In a compelling interview on the Beard Bros Media Network, founders Ram Solell and David Apfelbaum shared insights into their groundbreaking venture, Roca, an Israeli startup transforming the cannabis industry through cutting-edge printing technology.
From Personal Experience to Innovation
Ram Solell, co-founder and Chief Product Officer, revealed that his journey into cannabis innovation was deeply personal. A medical patient in Israel, Ram faced nerve damage and ruptured discs, prescribed cannabis which he had used for years. When supply was cut due to recent reforms, he envisioned a new method of precise, customized dosing—leading to the inception of Roca’s technology.
“I thought, why can’t I just print cannabis? Have a device that manufactures exactly what I need, prescribed by a doctor,” Ram explained. His background as an industrial designer and experience with 3D printing fueled the idea, setting the stage for the company’s innovative approach.
A Collaborative Reinvention
Ram reconnected with childhood friend David Apfelbaum, an experienced venture capitalist and co-founder, who was immediately captivated by the concept. The duo co-founded Roca in early 2023, leveraging Israeli government grants and pilot programs in Nevada, USA.
David shared, “We aimed to develop a device that allows for precise, dose-controlled consumption of cannabis extract—without the mess or variability of traditional methods. The technology enables users to consume extract in a way that’s customizable, consistent, and less wasteful.”
Breaking New Ground in Cannabis Technology
Roca has developed a proprietary extract printer capable of embedding precise doses of cannabis onto specialized substrates—whether pre-rolls, papers, or edibles. Their innovative paper, engineered from scratch, features unique physics that control burn rate and combustion, resulting in smoother, more consistent smoking experiences.
“Our papers don’t canoe or stiffen up,” said David. “They burn evenly, which is a common pain point with traditional pre-rolls, especially those infused or coated with hash or keef. Our technology ensures a controlled burn, enhancing the overall experience.”
The company’s evolution included overcoming significant technical challenges, such as inventing new glue, laminate layers, and a sugar-based sealant to manage the viscous nature of cannabis extract.
From R&D to Commercialization
The journey from prototype to market has been extensive. Ram’s team conducted two years of research, patent filings, and rigorous testing, including compliance with Israeli health regulations. Their innovations have culminated in the Roca One extract printer, which is now ready for US markets, with plans to partner with major cannabis companies.
“Our goal is to empower brands and cultivators with tools to create new product formats,” Ram emphasized. “Whether it’s infused pre-rolls or precise medicinal doses, our technology enables a new level of control and quality.”
Market and Future Plans
Roca’s approach bridges medicinal and recreational markets, emphasizing that all cannabis consumption has therapeutic benefits. They have launched a consumer-facing shop (rollingcard.shop) for papers, accessories, and branded products, aiming to reach consumers directly.
Looking ahead, the founders see vast potential beyond cannabis, including nicotine and other oil-based substances, thanks to the versatility of their printing technology. They also highlighted their extensive patent portfolio, including four key patents covering the machinery, chemistry, and printing mechanisms.
Global Impact and Industry Reception
With patents secured and partnerships forming, Roca is poised to disrupt traditional cannabis consumption methods. Their innovative approach has garnered interest from industry giants and regulators alike, positioning the company as a leader in the next generation of cannabis product manufacturing.
Roca exemplifies how passion, technological innovation, and regulatory perseverance can drive meaningful change in the cannabis industry. As they continue to develop their groundbreaking printing technology, the future of precise, customizable cannabis consumption looks brighter than ever.
