The Oklahoma medical cannabis market has experienced significant fluctuations in recent years, with over 6,500 cultivators, 2,800 dispensaries, 1,800 processors, and 355,800 patients licensed*. However, there have been notable decreases in key metrics, such as the number of growers and patients. The market also faces challenges such as a volatile regulatory environment, oversupply, and a moratorium on licenses. 

Despite these obstacles, driven individuals continue to thrive in this market. In this interview, we have the opportunity to gain insights from Jeff Ledbetter, Owner and Cultivation Director at Earthwise Organics, a licensed cultivator located in Glencoe, Oklahoma. 

Jeff shares his thoughts on seed selection and quality, cannabis cultivation, and the Oklahoma industry's future. 

*Note: many licenses are inactive. Estimates on active operators typically indicates active dispensaries at around 1,500 (CAMP - Cannabis Analytics Market Place, 2023). 

Jeff Ledbetter, Earthwise Organics 

Jeff has amassed significant experience in the cannabis industry over the years. He has spent 2 years as the Owner/operator and Cultivation Director of Earthwise Organics, where he focuses on implementing sustainable and living soil cultivation practices. Prior to his current role, Jeff worked as a Senior Consultant at GrowBetterCo for over 5 years, providing his expertise to assist growers in improving their operations. 

In addition to his professional experience, Jeff has also been involved in the cannabis industry as a passionate cultivator and grower. Jeff's background in the legacy market spans his entire life. He was born into a family who used cannabis regularly. However, his extensive experience in the regulated market showcases his adaptability and ability to thrive in the evolving industry, no matter the regulations. 

Jeff's journey in learning to grow cannabis stems from a combination of hands-on experience, continuous learning, and a deep passion for the plant. Over the years, he has honed his skills through practical application, experimenting with different cultivation techniques, and staying up to date with the latest industry advancements. Jeff's dedication to living soil and sustainable cultivation practices reflects his commitment to producing high-quality cannabis while minimizing environmental impact. 

The motivation behind Jeff's involvement in the cannabis industry extends beyond personal interest. His passion for cannabis cultivation is driven by a belief in the plant's therapeutic potential and its ability to positively impact people's lives. By cultivating medical cannabis, Jeff aims to contribute to the well-being of patients and provide them with access to safe and effective treatment options. 

“What sealed the deal was after choosing living soil and regenerative farming, I learned I produced better flower, better vegetables, and it was easier to manage, and it felt like I’m doing the right thing. I don’t need to buy a bunch of stuff at the store, I can source what the plant needs in nature. It helps me sleep at night.” - Jeff, on the reason he grows as naturally and sustainably as possible. 

Overall, Jeff’s years of experience, dedication to regenerative and sustainable cultivation, and passion for the plant make him a valuable source of insights and perspectives on the medical marijuana market in Oklahoma. 

Now that you know more about Jeff, let’s get into the interview! 

How did you first become involved in the cannabis industry? What drew you to it? 

Being born into a cannabis using home led me into using and loving it, that undeniable. I always joked with friends growing up that Oklahoma would be the last state to go legal,it was unbelievable when everything changed in 2019. In 2017 I had gone to jail for cannabis in Oklahoma, causing me to lose a great job, all my income, my home I rented, everything in my life changed. Over just half a gram of cannabis. In 2019 I realized I might have a chance to cultivate my favorite plant for a living, It felt right has changed my life and I love it. I love biology and gardening. My first job was working in greenhouses in Oklahoma at TLC, a large greenhouse operator in Oklahoma. 

When SQ788 passed, I had two business partners and a small financial backing so we built our first licensed grow. We were licensed within two months of the legalization. 

Tell us about your background and how you feel it influences your cultivation and business strategies today? 

My real business background comes from working in management of hazardous materials as a responder and auditor at UPS. There are a lot of procedures and things to know about shipping hazardous materials. It taught me a lot about quality. Because of this experience, I got a job at AmeriGas. There are many factors to consider in these roles about safety, hazmat training, and so on. A common trend I found was quality is key. Each job showed me I needed to ensure things were done right the first time. 

I transitioned to manufacturing and inventory of materials management. I completed a total quality management course and it opened my eyes to business. I learned many businesses are hypocritical. It separated the wheat from the chaff. I saw managers not do what they say, quality not being taken seriously, and mistakes happen because of it. 

Learning about the importance of quality is what drives my business ethos. 

Seed quality is crucial for successful cultivation. Can you tell us about your approach to seed selection and the factors you consider? 

Well this is huge question because there are thousands of cannabis seed varieties available. How do you know what to pick? This often takes time and money for people to understand through trial and error. First, you have to know that within each pack of seeds there is at least some variance. You also shouldn’t expect the seed you plant to look just like the plant in the pack picture because many environmental factors affect cannabis growth; with Cannabis you just can’t expect the seed to produce the same fruit consistently like other seeds/plants you may be used to. 

