Betty’s Eddies Brand Director Sara Rosenfield discusses the cannabis brand’s early movement in the MO market

Screenshot 2025 06 25 At 24400pm

Photo Courtesy of Betty’s Eddies

Oftentimes, when thinking of edibles, consumers picture a gummy or a chocolate bar. Cannabis brand under Massachusetts-based parent company MariMed, Betty’s Eddies, takes a different angle in providing cannabis to consumers.

The brand’s signature chews are saltwater taffy infused with different cannabinoids to fit consumer needs. With eight different flavors, each offering different amounts of THC, CBG, CBN, CBD, CBC, THCV, and CBDV, Betty’s Eddies attempts to gear its products to fit whatever a consumer may prefer or need on a given occasion.

Now that summer is fully underway and we are clasped in the Midwest heat, the brand is helping consumers chill out. Betty’s Eddies just recently released its summer seasonal Beachtime Betty’s Strawberry Lemonade Chews. Each bite contains 10mg THC and 5mg CBG, along with vitamins C and D, allowing for a laid-back high that fits perfectly for taking it easy this summer.

The Pitch recently spoke with Betty’s Eddies Brand Director Sara Rosenfield to discuss her early beginnings working for the company, what makes the brand stand out in such a competitive atmosphere, and, of course, the newly released summer product.


The Pitch: I saw that you have an extensive background in marketing. Can you tell me how you transitioned into working with Betty’s Eddie’s and how you got into the role that you are in now?

1516926820717

Photo Courtesy of Sara Rosenfield

Sara Rosenfield: About three years ago, I had a background in consumer packaged goods, so the transition felt really natural, especially with a brand like Betty’s that’s focused on quality and great customer experience. What really drew me in was seeing firsthand how our products genuinely improved the quality of life. I’ve struggled with sleep for years, and I found something that works for me, that’s clean, the ingredients were thoughtful and curated, and it clicked.

So I realized the industry was really about wellness—not selling products, but it was about helping people feel better naturally. And we’re working to remove that stigma and change the way people think and how cannabis is wellness. That’s what keeps me passionate about the work—combining strategy and creativity to grow brands that make a difference. I literally hear from customers every day saying, ‘I haven’t slept in seven years until I tried Betty’s Eddies.’ Maybe it wasn’t seven, but it was years. I’ve received many emails from people going through cancer treatment who turned to our Ache Away Eddie’s for comfort, to help them with pain, to help them get their appetite back, and to sort of wean them off prescription drugs. It’s those stories that really drive me, and it’s really fulfilling to help make people feel better naturally.

Tell me a little bit about how your years of experience in marketing and dealing with consumer packaged goods has helped you gauge making the right business decisions when it comes to Betty’s Eddie’s, and specifically when you guys enter a new market like Missouri.

Betty’s is off to a strong start in Missouri. We’re seeing growth every day. We’re consistently hearing from new dispensaries that are interested in bringing us in, and the momentum is growing so it’s exciting. It’s a challenge learning the compliance in each market because each market is different—Some markets that we’re in, we can do billboards, some markets we can’t. It’s really about tailoring the plan to the specific market and then going in with a plan that hits on the dispensary menu, digital menu, merchandising, and what we can do programmatically to reach consumers—reaching consumers who are already cannabis customers, and sort of reaching the canna-curious that may be interested, that may need a little more exposure to learn about the brand and to sort of get them over the hump and have them try it.

Our Ache Away Eddies have been really popular, as well as our Go Betty Gos, too, which provide a natural energy boost. Those have been the two most popular. And then, the seasonal flavor, Beachtime Betty’s, which is strawberry lemonade, it’s always been a favorite. I hear from our customers, ‘When are you bringing this back?’ It’s been great to introduce a little taste of summer to Missouri and continue building the brand through our first LTO. Overall, there’s a clear, strong demand for a product like Betty’s there and Missouri has proven to be a great fit for the brand.

You touched on how you market to somebody who’s already familiar with the cannabis industry and cannabis products compared to how you might target somebody who is curious about what the product may do for them and the medicinal benefits that it could have for them. Can you tell me about how you gear your specific strategies towards each consumer?

