# Founder Feature: Todd Harris of Plift

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-07-19
- Length: 34m
- Episode: 59
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-07-19-founder-feature-todd-harris-of-plift
- Listen: https://share.transistor.fm/s/0bf318b4

## Summary

Todd Harris, co-founder and CEO of Plift, explains the brand's mission to provide a socially acceptable, non-alcoholic, hemp-derived THC beverage that serves as a healthier alternative to alcohol. He details the product development process, including the strategic decision to use 4mg dosing and classic cocktail-inspired flavors like Paloma and Moscow Mule, while navigating complex state-by-state regulations and distribution challenges. Harris also discusses the company's focus on equity by supporting underrepresented founders and the current fundraising hurdles they face to meet surging wholesale demand.

## Outline

1. Introduction: Plift's Mission and Founder Story
2. Product Development: Dosage, Flavor, and Naming Strategy
3. Regulatory Landscape: Hemp vs. Marijuana and Distribution
4. Market Education and Consumer Trust
5. Distribution Challenges and Wholesale Strategy
6. Building an Inclusive Industry and Supporting Founders
7. Founder Advice and Fundraising Hurdles
8. Debunking Myths and Customer Feedback

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Policy, trade & tariffs](https://hardwarepodcasts.com/topic/policy-trade-and-tariffs)

## Most relevant to

early-stage companies

## Mentioned

- Plift (product)
- Total Wine (company)
- Shrox (other)
- Republic National (company)
- Glazers (company)
- Waterloo (company)
- Canteen (company)
- Cantina (company)

## Related episodes from other shows

- [297 - Can functional THC beverages help with alcoholism? Jonny Locarni and Magic Cactus believe so!](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-12-04-297-can-functional-thc-beverages-help-with-alcoholism-jonny-locarni-and-magic-ca) (People of Packaging)
- [311 - Beyond Beers: How THC Drinks Are Disrupting the Beverage Market w/ Josh and Shea from Green Street Beverages](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-05-20-311-beyond-beers-how-thc-drinks-are-disrupting-the-beverage-market-w-josh-and-sh) (People of Packaging)
- [21 Seeds: Kat Hantas](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-21-21-seeds-kat-hantas) (How I Built This)
- [Athletic Brewing Company: Bill Shufelt](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-11-18-athletic-brewing-company-bill-shufelt) (How I Built This)
- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)

## Citing this page

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