To avoid the possibility of ending up with male plants, feminized seeds can be used. These seeds produce females at near 99.9%. Cannabis plants are photoperiodic. This means they flower based on the length of daylight. Conversely, “autoflower” cannabis seeds can flower without needing to change the duration of light. Understanding the difference is very helpful. 

For commercial indoor operations, you will want several packs of seeds of the same strain to select the winning female for cloning. By cloning the best female, you can continue to run that same “premium” female plant over and over with consistency. Growing from seed typically produces good flower, but growing from a “quality” selected clone produces consistent top quality flower. A commercial operation needs a consistent product, so clones are preferred for flower. 

With the oversupply of cannabis in the Oklahoma market, how do you ensure that your product stands out in terms of quality and differentiation? 

First of all, If you are trying to produce a quality product, you are going to do that regardless of oversupply or competition. You will build and tool up for quality. Total quality management is built in with purpose, and you don’t retroactively pull quality in because you find out that you f**** up. You have to start over and build for it with purpose. 

Building for quality as a grower means that I produce high quality products in a sustainable and affordable way. Meaning, the costs I incur and the things I use for my grow are sustainable and I can continue to do them and thrive as a business. For me, this meant going the living soil route for my cannabis cultivation operation. The reason is because it has absolutely only positive environmental impacts, no run-off or pollution in any way, the nutrients used are far less expensive than commercial hydroponic nutrients, and the overhead for utilities and labor in a living soil grow are less expensive and manageable. 

I believe the living-soil grow model has a smaller environmental footprint, therefore we can produce something of quality with low overhead and in a way that future regulations won’t affect us negatively. As a farmer of any crop, you need to consider how you manage your land and what you put into what is sold to the public for consumption. 

As a proponent of regenerative living soil farmer, how do you integrate sustainable practices into your cultivation methods? 

I don’t want to be wasteful. Going to the shelf and buying something is not something I want to do unless I have to. We build our own soil from scratch, using coco coir, peat, perlite, compost (including vermicompost), native sand, and multiple dry amendments to sustain our soil’s biome. 

Good soil is something that is made. it doesn’t ever come out of a bag.  

A bag may have good things that could contribute to a well-made soil, but it is not good soil on it’s own. 

I needed low utility bills, low costs. I don’t think it is a sustainable business model for me to have to get +$1000/lb to stay in business. It isn’t sustainable for the environment or the businesses to rely on these prices. I think cultivators will need to be more flexible on pricing and operate with lower environmental impact. They will need to be more sustainable to survive in the future. 

The greenhouse and living soil method seems more practical for these reasons.

What role do you think federal cannabis legalization reform plays in the growth and development of the industry in Oklahoma? How do you contribute to this movement? 

I think descheduling cannabis is the most important goal because cannabis is less harmful than alcohol, tobacco, caffeine, and sugar. It should begin being treated as such federally. If we are talking about this type of federal reform, then it would change federal tax law for 280E. This would help my business because my business would have a lower tax burden and be able to claim retroactive deductions. 

The best thing you can do for the movement is to be knowledgeable. Look at the laws and current events in other places around the world. Then, you can share an educated opinion in conversation with others. Because when you and I can have an informed conversation and I can share something with you, you might listen. I think that is one of the most important things. 

Don’t call your senator or write your representative unless you have educated yourself first, please. 

The Oklahoma cannabis market has seen a decline in the number of growers and patients. How do you navigate these challenges and adapt to the changing landscape? 

We should begin this by discussing the failed attempt to legalize recreational. We saw patient renewals drop in expectance of recreational legalization passing. It didn’t. Ironically, we saw a rise in license desirability for the same reasons. Our government has secured license desirability by way of moratorium, which could be extended until 2026. 

To navigate these challenges, you need quality and consistency. You need realistically manageable overhead. These are simply good business practices. If you build quality and sustainability from the beginning, that will always help you in any environment. 

What’s something you want to leave the readers with? 

How we grow things matters. 

When it comes to farming and agricultural practices and thinking about our future and what is sustainable, we should be mindful about what we do. I’d say look into the soil food web movement.

Conclusion: 

The Oklahoma cannabis market has experienced notable shifts, with fluctuations in the number of growers, patients, and a surplus of supply. However, dedicated professionals like Jeff Ledbetter continue to thrive amidst these challenges. By prioritizing seed quality, sustainable cultivation practices, and actively participating in cannabis legalization reform, Jeff and others like him contribute to the growth and development of the industry. While uncertainties loom, the passion and resilience of individuals like Jeff will ultimately determine the winners in this ever-evolving landscape. 

Stay up to date on the latest developments in the Oklahoma cannabis industry and gain further insights from industry leaders, follow Jeff Ledbetter on LinkedIn and explore Earthwise Organics' website. 

Sources: 

CAMP - Cannabis Analytics Market Place. (2023, April 27). MSOs, Regional & Independent Dispensary Performance : Who’s winning the ... https://www.linkedin.com/pulse/msos-regional-independent-dispensary