Wendi Ezgur, Founder of HIJNX- Interview Series

Few sectors of the cannabis industry encourage boundless creativity and experimentation quite like the edibles market. While creativity is certainly helpful in phenotype hunting and other aspects of flower cultivation, edibles innovation allows producers to refine and evolve virtually every part of the product. From choosing culinary ingredients to selecting the right cannabis oils, the category offers near-endless customization. When you factor in the added consumer appeal of a smokeless, odorless format, it is easy to see why the edibles market is growing so rapidly.

To take a closer look at what it takes to launch a cannabis edibles brand—and what expanding into new state markets entails—MyCannabis.com spoke with Wendi Ezgur, Founder of HIJNX.

How did your studies at the University of Illinois Urbana-Champaign provide you with an advantage throughout your career?

I think one of the greatest things a university education can give you is the ability to think critically, solve problems, and learn how to learn, and ensure your college years are fun and memorable, leaving with a lifetime time of memories and lifelong friends (and in my case, my best friend / husband too!)

Those skills have served me throughout my career, especially as an entrepreneur.

I’ve worked across different industries, and I’ve learned that while the products and markets may change, the fundamentals of business remain surprisingly consistent. You need to understand people, identify insights and opportunities, make decisions with imperfect information, and be willing to adapt.

And if there’s one thing entrepreneurship teaches you, it’s that the learning never stops! I am an insanely curious person, and that has never changed.

While running Leadhead, what nationally known brands did you work with? What did working with such industry-defining brands teach you about effective brand building and innovation?

One of the most valuable lessons I learned from working with established brands is that a successful brand is much more than a logo or a clever marketing campaign.

The best brands understand exactly who they are, what they stand for, and why consumers should care. They’re also consistent. Every interaction with the consumer reinforces the same identity, whether it’s the product, packaging, advertising, swag and merch, or customer experience.

I’ve carried that philosophy into HIJNX.

We want people to recognize our personality immediately, but we also want the actual product experience to reinforce the promise of the brand. Great marketing might convince someone to try your product once. A great product is what brings them back.

In my years of running Leadhead, I worked across so many disparate industries from Maybelline to Valvoline, Pizza Hut, Kraft, Pepsi, American Express (AXP ), Disney, and on and on. The more industries I learn about, the more innovative I can become.

What inspired you to create HIJNX? What previous professional experiences did you have with cannabis companies, and what opportunities did you envision in the industry?

My previous business experience taught me that some of the best opportunities exist in industries where the rules are still being written.

Cannabis certainly qualifies!

I saw a market with enormous potential but also a lot of room for improvement in product development, branding, and operational execution. I believed consumers would increasingly expect cannabis products to meet the same standards as other premium consumer goods.

That meant better formulations, more thoughtful packaging, consistent quality, and brands with genuine personality. HIJNX was my opportunity to bring those ideas together and build the kind of company I believed the industry needed.

What were the most difficult aspects of starting and building the brand? How did you intend to stand out among other edible brands in Illinois?

Where do I begin?

Starting a cannabis manufacturing business means you’re essentially building several businesses at once.

You’re developing products, creating a brand, building a manufacturing operation, navigating compliance, raising capital, hiring employees, and establishing distribution—all while the market continues to change around you.

One of our biggest challenges was making sure we built the right foundation from the beginning. We didn’t want to create a business that looked successful on the outside but couldn’t operate efficiently behind the scenes.

As for standing out, I never wanted HIJNX to compete solely on price or packaging. We focused on making products that were genuinely unique and delivered the best effect. We achieved that with first product, RSO-based Space Chunks, while creating a brand that felt playful, memorable, and approachable.

The goal was simple: get consumers to try us because we’re interesting and keep them because we’re good.

From a production standpoint, why is using RSO oil in Space Chunks innovative? How does it improve quality without driving up the price?

Most cannabis gummies are made with THC distillate, which is popular because it’s relatively straightforward to formulate with and provides consistent potency.

We chose to use RSO because we wanted a more full-spectrum cannabis extract that retains a broader range of naturally occurring plant compounds. It’s a different formulation philosophy, and it comes with additional manufacturing considerations, including managing flavor, consistency, and ingredient costs.

We believe the extra effort is worthwhile. Of course, there’s a business side to this too. You can make the most wonderful product in the world, but if consumers can’t afford it, you’ve limited your market.

Our approach has been to engineer efficiency into our manufacturing process so we can deliver what we believe is a premium product at an accessible price. I don’t think consumers should have to choose between quality and value.

What have been some memorable reviews of HIJNX products? How do multiple product formats help you appeal to a wider demographic?

The feedback I enjoy most is when someone tells us they tried HIJNX and were surprised by how much they actually liked it.

