Mike Mulkern, Founder of MAVZ – Interview Series

The federal descheduling of hemp has allowed for increased normalization and opportunities for CBD/hemp businesses that are still years away at best for cannabis businesses. The lack of a Schedule on the Controlled Substances List has allowed hemp businesses to prop up in states that are many years from recreationally legalizing cannabis, and its non-intoxicating nature has allowed for hemp-based products to be utilized in several innovative ways far beyond just smoking the buds. CBD and hemp products come in wide varieties, from facial scrubs to bath bombs and teas in many flavors, and they’ve become a growing part of many wellness routines.

For a greater look into what it’s like starting not one but two different CBD/hemp brands and the possibilities of those products, mycannabis.com had the pleasure of speaking with Mike Mulkern, Founder of MAVZ.

While studying at Salem State University, what courses in entrepreneurship proved to be the most useful or otherwise beneficial throughout your career?

Guerilla marketing for two reasons one being when you are starting a business you are often on a very tight budget and auditing every dollar spent. Guerilla marketing focused solely on low budget, high impact marketing tactics which I use every day in business as a small Mom & Pop operator. Second, Professor Don White was my professor for this course, he was incredibly influential on my college journey and we still stay in touch 10 years post-graduation.

Prior to founding Wave Hemp, what were some roles and other jobs that you held? And how did you first become interested in the hemp/CBD industry?

My first real job at 14 was bussing tables. I worked at a restaurant called the Back Nine Tavern. From there I worked many jobs, one being on the maintenance team for Newburyport Public Schools where I fixed, painted, and built things. In later years in high school, I worked in retail at TJ MAXX. During college, I managed a frozen yogurt shop. My job before starting Wave was selling newspaper advertising right out of college. I was always an advocate for the hemp/ cannabis industry. I first got my medical card in 2014. At this time I was a sophomore in college and Salem was set to open the first medical dispensary in the state. I knew I wanted to get into this industry and do what I had always believed in and was passionate about. This goes perfectly into the next question.

What was your personal experience with hemp and cannabis before founding Wave Hemp? Did you have any friends or family members that found great relief through the plants?

At this point in my life of HS/ into college I was in and out of the hospital being tested for GI issues. I began to notice when I consumed cannabis, it helped alleviate some of my symptoms and take my mind off of the pain and discomfort. At this point I began emerging myself in the industry attending every expo and event and reading all the studies and publications that I could. During this time of being an early advocate, I was spreading the word all over and helping friends and family any chance I could get.

What most inspired you to enter the hemp/CBD industry and create Wave Hemp? What were the most arduous parts of starting up the business?

What inspired me most to start Wave was the amount of passion I have around the real healing properties this plant has. I was soon hearing real customer testimonials for all sorts of conditions and ailments. The most arduous parts are; Navigating an ever-changing landscape around state and federal rules and regulations. Lack of availability for banking, credit card processing, and advertising. Overcoming failed partnerships and financial setbacks.

In a market where few products are truly the quality that they claim to be, how did you ensure that Wave’s products were the top-notch level of quality they said they were, especially in a year when the CBD/hemp industry was still so young?

Early on and still true today, we lead by education. We built trust with our community and customers early on by being teachers of the topic and letting our passion and knowledge lead the way. I also focus highly on letting my customers sample the products before they make the investment. I will often provide a 5-10 day supply for someone to go home and test it out before buying. In addition to this we already set ourselves ahead of most competition by having real third-party lab testing done on every batch we make.

All of our lab results are also public information on our website. We also have built trust with medical professionals and for many we are the go-to brand when recommending CBD products to their patients. Being sold at both Medical and Adult-use dispensaries sets us apart from CBD you see sold at gas stations or smoke shops.

How would you describe the process of selling Wave Hemp to a parent company? How was that acquisition in the hemp/CBD space far different from other industries?

 It was bitter sweet. It was also a great learning experience. At the time it was an exit strategy to not walk away from my business at a loss during a time where I wasn’t quite able to support myself or my family with the revenue it was generating. Selling to a big corporate company was tough to watch in the long run. They ran their business into the ground and then pulled out of Mass and the hemp/ cannabis Industry all together. Before they exited, they gave me the option to buy it back but I knew I could start a new brand and facility for a fraction of the costs and that’s exactly what I did!

Similarly, what went into founding MAVZ? How was the process different many years after the founding of your first hemp/CBD company?

This time I wasn’t starting from scratch. I was starting from nearly a decade of experience, connections, and some help from AI to automate and simplify different areas of my operations. I was able to see over the years what was working and what wasn’t, not only with myself but with other brands too. I also had a whole new purpose. I had a new born at home and a family to support and that extra pressure has made me work even harder and smarter this time around.

How have MAVZ’s products become part of your customers’ wellness routines? How do you believe that hemp/CBD products can be further included in more wellness routines?

I have seen a massive shift since the pandemic of people being more aware and invested in their health and wellness. When we look at fitting into people’s wellness routines we look to provide real solutions for the three major problems we see over and over again. People dealing with pain management, sleep troubles, and stress. We have also begun to see a major acceptance from the modern health care industry with doctors and nurses recognizing these products as real alternative plant therapies.

What advantages do you believe that Massachusetts holds over other Northeast states when it comes to hemp production?

We have some of the best institutions and hospitals in the state. This will allow for extensive research to be done and then adopted into our health care systems. Massachusetts already has a fairly mature cannabis/hemp market. One major obstacle however is our short growing season here in MA. It makes it difficult for our farmers to have a hard time thriving in this industry and why we don’t see many hemp farmers in the state.

Thank you for joining us, Mike! For more information on MAVZ, please visit its website.