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Nejc Rusjan’s Bold Shift: From Finance to CBD Innovation With Essentia Pura

Updated November 14, 2024

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Recently, Healthnews interviewed our founder, Nejc Rusjan, delving into his bold career shift from management consulting to pioneering the CBD industry. The conversation touched on his initial curiosity sparked by supercritical CO2 extraction, the challenges of building Essentia Pura, and insights into staying competitive in a dynamic market.

Key highlights:

The leap from finance to CBD: How a lunch discussion changed Nejc’s path.
Essentia Pura’s mission: Commitment to high-quality, customizable CBD products.
White-label vs. private-label: Understanding these models for market entry.
Future trends: The rise of CBD in wellness, skincare, and pet care.
Innovation & sustainability: The role of eco-friendly extraction processes.

For more details, check out the full article here.

1. The Unexpected Start of a CBD Venture

In 2018, Nejc was working as a management consultant with a clear career trajectory laid out in finance, even preparing for a move to Vienna to focus on advising financial institutions. However, during a pivotal business lunch, he learned about supercritical CO2 extraction, sparking a newfound curiosity about the world of botanical extracts and CBD. This curiosity led to extensive research, eventually inspiring him to step away from finance and co-found Essentia Pura, a company now known for producing high-quality CBD products.

2. Positioning Essentia Pura for Market Leadership

Nejc spoke about how the rising popularity of CBD has fueled Essentia Pura's drive for innovation. The company’s approach has been to stay adaptable, constantly refining and expanding its product line to cater to both established and new brands. This focus on quality and customization has helped Essentia Pura maintain a competitive edge. Nejc underscored that their commitment to excellence ensures that their clients receive top-tier CBD solutions.

3. Choosing the Right CBD Supplier: Essential Insights

Nejc highlighted the critical nature of selecting the right CBD supplier, describing it as a decision that can make or break a business. He pointed out that consistent product quality, compliance with regulations, and a capacity for innovation are key factors in choosing a supplier. Transparency, proven expertise, and adaptability are essential for meeting a brand’s specific needs. His advice to businesses is to work with suppliers who conduct third-party lab testing and have a strong reputation in the industry.

4. Understanding White-Label vs. Private-Label Products

Nejc explained the difference between white-label and private-label CBD products. White-label items are pre-formulated, ready-made products that can be branded and sold, ideal for companies looking to enter the market quickly with minimal investment. On the other hand, private-label products offer extensive customization, allowing businesses to tailor everything from ingredients to packaging to align with their brand identity. Nejc noted that while white-label is efficient for fast market entry, private-label provides the flexibility to create unique offerings.

5. Trends Shaping the Future of the CBD Industry

Discussing the future, Nejc mentioned the expansion of the CBD industry into wellness, beauty, and pet care markets. With consumers becoming more informed, there is a noticeable shift toward specialized CBD products that focus on specific health benefits and natural ingredients. Essentia Pura is excited to be part of these advancements and is actively developing products that blend CBD with adaptogens, vitamins, and other wellness-focused elements to support specific health goals.

6. Commitment to Sustainability and Innovation

Sustainability and innovation are deeply embedded in Essentia Pura's ethos. Nejc detailed how the company sources its hemp from sustainable farms and adopts eco-friendly production practices. By prioritizing innovation, the team continuously enhances their processes to create unique formulations while maintaining consistent product quality. This dedication not only helps reduce environmental impact but also aligns with consumer preferences for clean, sustainable products.

7. The Benefits of Supercritical CO2 Extraction

Nejc described supercritical CO2 extraction as the cornerstone of Essentia Pura’s production process. This method uses carbon dioxide under high pressure to extract CBD, offering a cleaner alternative compared to solvent-based extraction methods. It preserves beneficial compounds like terpenes and flavonoids without leaving harmful residues, ensuring that the resulting products are pure and potent. This approach reinforces the company’s commitment to creating safe, high-quality CBD products.

8. What Lies Ahead for Essentia Pura

Nejc provided a glimpse into the future of Essentia Pura, sharing that the company is focused on developing new CBD formulations that incorporate wellness ingredients aimed at specific health benefits, such as immunity support and enhanced focus. Additionally, there is ongoing development in the skincare and pet care sectors, combining CBD with traditional ingredients to create innovative solutions. These new initiatives are part of the company’s goal to push boundaries and redefine possibilities within the CBD space.

For more in-depth details and Nejc’s full insights, you can access the complete interview here.