Brother number two and our first CEO, Joel was not only our leader, but our conscience, too. He planted the roots that make Charlotte’s Web what it is today; crafting a company built on mission, not profit. A series of amazing, synchronistic moments supported this company in its infancy, encouraging the brothers that they were on the right path, however crazy it might have felt at the time and even when they–by their own admission–didn’t quite know what they were doing. In a world where most startups fail, their focus on helping others helped navigate and support the business’s growth.
Trivia Fact: cannabis was not Joel’s first career path. He was working in the oilfields of Texas when his older brother Josh started telling him about the importance of these plants, and their value not only in business, but for the health of others. As Joel puts it, he jumped into “the wild west of cannabis” after it was legalized in Colorado, over a decade ago. And we’re all so lucky he did.