In the burgeoning landscape of legal cannabis, Illicit Brands has carved out a distinct identity as a brand with a mission. The name was chosen to prompt consumers to ask hard-hitting questions: “Why is this illicit?” “Why are some people in jail for this while others are not?” and “Why does racial prejudice persist in the judicial system?”
These are questions David Craig asks himself and aims to spark public interest in advancing cannabis reform. Craig is the vice president of marketing for Illicit Brands. It starts by leveraging his influences and connections in the legal cannabis industry to start addressing broader social injustices.
Advocacy at the Core
From its inception, Illicit has been deeply committed to cannabis reform and social justice in Missouri. By collaborating with organizations like the Canna Convict Project and the Last Prisoner’s Project (LPP), Illicit has taken tangible steps to support individuals unjustly incarcerated for cannabis-related offenses. “This includes covering legal fees, rent, and advocating on their behalf with state judicial committees for their release,” Craig said.
One of Illicit’s flagship initiatives is the Freedom’s Campaign, launched in partnership with LPP. This campaign sheds light on the personal and financial toll of the war on drugs, documenting its impact on individuals through powerful audio testimonials. Illicit highlights the exorbitant cost taxpayers pay ($120 per day) to imprison individuals for cannabis-related offenses that are no longer criminalized in many states.
Expertise in Product Development
Illicit’s product development process stands out for its depth of expertise. Their team comes from different legacy cannabis markets from around the country and they’ve brought that wealth of knowledge to Missouri. To ensure consistency and quality, Illicit continuously refines its processes, striving for even marginal gains in efficiency and innovation.
Education is a cornerstone of Illicit’s strategy. The brand provides detailed product descriptions, including lineage, terpenes, flavors, and effects, to help consumers make better, more informed choices. They pair each strain with unique “strain art,” likening each product release to a new album drop. On the wholesale side, Illicit’s sales and brand ambassador teams work directly with dispensary staff, offering resources and training to enhance their understanding of cannabis products.
Illicit’s product line features innovative offerings that reflect both creativity and craftsmanship. Recent releases include Illicit Gemstones (not to be confused with the Righteous Gemstones), a line of infused hard candies shaped like precious gems, and the Power Chord, a 100-milligram infused pre-roll with a resealable zipper. The zipper has been a frequently requested feature from customers, so they got it done for the people. Additionally, their collaboration with Kansas City’s Café Corazón has resulted in a line of infused caramels featuring award-winning coffees, which they just launched a couple of weeks ago.
Beyond their product innovations, Illicit has prioritized sustainability. Achieving Clean Green Certification in 2023—the closest cannabis can get to USDA organic—the brand ensures environmentally responsible practices. This certification places Illicit among the top one percent of cannabis brands in Missouri committed to such rigorous standards. It also means that the day cannabis goes federally legal, Illicit’s gemstones and other edibles will already be classified as USDA Organic.
A Bright Future Through Community Impact and Partnerships
Illicit’s commitment to community engagement is evident in initiatives like annual food and toy drives in partnership with the Hispanic Economic Development Corporation (HEDC). These efforts have substantially supported families over the holiday season by feeding over 900 families over Thanksgiving and putting toys under the Christmas trees of hundreds of children.
The company also champions diversity and inclusion within the cannabis industry. Partnering with Black-owned cannabis businesses and legacy brands, Illicit has facilitated opportunities for these entities to thrive in the legal market. Current collaborations include brands like West by Donte West, House of Kush, Viola, and Monopoly Melts.
Illicit Brands remains ahead of cannabis market trends by leveraging data from platforms like Headset, Pistil, and BDSA. This data-driven approach informs their product development and market strategies, ensuring they stay responsive to consumer needs. Looking ahead, the brand plans to launch Space Cadet in Q1 2025, a new line of infused flower, prerolls, and edibles featuring unique packaging and an innovative brand story.
Despite misconceptions that Illicit Brands is a West Coast brand, the company’s roots are firmly planted in Missouri, Craig said. Nearly every member of the executive team hails from Kansas City, St. Louis, or other areas across the state. Their shared vision to bring top-tier cannabis products to their home state has been the driving force behind Illicit’s success.
Illicit’s journey is one of advocacy, innovation, and community. From addressing systemic injustices to delivering exceptional cannabis products, the brand exemplifies what it means to merge purpose with quality. As they continue to grow, Illicit remains a beacon for positive change in Missouri’s cannabis industry.