Be Mo Photo Bedtimegroup

Photo Courtesy of Betty’s Eddies

Betty’s is all about helping the consumer. We want you to know how we’re going to help you. You’re going to sleep better tonight. So I think it’s those simple one-liners that we really use to make people understand what our product is, and then the other strategy that we’ve used that’s the differentiator is we’re all-natural, vegan, dairy-free, and we use fruits and veggies.

That’s what sets us apart—a combination of experience, trust, and our commitment to quality. We’ve also been in the cannabis space for over a decade, and we remain focused on one thing—making edibles that people not only love but also rely on. I also receive so many emails saying, ‘Can you please make an uninfused product? Your taffy tastes so good.’ So it’s about a delicious product that people can rely on.

Every expansion to a new state is different—Compliance from state to state obviously differs. So what was the expansion like when you guys first came to Missouri? What were some of the obstacles that you faced when you entered our market?

We have different packaging in every single state. Our logo cannot be the same. Some of our logos have bees, some of our logos have cannabis leaves, some of our packaging has fruit, some of it doesn’t. It’s rather ironic that some of the cannabis boards in any given state think fruit appeals to children, even though children can’t step foot in a dispensary.

So our packaging differs from state to state, which really makes it difficult yet interesting. When it comes to creating marketing POS, we need a separate version. We definitely overcame some hurdles when it came to Missouri packaging. And we’re still learning. I’m always looking for ways to improve our packaging or make it more on-brand. I look at all menus and say, ‘Hey, look what they’re doing. Can we push it a little further and do this?’ The packaging was a hurdle. There only can be a certain number of logos, it has to say ‘marijuana’ really big, and everything has to be one color. That was definitely the biggest hurdle. But you learn, you grow, and you move forward.

It’s a learning curve. We want to put our best foot forward in terms of our packaging. That’s a great representation of the brand because Betty’s is such a whimsical, fun brand, and a lot of that is expressed through the packaging and the use of colors.

Can you touch on the aspect of being an edible company that’s not just the straight-edge gummies or chocolate bars?

Be Mo Beachtime Beachview 01

Photo Courtesy of Betty’s Eddies

What sets Betty’s apart is obviously the fruit chew aspect of it. We’re not a gummy, we’re a fruit chew. I think our commitment to quality, effectiveness, and transparency—everything is made by hand in small batches. We use all natural ingredients. Our chews are gluten-free, dairy-free, handcrafted in small batches, and gives them a kind of homemade feel and a consistently great taste.

Our consumers are looking for functional products they can trust, and that’s what we deliver. Another key differentiator is our use of unique cannabinoid ratios tailored for specific needs, whether it’s sleep, pain, energy, stress—We really think about each formula.

Could you touch on the summer seasonal Beachtime Betty’s Strawberry Lemonade Chews and the thought process of having the 10mg THC, 5mg CBG, and vitamins C and D added into there as well. What makes this the perfect summertime edible?

When you want to go to the beach, you want to just chill, you want to just kind of escape from your world and relax. It has essential summer vitamins. It’s easy and breezy, and it kind of keeps you in a summer state of mind and allows you to just chill. That’s what we wanted. We wanted a little escape with this product.

What do you value the most in the work that you get to do for Betty’s Eddies?

Those emails that I get. To know that you can literally change people’s lives—You forget about all the nonsense and we’re really doing something here that changes people’s lives. I’m not kidding when I say I see that every day. We’re a small company, everyone rolls up their sleeves and does a lot. I have a lot of touch points in the company and I respond to the customer service email, so I see them, they’re not just passed on to me. If you write, you’re getting me.

One other thing that I’ll touch on is, because of these emails, about two years ago we wanted to be more involved in this cancer community if we can team up with a nonprofit. So that led to two partnerships. This will be our third year with Keep A Breast, which is a nonprofit that advocates for early detection. They have an app and it shows you how to perform self-exams. The packaging is literally in review right now. Because of these emails, it organically got us thinking, and we formed these partnerships that are now three years in the making, where we partner with the Keep A Breast Foundation. Their logo is on our packaging and we include a QR code for people to download the app. We make a donation to them every year, and the partnership is really great. Last year, we also started partnering with Susan G. Komen.

Can Missourians expect any new launches coming soon from Betty’s Eddies?

That launch is our Ache Away Eddie’s in a special packaging. We are looking at a potential winter limited edition, too.

Categories: Culture