The founder of Michigan-based Fresh Coast Extracts shares how a decade in cannabis, proprietary extraction technology, consumer insights and environmental innovation are shaping the next generation of cannabis brands.

Michigan’s cannabis market has come a long way since its early medical marijuana days. But for entrepreneurs like Sam Rosinski, founder of Fresh Coast Extracts, the industry’s evolution has brought both opportunity and increasingly complex challenges.

From market saturation and regulatory changes to shifting consumer preferences and growing price competition, building a sustainable cannabis business requires more than producing a good product. It demands an understanding of consumers, a commitment to innovation and the ability to create meaningful value throughout the supply chain.

In a recent episode of Branding Like a Boss, host Angela Pih sat down with Rosinski to discuss his entrepreneurial journey, the evolution of Fresh Coast Extracts, the company’s proprietary extraction technology and its ambitious approach to sustainability.

Their conversation offered a behind-the-scenes look at how one Michigan company is approaching cannabis brand development with a focus on intellectual property, manufacturing, distribution and consumer experience.

From backyard cultivation to cannabis entrepreneurship

Rosinski’s journey into cannabis began long before the industry became the sophisticated commercial market it is today.

His early interest coincided with the emergence of medical cannabis legislation in Michigan in 2008. At the time, the state’s regulatory framework was still taking shape, and the commercial opportunities were largely undefined.

Determined to find his place in the emerging industry, Rosinski pursued a dual career: working in finance during the day while cultivating cannabis at night.

Eventually, his passion for cannabis began to outgrow his traditional career.

In 2015, he took the leap into entrepreneurship, launching a company focused on regulatory and corporate compliance within the cannabis sector.

His background in finance proved valuable, allowing him to bridge the gap between traditional business practices and the rapidly developing cannabis industry.

Cultivation had helped fund his education, while the relationships he developed during college became the foundation of his early business network.

Looking back, Rosinski believes timing and relationships played an important role in his success.

He also recognizes how dramatically the industry has changed, particularly in its access to scientific research, manufacturing technology and data.

“We didn’t have good data that we were able to apply towards a new industry,” he explained, noting how today’s cannabis businesses can draw on established knowledge from pharmaceuticals, nutraceuticals and other traditional industries.

For Rosinski, the ability to collect, interpret and act on data has become one of the industry’s most important competitive advantages.

Fresh Coast Extracts: A brand foundry built on three pillars

Fresh Coast Extracts was developed around what Rosinski describes as a “holy trinity”: intellectual property, manufacturing and distribution.

His vision was to create more than another cannabis concentrates brand. He wanted to establish a brand foundry that could develop products, refine manufacturing processes and bring differentiated offerings to market.

The Fresh Coast name pays homage to the cannabis culture of Northern California, particularly the growers and communities that helped shape the modern cannabis movement.

But Rosinski wanted to reinterpret that heritage through the lens of Northern Michigan.

The result is a brand built around craftsmanship, community and an appreciation for the people behind the product.

Fresh Coast does not grow its own cannabis. Instead, the company places particular emphasis on highlighting the growers, processors, transportation partners, retailers and consumers who collectively contribute to the finished product.

Rosinski believes that this story is often overlooked as cannabis becomes increasingly commoditized.

“We think the process of cultivating and processing and distributing a product to an end consumer has a story,” he explained.

For Fresh Coast, understanding that story is essential to creating a brand that consumers can trust.

It also means recognizing that cannabis products are not one-size-fits-all. Different consumers have different expectations, experience levels, preferences and reasons for purchasing cannabis.

Understanding the next generation of cannabis consumers

One of the central themes of the conversation was the importance of understanding consumer behavior.

Rosinski believes the industry has historically been too focused on its own preferences, particularly those of experienced cannabis enthusiasts.

But the next generation of consumers is looking for something different.

Some want predictable effects. Others prioritize convenience, discreet consumption, approachable flavors or wellness-oriented experiences.

For consumers who are unfamiliar with cannabis, traditional strain names and flavor profiles may not mean much.

As Pih pointed out during the discussion, someone might not understand what Trainwreck is supposed to taste like, but they certainly know what strawberry tastes like.

That distinction helps explain the growing popularity of fruit-forward edibles and flavored vape products.

Rosinski draws comparisons with the alcohol industry, where approachable products such as White Claw helped introduce consumers to a category they might otherwise have found intimidating.

The same principle applies to cannabis.

Products with recognizable flavors, convenient formats and predictable experiences can lower the barrier to entry for new consumers.

He also highlighted the growing appeal of beverages and vape products, particularly among consumers who want the effects of cannabis without the inconvenience of traditional smoking.

For Fresh Coast, these changing preferences inform everything from product development to manufacturing and brand positioning.

Building a portfolio that meets consumers at every stage

Fresh Coast has developed a portfolio of brands designed to appeal to different consumer segments and experience levels.

