“We’ve carefully crafted our products to fill gaps we saw in the market,” said Paul Schenck, COO of EmmaLeaf. “From shatter to pre-rolls, everything we create is designed with a commitment to quality, safety, and consistency.”
“Our brand is about producing the best cannabis products using the highest quality inputs and production standards,” Schenck explained. “We won’t put anything into the market that we wouldn’t be proud to consume ourselves. Our team is dedicated to consumer safety, and we scrutinize every item for quality, appearance, and safety before it goes to market. If it doesn’t meet our standards, it doesn’t leave the facility.”
Perfecting the vision
EmmaLeaf faced challenges in rolling out their operations, particularly with construction delays.
“Our facility was built from the ground up, with special considerations from my years of experience helping clients design facilities across the country, including big names like Truelieve,” Schenck shared. “We also had the privilege of working with architect Nick Peckham, known for his sustainable practices.”
Despite delays caused by weather, contractor setbacks, and supply chain issues, the team remained committed to its vision. “It’s been a long road, but we’re proud to finally bring our products to Missouri consumers,” Schenck said.
What values or ideas does your company represent?
“The best cannabis products are crafted, not manufactured,” said Schenck. “Our slogan reflects our commitment to combining the precision of a lab with the art of a gourmet kitchen.”
Meeting market challenges
EmmaLeaf sought to differentiate itself by filling gaps in the market.
“Shatter is a product Missouri consumers have been asking for, and our lab team is delivering a product we believe they won’t be able to get enough of,” Schenck said. “We’ve also focused on using natural ingredients, like dyes made from fruits and vegetables, in our baked goods. It’s these details that set us apart.”
Launching at the right time
EmmaLeaf was ready to move quickly once their facility was operational.
“We received our ATO on a Thursday evening at 4:54 p.m.,” Schenck said. “Because of our careful planning, our suppliers and vendors were on standby, and we were in production in less than 24 hours.”
Navigating packaging requirements
Missouri’s strict packaging regulations presented both challenges and opportunities for EmmaLeaf.
“We used STL Cannabis Services to ensure compliance and submitted packaging designs before production,” Schenck noted. “While the regulations limit creativity, we focused on branding with personality through our logos and colors to make an impact.”
Looking ahead
EmmaLeaf plans to launch products on Leaflink by mid-November and is excited to introduce its lineup to the market.
“We’re bringing new and different products to Missouri, and we hope our variety appeals to seasoned consumers as well as patients looking for relief,” Schenck said.
Differentiation in a crowded market
“Our commitment to quality and our team set us apart,” Schenck emphasized. “We’re confident that our high standards for ingredients and finished goods will resonate with consumers. Plus, our team culture is unique in this industry.”
Target audience
EmmaLeaf aims to be a favorite for all cannabis enthusiasts.
“Our products are for those who want premium quality at a competitive price,” Schenck said. “Even our value line can stand up to the competition’s premium offerings.”
What do you want customers to pull from your brand?
“EmmaLeaf is a Missouri company through and through,” Schenck concluded. “We’re here to offer products that people love while giving them real glimpses into our team. We want customers to feel like they know us personally.”
Brandon Dunn contributed to this story.