Whether they’re talking about the flavor and texture of Space Chunks or the convenience of our Shooters, I love hearing that we exceeded their expectations. We also recognize that cannabis consumers are not one homogeneous group.

Some people love gummies. Others prefer beverages, while others enjoy vaping. Some prioritize convenience, some want specific cannabinoid ratios, and others are looking for premium ingredients and craftsmanship.

Having multiple product formats allows us to serve different preferences and consumption occasions without forcing everyone into the same experience.

One of the most rewarding outcomes has been how many medical patients have reached out to let us know how much our products have helped them; those dealing with managing pain daily or going through surgery or cancer treatment.

How would you describe the expansion from Illinois into New York? What additional rules and regulations does New York have?

Expanding into New York has been exciting, but it’s also a reminder that cannabis isn’t one national industry yet. It’s a collection of individual state markets, each with its own rules. We’re approaching New York through a capital-efficient model that involves partnering with a licensed processor rather than building an entirely new manufacturing facility from scratch. That allows us to focus on what we do best: product development, branding, sales, and building consumer demand.

But you can’t simply take an Illinois product, put it in a box, and send it to New York. New York has its own licensing structure, product potency restrictions, packaging and labeling requirements, and manufacturing standards.

For example, we have to evaluate product configurations and serving sizes specifically for New York rather than assuming our Illinois formats will automatically comply.

The challenge is preserving the identity and quality of HIJNX while adapting to each market’s requirements. It’s complicated, but it’s also a fascinating part of building a multistate brand in such a regulated market.

How do edibles provide more versatility than smoking or vaping? How have customers incorporated HIJNX products into their wellness routines?

One of the great things about edibles is that they offer consumers another way to enjoy cannabis without inhalation.

They’re discreet, portable, and available in different flavors, formats, and cannabinoid formulations. They also lend themselves to more intentional dosing, particularly when products are clearly labeled and consumers understand serving sizes.

We see consumers choosing different products for different occasions. Some prefer a small portion of a gummy in the evening, while others enjoy the convenience of a beverage shot.

Of course, edibles have a different onset and duration than inhaled products, so understanding your dose and giving the product time to take effect is important.

I love that consumers have choices. The right cannabis experience is personal, and our job is to offer well-made products that fit different preferences. The RSO that we use ensures that those dealing with pain or going through difficult disease or post surgery management, have a natural and effective product to rely on.

Why has the edibles market grown so much? Are consumers gravitating toward smokeless and vaporless options?

Absolutely, I think there’s a growing audience for cannabis products that don’t involve smoking or vaping.

Edibles are approachable, especially for consumers who may be curious about cannabis but have no interest in inhaling anything. They also fit naturally into familiar consumer behaviors. People understand gummies, beverages, and other food-based products.

I think beverages are particularly interesting because they introduce cannabis into an existing social ritual. Instead of automatically reaching for an alcoholic drink, some adults are exploring cannabis beverages as another option.

That doesn’t mean smoking or vaping is going away. Different formats serve different consumers. But I do believe the next phase of cannabis growth will be driven in part by products that feel familiar, convenient, and easy to incorporate into adult lifestyles.

From your experience with Gromentum Lab and the Illinois cannabis industry, what challenges do social equity entrepreneurs still face? What needs improvement?

I think the biggest issue is the gap between being awarded a license and having the resources necessary to turn that license into a successful business.

A license is an opportunity, but it isn’t a business.

You still need capital, real estate, equipment, regulatory expertise, experienced employees, and enough working capital to survive the time it takes to become operational and profitable and the ability to grow by adding new products.

And in cannabis, all of those things can be unusually expensive or difficult to access. We need to focus more on helping entrepreneurs build sustainable businesses, not simply measuring success by the number of licenses awarded.

That means better access to capital, more practical technical assistance, clearer regulatory processes, and programs that recognize the operational realities of this industry. Social equity should create a genuine opportunity for long-term ownership and economic success.

What are some exciting future plans for HIJNX? What state markets show promise for edible brands?

Our immediate focus is continuing to grow in Illinois while establishing HIJNX in New York.

New York is particularly exciting because of the size of the market, the diversity of consumers, and the opportunity to build a recognizable brand as the legal market develops.

We’re also expanding beyond our original Space Chunk gummies. Our Shooters give us a foothold in the beverage category, and HARMONIX represents our commitment to building a premium vape portfolio.

Longer term, I see opportunities in other states where there’s a growing legal market, strong retail infrastructure, and room for differentiated brands. But I’m a big believer in disciplined growth. You can grow fast, but you better be doing it smart.

The fun part is that we’re really just getting started.

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