Rather than positioning every product as a premium offering, the company recognizes that consumers have different budgets, priorities and expectations.

Its portfolio includes three distinct offerings:

• Ritual: An accessible, value-oriented product line designed for everyday consumers.
• Splash: A middle-market line incorporating adaptogenic positioning.
• Pure Live: A premium line featuring 100% single-source live resin and showcasing the company’s refined processing capabilities.

Rosinski explained that Ritual was initially launched under a very different name.

During an April Fool’s Day promotion ahead of 4/20, the company released 15-gram buckets of live resin under the name “Kirkland Signature.”

The product sold out within 24 hours.

However, the success attracted the attention of Costco’s trademark attorney, who contacted Rosinski after discovering the promotion on Reddit.

Following a conversation and a cease-and-desist notice, the company retired the name and eventually rebranded the product line as Ritual.

The experience reinforced an important business lesson: consumers respond to value.

For Rosinski, value does not necessarily mean the lowest price. It means offering a product that delivers quality and a clear benefit at a price consumers can justify.

He is particularly critical of cannabis brands that package ordinary agricultural products as luxury goods without communicating a meaningful difference to consumers.

“There’s nothing wrong with that,” he said, comparing cannabis commoditization to agricultural commodities such as corn. “But it’s the transmutation of that agricultural product into a deliverable good that has a marketed benefit.”

In other words, successful cannabis brands must do more than sell the plant. They must demonstrate why their products matter.

Innovation that consumers can actually recognize

For Rosinski, innovation is not simply about introducing something new.

He believes that successful innovation must demonstrate product-market fit and deliver measurable value.

He estimates that for every nine ideas, only one might become a genuinely successful application.

That philosophy has shaped Fresh Coast’s approach to research and development.

Some innovations are immediately visible to consumers, while others are embedded in manufacturing processes and supply-chain efficiencies.

The latter can be just as important.

Developing more efficient extraction methods, reducing input requirements and improving product consistency can help companies maintain quality while offering more approachable pricing.

This is particularly important in an industry where cannabis remains a discretionary purchase.

Consumers are balancing their cannabis purchases against groceries, fuel and other household expenses.

For Rosinski, the challenge is to deliver high-quality products without passing unnecessary costs on to consumers.

He also believes consistency is fundamental to brand loyalty.

Drawing on a lesson from a visit to Mammoth’s manufacturing facility, Rosinski recalled learning that product potency can play a role in achieving tighter parameters and more consistent sensory experiences.

His broader takeaway was that consumers want to know they can purchase a familiar brand in different markets and receive a reliable experience every time.

That repeatability, he argues, is what helps transform a product into a durable brand.

Whip Tech: Refining the cannabis extraction experience

One of Fresh Coast’s most significant technological developments is its proprietary extraction methodology, known as Whip Tech.

Developed over several years, the technology reflects the company’s original philosophy: create concentrates that preserve the essence and sensory characteristics of the cannabis flower.

Rosinski explained that the company wanted to make the experience of flower more portable and convenient without losing the characteristics that make the plant distinctive.

However, the increasing commoditization of cannabis has created new challenges.

As manufacturers compete on price, cost-cutting measures can compromise product quality and purity.

Fresh Coast developed Whip Tech to address these concerns by refining the extraction process and removing undesirable elements while preserving the desirable characteristics of flower-forward concentrates.

The patented process is being incorporated across the company’s portfolio, including Pure Live and Splash, with plans to extend it into Ritual.

For the company, the technology represents more than a manufacturing advantage.

It is an opportunity to create more consistent products, support partner brands and improve the consumer experience.

It also illustrates how intellectual property can generate value without necessarily becoming the primary marketing message.

Sometimes, the most meaningful innovation is the one consumers experience through a better product without needing to understand the technology behind it.

The Hero Project: Turning sustainability into a business strategy

Perhaps one of the most ambitious initiatives discussed during the interview was Fresh Coast’s Hero Project.

Developed over three to four years, the initiative addresses one of the cannabis industry’s growing environmental challenges: disposable vape waste.

Rosinski’s inspiration came partly from Michigan’s well-established 10-cent bottle deposit program.

The state’s recycling system encourages consumers to return aluminum cans and bottles by offering a financial incentive.

Michigan has historically achieved high participation rates through this model.

Rosinski saw an opportunity to apply a similar approach to cannabis vape devices.

The Hero Project is a joint venture with a vape manufacturer that combines recyclable and refurbishable hardware with a consumer return program.

Its patented device design incorporates:

• A shell made from biodegradable hemp plastic.
• An enzyme-based component intended to support compostability and biodegradation within five years.
• Internal components designed to allow refurbishment.
• A patented child-resistant unlocking mechanism.

But the technology is only one part of the initiative.

