The cannabis company ‘Whoopi & Maya’ opened their doors in 2016, co-founded by Whoopi Goldberg and Maya Elisabeth of Om Edibles. Aimed at helping women deal with the pain they experience, such as menstrual cramps, the business was a hit. After what appeared to be a successful 3 years, it is coming to an end.
Early February saw a statement posted to their website, saying that “Whoopi & Maya will no longer continue operation.” which has deeply saddened all those behind the scenes. The message continues saying “this is just one chapter of their story coming to an end”.
Board member Rick Cusick received word from Whoopi that she intended on stepping away from the brand. “It became clear to everybody that Whoopi and Maya wanted a divorce,” Cusick said when speaking for himself. It became apparent that a split between the two co-founders was imminent, thus resulting in the closing of their business.
When they started their company, they launched with a niche focus on helping women manage their menstrual pains with medical cannabis. Whoopi and Maya saw this opportunity in a sphere that many were afraid of addressing. They believe they proved a market in this sphere and have enjoyed providing it to their female patients.
However, the closure of their company stems from more than just their personal issues according to Cusick. When the company started in 2016, California was simply a medical cannabis market. California’s shift to legal recreational use amongst adults made it difficult for the brand to effectively adapt.
The constant jumping through hoops set them back tremendously, just as they were about to make a breakthrough and become cash-flow positive. It became apparent that working in an emerging industry presented numerous challenges. However, Cusick and the rest of the board will be meeting to determine the final outcome of the brand and its products.
It is becoming evident that even large fish are struggling in the cannabis market. It may become apparent that large sums of money and a reputable brand backed by the famous doesn’t equal success. Even the big cannabis companies are struggling to compete in a market where so much quality product is becoming so easily accessible.