Travis Tharp
President & Chief Executive Officer
Keef Brands
Travis Tharp is the President and Chief Executive Officer of Keef Brands, the top selling cannabis beverage brand in the U.S. in 2021, according to BDSA. Headquartered in Colorado, Keef is currently in 11 markets with plans to expand into 5 more by the end of 2022. Prior to joining Keef Brands in 2017, Tharp spent six years in the tech space launching, building, and scaling two-sided marketplaces, including Handy (now part of Angi) and HopSkipDrive. During that time, he led international operations teams and oversaw the integration of multiple acquired marketplace companies. Tharp graduated with a Bachelor of Arts degree in Economics from Northwestern University and a Master of Business Administration in Entrepreneurship from the UCLA Anderson School of Management.
Establishing Consistent Products and Brands in a Diverse and Developing Landscape
This year has been championed as the year that national cannabis brands emerge. While this sounds great in theory, the reality is that individual state markets are in varying stages of development. Companies striving to create true national brands need to identify ways to provide consistency to consumers across inconsistent markets.
In this discussion, we’ll dive into:
- Challenges and pitfalls Keef has encountered expanding to eight domestic markets and Canada
- Key brand learnings about the supply-chain developments of captive markets and how to adapt
- Ways to focus on quality control and brand consistency to bridge markets