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guess what? we ve been challenged by team dixie for the als ice water challenge. my name is tripp keber. this is team dixie. today we ll respond to the als ice bucket challenge. today we challenge medicine man. today we challenge incredibles. tell them what we re doing. we want to thank the grew at dixie elixir for calling us out on the als ice bucket challenge. this is the incredibles team. let s do this. it was a memorable summer, the first summer for legal marijuana, and for the pot barons of the industry, it was the summer they survived. ahh! [ laughter ] [ applause ] ....
The medical and research community said that it is impossible to control or predict a consumer s reaction to a marijuana edible. just like with any other controlled substance, you will build up a tolerance. to try to push every edible to being limited to ten milligrams, it s going to drastically change the edibles industry as we know it. more regulations followed. a house bill was introduced calling for edibles to be identifiable as containing marijuana, even when outside of their packaging. tricky when you re making soda. we re like dead in the water right now because we ve been paralyzed by these emergency rules for 2 1/2 weeks now. the most extreme translation was, you know, smart moms want a gray blob to be the only option you have for edible marijuana. if we submit to the emergency rules and make changes we need to make from a production and product and equipment standpoint, there is the very real potential that house bill 1366 may change that again. you re talking proba ....
Year. this year we re going to do 12 million. i m talking all chips in. i hate to fail. we want to be the costco of marijuana. in this episode, you ll enter the hottest part of the legal marijuana world, edibles. tripp keber is building an empire on the unquenchable hunger and thirst for these new products. these are made by dixie. this is their elixir. but it s all new and serious problems emerge. we don t have access to capital. we can t go out and buy a $200,000 piece of equipment. i can t describe to you the fear that i ve been carrying with me for the last three weeks. the government intervenes. and we passed that rule in emergency fashion. it would be the end of the edible industry. when you go for 500 bottles a month down to zero, that s quite a bit of profit loss right there. this regulatory tsunami can drown the new industry. can tripp and his colleagues survive? it s marijuana and it s all legal. ....
Art production facility. we re currently under production. i ve been a serial entrepreneur for most of my adult professional life. we call this our $5 million mouse trap. this industry, albeit incredibly challenging, has really been exciting. it s really required me to dig deep into places that i ve never been before and face them. it s exciting. so in some ways, maybe it is a rebirth. this will be really where we plot and plan for dixie s global expansion. never have i been presented an opportunity where you could potentially be part of history. i think people will look back, maybe my children or my daughter s children and say, wow, you know, this was the end of prohibition of marijuana. that 80-plus years of reefer madness is not going to be something easy to break. colorado s new laws have created nearly a billion-dollar industry in the first year in one state. edibles, also known as marijuana infused products, are doing hundreds of millions of dollars in sales. tootsie roll or ....
Infused products. i mean, it s slightly embarrassing because for better or worse, i m maybe identified as a thought leader. this just knocked me over the side of the head. we sold more in a 90-minute period in january than we did in the entire month of november of 2013. this is serving the adult use market, the recreational marijuana consumer. i can get the next person in line. this will house call it 500 plants. the wheels of cannabis turn slow when you re waiting on permits. i ve always had a high tolerance for risk. obviously this business is wrought with risk. as you say rise to the top of the mile high city, it s also a long way to fall. tripp s growing empire is proof that some americans like to eat and drink their weed. so how many did you want? marijuana opponents aren t gone, but they have been relegated to the shadows, waiting for another moment to be relevant. ....