In the tenth episode of Big Ideas in Cannabis, host Cassie Tomaselli welcomed Jordan Fagen and Josh Huntington of Arizona-based Extra Laboratories to discuss innovation, formulation, and the future of cannabis products. The episode, available on the Beard Bros Media Network, delved into the company’s journey, industry challenges, and insights into creating superior cannabis formulations.
Cassie Tomaselli, founder of Tomaselli Media and The Green Room—a private membership for cannabis industry professionals—introduced her guests, highlighting their extensive experience in the field. Josh Huntington, CEO and co-founder, shared how he and Jordan initially met while working on opening a dispensary management team in Phoenix. Their collaboration evolved into a successful venture producing premium terpene and flavor formulations for numerous brands across Arizona and eventually nationwide.
Jordan Fagen, COO of Extra Laboratories, recounted his start in the industry at a small dispensary in Tucson before joining forces with Huntington. Their shared goal has been to develop ingredients and products that meet the evolving standards of the cannabis market—focusing on quality, safety, and consumer experience.
The discussion emphasized the gaps in the early cannabis market—products often made with crude ingredients, lacking sophistication or proper formulation for cannabis applications. “A lot of products were just created without considering the specific parameters of cannabis,” Jordan noted. “We saw the opportunity to craft formulations tailored to the unique needs of the industry.”
Both leaders underscored the importance of attention to detail in product development. They explained that successful cannabis brands prioritize quality ingredients, safety testing, and innovation. “Cannabis is supposed to be fun and cutting-edge,” Jordan said. “If brands only chase trends and don’t innovate, they risk becoming irrelevant in a rapidly changing landscape.”
The episode also tackled the challenges in formulating terpene and flavor profiles, stressing the significance of asking the right questions and understanding product application. Josh highlighted the importance of working backwards—considering how a product will be used, its hardware compatibility, and the desired sensory experience—before formulating.
Safety and standards in cannabis products were also key topics. The hosts reflected on the 2019 vape crisis, emphasizing the industry’s need to establish and uphold strict safety protocols. Extra Laboratories has committed to using only the highest quality ingredients and avoiding fillers and diluents that compromise product integrity.
Looking ahead, both Jordan and Josh expressed optimism about flavor trends—highlighting berry and lemonade profiles as popular choices—and the importance of innovation in hardware and delivery methods. They discussed the need for brands to stand out through unique, well-crafted products that deliver exceptional consumer experiences.
As the industry continues to evolve, the guests emphasized the importance of supporting small businesses and fostering innovation to ensure a diverse, competitive market. “Small players need to keep pushing forward,” Jordan stated. “We want to see more entrepreneurs chase their dreams and create products that elevate the industry as a whole.”