The company has also developed a return system involving participating retailers and consumers.

Through an in-house application, consumers can scan a QR code, return their qualifying devices at participating locations and receive money back on qualifying purchases.

The commercial model creates incentives for everyone involved.

Consumers receive a financial benefit, retailers gain another reason for customers to return to their stores, and brands have an opportunity to strengthen customer loyalty.

Fresh Coast has also worked with Michigan stakeholders on proposed legislation supporting the initiative. According to Rosinski, the proposal has been approved, with implementation dependent on the updated regulatory rules.

The company has also received Department of Transportation approval for its proposed ignition-resistant collection boxes.

For Rosinski, the Hero Project demonstrates how sustainability can become an integrated commercial strategy rather than simply a marketing message.

It also reflects his belief that cannabis companies need to anticipate regulatory and environmental changes rather than wait until they become unavoidable.

As conversations around single-use vape waste continue to develop in different markets, Fresh Coast is positioning itself to participate in the evolution of more sustainable consumption formats.

Consumer loyalty is about lifetime value, not just repeat purchases

Another important part of Fresh Coast’s strategy is its consumer loyalty program.

The company is increasingly using Michigan market data to understand where its products sell, who purchases them and how frequently customers return.

Michigan’s diverse cannabis market provides particularly interesting insights.

Rosinski noted that Northern Michigan experiences significant seasonal tourism, with his hometown’s population growing from approximately 20,000 year-round residents to more than one million during peak periods.

Those seasonal visitors often have different purchasing preferences from local residents.

Understanding those differences helps Fresh Coast make more informed decisions about product development, distribution and marketing.

The company’s loyalty program builds on that knowledge by creating more direct engagement with consumers.

Rather than focusing exclusively on individual transactions or purchase volume, Rosinski views loyalty through the lens of customer lifetime value.

The objective is to acquire customers, retain them and build a relationship that evolves as their cannabis experience changes.

He sees the company’s range of products as an important part of that journey.

A consumer might begin with an accessible Ritual product, explore Splash and eventually develop an appreciation for the more refined offerings within Pure Live.

For Fresh Coast, the opportunity is to build trust at every stage.

“If we can build trust within the consumer, then we can own them for life,” Rosinski said.

Beyond cannabis: Lessons from the vineyard

Outside the cannabis industry, Rosinski also finds inspiration in another plant-based business: winemaking.

His vineyard provides an opportunity to step away from the pace of commercial cannabis and reconnect with the agricultural processes that underpin both industries.

The vineyard operates using biodynamic farming principles, incorporating native yeast, local composting and recycled materials from public school systems.

Rosinski sees similarities between wine and cannabis, particularly in the importance of terroir, cultivation practices and the sensory characteristics of the finished product.

Both require patience, attention to detail and an appreciation for the people and processes involved.

More importantly, he believes both products have a social dimension.

Wine and cannabis can create opportunities for people to connect, share experiences and build relationships.

“The plants all have a message to tell us,” he explained.

For Rosinski, working in the vineyard is a reminder that consumers often overlook the time, thoughtfulness and craftsmanship behind the products they enjoy.

It is a perspective that continues to influence his approach to Fresh Coast.

Building a cannabis business designed to last

When asked what superhero alter ego he would choose if he had a cannabis-themed identity, Rosinski offered an unexpected answer: Dimebag Darrell.

The reference was less about the musician and more about the resourceful, unconventional approach to building a business.

Rosinski explained that Fresh Coast’s success has often depended on being thrifty, finding practical solutions and making the most of available resources.

He believes too many cannabis businesses have become overly focused on expensive infrastructure and elaborate facilities when ingenuity and operational efficiency can be equally valuable.

His philosophy is straightforward: build a business that can withstand the industry’s challenges without relying on unnecessary overhead.

It is a fitting conclusion to a conversation about an entrepreneur who has spent more than a decade navigating the cannabis industry’s evolution.

From early cultivation and regulatory consulting to manufacturing innovation, brand development and sustainability initiatives, Rosinski’s journey reflects the changing demands of a maturing cannabis market.

Fresh Coast Extracts is betting that the future belongs to companies that understand more than cultivation or extraction.

They must understand consumers, create products with genuine value, protect their intellectual property, embrace responsible manufacturing and build relationships that last.

And as Rosinski’s experience demonstrates, sometimes the biggest competitive advantage isn’t simply having the best product.

It’s understanding why people want it, what they expect from it and how to deliver that experience consistently.

Follow Beard Bros Media on their YouTube Channel.

• Cannascape: Introducing the Buddy Flowers Fresh Kit
• The Buddy Fresh Flowers Kit by Cannascape
• Fresh Frozen Flowers, Live Resin vs. Live Rosin, and What it All Means
• East Coast Sour Diesel Cannabis Strain
• 2022 Could Be A Big Year For East Coast Legalization