In the rapidly evolving cannabis industry, authenticity, purpose, and quality are no longer optional—they are essential for brands seeking to stand out. In episode 11 of Branding Like a Boss, a podcast dedicated to unveiling the stories behind the industry’s most influential brands, host Angela Pih sat down with Kate Ransom, Director of Marketing at Jetty Extracts, to explore how this California-based company is redefining cannabis branding through a commitment to transparency, purpose, and product integrity.
A Personal Connection to Plants and Wellness
Kate Ransom’s journey into cannabis marketing is rooted in a deep belief in the healing power of plants. Her personal experience with gut health issues in college, which she addressed through food and herbs, sparked her passion for plant-based healing solutions. A lifelong vegetarian, Ransom recognized cannabis as the next step in the evolution of natural wellness.
Her career spans roles at Whole Foods Market—where she honed her expertise in organic and sustainable produce—and Native, a clean personal care brand known for aluminum-free deodorant that actually works. Today, at Jetty Extracts, she leverages her background to promote OCAL-certified organic cannabis and solventless live rosin, emphasizing quality and safety for consumers.
Choosing Purpose-Driven Cannabis
When considering her move into cannabis, Ransom was deliberate. “Jetty is a mission-driven brand that offers high-quality products aligned with my values,” she explained. Her experience with wellness brands provided her with a solid foundation in storytelling around organic and regenerative agriculture, which she now applies to her work at Jetty.
Jetty’s commitment to solventless extraction and natural cultivation standards resonated with Ransom’s own principles. “It’s more interesting and impactful to work on brands that care about their stakeholders, environment, and product integrity,” she said. This purpose-driven approach informs all facets of Jetty’s marketing and operations.
Storytelling with Impact: The Shelter Project
A core element of Jetty’s brand narrative is the Shelter Project, launched in 2014 to provide free cannabis to cancer patients in California. Ransom highlighted how strategic storytelling amplifies this initiative: “We create structured enrollment periods and energize the company around telling those stories authentically.” Since its inception, the Shelter Project has donated over a million dollars worth of product and helped more than a thousand patients, with plans to expand into New York.
This initiative exemplifies how purpose-driven brands can differentiate themselves beyond product features, fostering emotional connections with consumers who value social impact and community support.
Product Integrity and Education
Jetty’s unwavering focus on product integrity is exemplified through their OCAL certification—a California cannabis standard akin to USDA organic—and their transparent supply chain. Partnering with Coastal Sun Farm, a regenerative OCAL-certified grower, Jetty ensures that its cannabis is cultivated with sustainable practices, reducing water and energy use and avoiding synthetic pesticides.
Educating budtenders and consumers about what “clean” means in the context of cannabis is an ongoing challenge. Ransom emphasizes that communication must blend functional benefits—like consistent effects and high-quality formulations—with emotional benefits related to supporting brands that align with personal values. “Once consumers understand that our products are both effective and ethically produced, they are more likely to support them,” she said.
Market-Specific Strategies and Packaging Innovation
Jetty operates in four key markets: California, Colorado, New York, and New Jersey. While product offerings are largely consistent across states, regional nuances—such as education levels and market maturity—require tailored messaging. Ransom highlighted the importance of foundational education about extract types and sourcing practices, especially in newer markets like New York.
Packaging presents its own complexities. Jetty manufactures most of its packaging in-house at their Oakland facility, allowing for strict quality control and compliance with diverse regulations. Their signature dark blue cylindrical vape cartridges are recognizable markers of trust and purity, reinforced by their messaging around clean, safe products.
Leadership, Evolution, and Founder Influence
Navigating a founder-led organization presents unique challenges. Ransom explained that aligning the evolving brand identity with the founders’ original vision— rooted in surf culture and California roots—requires careful balance. She underscores the importance of identifying core brand elements, such as the iconic art on their high THC strains, and integrating these into new market strategies.
Her approach emphasizes consistent communication of the brand’s mission: providing high-quality, clean, and purposeful cannabis products that consumers can trust and feel good supporting.
Data-Driven Marketing and Future Outlook
Ransom is a staunch advocate for leveraging data and consumer feedback. From surveys and social listening to customer interviews, she advocates for continuous market assessment. “Data validates whether our messaging resonates and helps us refine our approach,” she noted.
Looking ahead, Jetty aims to deepen its market presence, especially in New York, by expanding product lines and operational capacity. Their focus remains on leading the industry in solventless, clean cannabis products, setting a standard for quality at scale.
A Cannabis Superhero: Telepathy as a Superpower
In a lighthearted closing segment, Ransom shared her cannabis-themed superhero alter ego: Jean Grey, with telepathic powers. She draws a parallel between her ability to understand and connect with consumers, budtenders, and product teams—bringing cohesion and insight to her role.
Watch The Full Episode
Kate Ransom’s story exemplifies how purpose, product integrity, and strategic storytelling can elevate a cannabis brand beyond the noise of the marketplace. Jetty Extracts’ unwavering commitment to clean, sustainable, and socially responsible practices offers a blueprint for brands aspiring to authenticity and trust in the cannabis space.
