Member Spotlight: Eaton Botanicals
How this New York-based brand is bucking the High potency trend.
Photo by Style Shutter
If you live outside of New York, you may not be familiar with Eaton Botanicals. But for those of us lucky enough to have access to their products, Eaton feels ubiquitous, and the brand is just getting started.
To learn more, we spoke with Jes Feuer, Eaton’s VP of marketing, about her high hopes for the brand going forward. “There’s still so much opportunity to shape what this industry becomes,” Jes says. “Cannabis is an incredibly dynamic category, and I love that there’s still room for creativity and experimentation in a way that doesn’t exist in many established industries.”
Her role: I’m the VP of Marketing, but like most marketing roles in cannabis (and anywhere, really), that means everything from brand strategy and product launches to event management, social media, customer service, and whatever else comes up. I love being involved in so many different parts of how people experience the brand.
What sets Eaton apart: Eaton was created around the idea that cannabis can be part of an everyday wellness routine. We focus on low-dose and microdose products that pair our sun-grown cannabis with functional mushrooms, botanicals, and cannabinoids at intentional dosages. We’re also deeply connected to our farm in Eaton, New York, which influences everything from how we grow to how we think about our products and the brand.
We also believe the cannabis experience should extend beyond the dispensary. We meet people where they already are, from workout classes and wellness events to salon-style dinners, art experiences, and more. These experiences give us an opportunity to introduce people to cannabis in settings that feel natural to them and build a community around the brand.
Photo by Style Shutter
Eaton’s mission: Our mission is to make cannabis more approachable, functional, and easier to incorporate into everyday life. We want to create products that have a clear purpose and give people more control over the experience they’re looking for, whether that’s energy, relaxation, recovery, focus, or simply having a great day.
Eaton's greatest achievement: Forging our own path in New York by focusing on low-dose and microdose products and using effective dosages of functional ingredients. Cannabis has traditionally been a market where higher potency has been a major selling point, and Eaton chose to build something very different. Seeing consumers connect with that approach has been incredibly rewarding.
Eaton's biggest challenge: Education. We’re asking consumers to think differently about cannabis — that more THC doesn’t necessarily mean a better experience and that the other ingredients in a product can be just as intentional as the cannabis itself. At the same time, we’re navigating an industry with significant marketing and advertising restrictions (shout out to CMC for helping to navigate this), so finding creative ways to tell that story is an ongoing challenge.
Photo by Style Shutter
What's next for Eaton: We’re just getting started! We’re continuing to expand across New York, introduce new products — including our first Live Rosin edible and pre-rolls that we now produce in-house — and find new ways to bring people into the Eaton experience. There’s so much more we want to do with functional cannabis, and we’re excited to keep pushing what that category can look like.
To dive deeper into Eaton Botanicals, follow the company on LinkedIn.
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